1. 1. O C R - L E V E L 3 C A M B R I D G E I N T R O D U C T O RY D I P L O M A I N M E D I A - U N I T 1 4 : C A N D I D A T E N A M E : B R I A N M I G U E L I N S U A C A N D I D A T E N U M B E R : 6 0 5 5 C E N T R E N A M E : S T A N D R E W S C A T H O L I C S E C O N D A RY S C H O O L C E N T R E N U M B E R : 6 4 1 3 5
2. 2. C O N T E N T S Front Cover Sketch Double Page Spread Sketch Front Cover Graphic Layout Double Page Spread Graphic Layout Front Cover Final Draft Double Page Spread Final Draft House Style Mood Board Draft Article Photography Plan Prop & Equipment Production Plan Summary
3. 3. F R O N T C O V E R S K E T C H D O U B L E PA G E S P R E A D S K E T C H P R E - P R O D U C T I O N M A T E R I A L S
4. 4. F R O N T C O V E R S K E T C H V 1 FRONT COVER SKETCH V1 M O J O J U LY 2 0 1 1 ( # 2 1 2 )
5. 5. F R O N T C O V E R S K E T C H V 2 FRONT COVER SKETCH V2 M O J O O C T O B E R 2 0 1 4 ( # 2 5 1 )
6. 6. D O U B L E PA G E S P R E A D S K E T C H V 1 DOUBLE PAGE SPREAD SKETCH V1 M O J O J U LY 2 0 1 1 ( # 2 1 2 )
7. 7. D O U B L E PA G E S P R E A D S K E T C H V 2 DOUBLE PAGE SPREAD SKETCH V2 M O J O O C T O B E R 2 0 1 4 ( # 2 5 1 )
8. 8. F R O N T C O V E R G R A P H I C L AY O U T D O U B L E PA G E S P R E A D G R A P H I C L AY O U T P R E - P R O D U C T I O N M A T E R I A L S
9. 9. F R O N T C O V E R G R A P H I C L AY O U T FRONT COVER GRAPHIC LAYOUT
10. 10. F R O N T C O V E R G R A P H I C L AY O U T FRONT COVER GRAPHIC LAYOUT The verbal code of the main headline denotes that The Genius Returns. The word The connotes that Kate Bush is the one and only; conveying how special and unmissable her return is. Furthermore, the noun Genius reaffirms the idea that her return is unmissable and at the same time places her on a pedestal once again conveying how special and talented an artist Kate Bush is. Likewise, the use of the word Returns conveys the importance of her comeback; thus generating fanfare and hype for her reappearance. For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) as the language techniques used engage the reader and entice them to read further. Furthermore, the exaggeration of The Genius connotes how unmissable her return is, further enticing readers.
11. 11. F R O N T C O V E R G R A P H I C L AY O U T FRONT COVER GRAPHIC LAYOUT Additionally, the 20 Page Special! verbal code connotes the exclusivity and magnitude of the story (Galtung & Ruge - News Values), denoting that 20 pages are especially committed to covering the story. The fact that the text is written in capitals and in pink and placed in front of a white background is designed to be eye-catching; engaging the reader and enticing the consumer to purchase a copy of the magazine (Galtung & Ruge - Visual Imperatives). Similarly, the emphasis on the verbal code Special reaffirms the exclusivity and the number of pages devoted to her story reinforces the importance of her stardom and again reminds the reader of the magnitude (Galtung & Ruge - News Values) of the story. For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) as the visual imperative (Galtung & Ruge - Visual Imperatives) further entices consumers by conveying the exclusivity and magnitude of the story (Galtung & Ruge - News Values).
12. 12. F R O N T C O V E R G R A P H I C L AY O U T FRONT COVER GRAPHIC LAYOUT In addition, the promotion on the very top left of the copy is a non verbal code designed to catch the readers eye and entice them to buy a copy of the magazine by offering the consumer incentives (Galtung & Ruge - Visual Imperatives) for instance, a collection of songs on a CD included with the magazine. Mojo includes a physical CD as an incentive to appeal to their main target audience, which according to Hartleys Subjectivities, are predominantly male and in their 40s and 50s with a social profile of ABC1 (Those who grew up with predominantly physical media as opposed to digital media). For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) to entice consumers to purchase a copy of my magazine by giving the impression of a better deal - through the use of the word free, the consumer will think that the deal is better.
13. 13. F R O N T C O V E R G R A P H I C L AY O U T FRONT COVER GRAPHIC LAYOUT Another element used by Mojo magazine is technological convergence. On the binder of the magazine itself, information about the issue number, date and the web address is displayed, linking to the magazines online presence, Mojo4Music. This allows consumers to be able to find more content online and allows Mojo to be able to bring their community of consumers to their online web presence. For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) as by having a presence online, my magazine will be able to create a rapport with the target readership.
14. 14. F R O N T C O V E R G R A P H I C L AY O U T FRONT COVER GRAPHIC LAYOUT The denotations of the masthead Mojo connotes the idea of mojo as a noun defined as a magical charm - this conveys the charm of the classic rock era and, as a brand, appeals to Mojos primary readership of men in their 40s and 50s (Hartleys Subjectives). The masthead is the largest element on the magazine, connoting the importance of the brand (as if to say Mojo presents). Written in large, bold white capital letters with a dark outline is designed to be eye-catching and thus engaging the attention of the reader. For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) as the masthead - the name of the magazine - builds and establishes the brand identity. The cosumer will then associate the name with the unique selling point of the magazine.
15. 15. F R O N T C O V E R G R A P H I C L AY O U T FRONT COVER GRAPHIC LAYOUT The denotation of the strap line The Music Magazine is a simple yet strong statement connoting the quality and stature of Mojo in the sense that the word the suggests that this is the place to be and that the consumer wont need to go anywhere else. The fact that the strap line is in front of the masthead reaffirms the branding and the promoting the brand as the only destination for music lovers. For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) as the strapline conveys to the consumer the unique selling point of the magazine - this should entice the consumer to then purchase a copy of the magazine.
16. 16. F R O N T C O V E R G R A P H I C L AY O U T FRONT COVER GRAPHIC LAYOUT The denotation of the main image is that of a middle close-up of Kate Bush - a technical code that utilises the Star Appeal (Richard Dyer- Star Appeal) of Kate Bush to entice consumer to purchase a copy of the magazine. The fact that shes looking straight at the camera entices consumers to buy a copy as she is looking directly at the consumer - involving them and appearing to relate and empathise with them. For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) as the Star Appeal (Richard Dyer - Star Appeal) will attract readers and entice consumers to purchase a copy of my magazine.
17. 17. F R O N T C O V E R G R A P H I C L AY O U T FRONT COVER GRAPHIC LAYOUT The verbal code of the cover lines, which are found down the right hand side of the magazine, are secondary stories. The colours of the text as well as the size of the font to add emphasis to the bands. The captions underneath the artists are short and snappy statements designed to interest the reader and encourage consumers to purchase a copy of the magazine in order to satisfy the curiosity created by the cover lines. For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) as these inform the consumer of the other main stories - additional content - within the magazine, which will inform or entertain (Katz - Uses & Gratications Theory).
