Kerrang

1. The Music Magazine Industry
1. What is the music press?
The music press is the advertisement and promotion of solo artists, upcoming artists, bands or producers in the music industry. The
press can range from being written press (magazines/newspapers) to the radio or online websites. In addition to this, the music press is
useful for informing audiences of any upcoming events or concerts revolving around music. They do this through a balanced use of
pictures, fonts and texts to attract their target audiences.
2. What are the aims and objectives of the music press? What are its purpose?
The music press has many aims and objectives which they try to achieve when producing music magazines in particular. For example,
they use the press to promote and advertise the latest updates concerning new artists and bands. They are also there to build a liaison
between artists and their fans. They are responsible for the advertisement of the latest events or opportunities in the music industry.
Therefore, they target audiences that enjoy music by covering stories such as the latest music awards show. It also plays a small role in
the development and introduction of music careers. This means that people who wish to have a career in the music industry would read
a music magazine for inspiration, and to find out how to make it in the music industry. Overall it is there to provide entertainment and
engagement for its readers.
3. What is the relationship of the music press to the music industry?
The music press and the music industry work very closely with each other, having a symbiotic relationship, which means that it is a
mutually beneficial relationship. The music press plays the role of being the informer within society regarding all things concerning the
music industry. The target audience is drawn in to the music magazine as it promoting all aspects associated with the latest music.
Realistically, the music industry would be non-profitable without the music press due to the fact that if the music was not advertised
and promoted properly, then it would not be successful as audiences would not know where to find the latest updates and information
on the music industry.
4. Why are the music publications attractive to advertisers?
Music publications are attractive to advertisers due to the balanced amount of information, text, and images placed effectively
throughout the magazine. For example, advertises will be willing to pay for their artists or products to be advertised in a music
publication because they know that the people that buy and read the music magazines would see their cover story, article or image and
therefore it is a useful way of promotion. Additionally, like the film industry, the music industry does not target one specific age range.
For example, the music magazine Kerrang centres itself around the genre of rock music, therefore it is not targeted to a specific age as
people from ages 10 -60 enjoy rock music. However, if an advertiser wanted to promote their product or person according to a certain
target audience, then the music industry is able to offer them a wide range of magazines which are based around different things. For
example, the Top Of The Pops music magazine is targeted towards young teenage girls and targets their music preferences.

2. 5. Who produces music magazines?
There are two main music magazine producer companies within the music industry. EMAP is a business which
uses network and subscription of contents to create music magazines which influences the target audience.
The second biggest music company is Bauer, which produces the music magazine
6. What are the formats used by the music press?
Stereotypically, music magazines are the most common form of media used by the music press to advertise
and promote things in the music industry. The music press takes the standard form of a usual magazine,
regarding any subject or topic. For example, they include the expected codes and conventions such as
mastheads, pugs, straplines, barcodes etc. However, there is a difference in the content which is included on
the pages throughout a magazine, and music magazines are also able to use a certain play on words and
images to associate with a musical aspect. On the other hand, the internet and online websites in particular,
are also commonly used. For example, many websites include pop up adverts which use videos to promote a
new artist, single, album or band. They do this because they know that it is an effective way of advertising as
many people use the internet everyday and therefore, many people would view their advertisement.

3. Masthead – Positioned at the top/centre of the
page in a bold clear font, which makes it clear and
easy to read. Furthermore, the Kerrang masthead
would also be recognisable to customers as it is part
of their brand identity, it is the same font and size
on every single magazine, billboard, website or
television platform. The masthead also creates an
effect on the reader and creates a link between the
font and the genre of the magazine. For example,
the recognisable font is supposed to give the effect
of a smashed glass, which could suggest a relation
to the loud, forceful sound of rock music. Overall it
creates synergy between each media platform
which Kerrang uses.
The main image on this cover also dominates
the page and shows another clear example of
the media press and industry having a symbiotic
relationship. The magazine producers have
effectively chose this artist to be the main
image as he is covered in tattoos, which has the
connotations of a punk lover, this will appeal to
the target audience of Kerrang magazine as
they would be expected to be interested in
punk and rock music. The facial expression of
the main image is also important to consider as
is pictured to be screaming/shouting, which
relates to the purpose of rock music.
“It’s Ronnie O’Clock!” is a clear example of
how the magazine uses a play on words to
entice and entertain the reader. Audience
who know or recognise the artist will be
aware of the pun on the words and if not,
other readers of the magazine will also be
able to associate the pun with the main
image anyway as the artist wearing a clock
around his neck.
The word “signed” has been written in
yellow and in a different font compared to
the ret of the sentence, this has an effect
on the reader as they would automatically
concentrate on the word and would be
enticed by the fact that they would be
able to benefit from a signed poster if
they purchase the magazine. This is a
clever tactic from the magazine producers
as they will gain more money as more
people will be willing to buy it.
Imperatives have also been used, this further entices the
audience as it is a form of direct address, making the
audience think the magazine is made specifically for them
and making it relatable to the reader.
The cover page also includes a reasonable
balance between text and images,
therefore it makes the magazine look
appealing to the audience as they will not
be put off by an overload of text or
information on the page.
The bottom strip of this magazine is used to
include additional headings and subheadings
on the page which would further encourage
the audience to purchase the magazines as
they would be more willing to pay for
something when they know they are getting
more and more information or
entertainment out of it.
A strapline is positioned at the top of the
page and is used to summarise the content of
a feature inside the magazine. It can also be
considered as a skyline as it is highlighting a
special feature.
The magazine also uses an effective house style
though the use of black, red, yellow and white
colours. The black is constantly used in kerrang!
Magazines as it connotes the gothic/rock genre
that it is associated with. The red then highlights
important aspects on the page which will entice the
reader into buying it, such as “50 greatest rock
stars right now!”
This magazine also includes a pug which intrigues the reader by including “6 signed Posters” on the cover
page, which entices the reader into buying the magazine as they know that their money for the magazine will
also get them a free gift. This therefore shows the benefit of the music press and the music industry having a
beneficial gain from each other, due to exposure of the artists or bands. It is also beneficial that the word
“signed” is written in capital letters, in a different colour and font; it draws the audience to buying the
magazine.

