This double page spread follows general and layoutconventions of a standard double page spread throughit‟s use of a main image, pull quotes and smaller relatedimages. The layout appears similar to many of Mixmag‟sinterviews/articles with specific artists and so the doublepage spread maintains and reinforces brand identity inthis way.The headline used on the page is a cross between astandfirst and a headline as it gives subtle hints about thearticle and outlines who is featured on and what theinterview will entail, however, it is bold and placed directlyabove the article. It suggests that the article is wacky andinteresting as it lists bizarre topics (i.e. “Lothario and,
erm...fisherman”) and so the reader will want to know theback story behind these. Dizzee Rascal, the featuredartist, is also presented as “grounded” – the audience willassume and trust that he is down to earth and possibly justlike them thus making the double page spread morerelatable for the reader who will feel a connection withthe artist, therefore, drawing the audience in. The mode-of-address is colloquial and friendly; demonstrated in thewhen the article says “erm...fisherman”. The use of “erm”is commonly used when speaking to, say, a friend orrelative, and isn‟t usually used in magazines or bookshowever, conventions are broken here; the audience willfeel like Mixmag is their friend through this use of colloquiallanguage and will therefore deem Mixmag moretrustworthy and trust/take in the information that is in frontof them.There is only two images which feature on the doublepage spread and these are the main image and asmaller related image giving the double page spread amore basic, yet sophisticated look. The smaller relatedimage is of Armand Van Helden who collaborated withDizzee on his track entitled „Bonkers‟ (one of the danciertracks Dizzee, who is a predominantly grime artist thatreleases dance music aswell, has released) and sodoesn‟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 istying up the buttons of his blazer which gives theaudience the impression that although he is down toearth, he is also professional, slick and cool. His whiteblazer and the background also make the purple shirt
stand out, which could represent that,Dizzee Rascal isn‟tafraid to break boundaries and doesn‟t mind standingout/being different (reflecting his change in genre fromgrime to upbeat dance music).The use of the suit ascostume rather than his usual choice of costumedemonstrates that Dizzee has moved away from his usualmusical style for the collaboration and for his stint inMixmag. It suggests versatility; he can change his styleand pull it off well, whether it be fashion or musical style.He is also making direct address with the audience and sothe connection they will feel with the magazine and theartist is reinforced. The fact he is dressed in a suit alsomakes him look very professional and could reflect thefact that he has come a long way from his early grimedays and is more mature. There is no genre specificiconography on this double page spread however, whichis common in Mixmag but breaks general music magazineconventions. The image will be used to draw in theaudience as it shows Dizzee looking serious andprofessional; like the audience take dance musicseriously, he takes his job as an artist seriously – the imageis again more relatable to the reader. The image isplaced on the right hand side and this is common inMixmag‟s double page spread interviews with artists. Itallows the reader to have access to almost a profile onthe artist; they can read information on them on the leftand refer back to what they look like as an individual andpossibly envision the artist saying the answers they havegiven in the interview.The body copy,is placed in columns on the left page, andit‟s an interview. A keen reader of Mixmag would also beable to tell it‟s an interview from the predominantly whitecolour scheme and basic layout. The text is presented incolumns, which is common in Mixmag and goes with thetheme/design of the whole magazine as in most
articles/features the text is in columns, rows and lists. It is apowerful technique to have the image on the right, aswhen you are flicking through a mag, you see the rightpart of the page first; the image will grab your attentionmore quickly and effectively than a page of text.Pullquotes are used which may draw the audience to themain body of text if this piece of text already hasn‟t; thereader is more likely to scan the image rather than toimmediately start reading the article and so this is a lastchance 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 whereI‟m at now – it‟s like „come on, sell your soul!”) is usedeffectively here as the informal language makes thereader feel like they are on the same wavelength asDizzee; “that‟s where I‟m at now” and “it‟s like” reinforcesthe friendly feel to the magazine and makes the readerfeel as if they are being pulled into a conversation withthe artist. They would also want to know the back storybehind the pull quote – where/why did the artist say that?There is no other text features that stand out as such; thedouble page spread consists of a pull quote which iswritten in italics, body copy in column format and a pieceoftext which is bold and underlined so it stands out.Thishelps to emphasis the simplistic layout that Mixmag isknown for. The body copy is set in columns, going alongwith the design of Mixmag throughout the inside of themagazine (thus maintaining brand identity and creating asymbiotic link between all articles/features in themagazine).
The interview section (which appears in every issue ofMixmag) always maintains the same basic layout with awhite background and so this maintains brand identity –the reader will feel comfortable that they are able torecognise the interview section and so, the bondbetween the audience and the magazine will be strongthrough repetitive use of this layout. The simple colourscheme 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 colourscheme and this works as the brightness of the whitemakes the double page spread stand out from the rest ofthe magazine, reflecting the vibrant/fun aspect of thereader, but with the added use of black it also reflects thepassionate yet serious side of them, therefore showingthat 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. Eventhe text is presented using a basic san serif font, reflectingthe simplicity of the layout; they haven‟t focused onfancy display fonts or gimmicks. The basic layout reflectsthe way that the information more accessible, trustworthyand direct to the audience – it is straight to the point andthis will please the audience who are passionate listenersof dance music and take it seriously. The font is also usedto maintain brand identity; Mixmag is known for its funkyfonts however throughout the magazine this only tends tobe on titles/headlines, whereas the rest of the text isusually an average, basic, every day font.