18. 18. F R O N T C O V E R G R A P H I C L AY O U T FRONT COVER GRAPHIC LAYOUT The price, which is located by the bar code on the bottom right hand side of the magazine, denotes the magazine is 4.80 which is a premium price for a monthly music magazine. This is because Mojo magazine is predominantly aimed at audience profile ABC1, meaning consumers are more wealthy and educated in comparison to other magazines. For my magazine, I intend to change this convention (Steve Neale - Genre Repetition & Difference) by starting with a lower price point in order to entice consumers and compete with Mojo, building up a reputation before increasing the price.
19. 19. D O U B L E PA G E S P R E A D G R A P H I C L AY O U T DOUBLE PAGE SPREAD GRAPHIC LAYOUT
20. 20. D O U B L E PA G E S P R E A D G R A P H I C L AY O U T DOUBLE PAGE SPREAD GRAPHIC LAYOUT The verbal code of the main headline in this double page spread is written in capitals and in large, bold font in order to catch the attention of the reader (Galtung & Ruge Visual Imperatives). Furthermore, the main headline is typically a short, snappy statement (a rhetorical question is often used as a main headline) designed to draw the readers curiosity and entice them to read further. For example, the word thrill is used in order to connote excitement and pleasure whilst the connotations of the chase makes the reader question what is being chased. For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) in order to catch the attention of the reader as well as grow the readers curiosity to entice them to read the article.
21. 21. D O U B L E PA G E S P R E A D G R A P H I C L AY O U T DOUBLE PAGE SPREAD GRAPHIC LAYOUT The verbal code of the stand first is typically found underneath the main headline and above the main body of the article. Its role is to provide basic information/a background on the topic of the article, summarising what the article is about. In this stand first, the words Genius Alchemy are used to cater to the target audience of intelligent and affluent individuals. Moreover, by highlighting the key names in the stand first, the magazine draws the readers attention and utilises Star Appeal (Richard Dyer - Star Appeal) in order to connote their importance and entice the reader to read further. For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) in order to inform and educate (Katz - Uses & Gratications) the reader by providing context for the article.
22. 22. D O U B L E PA G E S P R E A D G R A P H I C L AY O U T DOUBLE PAGE SPREAD GRAPHIC LAYOUT The verbal code of the quote is embedded in the stand first rather than the more typical visual imperative of a pullout quote as the target readership for the magazine are more intelligent and affluent. The denotation of the quote, Kate knew exactly what she wanted discovers Mark Blake entices the reader to read further to uncover how. For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) except to use a more powerful quote as to grip the readers attention and entice them to read further.
23. 23. D O U B L E PA G E S P R E A D G R A P H I C L AY O U T DOUBLE PAGE SPREAD GRAPHIC LAYOUT The visual imperative (Galtung and Ruge - Visual Imperatives) of the main image, which takes up the entire page, utilises Star Appeal (Richard Dyer - Star Appeal) to entice readers to read the article. The fact that Kate Bush in heavy make-up and is striking a pose which immortalises Kate Bush. Additionally, the image bleeds onto next page - which links both the image and the article - thus unifying the double page spread. For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) as the Star Appeal (Richard Dyer - Star Appeal) can be used to further entice consumers to buy a copy of the magazine and read further, serving as a visual Imperative (Galtung & Ruge Visual Imperatives) to illustrate the points made in the article as well as to draw and engage the attention of the reader by breaking up the text and linking the article.
24. 24. D O U B L E PA G E S P R E A D G R A P H I C L AY O U T DOUBLE PAGE SPREAD GRAPHIC LAYOUT The verbal code of the caption provides context on the main image. Typically in smaller, bold font, the caption simply supplements the main image and provides a background for what the image is about. For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) in order to inform and educate (Katz - Uses & Gratications) the reader of the context of the image.
25. 25. D O U B L E PA G E S P R E A D G R A P H I C L AY O U T DOUBLE PAGE SPREAD GRAPHIC LAYOUT The visual imperative (Galtung and Ruge - Visual Imperatives) of the block capital provides a visual imperative to break up the text-heavy body and creates a starting point for the reader to start reading the article. Furthermore, the fact that the block capital is a letter I increases the curiosity of the reader and entices them to find out what the I begins. For my magazine, I intend to repeat this convention (Steve Neale - Genre Repetition & Difference) as the block capital breaks up the texts and serves as a visual imperative (Galtung & Ruge - Visual Imperatives) giving the reader a starting point.
26. 26. F R O N T C O V E R F I N A L D R A F T D O U B L E PA G E S P R E A D F I N A L D R A F T P R E - P R O D U C T I O N M A T E R I A L S
27. 27. F R O N T C O V E R G R A P H I C L AY O U T Charm - is a noun that connotes the power or quality of delighting/attracting/ fascinating others. This appeals to the target audience by reminding them of the charm of the classics era, which appeals to those who are oriented in the past (Resigned - Psychographics) or interested in the older, classics. The Strapline is a statement that describes the unique selling point of magazine - typically simple, short and catchy - designed to be memorable - which unites to create brand. Strapline for my magazine draws inspiration from Mojo, Kerrang! and Q magazine - utilising carefully selected language to convey the unique selling point and advertise the brand.
28. 28. F R O N T C O V E R G R A P H I C L AY O U T Similar to Mojo (Genre Repetition & Difference - Steve Neale), will utilise black and white images - Visual Imperative (Galtung & Ruge) connoting era - also, black and white images channel focus of consumer towards star (Richard Dyer - Star Appeal). Colour images will be used to appeal to youth - connotes energy and potential of upcoming stars - also coloured behind the scenes photos to make stars more relatable - allows audience to identify with artists (Katzs Uses & Gratifications). Main images on Front Cover and Double Page Spread will be medium close-up shots with stars looking directly at camera - addresses the reader - builds rapport with consumer - entices audience.
29. 29. F R O N T C O V E R G R A P H I C L AY O U T Will appeal to younger audience through offering incentives such as a free song/ep/album from iTunes appeals to younger audience as digital content is far more prominent than physical media (Discovery - Psychographics). Will include a physical CD with issue to appeal to older audience who are more comfortable with physical media (Resigned - Psychographics).
30. 30. F R O N T C O V E R G R A P H I C L AY O U T Charm will contain content that also focuses on classic rock & up and coming rising stars, similar to Mojo and many other music magazines such as Q and NME (Genres Repetition and Difference - Steve Neale) Classic rock (such as The Beatles) will appeal to both younger and older audiences whilst rising stars will particularly appeal to the younger audience (i.e. YouTube stars such as Against The Current) Furthermore, Against The Currents online presence makes them more relatable to the younger audience. (Audience Appeal).
31. 31. F R O N T C O V E R G R A P H I C L AY O U T Similar to Mojo, will be released monthly - complete with high quality and eloquently written informative content (Katz Uses & Gratifications) aimed to appeal to the youth market (16-24 year olds in the ABC1 demographic - Hartleys Subjectivities) and intelligent, educated men aged 45-55 in the ABC1 demographic (Hartleys Subjectivities). Price will be lower than Mojos (3.99) (in order to appeal to the youth market) however will be more expensive than other magazines due to high-quality content and target audience (ABC1 profile - middle/upper middle class - more wealthy - Hartleys Subjectivities).
