Audience Profile

The audience profile for the final product will be male 16-25 year olds (as illustrated by the mindmap above) By emphasising the artists image through representation generated by the topic of the article, the style of the included images and the layout and colour scheme of the article, my final product will be successful in addressing and appealing to the target audience. In order to broaden the the appeal to a slightly wider audience, stereotypical objectification of females will not be present within the product. This will allow the product to also be more effective in appealing to female listeners, which as shown by the graph below make up the majority of listeners to Hip Hop/Rap.

My product will be presented in a way which has the objective of targeting Hip Hop listeners, these listeners will fall into a specific demographic. By adhering to other interests commonly held by members of this demographic I can maximise the appeal to the focus demographic.


This graph reveals that despite stereotypical gender representations present within Hip Hop and related forms of media, females make up over 50% of listeners. In order to appeal to these listeners I will not follow the conventional representations of gender and wealth within my final product.

Within the adult demographic the two age ranges comprising the 18-34 group make the majority of hip hop listeners, comprising over 50% of listeners. In order to appeal to this demographic I will represent the artists within the magazine in a manner which takes influence from those of the late 90's and early 2000's, in order to create an image which this demographic will likely be able to identify with this style of representation as it adheres to conventions within an older variant of the genre which the focus audience will be more familiar with.


Below is a reader profile for XXL magazine. The reader profile does not directly correlate with the information on Hip Hop listeners given in the graphs above. This is most noticeably evident in the gender being 78% male within readers of XXL, compared to males making up less than 50% of Hip Hop listeners. This may be due to frequent objectification of female artists paired with stereotypical gender based representations within XXL.

Music Photographer Research: Jonathan Mannion

Jonathan Mannion photographs Hip Hop artists in environments which reflect the lifestyle of the artist when not performing or recording. By capturing the artists at moments which the audience may not be aware of, the image conveys information to the viewer about the artists life, perhaps giving their music more depth to the audience.

By capturing the subjects with a wide shot their environment in included within the frame, putting the artist into context and thus revealing more information about them to the viewer. In Mannion's work, the background is almost as important as the subject as it conveys to the audience the artists lifestyle and creates a much more personal tone aided by the indirect mode of
address. I will employ similar techniques in my
photography in order to represent my artists in
a manner which generates a similar effect.

Music Photographer Research: Cognito

 Cognito's photography is often monochromatic, placing emphasis on the artists posture, costume and paralanguage, as well as creating a darker mood. Cognito's work takes on an eerily atmospheric aesthetic which would likely appeal to a subversive audience when featured in a music magazine. Two of the artists which the photographer frequently associates with, and whom are featured in this post, are MF DOOM and Mos Def. These artists both produce music which diverges from the more commonly encountered mainstream Hip Hop, appealing to an audience which may focus their attention on

 underground production. I feel that Cognito's imagery effectively conveys a visual representation of this to his viewers, a technique I would like to include in my final piece to create a more subversive representation of my artist.

In order to achieve a similar effect to his work, I will include similar elements within my photography such as low key lighting and a shallow depth of field in order to remove the background and place emphasis on the artist. These two elements are key in creating the semi - silhouetted effect which is signature of his work and effective in creating the desired effect.  

Generic Gender Representation in Hip Hop Magazines

Genders are represented within Hip Hop magazines in a very stereotypical way. Objectification of women is extremely common on the covers of many mainstream examples of professional magazines. By adding a sexual element to the cover of a magazine the target audience of young males are likely to be more inclined to buy it, as their expectations of perceived social norms are being followed by both genders being represented as each having their own respective roles. By gratifying the focus audiences expectations the magazine is more likely to sell. This also includes representing men in a stereotypically dominant and masculine way.
These representations are often conveyed through camerawork, costume and the artists paralanguage. For example men are often shot with a medium close up or close up shot, generally emphasising facial expression or posture. Women on the other hand are conventionally shot using a medium or even a full body shot, in order to capture and emphasise her whole body as opposed to facial expression. Costumes are also distinctly masculine or feminine, men are often photographed in suits, or causal street wear that covers most of the artists body such as hoodies or jackets. Women are often shot wearing much more revealing costume in order to convey sex appeal to the audience.

By employing stereotypical representation of female artists magazines are sacrificing appeal to women for a much greater appeal to men, as shown by their reader profiles where men often make up the vast majority of readers. In order to appeal to a broader audience my product will unconventionally exclude stereotypical representations of female artists.

 

Title Block Analysis: Cover Page

The colour scheme used in this example is unconventional of the genre. The unorthodox decision by the editor not to use black font challenges set conventions, perhaps leading the reader to perceive the featured artists as underground through a subversive representation. The navy blue colour used in the background is also present in the artists costumes, adding cohesion to the text. The green colour featured in the title block and font links the artists to the magazine representing a link between them, further adding to the cohesion and perhaps leading viewers to purchase the product. 

Colour Scheme Analysis: Two Page Spread

The colour scheme of this two page spread taken from XXL magazine consists of red, black and white with a black and white photograph. This colour scheme is effective in drawing attention to a single feature of the double page spread, as the title is the only featured colour. The absence of bright colours in this example creates a relaxed tone which relates to the featured artist 'growing old gracefully'. This colour scheme would likely appeal to a wider range of audience compared to the example featuring Lupe Fiasco as a more laid-back tone i present in the text.

Colour Scheme Analysis: Two Page Spread

The black, white and gold colour scheme is effective in this example as it draws the viewers attention to the featured artist, as he contrasts the black background. The colour scheme is consistent throughout the spread, even continuing onto the photographed artists costume.  This conveys a strong link between the article and the artist, allowing the viewer to assume that he is the subject without having to read in depth. This particular colour scheme creates a more subversive atmosphere compared to other brighter examples.