This document discusses the target audience, content, and design choices for a magazine focused on hip hop artists. The target audience is identified as young black adults from lower-class backgrounds who can relate to the hardships faced by rappers. However, research found that white lower-class and middle-class individuals also appreciate hip hop music. The magazine aims to represent the urban lifestyle through images and colors while using neutral language to avoid accusations of bias. Famous rappers The Notorious B.I.G. and Eminem will be featured to showcase relatability and rap skills as ideals for the audience.

1. Question 2
By Callum Hemmings

2. Target audience
• My primary target audience will be young adults and
people over 18. This magazine will mostly appeal to lower
class black kids. This is because I have found that they
connect more with the artists in this magazine. All rappers
covered in my magazine come from lower class
backgrounds with themes like drug abuse and police
brutality. This makes them more connected with the
rappers as they share connections with there lives, so I
have decided that they will be my target audience. After I
did more research, I found that the white lower class and
middle class also appreciate hip hop. Lower whites listen to
hip hop as they search for something to relate to while
middle class white people listen to it as they find great
artistic value, “beauty in pain” as its called.

3. Stereotypes and clothing
• With black urban youth, they are heavily discriminated
against. Many people consider them to be thugs, drug
addicts and very violent. This discrimination sometimes
leads them to this path in the first place. They typically
wear what they can afford, such as hoodies and woolly
hats along with tracksuits. White lower class typically
are more well off as they aren't as discriminated
against. However, they are considered to be thugs as
well. White lower class normally wear the same as
black lower class. White middle class are the standard
“normal people” who go to school, and get a job. They
wear Jeans and hoodies and more fancier clothing.

4. Front Cover Dominant Image
• On my front cover I wanted my
dominant image to relate to my
audience. My model is white so I
wanted him to look urban as possible
since not many black urban youths
could possibly relate to him. My model
had his hair messy and undone and had
his facial expression as moody and
angry, which represents the emotions
felt by many urban youths. The leather
jacket I felt fits well with urban lifestyle
due to its colour and feel.

5. Language and register
• I wanted to make sure the magazine was accessible to everyone.. I
didn’t want to use street slang and swearing because it didn’t seem
to be professional. However I don’t think this will negatively impact
the magazine audience as it will make it more readable. Black and
White urban youths normally speak in street slang and swearing,
however I feel as if they wont translate well to magazine. I wrote it
as a neutral stance, not street slang or polite speaking. This will stop
accusations of bias in the magazine as I will communicate in a way
as if I am talking to both.
An example of my magazine
text.

6. Colours
• For the magazine, I wanted to include darker
colours due to the subject matter. I wanted to use
the colour black, which represents darkness. This
is because every rapper has darkness within them
due to the events in their lives. I wanted to use
red as well as it represents blood, as all rappers
have all seen blood at some point in there lives.
Finally I wanted to use grey as grey represents
morality because many rappers are morally grey.

7. Characters and attitudes
• What I wanted for a rapper to include is relatability and
rap skills. I want my audience to look up to him and
feel he is the most awesome man ever.
• I picked two people for this, I chose The Notorious B.I.G
and Eminem. This is because for B.I.G, he is different as
he isnt muscular or good looking but has a great
personality and good skills in rap. Eminem was the first
white rapper in the mainstream and as a result, he is
an idol to both ethnic groups as he is an example of
going against all odds and winning.