32. 32. Similar to Mojo, will place headline at top left of D.P.S. - write in large, bold text to draw attention - cater font to music focus (i.e. serif = classic rock, sans-serif = contemporary music). Will place Charm logo and Exclusive sticker to further promote Charm - advertising unique selling point (in this case, the exclusive content) over other magazines. D O U B L E PA G E S P R E A D G R A P H I C L AY O U T
33. 33. Stand First - will place underneath headline (like Mojo) - differentiate from main body with bold font - written to inform yet be vague enough to increase readers curiosity & entice them to read further. Main body text - will use serif font to connote classic rock articles and will use sans-serif font to connote contemporary music. D O U B L E PA G E S P R E A D G R A P H I C L AY O U T
34. 34. Drop Capital - will copy Mojo and incorporate drop capital on second page of D.P.S. to break up text & provide audience with eye-catching starting point. Q&A - will replicate Mojo (Genres Repetition and Difference - Steve Neale) and place questions and responses in a box w/ a border - will differentiate Questions by using bold font - will also use controversial/shocking pullout quote to engage reader & entice consumer to read further. D O U B L E PA G E S P R E A D G R A P H I C L AY O U T
35. 35. One of the conventions on Mojos articles and features is the inclusion of fact files and pullout quotes that are placed in colourful boxes surrounding the main body to catch the readers attention. In terms of technological convergence, for social media links, Charms Twitter has been included as well as a link to Charms website in order to connect to an audience that is increasingly moving towards digital media. D O U B L E PA G E S P R E A D G R A P H I C L AY O U T
36. 36. Images - inspired by Mojo, will use black & white images to connote classic rock era & will use colour images to connote contemporary music. Caption - will be short and sweet, providing context for the images on the double page spread. D O U B L E PA G E S P R E A D G R A P H I C L AY O U T
37. 37. H O U S E S T Y L E F O N T S T Y L E C O L O U R S C H E M E C O N T E N T & L A N G U A G E P R E - P R O D U C T I O N M A T E R I A L S
38. 38. F O N T S T Y L E S ( M A S T H E A D ) Charm will copy the font Mojo uses for its masthead (Genres Repetition and Difference - Steve Neale) which is a mixture of two fonts. To keep it simple, Charm will use only one of the two fonts, namely the Lithos Black font as it connotes the genre and era/style of music the magazine will cover. The groovy character styles of the font is a representation of music mentioned in the magazine and the era/style of music itself (Signier - De Saussure). (Lithos Black) (Metro Black 2 - only the J in Mojo)
39. 39. F O N T S T Y L E S ( C O N T E N T ) The font for main body will vary depending on the topic of the content. A Serif font will be used for sections covering music from the classic era of the 1960s, 70s, 80s & 90s (for a more sophisticated & intelligent look). Whilst a Sans-Serif font will be used for sections covering contemporary music - for instance rising stars, current gossip etc. (for a more casual & young look).
40. 40. C O L O U R S C H E M E Colours to use: Black, White, Red & Yellow common colour scheme used in music magazines powerful colours used to attract attention (Signifiers - De Saussure). Red colour of energy, passion, action, ambition and determination warm, positive colour that conveys powerful masculine energy draws attention to itself and demands to be noticed. Black colour of power and authority creates a barrier between itself and outside world thus offers feeling of protection connotes sophistication and seriousness favoured by the youth market who are still trying to find own sense of identity.
41. 41. C O L O U R S C H E M E Colours to use: Black, White, Red & Yellow common colour scheme used in music magazines powerful colours used to attract attention (Signifiers - De Saussure). White colour of perfection, purity and completion suggests fairness, neutrality and balance symbolises clean slate a blank canvas ready to be written upon calming effect due to connotations of simplicity, organisation and efciency. Yellow colour of mind and intellect connotes optimism, creativity, wisdom and logic represents the mind and intellect colour of expression stimulates logic/analytical side of brain promotes wisdom and academic prociency.
42. 42. C O N T E N T & L A N G U A G E Language - Will contain content that also focuses on classic rock & up and coming rising stars (Genres Repetition and Difference - Steve Neale) (i.e. YouTube stars such as Against The Current) Classic rock (such as The Beatles) will appeal to both younger and older audience whilst rising stars will particularly appeal to younger audience (Audience Appeal). Against The Currents online presence makes them more relatable to younger audience.
43. 43. C O N T E N T & L A N G U A G E Content will also be eloquently written - designed to inform and educate the target audience (Katz Uses & Gratications) (intelligent individuals in the ABC1 demographic - focusing on both young [the 16-25 bracket] and the old [the 40+ bracket]) (Hartleys Subjectivities) - Content aimed at Explorers (seek discovery - energy, individualism and experience - values difference and adventure) (younger demographic) & Resigned (seek survival - rigid and authoritarian values - interested in past and tradition) (older demographic) (Psychographics).
44. 44. M O O D B O A R D P R E - P R O D U C T I O N M A T E R I A L S
45. 45. C H A R M M O O D B O A R D In order to establish the vision for the magazine, a mood board was created which encompasses all the elements into a visual illustration which acts as a guide for creating the magazine. The mood board includes mastheads, logos, straplines, colours and images.
46. 46. C H A R M M O O D B O A R D Mojo - The Worlds Best Music Magazine Kerrang - The Worlds Biggest Selling Weekly Rock Magazine Q Discover Great Music
47. 47. D R A F T A R T I C L E P R E - P R O D U C T I O N M A T E R I A L S
48. 48. Q&A$with$Against$The$Current! Intro$ YouTube!sensa+on!Against!The!Current!are!a!pop!rock!band!comprised!of!a!talented!trio!of! teenage!musicians.!Started!in!the!early!summer!of!2011,!the!band!started!pos+ng!cover! videos!and!has!subsequently!gone!on!to!develop!a!following!on!YouTube!of!over!600,000! subscribers!with!the!bands!music!videos!viewed!accumula+vely!over!37!million!+mes.! Collabora+ons!with!fellow!YouTube!sensa+ons!Alex!Goot!and!Kurt!Schneider!has!taken!their! music!to!the!next!level,!with!the!joint!collabora+ons!receiving!more!than!58!million!views!to! date.!ANer!touring!the!US!and!Asia,!Brian!Insua!caught!up!with!them!in!London!before!their! UK!tour!to!discovers!how!these!teenagers!dreamt!big.! At!just!19!years!old,!Chrissy!together!with!her!band!mates,!have!toured!in!major!ci+es!across! the!world! including!Montreal,!Toronto,!California,!New!York,!Jakarta,!Manila,!Sydney,! Singapore,!Kuala!Lumpur,!Hong!Kong!and!Melbourne.!With!shows!at!London,!Manchester,! Leeds!and!Glasgow!to!come,!the!band!has!come!a!long!way!since!uploading!their!rst!cover! song!in!2011.!! You$guys$have$established$quite$a$name$for$yourselves.$How$did$this$all$start?$ Chrissy:! I!joined!Against!The!Current!in!the!early!summer!of!2011.!!I!met!my!bandmates!Will!and! Dan!through!one!of!my!best!friends.!They!needed!a!singer!and!I!t!the!bill.! Ive!never!really!been!in!a!band!before.!But!I!had!dreams!of!being!in!one.!I!come!from!a! family!of!music!lovers.!Though!my!parents!dont!play!any!instruments!or!sing,!theyve!always! encouraged!me!and!my!li_le!brother!to!hone!our!music!skills. ! Dan:! Our!rst!year!as!a!band!we!didnt!really!do!much.!Just!wrote!music,!prac+ced,!hung!out!and! dreamt!big. ! Will:! Our!channel!didnt!really!get!much!a_en+on!un+l!we!released!our!rst!single,!Thinking.! And!then!we!did!a!collab!with!Alex!Goot,!covering!Good!Time!by!Owl!City!and!Carly!Rae! Jepsen!and!that!really!got!the!ball!rolling.!That!was!in!like!July!of!2012.! With$your$rise$to$prominence$on$YouTube,$how$has$social$media$impacted$you$guys?$$ Chrissy:! Social!media!has!played!a!huge!role!for!us.!If!we!had!been!born!in!an!era!where!social! media!didnt!exist,!I!dont!know!how!wed!get!our!music!out!there.!
