The Fly Cover Analysis

With regard to media language The Fly has a simple layout, for example their masthead is simple, i think this adds an unassuming nature to the brand image, it's just about the music not a gimmick, this is reflected in the fact the magazine is free and the puff to tell us this is very evident. The actual title also as 'The Fly' connotates the fly-on-the-wall idea and how they find new bands and artists before anyone else. Also the picture is a mid shot of the band Warpaint, it has hints of attitude made more apparent by the anchorage of the headline by saying 'psych-rock sirens' we know this is an eccentric band. Furthermore the second puff is done in graffiti style to co inside with the house style which is also used on the main headline, the shows rebellion.

In terms of institution The Fly is published by the MAMA Group which is part of the HMV Group, this shows that media businesses are working in synergy as when albums appear in fly they will be bought in HMV. Also the MAMA Group owns the Barfly chain of gig venues which could also involve synergy as if The Fly says a band are worth seeing, the readers will go to see them at a venue. It relies heavily on adverts, as its a free press. Their ideology appears to be completely about music and the indie genre, they are all about finding and introducing the latest bands, for example they were the first magazine to publish Coldplay and Razorlight on the cover.

With audience The Fly taps in to a niche audience, the mag is specific for indie gig goers, this is apparent as it is mostly available at live shows. I think MAMA Group have found this gap in the market as the audience will mostly be young and possibly students so not of a high income and will be in group E. Furthermore, being out at gigs is readily available to the target audience. The adverts also reflect the readership as they are mostly for alcohol, live events and modern technology.

Representation on the cover, for example the title 'warpaint' is presented as very edgy, it is not dissimilar to the Sex Pistols logo, it shows the band as edgy and punk and the image of the band appears like on newsprint, as if it is new, the band are hot off the press. Also the connotations of the title The Fly represents a fly on the wall, they find bands no one else has seen of heard of.

Analysis of Mixmag Cover

In terms of media language this issue of Mixmag is a good example. The chosen house style is bright and attention grabbing reflecting the new acts that the magazine is introducing. You can recognise it as a dance/DJ magazine as it is much more light hearted and fun than other genres as it is linked with the dance and club scene also the styling of the people in the main image reflects this as well. The mag speaks to the audience by the cover image, the artists are recognisable within the genre, the shot used is low angle making the audience see them as something to aspire to be. The sell lines present us with an inviting narrative, for example 'NYC'S CLUBBING REVIVAL' has appeal because the magazine is based in Britain, the audience is given and almost exclusive insight in to such an iconic place as New York. Also we have the conventional banner at the top of the cover, this advertises a free CD, its puff and works in synergy with the artist 'WARHOUSE PROJECT' as it will increase sales of the magazine but at the same time promote the artist, however this has emphasis on the importance of genre, Mixmag has a niche audience, therefore the advert would be irrelevant for someone who couldn't identify with this genre of music.


In terms of institution Mixmag was founded in 1983 and is the biggest selling dance music magazine in the world. After a few other publishers, today it is published by Development Hell. 'Among the Development Hell team are some of the most experienced and respected operators in British magazines' this is from the Development Hell website, the idea of being 'respected' and 'esperienced' is reflected in Mixmag, as it is monthly so, Development Hell are striving for quality over quantity. Mixmag's ideology is apparent after researching their publisher. I can see that their aim is to present readers with a range of dance music, although current it reaches out to all areas of dance music and presents it as a prestigious genre that is not just for a young minority, this is echoed in the cover as the straplines contain written codes, for example 'clubbing revival' is aimed at an older audience, whereas 'underage club nights' is evidently for youngsters.

Mixmag appears to have a varied audience, on their website it says:
Mixmag readers are the opinion formers and leaders in clubbing. They are the ones who make the happening music happen and the cool products cool within their peer group.
"They are the first to recommend a new tune and the first on a new fashion trend. They’re at that new cool club very early and they move on before it starts to go cold . They’re the best informed about top DJs and upcoming tunes, and they just have to have the latest mobile (even if their current one is less than six months old). They’re the biggest downloaders of music in the UK.
The median age of a Mixmag reader is 26 – 72% male, 28% female – and they tend to be urban and single.
They have a high disposable income and a high propensity to spend it on:

Nights out

Clothes

Tunes

The latest mobile and MP3 player Nearly 80% do not read another music magazine and they spend little time watching TV, especially at weekends."

(from the mixmag website)



As far as representation goes, Mixmag wants their music genre (dance) to appear fun, it is a positive representation however, I think the brand image uses a niche audience to its advantage by alienating readers who don't particularly follow the genre exclusively.

Convetions of a Music Magazine Cover

All magazines use a masthead, on this particular magazine we can see the masthead of the NME, placed in the top left allowing to always be seen and recognised whilst stacked in shops. The red of the masthead is repeated and creates a house style that is only associated with the NME. Red has connotations with ignorance and anger, this ties in with the magazines ideology by aiming to be alternative and pushing against popular music, it also demonstrates their passion for music.

The NME also includes a banner which is vital to all music magazines. Placed at the top it is the first thing the reader sees and NME have taken this further by using such a prestigious band as Oasis to add to the impact of the banner.

Another example of a convention is the main features headline, in this case it is entitled 'CRYSTAL CASTLES', the font and colour is consistent to the house style. The teaser below the main headline- 'murder drugs and twisted love' coincides with its alternative views, for example: the words 'murder' and 'twisted' could not be seen on the cover of Smash Hits.

It is intrinsic for a magazine to have the price labeled on the magazine. The NME is priced at £2.30, this instantly tells us the magazine is meant for younger people, in comparison with a magazine such as Q which is priced at £5 it is cheap and therefore within a younger persons disposable income.

The image on this issue of NME, the chosen image is very dark and links to the sell lines, the words 'twisted love' is echoed in the stance of the band, the two appear awkward but we can see through styling and how close they are that there is a relationship there. Also with styling, the readers of NME are reflected, the leather and make up has connotations of the rock/indie genre. We can see it is alternative as Alice Glass is smoking, a mainstream magazine would not include this as smoking is frowned upon, furthermore this could represent the band as alternative or moreover, could be socially unacceptable.
The representation of the band in the main, for the readers of NME would probably be positive, the angle is low making them seem important and maybe something readers would aspire to be. 

LIIAR Interpretation of the Main Task

LANGUAGE- This will include my chosen camera angle, position and distance, I will determine these by looking into the codes and conventions of existing music magazines. Also with language I will have to create a house style to be seen through my layout and things such as my finished splash, to be effective it will have to be consistent.  

INSTITUTION- The institution are the producing companies of the magazines, for example NME, is published by IPC, the magazine will work in synergy to achieve the desired profit, There is a market for each magazine that is published, therefore each publisher will make a variety magazine as to not eat into their own audiences.

IDEOLOGY- All magazines have their own set of values, morals and a message they want to convey. This can be seen in many ways for example the connotation of the magazine name NME stands for New Musical Express, showing a fast print rate and an urgency to provide their audience with the information.

AUDIENCE- A magazine will always have a target audience, this is determined by age, gender and social class :

A-Upper Middle Class
B- Middle Class
C1- Lower Middle Class
C2- Skilled Working Class
D- Working Class
E- Under Class

REPRESENTATION- For example, a front cover image will represent the audience. Often with most magazines including music magazines the subject of an image is presented in aspirational terms, representing what the reader wished to be.

Main Task Brief

The front page, contents page and double page spread of a new music magazine. All images must be origanal, produced by you - minimum of 4 images.