Magazine Moodboard

Magazine Annotation/Deconstruction 'Metal Hammer'

Magazine Annotation/Deconstruction 'Sniffin' Glue'

Magazine Annotation/Deconstruction 'Terrorizer'

Image Deconstruction: Amon Amarth

The basic appearance of the artists was intentional as they're meant to look scruffy and un-groomed as it is part of their image. They beards are also a large part of their image as it adds to their burly look. Their shirts are intentionally tight to show their physique as they aren't intending on being shown as scrawny because they are representing burly Vikings.

The first thing that you notice about this picture is the strong use of the colour black, the artists are dressed fully in black and the background of the shoot is also black. This contrasts heavily against the artists light coloured hair and fair skin so it makes them stand out more. The main intention of the heavy use of the colour black is to make the artists look intimidating.

The angle that the picture is taken from is from a low angle to give the artists more height and make them look larger overall. This is again to make them look more intimidating and potentially aggressive.

The way the artists have been directed to stand was very intentional for the they photographer was trying to achieve. The are all stood closely but you are still able to see all of their body shapes and sizes. They are also purposefully in a specific way, not in any placement of their choosing but the way they have been placed would be similar to their on stage placement. With the singer at the front, the two guitarists by either side, the bassist a bit

further back and the drummer right at the back.

The way they all have their arms is very purposeful as well as they are all hunching their shoulders to make them look bigger as well as clenching their fists to add tension to the picture. Their facial expressions are also very intimidating as they are all making direct eye contact and aren't smiling at all to again reinforce their intimidating look as this is a key convention for bands within the same or similar genre.  

Why Heavy Metal Fans Are Most Loyal

Spotify last month published data that found heavy metal has the most loyal fans across the world of any major genre by a wide margin. The music streaming service put together a series of charts and interactives showing the variety of musical genres online and how these genres vary around the world. Pop came in second place, with folk, country and rock fans rounding out the top five.Spotify's research arm The Echo Nest "identified 'core' artists that are most central to each genre" and quantified genre loyalty worldwide by "dividing the number of streams each core artist had by their number of listeners" and then normalising the charts. Spotify's lineup of "core" heavy metal bands included such names as METALLICA, SLAYER, JUDAS PRIEST, IRON MAIDEN, SEPULTURA, PANTERA, CRADLE OF FILTH and ANTHRAX.In an e-mail to Mashable, Bob Lugowe, director of promotions and new media at Relapse Records, stated about metalheads' dedication to their genre: "Whether it's wearing a 'battle jacket' full of sewn-on patches of their favourite bands, buying every vinyl colour and edition of their favourite album, tattooing their favourite band mascot on their arm or traveling exceptionally long distances to concerts and festivals, metalheads are extremely diehard and dedicated to their favourite bands and the genre as a whole." He added: "Streaming has been particularly beneficial as a promotional tool and a discovery vehicle [for new artists]."
Although heavy metal fans tend to be stereotyped as angry, alienated, and rebellious, a 2013 study found that fans of metal tend to have higher openness to experience, more negative attitudes toward authority, lower self-esteem, greater need for uniqueness and lower religiosity than those individuals with a preference for other musical genres.
Michael Friedman, Ph.D., a clinical psychologist specialising in how social relationships influence mental and physical health, wrote an article for the Psychology Today web site last year in which he stated about heavy metal devotees: "People who like intense and rebellious music such as heavy metal… [are] more likely to engage in civic activism. In fact, research suggests that heavy metal musicians and fans are 'gifted outsiders with feelings of low self-esteem that develop from their sense of alienation. They turn to heavy metal for inspiration and support. This is perhaps one of the reasons that heavy metal musicians and fans are so dedicated. Pop bands may come and go, but a METALLICA fan is a fan for life."
Biff Byford, singer of British heavy metal legends SAXON, told Independent.co.uk in 2010 that "heavy metal is a tribal music and everyone is a member of the tribe. The audience is very, very loyal… especially the Germans. It's not like pop music, where if the next song isn't good enough then forget about it; with our music, people will allow you to be shit sometimes, and that's one of the great things."
He added, "The music's not about love. Our songs are more about Richard The Lionheart, steel trains and thunder. But when you do click with a big audience, it can be quite an experience, a massive connection… I suppose you could say it is a religious experience in a way."

