Analysis of Dizzie Rascal

NME Magazine

September 2009

THE ARTISTS/BANDS IT CURRENTLY FEATURES is this on the cover now? Sounds, melody maker, record mirror

NME is a music magazine that specialises in the indie/rock genre. It is originally called the New Musical Express which is still used however NME has become its more common identity. It has been published weekly ever since 7th March 1952 where it started as a music newspaper and then gradually moved towards a magazine format in the 1980’s, changing form newsprint in 1998. When a newspaper it was alongside other music papers such as ‘Sounds’, Melody Maker’ and ‘Record Mirror’. But due to circulation figures and competition from other fast growing rivals who were using the magazine format such as Mojo, Q, and Uncut the New Musical Express changed its format. As the music industry was changing and growing the newspaper seemed old fashioned compared to the glossy magazines next to it on the market at the time so it changed to continue creating a publication to satisfy the music fans out there still with its edgy feel. Unfortunately the other papers alongside NME did not continue like NME did.

NME in its achievement was the first British paper to include a singles chart in its 14 th November 1952 edition. It also became the best-selling British music newspaper in the 1970’s. During the period 1972 to 1976 it was particularly associated with Gonzo journalism which is an objective style of journalism, then became closely associated with punk rock and the writing of Tony Parsons and Juile Burchill. Today NME is a hugely established and successful music magazine and also communicates to its audience through NME Online, NME Radio, NME TV and NME Radio. NME.COM was launched in 1996 and has over five million users per month. Currently NME is published by IPC Media which is “the UK’s leading consumer magazine publisher”. For more information about IPC Media visit http://www.ipcmedia.com/ . The sales made for NME come in the form of circulation figures at 33,875.

A typical NME magazine contains over seventy pages packed with content to satisfy its passionate and dedicated music fans. This includes news pages which contain what is happening currently within the specific genres and perhaps what is happening in the whole of the music industry if there is relevance. This helps the reader to catch up on what is happening and therefore stay in tune with the fast paced industry. They also have a section titled “Radar” which is dedicated for new bands on the scene which they feel that their audience may enjoy. Next there are “reviews” of gigs, artists and bands which also help keep the target audience in the know and can entertain the audience through the use of images accompanying the clever writing and also inform the audience of what is going on? Other content includes articles about artists and bands, letters from the readers which can help show they appreciate their audience and want them to use their voice which is appropriate with a music magazine, other features including a contribution from Peter Robinson a journalist and also a cross word and also reference to the other media mediums such as NME Radio and NME TV all which help to satisfy and entertain the reader and introduce them to what is going on! In most magazines there is a lot of images and NME is no exception using images as well as the writing to help keep the audience engaged. Image based magazines in music are relevant perhaps more than other styles of magazines as music fans enjoy seeing their favourite bands/artists and can really absorb what is going on.

For more information about NME visit http://en.wikipedia.org/wiki/NME and/or http://www.nme.com/

Analysis of NME Front

Cover

Classic red, white and black masthead which can show a maturity and sophistication Red has connotations of love and hearts which could link to how people have a passion for music. Black has connotations of seriousness which could be because the NME desired a serious tone. It could be because the magazine is written and made by passionate music devotees who take the industry seriously. And white can be seen as a positive and bright colour which can link to the connotations that music has of being positive and similarly the facial expression on Dizzie’s face links to the happiness white can engage. Having the same masthead on all of their magazines creates a familiarity with the audience who recognise the magazine in the shops. The black , white and red also continues in the copy and the mise-en-scene including his costume which helps to create a funky cover that catches the readers eye. The graffiti has many different colours which could represent different music cultures coming together in a magazine and similarly helps to make the three main colours really stand out and meet their purpose of drawing attention.

The header in capitals can also provide more information and really shout at you which can link to the loudness and power of indie and rock music but similarly just be used to grab out attention.

The footer can provide more information about the content and allow the target audience to gain more of an insight

The pull quote makes it like Dizzie is speaking directly to the reader which creates an intimate relationship which the reader will take pleasure from. Also having the pull quote can give an insight into what the article/interview is about and once more draw readers in. In the pull quote there is slang used in “man” which can link to the urban scene which is also seen in the graffiti background and Dizzie’s costume. Also the way he talks about the world is quite incredible and the way it looks like he is holding the world in the photo can emphasise his success further. It can create impact and make the reader look twice as the font and his body language can intentionally disorientate us.