49. 49. Will:! Social!media!is!a!really!big!deal!and!has!really!helped!us!to!connect!with!our!fans!who!really! made!us!and!got!us!to!where!we!are.!We!wouldn't!be!anywhere!without!them. ! Chrissy:! I!feel!like!we!and!the!ATC!family!both!work!together!to!make!our!music.! How$has$collaboraDng$with$other$YouTube$stars$impacted$you$guys?$ Chrissy:! Were!really!lucky!to!be!able!to!be!friends!and!work!with!such!incredibly!talented!people.! We!get!on!so!well!with!Alex!(Goot)!and!Kurt!(Schneider).!Weve!had!a!tone!of!fun!making! music!and!shoo+ng!the!videos.!Its!great!to!be!able!to!just!chill!out!aNerwards!and!laugh! with!each!other.! Will:! I!always!look!forward!to!working!with!them.!Theyre!cool!dudes!and!their!fun!to!work! with.! Dan:! Theyve!taught!us!a!lot!about!the!lm!making!side!of!things!too.!Especially!Kurt.!Hes!an! awesome!guy!and!a!great!producer.! CongratulaDons$on$your$recently$released$rst$original$EP.$With$minimal$exposure$to$the$ mainstream$media,$how$tough$was$it$to$get$noDced$without$signing$with$any$major$music$ labels?$ Chrissy:! It!was!incredibly!tough.!It!took!+me!but!now!we!have!the!best!fans!in!the!world.! Will:! The!ATC!family!rocks!! As$with$all$arDsts,$there$will$come$a$Dme$when$you$will$have$to$change$your$musical$ direcDon$to$adapt$to$the$everJchanging$mainstream$market.$Will$you?$ Will:! I!dont!think!we!are!going!to!change!who!we!are,!as!in!like!how!we!sound.!If!people!like!it! and!it!becomes!a!thing,!then!we!are!denitely!ready.!! Dan:!
50. 50. (Laughing)!Were!not!sellouts.! Chrissy:! (Chuckling)!I!think!also,!the!mainstream!market!has!changed!so!much.!There!are!so!many! bands!with!more!alterna+ve!sounds.!Its!not!just!manufactured!pop!songs!that!become! extremely!popular.!If!the!mainstream!community!is!going!to!take!into!our!music,!that!would! be!incredible.!We!are!not!going!to!change!ourselves!in!an!a_empt!to!break!into!that! community.!But!if!that!just!so!happens!to!be!popular,!and!what!people!like!to!listen!to,!then! that!would!be!great.! Todays$music$labels$tend$to$venture$into$foreign$markets$by$producing$songs$in$foreign$ languages.$Youve$just$been$on$a$tour$in$Asia.$What$are$your$thoughts$on$singing$songs$in$ dierent$languages?$ Chrissy:! I!think!it!would!be!awesome,!but!I!would!be!really!afraid!of!being!oensive!for!pronouncing! everything!wrong.!Yeah!I!would!probably!end!up!being!oensive!because!I!pronounce! everything!wrong!accidentally,!and!Id!never!want!to!oend!anybody.!! Will:! I!think!a!lot!of!ar+sts!grow!up!mul+lingual!and!so!they!can!like!get!the!pronuncia+on!right.! Dan:! Yeah,!like!our!buddy!Jason!Chen.!Hes!incredible!at!covering!Chinese!songs!with!perfect! pronuncia+on! Will:! If!we!ever!get!the!opportunity!to!release!our!music!in!another!country!and!like!dub!our! own!songs,!what!would!be!really!cool.!Weve!got!friends!whove!done!that.!he!added.! Chrissy,$what$is$it$like$being$the$only$girl$in$the$band?$ Chrissy:! (Laughs)!Theyre!like!my!brothers!so!I!dont!feel!weird!about!being!the!only!girl.!Ive!always! had!more!guy!friends!than!girl!friends!anyway.! I!barely!no+ce!the!dierence!some+mes, She!adds.! The!guys!are!kind!of!girls!some+mes.!Will!takes!hour!showers!and!takes!a!long!+me!to!get! ready!and!then!Dan!is!super!par+cular!about!his!hair.!Even!when!I!take!a!while!to!get!ready,! Im!s+ll!usually!not!the!last!one!nished.!
51. 51. In$addiDon$to$your$music,$you$have$a$very$popular$vlog$and$tutorial$channel.$Chrissy,$what$ inspired$you$to$do$that?$ Chrissy:! Ive!always!wanted!to!do!makehup!tutorials!but!I!didnt!think!there!was!an!audience!for!it.!I! never!went!for!it!because!I!didnt!think!anyone!would!care.!She!explained.! But!then!one!day,!girls!started!leaving!comments!asking!me!about!makehup!or!hair!rou+ne.! It!inspired!me!to!nally!create!a!second!channel!for!that!sort!of!thing.!I!also!use!it!to!spill!my! soul!in!a!vlog.!I!think!its!just!a!really!fun!way!to!interact!with!all!those!people!who!support! me!on!a!more!personal!level.!I!want!to!be!accessible!to!fans!and!for!people!to!get!to!know! who!I!really!am!and!what!Im!like.!I!never!want!to!just!put!a!face!on.! YouTube$has$become$a$business$plaNorm$for$music$labels.$What$is$the$key$thing$that$ youve$learnt$from$being$in$the$YouTube$business?$ Chrissy:! Weve!been!working!without!a!middlehman!all!this!+me!so!we!pre_y!much!learned!how!to! run!it!on!our!own;!our!nances,!our!marke+ng!!all!that!stu.! Will:! I!realized!how!powerful!networking!can!be!and!like!just!how!important!it!is!for!us!in!our!line! of!work.!If!we!didnt!do!out!rst!collab!with!Alex!(Goot)!a!few!years!ago,!our!Kick!starter! wouldnt!have!panned!out.! Dan:! Everyone!knows!everyone...!Even!in!this!kind!of!business.! Finally,$do$you$guys$have$any$advice$for$aspiring$arDsts?$ Chrissy:! Try!not!to!t!a!mould.!Just!be!you.!Do!what!makes!you!feel!like!the!best!version!of!yourself.! If!you!want!to!wear!crazy!clothes,!do!it!!If!you!want!rainbow!hair,!do!it!!Write!lyrics!and! music!that!reect!the!way!you!feel!not!what!you!think!people!want!to!hear.!Because!thats! when!it!becomes!worth!it:!when!people!appreciate!and!support!you!just!being!you.!Be! proud!and!condent!in!who!you!are.! Dan:! And!keep!on!prac+cing!and!working!hard.! Will:! Exactly.!Keep!on!Truckin.!
