LO2: Proposal/Treatment

Unit 21 LO2: Treatment

PURPOSE: 

I have chosen to create a music magazine for the purpose of entertaining a Sheffield audience and informing them about the topics covered in the magazine such as a newly emerging band. This magazine will be called: Casbah Clash. The production company creating this magazine 'Exsanguinate Productions' is an independent magazine production company.

FORM AND GENRE:

I am creating a local magazine for the city of Sheffield within the music genre.

CONTENT:

I will create 4 pages (1 cover, 1 contents page and a double page spread). The font style throughout will be sans serif to appeal to the teenage audience through making the text easy to read. This is seen within the main cover line and cover lines which will entice the audience through peer-peer mode of address which informs them about what is within the magazine (exclamation marks can be used to further the conventions of music/rock aesthetic/genre by making the statements loud). This is what I will provide as material to convey how the magazine will look. 

Front Cover: The house style colours will include neon (80's-90's) light themed colours, including a variety of vibrant pinks and purples that can juxtapose the main cover image's grounded hues of green and white to allow it to stand out and reflect the target audience of young adults who will find the palette nostalgic. This is present within the masthead which utilises the conventions of the rock genre due to the literal clashing of colours and heights between the letters within 'Casbah Clash' which connotes the danger and rebellion of the rock genre due to the historical influence of its name. Iranian people were persecuted for listening to music therefore, a rebellion was made to stand against it to bring musical freedom back to the people therefore, rebellion is a constantly repeating connotation throughout the magazine therefore, fitting the conventions of rock. This is furthered more with the representations of the main cover image which is of the same age as the target audience (males aged 16-25).  Furthermore, anchoring can be used between the main cover image and main cover line with the name of the band featured as the main coverline, linking to the main cover image to signify the male as a band member. This will also convey male stereotypes with a dominant low angle medium close-up and body language which connotes a lack of care and therefore, power (holding a coat over their shoulder) despite the connotations of danger within the 'clash' theme relating to the masthead 'Casbah Clash'. This is furthered with the costume which uses a pink tie to fit into the house style colours however, this juxtaposes the connotations of a patriarchal society in male dominance within the music industry with feminine colours that characterise the male present via the denotation of a pink tie and neon house style colours allowing for a wider reach as an ideal self for the majority of male audiences. 

Contents: My contents page repeats the recurring themes presented in the cover such as the neon house style colours however, verisimilitude is presented to make the band feel more real and relatable through representing them in realistic environments such as a restaurant booth to further an ideal self; this is within low-key lighting to extend the dominant and fearless/careless connotations of a relaxed and rebellious body gesture (e.g. sitting with legs up on the table) in a low-key environment. This is furthered with denotations of band instruments like a model holding a guitar to further the conventions of a music magazine. Furthermore, the feature band that is present on the cover and contents is of the indie rock genre therefore, a mature serif font is present on the contents to fit the conventions of indie rock and its demographic (as well as the magazine's mature 16-25 audience). 

Double Page Spread - Again, my house style colours are consistent within my double page spread. I have continued to use a serif style font to further connotations of indie rock in the feature covered for the normal/article and interview text however, for the slug and headline title they will be in a sans serif to separate them from the rest of the text and remain consistent with rock connotations of the cover. This is also including the lead to make important text stand out from the articles and interview. Furthermore, my page numbers will sit at the bottom of the page with the Masthead/magazine name next to it to reiterate to third party readers what the magazine is. Backgrounds within the images will be a blend of low and high key lighting with high-key in a band rehearsal/practice room which will further the conventions of a music magazine via the denotations of band equipment. Additionally, for one of the images the model will wear a costume including indie rock attire such as a leather jacket and sunglasses which black appearances will juxtapose the neon pink, graphic background that will display the name of the magazine in a stylistic serif font like courier new. This is to make the attachment between the band and magazine more prevalent. 

The magazine's budget is £1000 to produce enough issues of the first volume to reach the local Sheffield demographic.

TARGET AUDIENCE: 

The target audience for my magazine is ABC1 males aged 16-25 who have the disposable income to purchase a magazine; this is furthered with advice throughout the cover being advertised regarding how to start your own band therefore, requiring the income to own a musical instrument. Audiences that consume this product are likely into music therefore, the younger demographic is appealed to by representation of many rock music genres.

DISTRIBUTION AND MARKETING METHODS:

Synergy can be used in two ways to promote my magazine; an example could be a radio advert which can use the music genre of the magazine to promote upcoming bands with short pieces of music used like jingles whilst the magazine's contents (like exclusive interviews) can be advertised. This can be done on local Sheffield stations like Sheffield Live, or Hallam. This appeals to the community aspect of this being a Sheffield magazine which is advertised on local Sheffield radio; furthering appeal to the target audience as a method of below the line advertising.