The selline is bold and there is a shadowing to it almost which can really help emphasise the importance of this artist.

The flasher stands out and once more helps provide more information about what is in this issue benefitting the target audience

The cover lines provide more information and the way there is different font sizes draw you in and then entice you to carry on reading the cover line. Also by saying “&more” makes the magazine sound

extensive and therefore interesting and inviting.

The main image is a medium long shot of a famous urban artist. Even if the audience did not know the artist, which may be the case as NME specifies in the indie/rock genres and Dizzie is more urban and rap. But by the graffiti background and his costume it is clear to see his genre. Having a different kind of artist can perhaps still draw the target audience in as they trust their magazine through the intimate relationship they have (language, letters etc) and can also interest the audience as its something new and when you are devoted to music you enjoy exploring new things as well as the classics.

Dance floor linking to genre of dance/urban music Dizzie has.

Sharp and basic fonts that let the artist, mise-en-scene and the copy do the talking.

Rule of thirds creates a smart presentation and an interesting feel as the cover is not stiff and static, its funky!

Even though slang is used with “man”, the word rifling creates a balance of formal and informality. The formal can show the serious feel the magazine has but also the creative and funky background along with the slang makes for a relaxed feel that makes music fun still with serious elements.

Analysis of NME Contents

Page

The masthead is the same from the front colour in terms of font and colours which has created a house style that can keep the target audience engaged as there is consistency

The editorial helps give an overview from the editor about what’s coming up in the issue and sets a tone for the rest of the magazine. It welcomes the reader and even provides page numbers to make accessing the content more simple. The way there is no mention of the editor could show a modesty which is admirable from the audience who see the editor and staff are all about the music. The font is different from the others in terms of style and size which can add variety and clearly mark each section to the contents. It also quite a sophisticated font which can link to the serious feel the magazine aims to achieve.

The mode of Address is a mixture of formal and informal language as “thank god”, “eh” and “proper” are all quite informal however are relevant as they suit the friendly and personable feel the magazine gives its dedicated readers. Similarly it can add personality which in music overall is what makes artists and music so amazing. Formal language is also used in twined with the informal language and helps maintain the serious tone the magazine wanted.

The black boxes makes the name of the sections in white stand out as it looks sleek and funky. Similarly the dash of red in the numbers and in the “Plus” section adds again a clever and sophisticated approach that looks smart to the target audience who are impressed by this modern approach especially when the audience are between 17-30 years old. Each section provides a brief summary of the content which can interest the audience and make them read on.

There is a consistent font style used throughout with use of capital letters being a main element which is impactful and can link to the powerful impact indie/rock genres has upon its audiences.

Band Index allows the audience to know where their favourite bands are in the magazine which shows the magazine go the extra mile which can help the reader navigate more easily making them get more from the magazine and again rein force how music magazines have a special relationship with their audiences

There is a splash of yellow for the subscription which contrasts hugely to the other colours used throughout the front cover, contents and double page spread which can show how the magazine really want to encourage the target audience to sign up to get more and ‘save’ money.. Similarly the images of previous magazines are interesting and encourage the readers further and having the website address, telephone and text numbers can make it simple to sign up.

Drop caps

The title for the editorial and the main feature of the magazine apart from Dizzie Rascal follows the house style in terms of font but there is a kind of misty effect which looks cool to the young audience and makes the copy stand out.

The layout uses the rule of thirds to create a smart grid like layout that presents the content clearly and easily accessible for the audience. The banner at the top of the page contains the masthead and “contents” which helps again create a smart layout.

Date of issue

The main image links to the “touring special” as it is a female by a tour bus. Firstly having the female in a core male audience magazine could show an equality within music which is great. Secondly the image is slanted which follows from the front cover where Dizzie looks like he is holding the camera and it makes the image look slanted . The image is a medium long shot and the white rim edging not only frames the image but makes it look like a photograph which provides the intimate feel the magazine desires.