52. 52. P H O T O G R A P H Y P L A N P R E - P R O D U C T I O N M A T E R I A L S
53. 53. L O C AT I O N S R E C C E Location (Time) (Date) (Why?) Green screen image for clean background - allows for modification of background. (best done indoors where good lighting is available) (date?) Tonys garage - has a bar, darts - looks like somewhere a band would hang out. (Thursday evening) (6 November 2014) Picture Needed/Required (Shot Type) (Props/Equipment/) (Lighting) (Person/People) (Why) Colour images - to appeal to youth - connote energy and youth - to be used on front cover for main image. (Shot type - medium close-up of artist looking directly at camera) (Props/Equipment - casual clothing for youth pop/rock genre i.e. leather jacket, hoody, skinny jeans, trainers/ sneakers) (People - 3 band members - 2 guys & 1 girl) Colour images - to appeal to youth - connote energy and youth - to be used on double page spread for behind-the-scenes images, album art - to support article with images. (Shot types - medium, medium-close ups, close-ups of artists practicing, hanging-out, writing lyrics) (Props/Equipment - casual clothing for youth pop/rock genre i.e. leather jacket, hoody, skinny jeans, trainers/sneakers) (People - 3 band members - 2 guys & 1 girl) Permission Needed (Who) (Why?) Permission to use green screen from owner. Permission from photography teacher to use photography room for lighting, location and set-up of green screen. Permission from subjects to be featured in the magazine. Permission from Tony, James and Amelia to be my subjects. Permission from Tony to use his garage as a setting. Potential Hazards/Risks (Location Specific) (Why?) Carry out a Risk Assessment - Health & Safety at Work Act (1974) and Health & Safety at Work Regulations (1999) - Requirement of qualified first aider, Employer responsible for health, safety & welfare (location, equipment must not endanger people), Duty of individual to take reasonable care of themselves and any other person who may be affected by his/her actions, Implement health & safety measures based on risk assessment. Location Specific Risks - Musical Instruments, Equipment, etc. Employers Liability Insurance, Material Damage and Business Interruption Insurance. Carry out a Risk Assessment - Health & Safety at Work Act (1974) and Health & Safety at Work Regulations (1999) - Requirement of qualified first aider, Employer responsible for health, safety & welfare (location, equipment must not endanger people), Duty of individual to take reasonable care of themselves and any other person who may be affected by his/ her actions, Implement health & safety measures based on risk assessment. Location Specific Risks - Darts, Alcohol, Musical Instruments, Steps, Equipment, etc. Employers Liability Insurance, Material Damage and Business Interruption Insurance.
54. 54. P H O T O G R A P H Y P L A N These are the inspirational images I used in order to get a feel for the style and type of images I wanted to take and subsequently include in my magazine.
55. 55. T E S T P H O T O G R A P H Y Contemporary images for Charm magazine will be in colour - whilst articles focusing on artists from the classic era of music will be accompanied by black and white images. The images are of my friends garage, which he has converted into a man cave - where there is a dart board, a TV and a small bar amongst other things. As he is in a band himself, the location is perfect for writing music and spending time with his band members - which is the perfect setting for taking images to accompany an article on Against The Current (contemporary up & coming band).
56. 56. T E S T P H O T O G R A P H Y Here are some examples of some test images, where I was trying to find the right location, perspective, shot type and style before taking the actual images. Similar to Mojo, Charm will utilise black and white images for artists from the classics to connote the era. Likewise, colour images will be used for contemporary artists to connote the energy and potential of upcoming stars to appeal to the youth. The main images on the Front Cover and Double Page Spread will be medium close- up shots with the artists looking directly at the camera. This addresses the reader and thus builds rapport with the consumer, enticing them to buy the magazine.
57. 57. P H O T O G R A P H Y P L A N These are the images I took, with the help of my friends Amelia, James and Tony. Taken in Tonys converted garage, I attempted to match the style and feel of the inspirational images on the previous slide - which was a shot of the band members sat on the couch looking at the camera. As the band members are quite young, I asked Amelia, James and Tony to wear somewhat casual clothes - clothes that youth with a passion of rock would wear. Thus, Tony wore a Gibson-branded shirt, Amelia wore a leather jacket and James wore an AC/DC-branded shirt. One of the two images on the left can be used for the main image in the double-page spread.
58. 58. P H O T O G R A P H Y P L A N In these next set of images, I based the look and feel of the images from the draft interview (which used accurate information from several interviews) in which Chrissy notes that the band spent a lot of time just chilling out with each other. Thus, I asked Amelia, James and Tony to play darts to try and capture the idea of the band members simply bonding and having fun together, which is the only staged image (top right). The two images bellow are improvised images of the three of them just fooling around and having fun.
59. 59. And finally for the front cover, I asked them to pose in front of a plain wall (which would make creating the front cover image in Photoshop much easier). Similar to my magazine of inspiration (Mojo), I attempted to match the front cover image style - which was a medium shot of the artist looking directly into the camera. P H O T O G R A P H Y P L A N
60. 60. P H O T O G R A P H Y P L A N The Post-Production Effects that will need to be applied to these images, in particular the Front Cover and Double Page Spread images, will be to glamourise the subjects in the images (increasing the brightness, retouching the images, removing pimples etc, ) - in order to give the impression perfection - consequently conveying their status and to further bring out their Star Appeal (Richard Dyer).
61. 61. P H O T O G R A P H Y P L A N The effects and manipulations made in Photoshop were designed to increase the glamour and star appeal of the images. This was done by isolating each subject and adding a diffuse glow to each subject, which created a glow around their face, increasing vibrance, saturation and contrast as well as manipulating the shadows and highlights. The resulting image is the final image used on the front cover.
62. 62. P R O P & E Q U I P M E N T L I S T P R E - P R O D U C T I O N M A T E R I A L S
63. 63. P R O P L I S T Props needed were primarily costume-related and instruments. In this sample image, the instrument is a Fender acoustic guitar and the costume related props were clothing items such as rock-themed clothing, leather jackets, pendants etc.
64. 64. E Q U I P M E N T L I S T These items formed part of the main equipment used during the shoot. The camera, my 650D with an STM lens, shoots high-res images and a tripod was used to ensure that the images were composed correctly and sharp. In terms of lighting, studio lights were used to ensure that the subjects were lit correctly.
65. 65. P H O T O G R A P H Y E Q U I P M E N T These were the hardware and software requirements for producing Charm. Photoshop CC 2014 was installed on the MacBook Pro for developing the pre-production materials such as the Flat Plan and the draft front cover and double page spread.
