1. This front cover follows many general and layout conventions of Mixmag; it has a main image dominatingthe page, a main sell line and many other sell lines set out amongst the left and right hand side of the pages. Thisparticular cover looks similar to other Mixmagfront covers through its bold colour scheme and positioning of items such as the masthead and the main sell-line (Mixmag is known for putting their main sell-line on the top lefthand/middle side of the page). It therefore reinforces the brand identity of Mixmag for the audience who will instantly recognise and identify with the magazine. The colour pink is also commonly featured on Mixmag front covers and so this too helps maintain brand identity. However, this front cover, which features Swedish House Mafia, is unique in the sense that the majority of Mixmag
2. front covers feature an individual artist/DJ (as is common in the dance music genre) – instead it features 3 artists who are collectively a group; this therefore breaks conventions. Also, the background setting sets this coveraside from others – instead of a plain but brightly coloured background, Mixmag has decided to use a villa/holidayhome setting as the background, linking with their „Stars of Ibiza 2010‟ sell-line (however, it is common within their Ibiza/Summer issues, and so in a way Mixmag are again reinforcing their brand identity). The masthead is the Mixmag logo; this is a common convention of magazines. It helps to reinforce andmaintain a link between all their platforms of media, be it their website, different issues of magazines, apps on aphone or even a TV Channel if they choose to create onein the future. The masthead is pink, which helps to createthe colour scheme, and helps the masthead to stand out against the white and cream shades of the main image. The name of the magazine „Mixmag‟ suggests that themagazine is a dance music magazine which is aimed at a youthful audience; „mix‟ is a word commonly associated with dance music as DJ‟s mix tracks on their turntables; „mag‟, which is short, colloquial language for magazine. The audience will interpret and understand the two words, and the two „M‟s at the beginning of the two words will help „Mixmag‟ stay in the readers mind as it is short and sounds catchy. The main headline „SWEDISH HOUSE MAFIA‟ is written in block capitals, suggesting again that their audience is predominantly male as it exaggerates the masculine feel of the font. The font is a
3. display font, which has an athletic feel to it (i.e. it mayremind the audience of the writing on a letterman jacket, which is commonly worn by „jocks‟ in America) and this also adds to the masculine feel of the magazine, whilst suggesting that Swedish House Mafia are the „jocks‟ of the dance music industry – they‟re established and theyare popular amongst their audience. The main headline is also a pink colour; this challenges the masculine feel of the magazine as pink is usually a feminine colour, however, the pink helps to create a laidback feel to the front cover, linking with the main image in which Swedish House Mafia look relaxed. The sell-lines are also in block capitals and a sans serif font – the block capitals link with the main headline and it‟s masculine feel, whilst the sans serif font helps to make the front cover seem less tacky whilst helping it appear more clearer and easier to read (this will appeal to the audience of young males whowon‟t be drawn in by fancy gimmicks; they will want easy to read information which is clear and understandable). The main image is of Swedish House Mafia in a holiday home type setting – they are wearing sunglasses, shirtsand linen trousers, and look relaxed. One of the members is smoking a cigar, whilst another has a drink in his hand. They are given a very luxurious representation; firstly, the fact that behind them there is a villa (and that they are wearing sunglasses) makes them appear rich – they are obviously in Ibiza (as before the headline it says „Stars of Ibiza 2010‟) and so they must have money to be able to afford a house/holiday out there. The clothing they are wearing and the cigar and drink make them seem as if
4. they live a privileged and lavish lifestyle; they look slick but at the same time as if they know how to have fun and let loose. The images Ibiza setting also helps to reflect the genre of music that Mixmag promotes - Ibiza is seen as the home of dance music, and so Swedish House Mafia must be established artists who are regular Ibiza headliners if they own a holiday home there. This therefore may influence the readerships musical preferences, as Ibiza is known for having the best of the best, so they will more than likely check out their music to see if they live up to this expectation. The use of props (such as the cigar and drink) also reflect the genre, which is usually heard in a club environment – cigars and drinks are commonly seen in a club, therefore the readers willidentify with these items as they too will often go clubbing. The image will draw in the target audience as they too will either have been or want to go to Ibiza, and may also aspire to be as successful or as slick as Swedish House Mafia – by buying Mixmag, they could feel as if they are one step closer to achieving this. As is common with Mixmag, there is no feature article photographs which maintains Mixmag‟s brand identity and keeps the trendy/cool feel to the magazine, going with their simplistic layout.The sell-lines on the cover are also significant in pulling the audience in; they give the audience a sneak preview as to what will feature in the magazine. The sell-lines on this specific front cover will entice the audience through the use of mode-of-address, for example, “how to make it asa DJ” – the audience will know what „make it‟ means and
5. so will feel clever. They will also feel as if the magazine is on their wavelength and understands them, giving them an affinity with the magazine which makes them morelikely to purchase the magazine. The ambiguity of the sell- lines is also a key part of the front cover as they need to reveal what is in the magazine but can‟t completelyreveal the story as the audience wouldn‟t want to find out for themselves, so wouldn‟t buy the magazine! However, this is demonstrated effectively through “promotingyourself online” – the audience, who may be aspiring DJ‟s will see this and so will be enticed by it; they will feel as ifthey need the magazine. The sell-lines are either written in black, pink or white, with certain ones standing out morethan others; some are highlighted, and so “how to make it as a DJ” stands out due to it being highlighted pink(although some other sell-lines are highlighted, this sell-line is the only one which has been highlighted pink) and also as it is placed directly opposite the main headline it will grab more attention as it is more likely to catch the readers eye. This front cover is also similar to Mixmag‟s other front covers in terms of its layout; it features the headline placed in the left hand/middle part of the page, and is also accompanied by sell-lines in a column on the right and (underneath the cover mount) on the left. It is asimplistic yet clear layout, which is featured in most issues therefore creating a symbiotic link between Mixmag‟sfront covers. The fact that the layout is always simple helps to attract the audience of young males;firstly, the layout won‟t look tacky in a few years, as it is a
6. classic layout; secondly, it is easy to read because it is clearly set out – they can access and interpret the information quickly and easily rather than trying to find certain sell-lines or look past gimmicks.The colour scheme, of pink, black and white, are used for effect; the cream shades which feature in the main image aren‟t very representative of the dance music genre, which is known for having bright colours in magazines which promote it. However, the black andwhite give Mixmag a mature feel as this is a classic colour combination, which appeals to mature males in their twenties rather than younger teenage audiences. Thepink however breaks the colours up, and takes the serious edge off of the mature colour scheme, reflecting the readership‟s serious and fun sides. The headline is written in a funky display font, which is common in Mixmag; they tend to have sell-lines and all other text which isn‟t the masthead or the headline as sans serif, whilst the headline is a really vibrant and funkydisplay font. Therefore through this, the cover creates and maintains brand identity. The commonly featured fonts could also be reflective of the fact that the readership are passionate about dance music, but know how to have fun and like to party whilst listening to it. In conclusion, this front cover of Mixmaghas manydifferent elements to it which attracts the target audience and will make them want to purchase the magazine,such as the bold headline, creative use of colour scheme,layout conventions and mode-of-address as well as many
7. other elements. It will be successful as not only does itentice the audience but it also has elements which relate to the audience, creating an affinity between the magazine and its reader.