There are corners which help frame the editorial which again makes for a clear layout helping the target audience. These corners are not normal conventions in music magazines which can show NME being original similar to music overall that seeks unique songs, artists etc and also could be seen as offering the audience a magazine that stands out amongst many which the audience are drawn too as they like what's hot not only in the music charts but in magazines ones to. These could also be seen as a lure as they are eye-catching and different.

Analysis of NME

Double Page

Spread

The headline is quite dominant across the page which can show its the main article and the importance of the artist. Similarly it contains a pun as instead of “from rags to riches” its “from tags to riches” which can link to the mise-en-scene of graffiti and gangster clothing which has connotations of the urban style of which Dizzie is from. It also indicates its a personal story which the audience will like as they are hearing the truth behind the artist which is interesting for them.

The headline is slanted which follows on from the front cover and contents making for a house style and a funky tone which can link to the funk of indie, rock and urban genres.

In this article the main image is very large which can emphasise the artists growth within the music industry, that its the main article and also can show the mise-en-scene which is crucial to providing an image for the text and is extreme and links to urban music. Also Dizzie looks quite rebellious and like he has been caught which could give the impression he is cheeky which can make the audience smile and can link to the idea of crime which is a theme expressed in urban music.

Dizzie’s costume links to the house style through this issue in terms of colours and also the clothes are quite cool and flash which can be desired by the audience who will be younger or around the same age. There is a darkness in the lighting , also in the graffiti as well as in the dominant headline which creates

perhaps an eerie tone especially with this image of Dizzie looking suspicious however the “Have a nice day” on the old fashioned boom box as well as the beer bottles lightens the mood and again can connote a cheeky guy enjoying life. It can present culture and an interesting read for the audience. Similarly it can present him as someone who likes to party which can suit the target audience who are around the age where their social lives are important parts to their life.

Medium long shot allows the audience to see the costume and the crazy background meaning the audience can really experience the artist in the image and the text. Even though there is no direct eye contact its still a powerful and striking image that looks natural and not posed creating no barriers between the audience and the artist.

Stand first providing an introduction to the article. Dizzie’s name is also is bold to make it stand out and show his importance.

By-line for article and images.

Drop capitals help create visual impact, stylize the paragraph and start off the article.

There are four columns which look smart, frame the main image and also wrap around the supplementary images creating neatness and simplicity and can show the importance of the mise-en-scene in this particular article.

Analysis of the written article This article is about the success of Dizzie Rascal in the last year. But its not just about his many awards, including a “GQ award for Solo Artist of the Year”, also “several NME awards” and nominations for the MOBOs just to name a few but also about the backstage antics before the photo shoot for this article. It describes the atmosphere prior to him arriving and the work put in by “NME” to prepare for his shoot and also how he reacts as he “storms into the East End studio” with “several helpers” and a “leggy beauty”. It gives the idea of his personality so the audience can get to know him and also learn about his success in music. Giving the background antics as well as his awards provides the feeling of exclusivity which the audience will like as they feel they are getting something special and can similarly show how the magazine goes the extra mile to satisfy their readers desires. This article is very descriptive and therefore provides the reader with images in their mind which can engage them further in the article.

The mode of address for this article is informal as there are words such as “hanging”, “leggy”, “mental” , “slumped” and “kids”. The reason the informal language may have been used and the way it works is because it provides a relaxed and comical feel that introduces the artist and the article well. The use of dialogue by Dizzie where he swears gives an impression of his personality letting us get to know him and can link to the bottles and graffiti which connote urban music where swearing is used for expression. Similarly the way he has helpers carrying his clothes and “trainers” from “Selfridges” can show his importance and status. Also the informality can be supported by his jeans and also the “Have a nice day” sticker. When the article moves on to what Dizzie has won it still remains informal as it is celebrating his amazing success and can give the impression that we are there experiencing all the action once more linking to the intimate feel the reader has as it seems there are no barriers between Dizzie and the audience. This relaxed but serious feel can suit the mature audience of 17-30 years old who will find it comical, interesting and informative. There is a balance that can give a serious tone for the fans dedication but a softer feel to represent the fun side to music.

It is written in four short columns of around seventy five to one hundred words which makes for digestible reading benefitting the audience and also allowing the dramatic headline and image to take the stage.

