Generating Ideas (P1, M1, U21)
Learning Outcome 1 - Be able to generate ideas for an original media product based on a client brief.
Client Requirements
The client has asked me to produce an online and print music magazine for North London. It must reflect the vibrant music scene developing locally for people to know about.
This brief includes multiple requirements which I will discuss below.
EXPLICIT
- A new online and print-based music magazine for North London
- Must include a front cover and double page spread
- Must be planned, pitched, produced and edited
IMPLICIT
- Vibrant music scene developing locally
- Develop a proposal and sample material for your magazine proposal
OPEN TO INTERPRETATION
- Produce original content
- Edit the content to create meaning
- Target audience
INITIAL IDEAS
THREE KEY IDEAS
POP MUSIC
Pop music could be good for a magazine as it gets played at venues in north London such as 02 forum and new pop music comes out on a regular basis so there is a lot of content for the magazine to cover.
Content would include, interviews with artists, upcoming events and album releases, new artists, and competitions for rewards such as concert tickets for relevant artists.
My target audience would be white girls aged between 13 and 18. This means that I would price my magazine at around 2 pounds as girls of this age are still in education and don't have a huge disposable income (C1,C2,D). My secondary audience would be girls of all ethnicities between 19 - 25. I have chosen these as my target audience because this genre of music is popular with them.
The price of the magazine would be 2 pounds which is affordable for a monthly magazine especially considering most of the target audience are still in education so do not have a big income to spend.
The magazine would come out on a weekly basis as so much new pop music is released so frequently that it would need to come out weekly in order for the content in the magazine to stay relevant. Some of the content in the magazine would include competitions and interviews.
STRENGTHS WEAKNESSES
HIP-HOP
Hip-Hop is a great genre to cover for a magazine in North London. First of all, lots of hip-hop is made in North London, which means that there is plenty of material to cover and there will also be new material to talk about. Another good reason to make a North London based magazine is that hip-hop gets played regularly in North London. Venues such as 02 Kentish Town and 02 Islington often have hip-hop acts performing and these events sell out, showing that there is an interest in hip-hop in North London.
The content of the magazine would include upcoming events because there are always hip-hop gigs happening in North London from upcoming artists and world-renowned artists. The content of the magazine would also include album reviews and breakdowns of popular songs in terms of their production and lyrics. There would also be competitions for free studio time as an area of the readers will be aspiring hip-hop artists (USP).
The primary target audience of the magazine would be black young men aged between 16-19 with an NRS social grade of C2,D, due to the explicit content of most hip-hop music. The secondary audience of the magazine would be young men aged between 20-23 of all ethnicities and races to ensure exclusivity.
The price of the magazine would be 3 pounds. The magazine would be released on a monthly basis and at 3 pounds would be affordable to the target audience who are at the lower end of the NRS social grade. Because of the nature of the target audience, to release a weekly magazine and still sell
it at a profit wouldn't be affordable.
STRENGTHS WEAKNESSES
VENUES
I looked at a range of different venues in North London and the genres of music that they put on. The first venue is Koko. Koko is a good venue because its located in the middle of North London in Camden making it very accessible. From what I could find on their website, they're recent gigs include Pop, Techno and Hip Hop acts. Another Camden venue I looked at was the Roundhouse. The Roundhouse is bigger so more people can get tickets meaning bigger acts can play there. Recent acts at the Roundhouse include Classical, Rock, Indie, Hip Hop and Rock acts.
This wide range of genres means that the Roundhouse is a venue everyone can enjoy due to its diverse range of different acts.
Dingwalls is a small venue in also in Camden. It's a small venue and hosts smaller, usually independent (not signed to a label) acts. Recently, Dingwalls has hosted Pop, Rock, DJ Set and Blues acts. One of the bigger venues in North London is Alexandra Palace. Located in Muswell Hill the large capacity venue hosts Classical, Rock and Hip Hop acts. 02 also have some venues in North London. 02 Forum Kentish Town, which hosts mainly Rock, R&B and Hip Hop acts whereas 02 Academy Islington hosts a wider range of genres such as Indie, Punk, Rock and World music.
This magazine will include content that explores a range of different venues that promotes various themed nights for readers.