4. Masthead – Positioned at the top/centre of the page in a bold clear font, which makes it clear and easy to read.
Furthermore, the Kerrang masthead would also be recognisable to customers as it is part of their brand identity, it is the
same font, colour and size on every single magazine, billboard, website or television platform. The masthead also creates
an effect on the reader and creates a link between the font and the genre of the magazine. For example, the recognisable
font is supposed to give the effect of a smashed glass, which could suggest a relation to the loud, forceful sound of rock
music.
The main image dominates the page and
is positioned in the centre, surrounded
by co-existing headlines and cover
stories. The image acts as a clear
example of how the press has a
symbiotic relationship with the music
industry, as the magazine producers
have purposefully used the image of a
recent, popular rock artist who will
attract the attention of the target
audience straight away. By using this
artist as the main image, both the music
press and the music industry will gain a
benefit, as more people will buy the
magazine when they see this popular
artist, and on the other hand, more
people will want to find out more about
the artist when they have featured him
on such a popular and influential
magazine.
This magazine cover in particular, has included the use
of red, yellow, black and white colours for the
magazines house style. Maintaining a constant house
style is important throughout a magazine cover as it
becomes appealing to the readers eye and it doesn’t
look like colours have been randomly selected to be put
on the page. The important co existing headlines or
subheadings have been printed in yellow, which
highlights their importance, but yet doesn’t take the
attention away from the main cover story, which has
been written in a larger, bolder, white font in the centre
of the page, over the main image. In addition to this, the
black colour is useful to the page as it highlights what is
written in white and makes it stand out from the red
background of the page. The colour black also has
connotations of rock, gothic elements and it is a sombre
colour which would therefore denote a serious
magazine.
This magazine also includes buzz
words which intrigue the reader by
including “5 Awesome Posters” on the
cover page, which entices the reader
into buying the magazine as they know
that their money for the magazine will
also get them a free gift. This therefore
shows the benefit of the music press
and the music industry having a
beneficial gain from each other, due to
exposure of the artists or bands.
The bottom strip of this magazine is used to include additional headings and
subheadings on the page which would further encourage the audience to purchase
the magazines as they would be more willing to pay for something when they know
they are getting more and more information or entertainment out of it.
Imperatives have also been used, this
further entices the audience as it is a
form of direct address, making the
audience think the magazine is made
specifically for them and making it
relatable to the reader.
This magazine also includes a pug which intrigues the
reader by including “5 FREE Posters” on the cover page,
which entices the reader into buying the magazine as
they know that their money for the magazine will also
get them a free gift. This therefore shows the benefit of
the music press and the music industry having a
beneficial gain from each other, due to exposure of the
artists or bands. It is also beneficial that the word “FREE”
is written in capital letters as it draws the audience to
buying the magazine.
A strapline is positioned at the top of the page and is
used to summarise the content of a feature inside
the magazine. It can also be considered as a skyline
as it is highlighting a special feature.

