1. Amy Poole
Unit 50 Task 3
My Report
Introduction
The purpose of this report is to research Mixmag front and double page article because I am going
to have to interpret the information when I’m going to make my own Mixmag magazine.In this
report I will provide information such as Adam Whos? Biography . I must research Mixmags target
audience and important codes and conventions relating to the publishing of the magazine itself. I
will then conclude what I have found out at the end of the report.
Adam Who? Biography
Adam Who ?(Aka Adam Barton) born 19 December 1991 is a typical New Yorker who has a dream of
cracking the big time. The 20 year old has come along way since his childhood at Harlem which was
turbulent and full of tragedy due the fact his father died when Adam was young . This then forced a
rift between him and his mother due the fact she couldn’t maintain his care and welfare . This then
lead Adam Barton down along dark path and get involved in Brooklyn’s gangland by trying to sell
drugs to make ends meet . While this was happening his mother was suffering from depression. This
was now taking its toll on Adam as he was constantly in and out of the police station during his
teens. On one special occasion during a visit to the police station his life changed forever, hello
dance music!!!
While after not being charged for a specific incident that occurred on October 28 Adam was given a
golden opportunity by officer Willis who suggested that he should join “Urban Youth group” which
offered him an alternative choice to gangland activities through the art of music. At first Adam was
a bit sceptical of this as he wasn’t naturally a musically gifted person or who opened up freely to
people about his feelings. However, during one really heated argument with his mother he finally
decided to go to Urban Youth Club to channel his anger. Over the course of attending the youth club
Adam found and fell in love with dance music through the sounds he produced on the keyboard. He
further continued to build up his confidence and gradually he responded to certain situations, while
also gaining more technical skills in the art of dance music itself, to the surprise of everyone. One
specific open day at the youth club there was a performance in which Adam caught the eye of a
talent agent Tommy Cruz who was thoroughly impressed with Adams setlist that he played . He
then said that Adam could have the potential to be the next best thing and a worldwide super star
but in order to be signed to his particular label he needs more performing experience.
Taking on board what Cruz said Adam went to a local rundown club “The big Apple” which was
daunting and the audience were hard to please. So when a shaky Adam finished his setlist someone
said “Adam Who?” which has stuck with him today and this is what he has become known as. Adam
who has since been building up a profile in the underground clubs and slowly people have started to
notice he has talent, this leads to him finally getting signed by Cruz for achieving a certain popularity.
He has since begun to climb up the fame ladder with working with several high producers on his
debut Ep The Abyss, with sub songs such Who AM I?, Dance To The Beat for his forthcoming album
Coming of Age.
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2. Amy Poole
Unit 50 Task 3
Adam’s style is slick and unique with his trademark sunglasses that makes him look mysterious and
gives him a powerful persona which in way signifys the past troubles he has since overcome to be
the man he is today and a upcoming superstar. His hair is gelled in a specific way, which makes
himself unique in his own right.He and his mother still have a troubled relationship but only recently
they have become closer setting aside their differences after she was diagnosed with a serious
illness and could develope into a life threatening condition. His music influences have varied over
the years with some house music, techno music also becoming his main influences in his music.
Adam also has various hobbies outside music such as he is avid baseball fan supporting New York
Jets since he was a kid and visits whenever he can.
So what does the future hold for Adam Who? Adam wants hopefully to one day be married which
would be nice for him, but at the moment he focusing on his career taking off the ground and
having some fun!!!
Mixmag Research
Mixmag over the years has become the most popular magazine to influence the dance genre, since
1982 according the Mixmag website at the time when dance was at its hype in the 80s . They have
provided the latest demanding dance music news which
has continued to grow over the years as dance has
become one of the popular genres among a new
generation of dance music fans. This is partly down to the
fact that over the years Mixmag and the dance music scene has gone through several transitions
according to Wikipedia . Mixmag has been owned and sold by printing companies such as “EMAP”
and currently owned by the company “Development Hell Ltd”. EMAP in 1990s played a significant
role in the Mixmags target audience such as if we research that time the 1990s clubbing scene was
seen as very much house music ,techno according to wikipedia and other testaments I’ve found on
the internet. The feel of the magazine at that time was popular with sales of “70,000 copies” which
provided Mixmag to become known from that as “The world’s biggest dance music magazine”
according to wikipedia. This has since meant that Mixmag has had to continue to live upto to this
expectation which has become associated with them, big, bold and unique. In mid 1990s Mixmag
was bought out and changed hands with another well-known media printing company such as
stated on Wikipedia “Development Hell LTD”.
Development Hell LTD in their own right have made Mixmag their creation by getting rid of the
resemblance of the previous printing company Emap such as the new editor at that time in 2006 is
recorded taking a swipe at former the establishment . He is quoted saying in the Press Gazette “The
magazine focused very tightly on a young clubber, a very committed hardcore nutter clubber and we
thought that wasn't necessarily the right way to go” This is important information to take in because
this move is signifying a new direction for the magazine to proceed in which was crucial as there
was a sign in a drop of Mixmagsability to deliver what the audience wanted
Ever since that bold statement from the then editor Andrew Harrison, he has gone and left the
wheels in motion for Mixmag to target a new audience . The young generation of dance fans or the
already established danceclubbers to which they have done successfully and continuing to do in
combining the two to make a wider audience and a more interesting dance music mag for all .There
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3. Amy Poole
Unit 50 Task 3
is evidence of this through how the magazine is presented such as this magazine covers all aspects
of the clubbing scene whether it is on the local scale with covering local festivals or on a
international scale with reference to high profile festivals such as Ibiza.What this tells us is that they
are targeting an audience who likes to spend money travelling while having a good time socializing
which is important to understand as they moved away from that old representation that was often
associated with dance music.
