A CASE STUDY

BACKGROUND DETAILS

• Quincy Jones launched VIBE in 1993. He is in partnership with Time Inc.

• The publication mainly features RnB and Hip Hop artists, actors and other entertainers.

• The magazine’s target audience are predominantly youth, who have an interest in the hip hop culture.

• VIBE was known for their front covers and how creative they were.

• Due to VIBE becoming such a well known brand, they began to publish books on the hip hop culture. In addition to this on the magazine’s 10th anniversary it published ‘VX: Ten Years of Vibe Photography’ which included many of the artists who had featured within the magazine.

BACKGROUND DETAILS

• The name ‘Vibe’ is something which connotes RnB/ Hip Hop music. Many of its readers will know this, as the target demographic will understand a vibe to be a particular sound from music.

• The magazine had a huge success, however it stopped selling paperback issues in 2009 for unknown reasons. This has not in anyway stopped the magazine from spreading urban news as it has a website which keeps readers up to date. Quincy Jones stated that he would like to keep it alive online. However they have started to make magazines again. As InterMedia Partners, LP bought the magazine.

• Vibe itself has had a range of artists who have been in the industry for several years as well as upcoming and new musicians. They wish to raise attention to the readers of who they feel will make an impact within these genres.

The first edition!

This is the very first photo edition of VIBE. The fact that a female artist is featured enhances the statement that women have made their mark on music. Hip Hop /RnB is seen as predominantly masculine, which is contradicted by the very first photo printed copy of VIBE.

The clothing which Janet Jackson is wearing a suit, this is again seen as masculine tells the reader that women have just as much strength, power and determination as men, these are all connoted by the stereotype of ‘masculine men’.

By Ms Jackson appearing on the cover even though the caption is ‘Off The Wall’ which is the name of her brother Michael’s album indicates that it was a surprise for her to be featured as some readers may not have noticed due to her looking similar to Michael. Could this be a recurring theme? Possibly.

The background shows the streets which is where most Hip Hop/RnB videos are filmed.

The colours yellow can connote summer, which is when many artists are touring. The black and white are basic colours which artists within these genres mainly stick too. As the colours are not too vibrant it allows the sole focus to be on the featured artist. This is echoed in each issue.

• Issued Monthly.

• Consists of approximately 75 pages. With coloured and glossy pages.

• Vibe’s subscription package costs monthly $9.99 (£6.29) and for 2 years it costs $16.99 (£10.70)

• Vibe, as well as giving their readers a large amount of information for a reasonable price also give take donations from customers to the American Red Cross. As of now Vibe are selling their magazine and giving 100% of the proceeds to American Red Cross to help Hurricane Sandy victims.

• They do not have a standard magazine layout as their ratio for images to articles is 60:40. They also do not have many sell lines on the front cover as the readers attention is aimed to be for the featured artist.

The basic colours are used to show that these are common for these particular genre. The pictures are the main focus for both pieces however there is still an article. This is not unusual for the magazine as it continues this way for each and every issue.

Inside

TARGET AUDIENCE

• 16-25 year olds.• Both male and female both 50%.• Individuals who take a great interest to music, fashion, movies and television. • Loyal fans, passionate about music. They enjoy fashion and express this through their clothing choices however do not change their looks extremely. • They see BEATS as a real insight into celebrities lives, without any gossip. Leading them to also feel a more personal attachment with these artists.

CONTENT• Vibe is devoted to Urban music, whether this being

interviews with artists, tour dates or latest information with their music. However it does also include information about African American movies, with interviews from actors.

• Regular featured celebrities are T.I, Lil Wayne, Chris Brown, Nicki Minaj.

• The celebrities who are featured show who their readership will be, for example fans on hardcore Rock will not be reading the magazine due to bands such as SlipKnot never being featured.

STYLE• VIBE features a lot of iconography from the

RnB/Hip Hop genre, these being items such as jewellery, topless men, ‘sexy’/ beautiful women, cars etc.

• The magazine has a fair amount of both images and articles.

• The fonts used within are mainly lower case projecting a calmer tone.

• Black and white are the basic colours which are predominantly used, portraying again an easy going tone.

Black and white are shown mainly, even on the artist showing him to be a laid back and easy character.

Yellow is a vibrant colour which the readers can relate back to hip hop being loud with the beats. This can also show that perhaps the artist has an edge. Drake is unlike other rappers as he shows emotion unlike the stereotypical rapper. Yellow is a statement, which he therefore is making.

This was also the re launch of VIBE, which interestingly chose Drake to be on the cover to be iconic in addition to showing the re launch of hip hop he has now mastered, or created.

MODE OF ADDRESSCasual, quotes are featured with the words that the target audience may use. The tone used is friendly, as there is no sense of a aggressive tone.The overall tone is friendly, suggesting that the reader and magazine have a good relation. The language portrays that the reader understands urban music, and can relate to it. That they know about the iconography within these genres.The audience of the magazine enjoy what it has to offer, due to the tone it is written in, making them want to continue purchasing it.

MODE OF ADDRESS

The language is colloquial making the tone casual. The readers instantly understand.

Involving the reader creating a more personal tone. Allowing the target audience to establish a relationship with the magazine.

There are no exclamations of emotions, keeping the tone as calm and relaxed much like music within the genre.

• VIBE was launched by Quincy Jones, a successful musician. He had partnered with Time Inc. Who were successful in the magazine business as they also shared ownership within well known magazines such as NME, Marie Claire, Fortune, InStyle etc.

• Miller Publishing brought the magazine in 1996 and shortly after this purchased Spin another magazine.

• Ron Burkle and Magic Johnson later invested in the company and merged with Blackbook Media which then formed Vibe Media in 2012.

• The owners both have experience in the athletic fields but not musical.

• The pair have created one of the most memorable Hip Hop magazines.

• The company is successful and experienced, as they know how to go about making the greatest articles.

• Magic Johnson is a great owner of Vibe as he enjoys the music that the magazine represent, leading himself to be able to view the magazine as the intended target audience.

OWNERSHIP