This double page spread follows general and layout conventions of a standard double page spread through it‟s use of a pain image, pull quotes and smaller related images. The layout appears similar to many of Mixmag‟s interviews/articles with specific artists and so the double page spread maintains and reinforces brand identity in this way. The title used on the page is a cross between a standfirstand a main sell line as it gives subtle hints about the article and outlines who is featured on and what the interview will entail, however, it is bold and placed directly above the article. It suggests that the article is wacky and interesting as it lists bizarre topics (i.e. “Lothario and,
erm...fisherman”) and so the reader will want to know the back story behind these. Dizzee Rascal, the featured artist, is also presented as “grounded” – the audience willassume and trust that he is down to earth and possibly just like them thus making the double page spread more relatable for the reader who will feel a connection with the artist, therefore, drawing the audience in. The mode- of-address is colloquial and friendly; demonstrated in the sell line when it says “erm...fisherman”. The use of “erm” is commonly used when speaking to, say, a friend or relative, and isn‟t usually used in magazines or books however, conventions are broken here; the audience willfeel like Mixmag is their friend through this use of colloquial language and will therefore deem Mixmag more trustworthy and trust/take in the information that is in front of them. There is only two images which feature on the double page spread and these are the main image and asmaller related image giving the double page spread a more basic, yet sophisticated look. The smaller relatedimage is of Armand Van Helden who collaborated withDizzee on his track entitled „Bonkers‟ (one of the dancier tracks Dizzee, who is a predominantly grime artist that releases dance music aswell, has released) and so doesn‟t really give a representation of Dizzee as such. However, the same can‟t be said for the main imagewhich shows Dizzee Rascal in a purple shirt, black tie anda white blazer, stood against a white background. He is tying up the buttons of his blazer which gives the audience the impression that although he is down to
earth, he is also professional, slick and cool. His white blazer and the background also make the purple shirtstand out, which could represent that, Dizzee Rascal isn‟t afraid to break boundaries and doesn‟t mind standing out/being different (reflecting his change in genre from grime to upbeat dance music). He is also making direct address with the audience and so the connection theywill feel with the magazine and the artist is reinforced. The fact he is dressed in a suit also makes him look veryprofessional and could reflect the fact that he has comea long way from his early grime days and is more mature. There is no genre specific iconography on this double page spread however, which is common in Mixmag but breaks general music magazine conventions. The image will be used to draw in the audience as it shows Dizzee looking serious and professional; like the audience takedance music seriously, he takes his job as an artist seriously – the image is again more relatable to the reader. The image is placed on the right hand side and this iscommon in Mixmag‟s double page spread interviews with artists. It allows the reader to have access to almost aprofile on the artist; they can read information on them on the left and refer back to what they look like as an individual and possibly envision the artist saying the answers they have given in the interview. The body copy, which is placed in columns on the left page, and it‟s an interview. A keen reader of Mixmag would also be able to tell it‟s an interview from thepredominantly white colour scheme and basic layout. Thetext is presented in columns, which is common in Mixmag
and goes with the theme/design of the whole magazineas in most articles/features the text is in columns, rows and lists. Pull quotes are used which may draw the audienceto the main body of text if the sell line already hasn‟t; the reader is more likely to scan the image rather than to immediately start reading the article and so this is a last chance attempt to attract the reader to the doublepage spread before they turn the page over. The mode-of-address within the pull quote (“that‟s where I‟m at now– it‟s like „come on, sell your soul!”) is used effectively here as the informal language makes the reader feel like theyare on the same wavelength as Dizzee; “that‟s where I‟m at now” and “it‟s like” reinforces the friendly feel to themagazine and makes the reader feel as if they are beingpulled into a conversation with the artist. They would also want to know the back story behind the pull quote – where/why did the artist say that?There is no other text features that stand out as such; the double page spread consists of a pull quote which is written in italics, body copy in column format and a sell line which is bold and underlined so it stands out. This helps to emphasis the simplistic layout that Mixmag isknown for. The body copy is set in columns, going alomg with the design of Mixmag throughout the inside of themagazine (thus maintaining brand identity and creating a symbiotic link between all articles/features in the magazine). The interview section (which appears in every issue of Mixmag) always maintains the same basic layout with a white background and so this maintains brand identity –
the reader will feel comfortable that they are able to recognise the interview section and so, the bond between the audience and the magazine will be strong through repetitive use of this layout. The simple colour scheme also helps to maintain brand identity for Mixmag; although they are known for using vibrant, fresh colours, they have used white, black and purple as a main colour scheme and this works as the brightness of the whitemakes the double page spread stand out from the rest of the magazine, reflecting the vibrant/fun aspect of thereader, but with the added use of black it also reflects the passionate yet serious side of them, therefore showing that they take dance music seriously but can have fun. The fonts which feature on the textual elements of thedouble page spread are all in a basic sans serif font. Even the sell line is using a basic san serif font, reflecting the simplicity of the layout; they haven‟t focused on fancy display fonts or gimmicks. The basic layout reflects the way that the information more accessible, trustworthyand direct to the audience – it is straight to the point and this will please the audience who are passionate listeners of dance music and take it seriously. The font is also used to maintain brand identity; Mixmag is known for its funkyfonts however throughout the magazine this only tends to be on titles/headlines, whereas the rest of the text is usually an average, basic, every day font.