Another method would be a promotional video which can show edited clips of the bands and music featured over a short montage similar to an album promo in which fast paced visuals can be used to appeal to a teenage audience by presenting in the same style as the Gorillaz El Mañana promo.

 However, the most beneficial would be social media advertisements due to the ability to post static images (like magazine covers) and produce instant advertising. This would allow the ability of posting a new cover for the magazine and posting a link to buy it within the post. Furthermore, this targets the audience of teens-young adults who are most likely to use social media due to their roles as digital natives. Furthermore, a social media account on modern sites like Instagram and Twitter/X would be beneficial for the feature (The Midnight Train) to reach digital natives and younger teen audiences (16-25) to engage them further with the magazine as they only have a Facebook profile. A collaboration between a Twitter/X and Instagram account for Casbah Clash to reach this audience alongside revitalizing the band's social presence from Facebook's 25-55 demographic. This is because younger audiences (the magazine's target demographic) who are present on sites like Instagram consist of digital natives and therefore, will be informed about the magazine and band through above the line viral marketing. 

Traditional methods of advertising are also possible through poster's and flyers which can be put around the Leadmill or Showroom as their visitors consist of the target audience for my magazine therefore, putting an advert for a magazine (for the target audience) which will interest them in a place they are likely to be. This also creates synergy between the social media accounts and posters as within the physical posters, the social media sites can be linked to either via URL or QR code so the target audience can use a platform they likely already have to interact with a poster for something they'd be interested in, in a place they're likely to be. Furthermore, this allows for brand recognition via placing the Casbah Clash logo/masthead at the top of the posters and posts to further the connotations that this is a music magazine. Additionally, synergy can be extended via promoting the magazine gigs of the featured band (The Midnight Train) whether that be a 'shout out' before a performance or placing posters around the concert as the band and magazine share a similar (local) target audience. Furthermore, within circulation, offering copies to local Sheffield businesses like barbers or pubs will allow for greater readership and further the local/community support of the magazine.

I anticipate the circulation of my magazine will be 2500 copies, in which it can then circulate and be read by third party audiences to give a readership value of around 5000 per annum with the cross-promotion from local Sheffield businesses, cross-promotion and viral marketing methods. My overall budget would be around £2400 for printing and funds to place advertisements in local establishments if payment is necessary.   

My magazine will be A4 so it can be comparable to influential magazines like Rolling Stone which have a similar ABC1 18-24 audience in a size which begs to be a 'coffee table' piece with appealing visuals that multiple parties can pick up and read in scenarios such as waiting for a friend or haircut or drink in local Sheffield businesses. 

Casbah Clash will be produced by myself as a representative of Jam-Rock Studio. In representing the voice of the magazine during my pitch I intend to clearly define the genre of the magazine, it's purpose in relation to the rest of the magazine market and most importantly, why its unique and stands against others in its competition; including highlighting its target demographic as a baseline and justifying each of these with examples from the magazine. Following this, marketing plans related to the distribution of the magazine are necessary: stating marketing methods like posters in local areas or short demo-like pieces of the magazine online for free to engage the digital native demographic. Establishing this, I can justify through explaining budgetary plans as well as potential readership, circulation and income.

Draft Materials

Photography

- Cover Image

- Main Cover Image

Article

Introduction to Interview

The sky was charcoal grey. In the back of a non-descript bar, the other band members preparing their instruments for the upcoming gig. I sat in the dull gaze of the overhead light. Across from me, arms crossed, feet up, sunglasses brazenly dishevelled atop his head, Matt Lewin sat. His eyes were distracted by the congregation waiting to get inside. The star singer likely keeping his voice well prepared for more than just me. Under the subtle buzz of people and the muffled symphony inside; this was to be the setting in which our interview took place. I won't spare a detail, nor will I keep you waiting any longer. - Interview commences

Q: What other bands or artists inspired your genre of music?

A: "A band that inspired me personally would be the Beatles and The Who but the current band inspiring me at the moment is Red Hot Chili Peppers."

Q: What first got you into music?

A: "I think it was my brother. He got a guitar when we went to America (I think it was Disney we went there for) and he knew how to play it straight away and I was terrible. It took me a few years to get used to it but it was that drive to be better than my brother, which is terrible really."

Q: If you could collaborate with any other Artist, who would it be?

A: "Simply Red, I'd like to collaborate with Mick Hucknall or Shaun Ward from Simply Red... Paul McCartney, either of them."