The primary target audience for the magazine would be C1 and C2 people of all ethnicities aged between 18-25. I have chosen this because a lot of venues are 18+ and put my primary target audience here on the NRS social grade because they need to have some disposable income to buy tickets for the venues advertised.
The magazine would come out monthly and cost 3 pounds.
My secondary target audience for a venue based magazine would be 16 to 18-year-olds who are around C1 and C2 on the NRS social grade. I have chosen this age bracket because occasionally, venues will do under 18s nights which tend to be 16+.
STRENGTHS WEAKNESSES
Conclusion
In conclusion, I have decided to go with an online and print based Hip Hop magazine idea because I feel it is the most vibrant music scene currently in North London. My justification for saying this is first, the number of Hip Hop acts playing at North London venues, irrespective of whether they are signed to a record label or not creating a range of new, upcoming and big names in the scene. The fact that there are so many acts means that there are lots of opportunities to go out and create original content such as photographs of these acts. Secondly, there are lots of Hip Hop artists coming out of North London as well as older artists who have found success, who come from North London. Finally, there is a good amount of new content being released regularly, in a sense that there is not too much new content, which could be the argument against making a Pop music magazine, and there isn't too little content being made which is the issue with genres such as Classical.
Client Requirements
The client has asked me to produce an online and print music magazine for North London. It must reflect the vibrant music scene developing locally for people to know about.
This brief includes multiple requirements which I will discuss below.
EXPLICIT
- A new online and print-based music magazine for North London
- Must include a front cover and double page spread
- Must be planned, pitched, produced and edited
IMPLICIT
- Vibrant music scene developing locally
- Develop a proposal and sample material for your magazine proposal
OPEN TO INTERPRETATION
- Produce original content
- Edit the content to create meaning
- Target audience
INITIAL IDEAS
- One possible idea could be genre based, which could promote a style of music to readers. It could include articles from different artists and the double page spread could be an interview with either reader's who send in Q&A's or from artists themselves.
- Another idea could be artist based. This magazine could be to promote new artists and would be categorised by the genre. New and upcoming artists could pay for placement to gain exposure meaning the magazine would have two sources of revenue. Artists who pay more could have double page spreads that include more info whereas smaller artists would get a portion of a page. There could also be competitions for upcoming artists to get free placement in the magazine.
- One idea I had was to make a venue based magazine. This magazine would include different venues and information on the acts playing at these venues in the near future. There could be double page spreads on venues with a lot of upcoming acts and competitions for readers to win tickets to these venues.
THREE KEY IDEAS
POP MUSIC
Pop music could be good for a magazine as it gets played at venues in north London such as 02 forum and new pop music comes out on a regular basis so there is a lot of content for the magazine to cover.
Content would include, interviews with artists, upcoming events and album releases, new artists, and competitions for rewards such as concert tickets for relevant artists.
My target audience would be white girls aged between 13 and 18. This means that I would price my magazine at around 2 pounds as girls of this age are still in education and don't have a huge disposable income (C1,C2,D). My secondary audience would be girls of all ethnicities between 19 - 25. I have chosen these as my target audience because this genre of music is popular with them.
The price of the magazine would be 2 pounds which is affordable for a monthly magazine especially considering most of the target audience are still in education so do not have a big income to spend.
The magazine would come out on a weekly basis as so much new pop music is released so frequently that it would need to come out weekly in order for the content in the magazine to stay relevant. Some of the content in the magazine would include competitions and interviews.
STRENGTHS WEAKNESSES
- Has a very big audience due to the popularity of the genre, lots of people to buy the magazine.
- Gets played a lot in North London venues meaning lots of people in North London like to listen to Hip Hop
- Weekly release so will generate a lot of revenue. This will give me lots of capital to reinvest into the business to improve my magazine
|
- Too much content, so much is made that it may be hard to cover it all. This means not everything in the North London Hip Hop scene can be covered in one issue. Despite this, the magazine will release weekly allowing more to be covered.
|
HIP-HOP
Hip-Hop is a great genre to cover for a magazine in North London. First of all, lots of hip-hop is made in North London, which means that there is plenty of material to cover and there will also be new material to talk about. Another good reason to make a North London based magazine is that hip-hop gets played regularly in North London. Venues such as 02 Kentish Town and 02 Islington often have hip-hop acts performing and these events sell out, showing that there is an interest in hip-hop in North London.
