GenreMy music genre is “retro” It is also my Unique Selling Point as no other vintage stylised magazine are exclusively music. Retro isn't technically a genre on its own- like pop, rock, or country. Retro is past popular music, be it rock, swing, jazz or country that is at least 20-30 years old. I'm taking inspiration from the 1940's-60's pop which usually includes brass instruments, drums and a strong vocalists. Multiple singers or barbershop quartets were also popular. The majority of the music would be loud and fast with emotive lyrics of romance or rich, glamorous lifestyles, like "I get a kick out of you", "diamonds are a girl's best friend"; or just to bring a smile during the tough times of world war II with "boogie woogie bugle boy".

My inspiration came from watching Post Modern Jukebox’s Youtube channel. They take popular modern day songs and rearrange them into something you might of heard decades ago! I also think I was subconsciously influenced by my mother’s tastes. She like Michael Bublé and loves listening to old songs on her record player.

I’m not very familiar with music magazines, but to my knowledge, there is nothing offering this genre to the public. It is a risk, however with retro’s popularity in fashion and photography and pop icons taking inspiration from the past, like Amy Winehouse and Katy Perry, I figured it would be unique and appealing to lots of people (but I’ll get to that later.)

I will use Mojo as my base to build my magazine on. Mojo magazine offer some features on “classic rock” or past artists like The Beatles or Bob Dylan. I will include an eye catching front cover with a cohesive colour scheme , like Mojo. However, to make my magazine superior, I will include a double contents page to make it more visually appealing and less cluttered. This will also allow me to include more images instead of just the one that Mojo include on their single page. Finally, I will produce a feature article on my “up incoming artist” which will

make my readers feel like they’re getting exclusive knowledge before anyone else. This makes me superior to Mojo as they tend to focus on successful, established artists. I will also include adverts or details for future concerts, tours or small meet and greets. I think it would be beneficial to include competitions for my readers to win signed merchandise or backstage passes to concerts. Also, I would like to use a font similar to the brand Soap and Glory, or the music magazine “Rolling Stones” as I feel both are retro with the curvy font that remind me of records, and the red, black or white colour scheme.

I will use stereotypical 1950s style clothing with bright makeup and curls so anyone can identify the genre of my magazine. It is crucial I use red, black and white as these colours are most associated with Rockabilly and while make my magazine ‘pop’ on the shelf. I will most likely have my model wearing a polka dot dress on the front cover in American style diner to highlight the change of culture. I may also have my model holding a retro microphone to portray her as a singer- implying it is a music magazine. Although I’m uncomfortable doing it, I think my magazine would look more professional if my model posed provocatively to imitate the 1950s style pin up girls. This will determine my audience as 60% male and 40% female, but it is important the photographs are tasteful so women aspire to be her and not ‘slut-shame’ her.

AudienceMy primary target audience will be 16-30 year old ABC1 males and females. I chose this age for my main audience because they tend to have a disposal income or “pocket money” that they will spend on festivals, gigs, albums, music related content to develop their identity. By age 16-18, most young adults have determined what genre they like the most but are still impressionable and can be influenced by platforms such as Youtube. Speaking as a 16 year old ABC1 girl, I personally love Indie Rock such as Imagine Dragons but Youtube has introduced me to cover artists who take popular songs and sing them in their own style. For example, Post Modern Jukebox take well known songs and will reinvent them with props, costumes staying true to the original but in keeping with similar music at the time, labelled “Vintage style” 60’s soul, 50s, “Casablanca style” or “Marilyn Monroe” style.

My audience will be individualists purely because the re-introduction of this style of music is not a well known genre. Individualists tend to want to be quirky and unique. Retro inspired clothing is becoming more popular as well as more vintage and thrift stores popping up all over London, so why not do the same with music? Older music has slowly come back with Michael Bublé being a well known swing singer, known as the Frank Sinatra of our time, and record players being more accessible and modern artists selling their music on vinyls as well. Having vintage items has become more desirable as it gives teenagers more understanding of their past but also make them stand out against their peers. These people are the trend setters.

My target audience is male and female however it will be a 60:40 split. I feel that although the music itself will appeal more to girls, the style of the magazine will attract men as 1950s style are notorious for ‘pin up’, ‘sexy’ girls. However the girls that do like the style are moreinclined to be influenced by the 50s in their wardrobe, and will relate more to the women’s articles than the men will.