66. 66. P R O D U C T I O N P L A N K E Y J O B R O L E S R E S O U R C E S L O G I S T I C S P R E - P R O D U C T I O N M A T E R I A L S
67. 67. P R O D U C T I O N P L A N Week Commencing (November 3, 2014) Monday Tuesday Wednesday Thursday Friday Meeting with team to establish publication date of magazine. Create production schedule. Editorial meeting to decide content ideas for upcoming issue, including features, articles, images, interviews. Decide budget, allocating finances and resources for content acquisition and production. Content acquisition - commission in- house/external/free lance writers and editors to create content for magazine. (Includes research by journalists & reporters for stories, conducting interviews, producing images/ illustrations/ graphics etc.) Content acquisition - commission in- house/external/free lance writers and editors to create content for magazine. (Includes research by journalists & reporters for stories, conducting interviews, producing images/ illustrations/ graphics etc.) Content acquisition - commission in- house/external/free lance writers and editors to create content for magazine. (Includes research by journalists & reporters for stories, conducting interviews, producing images/ illustrations/ graphics etc.) Content acquisition - commission in- house/external/free lance writers and editors to create content for magazine. (Includes research by journalists & reporters for stories, conducting interviews, producing images/ illustrations/ graphics etc.) Deadline Deadline Deadline Deadline Deadline (End of Day November 3, 2014) (End of Day November 14, 2014) (End of Day November 14, 2014) (End of Day November 14, 2014) (End of Day November 14, 2014)
68. 68. Week Commencing (November 10, 2014) Monday Tuesday Wednesday Thursday Friday Content acquisition - commission in- house/external/free lance writers and editors to create content for magazine. (Includes research by journalists & reporters for stories, conducting interviews, producing images/ illustrations/ graphics etc.) Sub-editing/quality control - editors/ sub-editors check accuracy of facts & information, spelling, punctuation & grammar, ensure all pages follow house style. Sub-editing/quality control - editors/ sub-editors check accuracy of facts & information, spelling, punctuation & grammar, ensure all pages follow house style. Layout - Layout team work on magazine layout and house style (utilising Desktop Publishing Programs such as InDesign or Pagemaker for layout and typesetting articles) Layout - Layout team work on magazine layout and house style (utilising Desktop Publishing Programs such as InDesign or Pagemaker for layout and typesetting articles) Deadline Deadline Deadline Deadline Deadline (End of Day November 10, 2014) (End of Day November 12, 2014) (End of Day November 12, 2014) (End of Day November 17, 2014) (End of Day November 17, 2014) P R O D U C T I O N P L A N
69. 69. Week Commencing (November 17, 2014) Monday Tuesday Wednesday Thursday Friday Layout - Layout team work on magazine layout and house style (utilising Desktop Publishing Programs such as InDesign or Pagemaker for layout and typesetting articles) Proofreading & Finalise magazine - sample hardcopy printed for editorial team to review, scrutinise & correct on DTP file. Printer Proofs & Pre-Press - DTP file sent to printing company, including resources namely fonts & images - printing company to print of several review copies for editors for final checks. Once finalised, mass printing commences. Mass Printing of magazine - mass published ready for consumers. Distribution - printing company to package and distribute to warehouse, where copies will be shipped/delivered/ distributed to consumers/retail. Deadline Deadline Deadline Deadline Deadline (End of Day November 17, 2014) (End of Day November 18, 2014) (End of Day November 19, 2014) (End of Day November 20, 2014) (End of Day November 27, 2014) P R O D U C T I O N P L A N
70. 70. Week Commencing (November 24, 2014) Monday Tuesday Wednesday Thursday Friday Distribution - printing company to package and distribute to warehouse, where copies will be shipped/delivered/ distributed to consumers/retail. Distribution - printing company to package and distribute to warehouse, where copies will be shipped/delivered/ distributed to consumers/retail. Distribution - printing company to package and distribute to warehouse, where copies will be shipped/delivered/ distributed to consumers/retail. Distribution - printing company to package and distribute to warehouse, where copies will be shipped/delivered/ distributed to consumers/retail. Magazine Delivery Day - available in retail stores/ delivered to consumers. Deadline Deadline Deadline Deadline Deadline (End of Day November 27, 2014) (End of Day November 27, 2014) (End of Day November 27, 2014) (End of Day November 27, 2014) (Beginning of Day November 28, 2014) P R O D U C T I O N P L A N
71. 71. K E Y J O B R O L E S ( C O N T E N T A C Q U I S I T I O N ) In terms of content acquisition for the magazine, one of the methods of obtaining content would be to hire freelancers, who work on a job-to-job basis rather than a constant annual salary. Freelance fees vary depending on experience and ability however the average freelance fee per 1000 words is 420 on a relatively small publication and 700 for a large publication. Similarly, for freelance photography work, rates should start at 400 per day and no photographer should work for less than 250 per day. Hiring magazine journalists who are just entering the industry at graduate level would earn a starting salary of approximately 15,000 to 26,000 - which could be as low as 12,000. These include staff writers, graduate writers and journalism trainees.
72. 72. K E Y J O B R O L E S ( E D I T O R I A L ) In regards to the editorial side of the magazine production process, the following personnel required are: Editorial Assistants. Starting salaries for editorial assistants range between 15,000 and 23,000. However they vary depending on the type and size of the publication. A Copy Editor. A Copy Editor can expect to earn a starting salary of around 16,000 with those who are experienced earning over 25,000. Starting salaries for designers are between 15,000 - 19,000 per year, with more experienced designers and lead designers earning between 25,000 and 50,000. With experience, salaries for senior staff are averaging between 18,000 and 35,000. These include those working as a senior staff writer or sub-editor. In terms of salaries for a magazine features editor, the smallest publication can pay as little as 18,000 however the typical salary is around 25,000 to 40,000. Those at senior level (with 10-15 years of experience) can expect to earn around 35,000 to 65,000. Those who work on a major publication or as an editor-in- chief can expect to earn anything from 22,000 to over 65,000.
73. 73. K E Y J O B R O L E S ( A D M I N I S T R AT I O N ) For the marketing and publishing aspects of the magazine production process, personnel to take charge of the marketing (for instance selling advertising space) and publishing (for instance managing the printing and publication) are required. Marketing managers usually earn between 25,000 and 40,000 with senior managers and marketing directors earning over 50,000 a year. A publishing rights manager can expect to start with a salary of 17,000, with the average salary being 22,000 to 35,000 - with copyright/rights directors aiming between 40,000 and 50,000. A print production planner typically starts with a salary of 20,000 to 25,000 with those who have several years of experience earning between 30,000 and 40,000. At senior level (over 10 years experience), they can earn between 45,000 and 56,000.
74. 74. R E S O U R C E S ( O F F I C E ) Using a site called findalondonoffice.co.uk, I was able to get a rough estimate of how much space I would require in order to house all the required personnel needed in order to produce the magazine, which came out at just over 2,700 square ft. The website also provided an estimated cost, priced at 231,200 annually. This office space does not include space for freelancers. It does however provide office space for all the 20 staff required to produce the magazine as well as an office for the Editor-in-Chief, an open plan space for up to 20 employees, a meeting room with a capacity of 16, a small reception, a privacy booth, a small break out area, a small kitchen, a small server room and a small store room.
75. 75. R E S O U R C E S ( E Q U I P M E N T ) In terms of providing workstations for personnel, Apples Macs are perfect for those working in the creative industry. Thus, the business section on the Apple store offers a range of MacBooks, with the cheapest being 899 and the most expensive being 1,999. There are also options for leasing (ranging from 37.46 for a 2 year lease and up to 83.29 for a 2 year lease.)
76. 76. R E S O U R C E S ( S O F T WA R E ) In terms of the software requirements for the magazine personnel, Adobe offer a two-year contract where the Adobe Creative Cloud membership, which includes all Adobe programs, could be available for 30.17 when more than five licences are purchased - a suitable package for the magazine.
77. 77. L O G I S T I C S ( P U B L I C AT I O N ) Printing costs can vary from company to company. For instance, The Magazine Production Company (www.inpublishing.co.uk) offer a fixed price of 32 pence per page (minimum). However, the options are not as flexible in comparison to other companies, who offer options such as paper weight in gsm. Blurb (www.blurb.co.uk) offer options for 89gsm coat gloss paper with a matt cover for 5,242.50 for 10,000 60-page copies and a higher-quality 118gsm matt paper with a semi-gloss cover for 8,992.50 (10,000 60- page copies). Blurb also has the added benefit of being able to easily convert the magazine to digital format for mobile optimisation.
