To start with as planning for our portfolio we were set a task over the xmas holidays to complete a music magazine article review. i did my reveiew on a article on Alex Eveson within a music magazine called KMAG. you can see the essay i produced below:Music magazine Writing
The article I am writing this about is a an article within knowledge magazine about a male from Bristol called Alex Eveson the article talks about how he is “like that annoying kid at school who was good at everything”, “Eveson is a dj / producer / designer / snowboarder Alex Everson proves it’s possible to be both jack and master of many trades” the article talks about Alex’s life and how he went from being “at about 11 12 years old on the dance floors growing up in Glastonbury to where he is today. The article was written by Stu Cronin and is within the January 2009 issue of Kmag/ Knowledge Magazine. I am going to analyse the article by looking at its institutions, audience, forms and conventions and its representation.
Institutions:
The business that produces Kmag are called Phoenix Publishing ltd, the institute is a multinational company that produces magazines for England, Wales, Scotland, and Ireland and are not responsible for producing any other media texts and are not involved in any cross-media ownership. The magazine is an Award winning urban youth mag which specialises in UK urban music, hip hop, drum & bass etc. Sections cover DVD, film, fashion, gadgets, music technology plus the latest music, fashion and news. Kmag does not face any real competition due to its uniqueness offering a range of music, fashion, news etc like no other magazine does of its youth genre. You could class other drum and bass magazines or music and fashion magazines as competitors; however I believe the magazine is unique and does not have any other dominant competitors.
Audience:
The key target audience are teenagers and young twenty’s aged between 14 and 24 generally interested in dance music, drum and bass, sport and fashion. I believe Kmag aimed it’s magazine at this urban mainly male youth audience because there was a clear gap in the market for the youth of today, yes there is drum and bass magazines and fashion magazines as well as various other film magazines etc however never anything really which combines all of them and features the films, the fashions, the sports and the music that would appeal to the youth of today, therefore due to this the magazine is a very appealing one to their likes and different types of genres, we know this from reading the article as a lot of the article talks about the usual kid and how he got in to the music industry as a producer, as well as being a snowboarder, this appeals to the target audience as Alex Eveson produces the type of music which appeals to the target audience and enjoys extreme sports such as snowboarding, Alex also follows the urban fashions and loves design and designs his music covers etc. this again attracts the target audience as the magazine is aimed at the youth culture who enjoy music and most probably are in to modern and urban design like Alex. As well as this alex has also done work for labels such as Exit recordings and Metalheadz doing work as a graphic designer making people aware of his designs.
The dominant image within the article of Alex Eveson at a long shot, low angle shot represents the target audience as it is bright and bold and shows of a sense of design as well as a sense fashion and good contrasting between colours to attract people to the image and the page with vibrant oranges and dark backgrounds contrast well, within the article it describes Eveson using words such as “Taking Over” as they believe that Eveson is the next big thing within the youth genre due to his true imaginativeness as well as his dominant style and image which appeal to the youth culture as well as his creativity as a producer and a dj also appeal to the drum and bass genre also, calling Eveson as taking over makes Eveson sound big and a dominant producer and attracts the audience towards him and makes Alex Eveson very appealing to kmags target audience.
Forms and conventions:
The opening sentence in the article relates to personal experience when talking about Eveson as it refers to him as worryingly like an annoying kid at school who is good at everything he does. Within the article there is also confession as Eveson confesses that he was going to festivals from a young age. He also narrates his life and how being brought up in the “hippy enclave that is Glastonbury town” steered him along a path of live music and dance. The article also gives Eveson a personality sketch of being a confident, bold character prepared to try most projects or events. The article also demonstrates and gives an insight of how his open personality has allowed him to be both “possible to be both jack and master of many trades, from snowboarding to graphic design and music making. The article also connotes to his review on his own music development. Therefore making the article a hybrid as it uses more than one type of form or convention.
The person being represented through the article is Alex Eveson, also Glastonbury the town is being represented as he quotes Glastonbury as being a “hippy enclave”, another thing to be represented is his lifestyle and what he does and how he got to where he is now, age is also being represented as he also quotes that the early 1990’s were rave mayhem. This quote is very stereotypical however and is a more personal view, the values and messages being put across are that do what you enjoy in life and if you put the work in to what you like doing anything can be made possible from being good at snowboarding to being a music producer, do what you enjoy and want to do and work at it to achieve. The attitude put across to the reader is that Eveson is informal and has his own views and can be very stereotypical on topics. The images within the article show of Alex’s attitude through his boldness and confidence through his pictures and looks like a dominant character his representation is positive due to the article showing that he is a talented man who is a master of many trades, the article reflects that this is a good image and working at things and mastering trades is positive, therefore this gives of a good image of Alex, however quoting that he has been living like a hobo puts a negative image across about himself and does not make him sound so dominant however then calling him a master of many trades is a very positive image and puts Alex across as a contrast of being both a positive representation as well as being a negative representation.
In conclusion I have evaluated what my article is about an the writers and producers of it, as well as list which magazine my article is within I have then analysed my article and concluded on who produced the magazine and who the producers are and who their competitors are etc. I have also written about the audience for kmag and why they are the target audience, I have written the forms and conventions within the article down, I have evaluated representation and who and what is being represented through the article for example age and whether the representations are negative or positive.
By Edwin Dalby
I completed this essay through the xmas holidays and was pleased with my mark as i got a mid level 4 my teacher mr girvan commented on how i did a good job at linking my work to the relevant questions and offered frequent and detailed textual evidence, as well as using excellent-highly proficcient analysis. however needed to summarise all of my main points better within my conclusion. i was happy with my teachers comments and know where i can improve on my next conclusion for another essay.