Target Market Questionnaire Results

My Ideal Consumer

Heavy Metal Culture

Health and Safety Concerns

Health and Safety Concerns and Issues

- You cannot take a picture of a child without parental consent if you are over the age of 16.
- You have to make sure the person you take a picture of does not have epilepsy.
- You must have permission to be in the location where you are taking a picture of someone.
- You must ensure you do not interfere with any copyright laws.
- Be aware of whom you are taking pictures of; they might attempt to steal from you or cause a disturbance.
- You can take pictures of bands, as long as they are performing in a public place.
- Be aware of your surroundings to ensure your wellbeing is not at risk.
- If you take pictures of students over the age of 16 you need the principles permission.

Uses and Gratification

Uses & Gratification: Extended

Blulmer and Katz’s Uses & Gratification theory suggests that media users play an important part in choosing and using the different aspects of media. The theory suggests that a media user seeks a source which meets both the wants and needs of the user. We are becoming more active users; we want more interactivity with media texts. Example: 3-D movies at the cinema.
Needs that have to be met:
 Diversion/Escapism
 Personal Relationships/Discussing it socially
 Surveillance
 Personal Identity
Diversion: Trying to escape from reality, it helps you relax.
Personal Relationships: People use the media to fulfil their need for companionship and to form a relationship with others.
Surveillance:  People want knowledge of what is going on in the world, whether it affects them personally or not.
Personal Identity: Sometimes members of society can use the media to find out about themselves. Sometimes the way people are presented can reflect us. Example: Wanting to be like a famous person.

Mainstream vs. Niche

Mainstream vs. Niche publications:

Mainstream publication is one that appeals to a lot of people. E.g. NME, Q, OK, Chat, Kerrang etc.
Advantages:
- Hopefully big sale/audience.
- More profit.
- Wider T.A.
- More appeal to advertisers.
- Covers more subject matter.
Disadvantages:
- Flooded market (proliferation of similar products).
- You can’t appeal to specific audiences.
- Mainstream magazines are usually owned by multi-media corporations, with links to record labels.
- This cross-media convergence can unduly manipulate record sales.
- You have to be sensitive with the entire contents of the magazine – you cannot offend anyone.
- They can lack credibility.
Niche publication is intended for a small, specific and dedicated audience. E.g. Terrorizer, Pitchfork, Fangoria etc.
Advantages:
- You can appeal to a specific audience.
- You have a more dedicated audience that will keep sales constant.
- You don’t have to be as sensitive with the content.
- People who produce them usually share an interest so credibility is not a problem.
- Not owned by corporation so it alters the price.
- It can use technical terms and jargon due to dedicated and understanding audience.
Disadvantages:
- Doesn’t have an advertiser so it not as well known.
- Could be of a lower quality as it has a lower budget. (Aesthetic)

Magazine Terminology

Socio-Demographic Indicators

Current magazine ideas

What to include in music magazine:

Price: £4.75

Why?

Magazine that match a similar genre and target audience share the same price. This means that as soon as my target audience becomes aware of my magazine, the price will not put them off.

Masthead:

                   

Why?

It is a clean font but has a slightly grungy feel to it to it will appeal to the magazines target audience and purpose. Some people may misread this but member of my target audience will recognize the significance and meaning behind this font and name.

Colour Scheme: Monochrome//Sepia

Why?

I would mainly use monochrome with highlights of sepia. The hue used would symbolise the effect of aging, which would relate to my target audience as metal is not as popular as it once was. My target audience grew up with metal so it is aging at the same rate as they are and the sepia and monochrome will show this well I think.