My secondary audience will range from 60-90 years old, ABC1 males and females which most music magazines wouldn’t try to entice but because my magazine revolves around the rockabilly and dapper styles of the 1950s/60s I thought what better audience than those who have loved and lived through it?

I think this age bracket is overlooked with the media thinking life ends after you hit 30, but I want to encourage grandparents to dance and retell stories of meeting soldiers in diners, or dancing through the night at jazz clubs, and I hope my magazine is a real conversation piece between families, who can get to know their grandparents (before it’s too late!)

I have chosen Bauer Media as my publishing house as the publish Mojo. Initially, I thought I might compete for attention as the publishers focus on Mojo, since are magazines have some similarities, but overall I think my magazine is unique enough to stand out against there mass amount of indie and rock magazines. Additionally, Bauer Media has had past experience in a similar genre so they are more aware of what is successful. Furthermore, by working with Bauer Media, my magazine receives instant credibility from their good reputation

Institution

FrequencyI would release my magazine monthly so it can be produced to a high, glossy quality and more content. Also, this allows readers to plan events for the following month,. Readers are more likely to buy an issue monthly than weekly as they will be reluctant to pay £2 weekly for a thin magazine when they can buy a thicker, higher quality magazine monthly for £5 with a wider range of information and articles. By releasing it monthly it also makes it more desirable as they have been waiting and anticipating the next issue.

ContentMy magazine is to inform my audience about retro influences in modern music, and educate them on established artists that are inspired by past hits, as well as entertain my readers with light hearted pieces on future events and advertise up-and-coming artists in feature articles. The article will promote the new artist’s album but will also give inspirational, heat felt stories of how she got into the industry and where she wants to go next. I want my artist’s words to be genuine and evoke empathy. I want young women to look up to her and follow her morals and values, and for men to be attracted to her but also respect her for her talent and personality.

A possible idea for another double page spread on successful vintage themed parties and fun ideas to recreate your own. I could also make a playlist for events which encourages people to discover new artists as well as get creative and involve themselves in their community.

The only modern aspect of my magazine will be social media platforms like Twitter, Facebook, Instagram and Youtube as well as an official website offering a digital copy for sale. All of these will be used to promote the magazine and involve the audience in discussions and encourage them to share their opinions. On my website I would offer a yearly subscription service at a discounted upfront cost which would be delivered to their door at their convenience every month, so they never worry of missing out!

My model will wear a variety of outfits that are associated with World War II, pin up girls or rockabilly. I intend to dress my model in a tight fitting officer blouse and pencil skirt so she can salute and pose with the microphone like The Andrew Sisters’ “Boogie woogie bugle boy”. Ideally, I would like to have a RAF plane as the backdrop for this shoot.

My second outfit would be a white navy/pilot jacket and skirt to imitate Christina Aguilera's Candyman with either a sea backdrop or a plain screen using the school’s media resources. If I’m able to go to Brighton pier, I would love for my model to wear a swim suit or sailor dress and take some action shots of her dipping her toes in the water.

My final outfit is a red polka dot dress which is iconic of the 1950s. This outfit would look amazing against an American Diner backdrop. I would love the model to have a milkshake or coca cola and drink it innocently, and perhaps her pretending to be a waitress.

All these outfits and locations are feel are most iconic to the 1950s style I’m targeting. Ideally, my model will have loosely curled hair, will be slender, and wear bright red lipstick in all shots. She must feel confident in her body as there will be some provocative photos showing lots of arm and legs. To accentuate the model’s legs, I would like her to be wearing red high heels in the photos. All the poses will be sexy and suggestive but not straight out sexual, and must leave a lot to the imagination. This is not only to stay true to my theme and style but also appeal to my male audience. Hopefully, the colourful outfits will appeal to my female audience. It is vital my photography is subtle so women are not offended by the magazine. I want my “artist” to look flirtatious but fun and friendly too!

I feel the red polka dot dress with the American diner backdrop will be most suited to the front cover as the contrast of patterns with the dotty dress and checked floor, and the complimentary colours of red white and black will help my magazine compete with modern music magazines. I will use the World War II related costumes inside either on the contents page or the double page spread, as I feel they will portray my magazine as old fashioned instead of retro if they were on the front cover, causing potential customers to lose interest as they’ll see it as a dull history book instead of a enjoyable, light and easy read.

Representation