78. 78. L O G I S T I C S ( I N C O M E ) In terms of sources of income for the music magazine, the primary source of income will be selling advertising spaces within the magazine. In terms of pricing for each space, magazine advertisement slots are typically sold in page fractions. Advertising space inside the front cover, inside the back cover and the back cover itself are considered prime advertising spaces by advertisers and command a significantly higher fee as a result. Magazines typically charge less per advertisement when a commitment is made to run the ad in more than one issue. Taking into account that my magazine has not established a readership and reputation that matches my magazine of inspiration, Mojo, the advertising rates will be significantly lower. Below is a screenshot of the press pack Bauer provide for potential advertisers for Mojo. Consequently, my magazine will sell advertising space for 50% of Mojos rates. 3,777 3,434 1,889 4,464 7,176 6,524 4,464 8,481 2,455 33 33 23
79. 79. L O G I S T I C S ( I N C O M E ) As the target audience for my magazine is primarily intelligent individuals in the ABC1 demographic (focusing on the younger bracket of 16-25 and the older bracket of 40+) advertisements will be tailored to said target readership. The advertising found in Mojo music magazine is catered to those with a passion for music - for instance HMV adverts are prominent in Mojo. In terms of the advertising space available for purchase within Charm, there are 7 Full Page ad spaces, 6 Half Page ad spaces, 2 Double Page Spread ad spaces, 1 Inside Front Cover ad space, 1 Inside Back Cover ad space and 1 Back Cover ad space. Depending on whether advertisers want ROP (which means that the advertiser does not designate the placement of the ad) or FH (which means that the advertiser wants preferred placement), advertising income margins can vary. 3,777 3,434 1,889 4,464 7,176 6,524 4,464 8,481 2,455 33 33 23
80. 80. L O G I S T I C S ( P R O F I T / L O S S B R E A K D O W N ) The predicted profit/loss for the first year of the magazine is for the Charm to turn a profit as high as just shy of 200,000 and a loss of no more than 3,000. The numbers for the second year are significantly better, with an estimated increase in revenue to as high as 950,000 and as low as 830,000. Income - Overall Expenditure = Annual Revenue Year 1 = 751,719/832,809 - 552,150/835,150 = +199,569/-2,841 Year 2 = 1,503,438/1,665,618 - 552,150/835,150 = +951,288/+830,468
81. 81. L O G I S T I C S ( B U D G E T ) General Costs Total Estimated Cost Staff Selection Editorial (Content) Freelance Work Journalists (x3) Editorial Assistants (x2) Sub/Copy Editors (x2) Features/Associate Editors (x2) Editor in Chief (x1) Editorial (Design) Freelance Work Designers (x2) Creative Director (x1) Business Publisher (x1) Marketing Managers (x2) Marketing Director/Executive (x1) Publishing Rights Manager (x1) Copyright/Rights Director (x1) Print Production Planner (x1) Cost 420 - 700 per 1000 words 12,000 - 26,000 per year 15,000 - 23,000 per year 16,000 - 35,000 per year 18,000 - 60,000 per year 22,000 - 65,000 per year 250 - 400 per day 15,000 - 50,000 per year 60,000+ per year 25,000 - 52,000 per year 27,000 - 47,000 per year 30,000 - 60,000 per year 22,000 - 35,000 per year 40,000 - 50,000 per year 20,000 - 50,000 per year Approximately between: 437,000 (excl. freelance work) and 720,000 (excl. freelance work) per year Office Selection Equipment Workstations (Macbooks) Software (Adobe Creative Suite) Office Supplies Office Space Renting Space Misc Printing Cost Cost 899 - 1,999 per Macbook (x20) 30.17 per month per user (x20) 2,400 per year on average 231,200 per year 8,992.50 per order (60 pages, 10,000 copies) (Blurb) Minimum 552,150 Maximum 835,150
82. 82. S U M M A RY Learning Objective 1 Through sample pre- production materials, outlined the different ideas for the layout of the front cover and double page spread of the magazine.
83. 83. S U M M A RY Learning Objective 1 Evidenced and explained the production of the final front cover and double page spread for the magazine through walkthroughs.
84. 84. S U M M A RY Learning Objective 1 Outlined and analysed the house style of the magazine, through the font styles, colour scheme and content & language. Evidenced the inspiration for all aspects of the magazine in the form of a moodboard.
85. 85. S U M M A RY Learning Objective 1 Evidenced more pre- production sample materials in the form of the draft article for the magazines double page spread. Q&A$with$Against$The$Current! Intro$ YouTube!sensa+on!Against!The!Current!are!a!pop!rock!band!comprised!of!a!talented!trio!of! teenage!musicians.!Started!in!the!early!summer!of!2011,!the!band!started!pos+ng!cover! videos!and!has!subsequently!gone!on!to!develop!a!following!on!YouTube!of!over!600,000! subscribers!with!the!bands!music!videos!viewed!accumula+vely!over!37!million!+mes.! Collabora+ons!with!fellow!YouTube!sensa+ons!Alex!Goot!and!Kurt!Schneider!has!taken!their! music!to!the!next!level,!with!the!joint!collabora+ons!receiving!more!than!58!million!views!to! date.!ANer!touring!the!US!and!Asia,!Brian!Insua!caught!up!with!them!in!London!before!their! UK!tour!to!discovers!how!these!teenagers!dreamt!big.! At!just!19!years!old,!Chrissy!together!with!her!band!mates,!have!toured!in!major!ci+es!across! the!world! including!Montreal,!Toronto,!California,!New!York,!Jakarta,!Manila,!Sydney,! Singapore,!Kuala!Lumpur,!Hong!Kong!and!Melbourne.!With!shows!at!London,!Manchester,! Leeds!and!Glasgow!to!come,!the!band!has!come!a!long!way!since!uploading!their!rst!cover! song!in!2011.!! You$guys$have$established$quite$a$name$for$yourselves.$How$did$this$all$start?$ Chrissy:! I!joined!Against!The!Current!in!the!early!summer!of!2011.!!I!met!my!bandmates!Will!and! Dan!through!one!of!my!best!friends.!They!needed!a!singer!and!I!t!the!bill.! Ive!never!really!been!in!a!band!before.!But!I!had!dreams!of!being!in!one.!I!come!from!a! family!of!music!lovers.!Though!my!parents!dont!play!any!instruments!or!sing,!theyve!always! encouraged!me!and!my!li_le!brother!to!hone!our!music!skills. ! Dan:! Our!rst!year!as!a!band!we!didnt!really!do!much.!Just!wrote!music,!prac+ced,!hung!out!and! dreamt!big. ! Will:! Our!channel!didnt!really!get!much!a_en+on!un+l!we!released!our!rst!single,!Thinking.! And!then!we!did!a!collab!with!Alex!Goot,!covering!Good!Time!by!Owl!City!and!Carly!Rae! Jepsen!and!that!really!got!the!ball!rolling.!That!was!in!like!July!of!2012.! With$your$rise$to$prominence$on$YouTube,$how$has$social$media$impacted$you$guys?