Q: How do you feel the internet has affected the music industry?

A: "It's great in one way, not so great in another. You've got to think that Spotify; every time someone streams a song that artist gets 0.0005 pence every time. They're not getting all the money are they? Back in the day there used to be singles that used to be £1.99 and a lot of the profits used to go to the artists themselves but it's a lot harder now to be a musician, it's a nightmare!"

Q: Are there any pre-existing songs you wish you had written?

A: "Any pre-existing songs that I'd written? I'd say... Ed Sheeran's Photograph. It's so obvious. I don't really like the song particularly but it's so obvious. Writing a song about a photograph. Everybody's had a photograph, they've got it on their keychains. When I listened to it on the radio I thought 'that's gonna be a number one hit'."

Q: What's your favourite gig you've performed at and why?

A: "We did a charity event in Frecheville, The Fairways (a pub). We were in the back of a lorry and it was amazing. We did a full two hours. Actually the electric went halfway through (*laughs) because a generator had gone down but it was amazing; It felt like we were playing at a festival. We do a lot of pubs; we do a lot of working men's clubs so it was a bit different."

Q: What made you and your fellow members want to start The Midnight Train?

A: "Actually the others, Richard was part of a famous band back in the 90's. Rocket 88 I think it was called. These guys have been in many bands: Pete, the guitarist, he's in three bands including ours. They love it that much they'll play wherever whenever. I had to audition to this band, I think there was about twenty people; did my first audition and was straight in, straight giggin'."

Follow-up Question: What made you stand out from the other twenty who auditioned?

A: "What made me stand out? I'd say my voice but it's not that great (*laughs). Probably my personality I suppose. I think as I was leaving I said 'does anyone want a hand, I can move some stuff out for you?' Then they messaged me about five minutes later saying I got the part. I'd say my voice, it has to be my voice."

Q: Do you have any advice for other people want to start their own band?

A: "Make sure you have a variety of different songs. Don't just have your Blink-182. Easy power chord songs just to push yourself a bit. Try and do stuff from the 80's and other eras. This pub tonight, there's a variety of people here; you've got to try and get at least one person so if you do a wide variety of songs in your gigs, you're going to at least hit one person."

Q: Do you feel nervous before every gig or does it start to feel more natural?

A: "No, I feel nervous all the time. I feel nervous now doing this. I'm a nervous person altogether but when I'm on stage it's different. I'm, what do you call it... introverted. I keep myself to myself but when I'm on stage it's like playing a character. You're a band member. You're a rockstar. It's easier. I find singing easier than talking... most of the time." 

Q: What's next for you?

A: "What are my next gigs? We have one, I think It's in Rotherham, Sitwell Arms. In the next three weeks we've got four more gigs. We do constantly get them but from doing them we've got more regulars. we've got more places wanting us which is great because a lot of landlords come to places like these and say 'oh we'll have you as well'. We sometimes have a month where we only do two but depending on if someone says 'are you free next Saturday?' we usually say yes. Sometimes we've got a full month of gigs, around 6. Tiring.

Double Page Spread Article

The high rise buildings, monoliths hiding behind monoliths, the fragrant smells of sulphur and street food, the cacophony of busy streets and the piercing screeches as electricity sparks off the cold tramways. Our city, the city of steel, has been an icon for industrial ingenuity and taken centre stage in manufacturing master crafts of steelworks for the whole world. We take pride in our engineering roots and our city is still amidst picking itself back up following its irrevocable destruction during WW2. We've always been incorrigible however when it comes to this and much of the population has stayed that way, proud of their city. This is common knowledge. 

Where so much of Sheffield seems to fall by the way-side, we attempt to pick up in its growing media industry. A new arm to its stainless steel frame. No better example we have in our city than the bands who have been our voice for years and put our musical prowess into the speakers of millions around the world. Generations raised by the Arctic Monkeys and even more with Pulp as we live our lives as common people amongst the musical deities that all have their hearts and words forged in steel. However, this too is (relatively) common knowledge.

Since these two bands, Sheffield has been keeping itself behind The Leadmill's closed doors as musical engineers begin to grow and develop as we rise back from the atomic ashes of the past. However, finally we have but one of many upcoming artists who will soon be on their way to super-stardom. 

The Midnight Train has been alternating from session to gig recently and have finally arrived at Sheffield Station to be introduced to you. Beginning as a cover band comprised of artists such as Richard Grayson (a former member of Rocket 88), Will Buxton, Peter Watters and star singer Matt Lewin. This caravan has recently begun creating their own singles to show the wider world that this city has more to show for itself than its vibrant history. 

Masthead