The content of the magazine would include upcoming events because there are always hip-hop gigs happening in North London from upcoming artists and world-renowned artists. The content of the magazine would also include album reviews and breakdowns of popular songs in terms of their production and lyrics. There would also be competitions for free studio time as an area of the readers will be aspiring hip-hop artists (USP).
The primary target audience of the magazine would be black young men aged between 16-19 with an NRS social grade of C2,D, due to the explicit content of most hip-hop music. The secondary audience of the magazine would be young men aged between 20-23 of all ethnicities and races to ensure exclusivity.
The price of the magazine would be 3 pounds. The magazine would be released on a monthly basis and at 3 pounds would be affordable to the target audience who are at the lower end of the NRS social grade. Because of the nature of the target audience, to release a weekly magazine and still sell
it at a profit wouldn't be affordable.
STRENGTHS WEAKNESSES
- Lots of new content
- Has a very big audience, lots of people to buy the magazine.
- Gets played a lot in North London venues
- Monthly issues mean that there is lots of content to cover.
- Lots of Hip Hop artists from North London. |
- Very saturated market, there are already Hip Hop magazines
- A lot of content may make it hard to decide what to include.
- The target audience is low on the NRS social grade which may mean the magazine doesn't sell many units.
|
VENUES
I looked at a range of different venues in North London and the genres of music that they put on. The first venue is Koko. Koko is a good venue because its located in the middle of North London in Camden making it very accessible. From what I could find on their website, they're recent gigs include Pop, Techno and Hip Hop acts. Another Camden venue I looked at was the Roundhouse. The Roundhouse is bigger so more people can get tickets meaning bigger acts can play there. Recent acts at the Roundhouse include Classical, Rock, Indie, Hip Hop and Rock acts.
This wide range of genres means that the Roundhouse is a venue everyone can enjoy due to its diverse range of different acts.
Dingwalls is a small venue in also in Camden. It's a small venue and hosts smaller, usually independent (not signed to a label) acts. Recently, Dingwalls has hosted Pop, Rock, DJ Set and Blues acts. One of the bigger venues in North London is Alexandra Palace. Located in Muswell Hill the large capacity venue hosts Classical, Rock and Hip Hop acts. 02 also have some venues in North London. 02 Forum Kentish Town, which hosts mainly Rock, R&B and Hip Hop acts whereas 02 Academy Islington hosts a wider range of genres such as Indie, Punk, Rock and World music.
This magazine will include content that explores a range of different venues that promotes various themed nights for readers.
The primary target audience for the magazine would be C1 and C2 people of all ethnicities aged between 18-25. I have chosen this because a lot of venues are 18+ and put my primary target audience here on the NRS social grade because they need to have some disposable income to buy tickets for the venues advertised.
The magazine would come out monthly and cost 3 pounds.
My secondary target audience for a venue based magazine would be 16 to 18-year-olds who are around C1 and C2 on the NRS social grade. I have chosen this age bracket because occasionally, venues will do under 18s nights which tend to be 16+.
STRENGTHS WEAKNESSES
- Lots of new content
- Has a big audience, lots of people watch live music in North London.
- Diverse content, lots of different genres mean content can appeal to a wide audience. |
- There are already magazines that cover venues such as TimeOut.
- So many different venues that it will be hard to cover them all. - Due to it being a print magazine, acts that don't announce gigs a month in advance won't be covered in the magazine. |
Conclusion
In conclusion, I have decided to go with an online and print based Hip Hop magazine idea because I feel it is the most vibrant music scene currently in North London. My justification for saying this is first, the number of Hip Hop acts playing at North London venues, irrespective of whether they are signed to a record label or not creating a range of new, upcoming and big names in the scene. The fact that there are so many acts means that there are lots of opportunities to go out and create original content such as photographs of these acts. Secondly, there are lots of Hip Hop artists coming out of North London as well as older artists who have found success, who come from North London. Finally, there is a good amount of new content being released regularly, in a sense that there is not too much new content, which could be the argument against making a Pop music magazine, and there isn't too little content being made which is the issue with genres such as Classical.
Comments
Post a Comment