Audience Research
So what does this all mean regarding the target audience itself, well taking aside the previous
magazines printing ideas for the target audience, the magazine is more glossy showing the club
dance scene in its full glory.Meaning that front covers are more attractive and dynamic as they have
young female and male models focusing on the young generation of dance fans with attractive
themes running through the magazine . Whether it is on beautiful locations abroad or at the heart
of a performance. This then adds to the theme of luxury meaning the target audiences are wealthy
and have the money to spend to go these places.
When looking at Mixmags target audience as stated within their media pack on their website they
state that “24-72% male,28% female” are made up of their audience are young as quoted within
their media pack “Budding bedroom DJS” So what does this tell us , it tells us they are aiming for
people who have a keen interest in making music and the using of the latest
technology no matter what the cost.What is instrumental about the
audience stereotype is they are looking for someone who is very materialistic
meaning they like to spend their money on the latest gadgets and clothes.
Mixmag transfer this information into their magazine by producing certain
advertisements highlighting this with the latest high profile festivals while
also they have a section for the latest technology which has become a
necessity among the young dance fans. What a Mixmag also does is
transcribe following the target audience who like nights out , the latest
tunes and clothing through providing the audiences needs such as featuring
upcoming artists and fashion which are important issues to any clubbers
guide.
What Mixmag have managed to provide over the years in achieving this target audience is maintain
the popular demand for the dance music genre while also influencing a new generation into the ever
changing dance music industry through adapting with the times by getting more interactive with its
audience through the internet and apps allowing more full coverage for the audience to follow and
get involved in with the stories while having new sections within the magazine such as the latest
craze within the dance industry.
Codes and convention
Mashead
When looking at Mixmags magazines , the title is positioned on the top of the magazine in a clear
and bold text . This decision is important for the magazine to make the title eye catching and stand
out at the audience in order to recognise the text as the title which has become a logo. It is striking
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Unit 50 Task 3
yet fascinating as they are trying to sell the brand to the audience while also trying to establish to
the audience they are well-known in the dance music scene magazine brand.
Dateline
Dateline again is an important feature in this magazine Mixmag and can be seen at the bottom right
hand corner. The reason why this is featured at this position is because in this magazine they have
had to accommodate room for the cd, while placing near the barcode. This has great importance as
the dateline plays a pivotal role in the subscription service with the magazine offers, as it tells the
audience the date of publication i.e. in this case the month and year.
Main image
The main image is an important feature to any magazine as it is the first thing that the
audience sees and captures the audiences attention and it has be attractive as it is
the main focal point of the magazine to which the audience look at when deciding
whether to buy it or not.Within the main image a theme is created by what the artist
is wearing such as in this particular magazine on the right, the theme is red and black
and the picture fills the big A4 cover page which looks attractive.
Another important point to make about the main cover is that the artist covers parts
of the masthead which is their regular convention as Mixmag have established
themselves as a well-known brand and are able to make this decision regarding this.
Model credit
Within the main cover line they can contain the name of the artist and photographer. But the
convention route for this is to display separately this information such as underneath the cd
position, as it is where this information can be seen or inside the magazine.
Coverline
Cover lines are instrumental in any magazine as they provide a contents style for the audience
highlighting what’s to be expected in a magazine such as whether its competitions or latest festival
news.As featured within the magazines style Mixmag often you can find in all their magazine covers
they feature a plus cover line which covers headlining artists within the magazine which brings more
value to the magazine as high profile guests are being interviewed in the magazine. Often within the
coverline the same theme is continued from what the artists wearing which again has a huge impact
on the audiences views of the magazine which is effective.
Main Coverline
Main cover line has to be striking and catch the attention of their audience with this
magazine it does this very successfully. When looking at the main cover line it goes
across the chest of the main artist in this case making the audience look at the artist
in particular while continuing a theme being created on the magazine if you look to
right you can see in this particular example in the magazine is about festivals and the
picture reiterates this while introducing the main feature of the article within the
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5. Amy Poole
Unit 50 Task 3
magazine.
Left Thrid
The left third is often left blank in order to allow for full exposure of the coverlines, while also
allowing a little room for a cd to be placed which has been known as a signature trademark of
Mixmag. Within the Mixmag magazine under the cd are further coverlines detailing more
information about the dancing world.
Barcode
The barcode is a vital important feature to the magazine and can be found at the bottom right hand
corner and the purpose of this is that allows the purchase of the product to go through which
contributes to profits to the magazine
Selllingline
Selling line is the most important point on the front cover as they the Mixmag magazine needs to
have a more unique selling line so it is more popular and therefore it sells more copies.This title is
featured on all of Mixmag magazines which has become there trademark because this font is small
yet visible to see and read above the masthead. Again this continues the theme red, black and white
theme, while still trying to attract the audience to the mag.
Conclusion
So when I first started this report I set myself a challenge to find out about the audience research of
Mixmags history regarding various revamps and target audiences over the years to the present day
.But in more important matters my opinion of Mixmag has changed over the course of this report as
I have come to understand that the magazine has had to adapt to keep up with the latest trends
while also it has had to still maintain its original purpose of why it was set up. Such as they still are
targeting die hard dance fans through advertising festivals abroad on a huge scale while also
empathising on new technology which is vast becoming the way dance music is very important ,as
the magazine is targeting future DJs . Finally, I have also learnt that the way Mixmag layout their
magazine has huge impact on theme of the front cover as the main cover is the most significant tool
that can decide whether the audience will buy the product or not.
Appendix’s
Wikipedia history of mixmag:http://en.wikipedia.org/wiki/Mixmag
Mixmags website:http://www.mixmag.net/
Mixmags media pack:http://www.mixmag.net/node/111
Press Gazette: http://www.pressgazette.co.uk/node/33845
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