$$ Chrissy:! Social!media!has!played!a!huge!role!for!us.!If!we!had!been!born!in!an!era!where!social! media!didnt!exist,!I!dont!know!how!wed!get!our!music!out!there.! Will:! Social!media!is!a!really!big!deal!and!has!really!helped!us!to!connect!with!our!fans!who!really! made!us!and!got!us!to!where!we!are.!We!wouldn't!be!anywhere!without!them. ! Chrissy:! I!feel!like!we!and!the!ATC!family!both!work!together!to!make!our!music.! How$has$collaboraDng$with$other$YouTube$stars$impacted$you$guys?$ Chrissy:! Were!really!lucky!to!be!able!to!be!friends!and!work!with!such!incredibly!talented!people.! We!get!on!so!well!with!Alex!(Goot)!and!Kurt!(Schneider).!Weve!had!a!tone!of!fun!making! music!and!shoo+ng!the!videos.!Its!great!to!be!able!to!just!chill!out!aNerwards!and!laugh! with!each!other.! Will:! I!always!look!forward!to!working!with!them.!Theyre!cool!dudes!and!their!fun!to!work! with.! Dan:! Theyve!taught!us!a!lot!about!the!lm!making!side!of!things!too.!Especially!Kurt.!Hes!an! awesome!guy!and!a!great!producer.! CongratulaDons$on$your$recently$released$rst$original$EP.$With$minimal$exposure$to$the$ mainstream$media,$how$tough$was$it$to$get$noDced$without$signing$with$any$major$music$ labels?$ Chrissy:! It!was!incredibly!tough.!It!took!+me!but!now!we!have!the!best!fans!in!the!world.! Will:! The!ATC!family!rocks!! As$with$all$arDsts,$there$will$come$a$Dme$when$you$will$have$to$change$your$musical$ direcDon$to$adapt$to$the$everJchanging$mainstream$market.$Will$you?$ Will:! I!dont!think!we!are!going!to!change!who!we!are,!as!in!like!how!we!sound.!If!people!like!it! and!it!becomes!a!thing,!then!we!are!denitely!ready.!! Dan:! (Laughing)!Were!not!sellouts.! Chrissy:! (Chuckling)!I!think!also,!the!mainstream!market!has!changed!so!much.!There!are!so!many! bands!with!more!alterna+ve!sounds.!Its!not!just!manufactured!pop!songs!that!become! extremely!popular.!If!the!mainstream!community!is!going!to!take!into!our!music,!that!would! be!incredible.!We!are!not!going!to!change!ourselves!in!an!a_empt!to!break!into!that! community.!But!if!that!just!so!happens!to!be!popular,!and!what!people!like!to!listen!to,!then! that!would!be!great.! Todays$music$labels$tend$to$venture$into$foreign$markets$by$producing$songs$in$foreign$ languages.$Youve$just$been$on$a$tour$in$Asia.$What$are$your$thoughts$on$singing$songs$in$ dierent$languages?$ Chrissy:! I!think!it!would!be!awesome,!but!I!would!be!really!afraid!of!being!oensive!for!pronouncing! everything!wrong.!Yeah!I!would!probably!end!up!being!oensive!because!I!pronounce! everything!wrong!accidentally,!and!Id!never!want!to!oend!anybody.!! Will:! I!think!a!lot!of!ar+sts!grow!up!mul+lingual!and!so!they!can!like!get!the!pronuncia+on!right.! Dan:! Yeah,!like!our!buddy!Jason!Chen.!Hes!incredible!at!covering!Chinese!songs!with!perfect! pronuncia+on! Will:! If!we!ever!get!the!opportunity!to!release!our!music!in!another!country!and!like!dub!our! own!songs,!what!would!be!really!cool.!Weve!got!friends!whove!done!that.!he!added.! Chrissy,$what$is$it$like$being$the$only$girl$in$the$band?$ Chrissy:! (Laughs)!Theyre!like!my!brothers!so!I!dont!feel!weird!about!being!the!only!girl.!Ive!always! had!more!guy!friends!than!girl!friends!anyway.! I!barely!no+ce!the!dierence!some+mes, She!adds.! The!guys!are!kind!of!girls!some+mes.!Will!takes!hour!showers!and!takes!a!long!+me!to!get! ready!and!then!Dan!is!super!par+cular!about!his!hair.!Even!when!I!take!a!while!to!get!ready,! Im!s+ll!usually!not!the!last!one!nished.! In$addiDon$to$your$music,$you$have$a$very$popular$vlog$and$tutorial$channel.$Chrissy,$what$ inspired$you$to$do$that?$ Chrissy:! Ive!always!wanted!to!do!makehup!tutorials!but!I!didnt!think!there!was!an!audience!for!it.!I! never!went!for!it!because!I!didnt!think!anyone!would!care.!She!explained.! But!then!one!day,!girls!started!leaving!comments!asking!me!about!makehup!or!hair!rou+ne.! It!inspired!me!to!nally!create!a!second!channel!for!that!sort!of!thing.!I!also!use!it!to!spill!my! soul!in!a!vlog.!I!think!its!just!a!really!fun!way!to!interact!with!all!those!people!who!support! me!on!a!more!personal!level.!I!want!to!be!accessible!to!fans!and!for!people!to!get!to!know! who!I!really!am!and!what!Im!like.!I!never!want!to!just!put!a!face!on.! YouTube$has$become$a$business$plaNorm$for$music$labels.$What$is$the$key$thing$that$ youve$learnt$from$being$in$the$YouTube$business?$ Chrissy:! Weve!been!working!without!a!middlehman!all!this!+me!so!we!pre_y!much!learned!how!to! run!it!on!our!own;!our!nances,!our!marke+ng!!all!that!stu.! Will:! I!realized!how!powerful!networking!can!be!and!like!just!how!important!it!is!for!us!in!our!line! of!work.!If!we!didnt!do!out!rst!collab!with!Alex!(Goot)!a!few!years!ago,!our!Kick!starter! wouldnt!have!panned!out.! Dan:! Everyone!knows!everyone...!Even!in!this!kind!of!business.! Finally,$do$you$guys$have$any$advice$for$aspiring$arDsts?$ Chrissy:! Try!not!to!t!a!mould.!Just!be!you.!Do!what!makes!you!feel!like!the!best!version!of!yourself.! If!you!want!to!wear!crazy!clothes,!do!it!!If!you!want!rainbow!hair,!do!it!!Write!lyrics!and! music!that!reect!the!way!you!feel!not!what!you!think!people!want!to!hear.!Because!thats! when!it!becomes!worth!it:!when!people!appreciate!and!support!you!just!being!you.!Be! proud!and!condent!in!who!you!are.! Dan:! And!keep!on!prac+cing!and!working!hard.! Will:! Exactly.!Keep!on!Truckin.!
86. 86. S U M M A RY Learning Objective 1 Outlined and explained the photography plan for the images in the magazine, namely the front cover image and double page spread images, including the risks to taking images on location, the retouching and editing effects to be applied and the final images to be used in the magazine.
87. 87. S U M M A RY Learning Objective 1 Reflected on the resources and equipment needed to produce the images needed for the magazine.
88. 88. S U M M A RY Learning Objective 1 Outlined the production plan for the magazine, including the key personnel needed, the office and equipment requirements and the logistics aspect of the magazine production process (budget, printing & sources of income). 3,3, 1,4, 7,6, 4, 8, 2,