Target audience

Source http://www.nme.com/mediapack/pdf/nme_media_information_full.pdf

Audience Profile

Price £2.40

Frequency weekly

Circulation 33, 875

Readership 411,000

Launch date 7TH March 1952

Average age 25

Male readers 73%

Female readers 27%

Target Market Men 17-30

Demographic ABC1

NME readers love ‘entertainment’

• 80% of NME readers feel that music is a crucial part to the lives• 79% of NME readers enjoy listening to new bands• 63% specifically choose to listen to indie/guitar bands• 49% specifically choose to listen to live bands in the studio• 52% are interested in musical courses/qualifications • 36% are thinking of buying a musical instrument in the next year

NME readers love technology

• 72% have a broadband connection to the internet at home• 67% have brought online goods in the last 12 months• 59% agree they keep up with the latest gadgets

NME readers enjoy ‘festivals and concerts’

• 77% of NME readers have been to at least one pop/rock concert in 2007• 67% will be attending at least one festival this year• Average expenditure on-site: £402• Average expenditure off-site £368

NME readers ‘love the atmosphere of live events’

• Over half of all adults say that you “can’t beat the atmosphere of a live performance”• 41% believe a live performance is more exciting and entertaining than watching it on TV• 70$ of those who go to gigs went for the atmosphere as much as music• 55% of those who went to gigs went after buying recorded music of the artist• 54% of those who went to the gigs went because of the location• 53% of those who went to the gigs went because they had a positive past experience.

More about the reader

• 34% are full time workers• 18% are part time workers• 26% are full time students• 62% read at least 3 out of 4 issues• Almost half (49%) have been reading NME for at least 3 years• 84% think that the magazine provides them satisfaction spending an average of 46 minutes reading each issue

Having these statistics and facts can help NME look at their successes and also look at what they might need to include to satisfy their readers further such as about ‘technology’ and also the referred music styles. Looking at what the target audience enjoy is crucial in the success of a magazine as the readers are who use and benefit from the product. Similarly looking at the demographic of the target audience such as class and job type can help NME provide the right content, advertisements/promotions and price for the target audience.

Facts about NME readers

Target audience

The majority of readers are male which could be because overall in society its mostly males who enjoy reading about and listening to music and go to the concerts and also buy the music. The demographic of the core audience fits between the A ( Upper middle class), B (Middle class) and C1 (Lower Middle class). These demographics are quite high within society which can show that even though the magazine is a reasonable price at £2.20 when you add up buying all the music and the gig tickets it can become expensive so those who are doctors, teachers and office workers will likely have disposable income through having a high paid job. Similarly to purchase a magazine shows passion so it is likely that the target audience will buy other music magazines once more showing a higher end demographic. Also a core audience of males aged 17-30 are the right working age and can link to the demographic as men these ages will likely be in employment or have disposable income through other means.

Bright, striking and bold colours in the cover lines, sellines, masthead and the mise-en-scene that the audience will be drawn too and will recognise as the red, white and black is a consistent house style continued through the majority of the issues.

Methods used to attract the audience

The flasher is a different shape and stands out upon the main image

The capital letters used in the font helps to shout at the audience in a good way and grab their attention. Similarly the variety of fonts sizes, shadowing and slanting also grab the audiences attention

The lists of names in the cover lines and in the footer help create excitement for the audience who are impressed by the amazing array of artists and are drawn in by the variety. Similarly the words “&more” draw readers in as they will gain more

Formal language such as “special” and “rifling” can attract the audience as firstly they feel they are getting something exclusive which makes them feel special. And secondly “rifling” creates the serious tone NME want to achieve as the creators are extremely passionate about music. On the other hand the slang with “man” can similarly attract the audience as they are intrigued by this and the artist who may be new to them and statistics have revealed that NME readers enjoy “new” music so they are consequently attracted.

A pull quote can attract the audience as they are keen to read on as the quote is catchy and largely placed on the page.

The body language of the artist is also quite eye-catching as its like he has hold of us which is funky and original.

The background is striking and clashing but still complements with the red, white and black colours used throughout the front cover. It catches the readers eye and brings them in as they are intrigued.