5. This magazine also includes a pug
which intrigues the reader by
including “5 FREE Posters” on the
cover page, which entices the reader
into buying the magazine as they
know that their money for the
magazine will also get them a free
gift. This therefore shows the benefit
of the music press and the music
industry having a beneficial gain from
each other, due to exposure of the
artists or bands. It is also beneficial
that the word “FREE” is written in
capital letters as it draws the
audience to buying the magazine.
The font of the main heading has
been printed in green and is instantly
recognisable to rock or punk lovers.
By using such a popular band, the
magazine will attract the attention of
readers straight away and will entice
them to buy the magazine as they will
want to know the information on the
band. The green colour also stands
out from the rest of the sombre, grey
and dull house colours that have been
used on the background and the
clothing of the band.
Buzz words such as “Plus!” and
“Exclusive” have been used on this
magazine cover to excite the reader
and address them as if there is
something in the magazine that will be
exclusive to them and they will not be
able to find anywhere else or in any
other magazine. This therefore shows
the benefit of the music press and the
music industry having a beneficial gain
from each other, due to exposure of
the artists or bands.
Imperatives have also been used, this
further entices the audience as it is a
form of direct address, making the
audience think the magazine is made
specifically for them and making it
relatable to the reader.
A barcode is included on the page so that shops are able
to take care of stock control and audiences will be able
to identify how much the magazine will cost.
The strapline is used at the bottom of
the page and is highlighted through
the use of a red box which will stand
out to the reader and catch their
attention, it will also offer additional
information on the magazine and what
is included inside.
The masthead effectively stands out
from the rest of the page and it also
creates an onomatopoeic effect and the
font creates the look of smashed glass.
Punctuation and capital letters are also
important on this magazine cover as it
creates excitement for the consumer
and looks appealing/interesting to read.
The artist who are used as the main image hold a
direct mode of address, making eye contact with
the reader, drawing them in to the magazine.
The text that is positioned underneath
the cover line is called anchorage
text, as it gives additional information
regarding the main image and its
headline.
The magazine cover maintains a
constant house style; green is used
to associated with the cover line of
the band, black is used to connote
the rock/gothic/emo genre of the
magazine and red is used to
reinforce the importance and
excitement associated with the
stories on the page.

6. Similar to the magazine front cover, Lures
have been used to make the audience
want to carry on reading the magazine to
find out more about what has been
included inside. The magazine producers
have included 5 posters on the contents
page, which again, entices the audience
into buying the magazine as they will be
happy about the fact that they have a free
gift after their purchase.
On the contents page, additional
information has been included which
would help the audience find out more
details or it will enable them to make any
enquiries on what they have read about in
the magazine. The audience will feel as
though they are being directly addressed
through the use of the imperative word
“Call” or “Get”.
The main image that has been selected
for the contents page furthers the idea
of a symbiotic relationship between the
music press and the music industry, as
the band will gain coverage and the
magazine will gain more money as
more people will want to buy it. The
fact that they are holding up a British
flag also suggests a link between the
British background of the band, and the
British target audience that is included.
Linguistic devices have also been included
on the contents page to make the reader
feel as though they are specifically being
addressed. For example, rhetorical
questions, exclamation marks and ellipses
have been used to create excitement and
acts as a teaser to the audience, so they
will want to find out more about what is
inside the magazine.
Imperatives have also been used,
this further entices the audience as
it is a form of direct address,
making the audience think the
magazine is made specifically for
them and making it relatable to the
reader.
A preview of the double page spread has
been overlapped onto the image of the band.
This is effective to the reader as it acts as a
lure and encourages them to carry on reading
through the magazine so that they can see
the double page spread.
The contents page also maintains the
house style of yellow and black, which
makes the feature headings stand out.
The black connotes the dark/gothic/
emo genre and the yellow then stands
out even further, overall, it makes the
page look rather masculine. The font of
the masthead and main headings on the
page remain constant, making it easily
recognisable to the reader.
A pug has also been included on the contents page which will attract the
reader further by letting them know that the magazine will benefit them by
giving them some free posters inside.
The contents page also provides an insight to the competitions and quizzes
that are featured inside the magazine which allows the reader to take an
interactive role.
The contents page becomes informative
and useful to the reader as when the view
the images on the page, they are able to
see the anchorage text that is associated
with all images, providing more information
on the article or highlighting a feature.
An editorial message has been positioned in
the bottom left hand corner which gives a
brief insight to what is so special about this
particular magazine issue and what the
reader should expect. This can be
considered to be a unique selling point as
the editor is claiming that this magazine is
different from the rest.

7. The contents page has been titled
and positioned in the top left hand
corner, this means that it will attract
the attention of the reader straight
away as it will be the thing they
notice first on the page. It has also
been highlighted in the yellow font
with a black background, which
matches the synergy and house style
of Kerrang.
The page has been balanced between a
reasonable amount of text and images,
this reinforces the fact that the page
will not be too overloaded or busy with
information and it would be more
appealing to the audience to see a fair
divide on the page.
The top half of the page has been
sectioned off as an enlarged image. This
has been done so that it relates to the
cover story which was shown on the
magazine front cover. Again, a famous rock
artist has been used, which attracts the
attention of the reader and lets them know
that the magazine will feature an article or
story on that particular artist.
Imperatives have also been used,
this further entices the audience as
it is a form of direct address, making
the audience think the magazine is
made specifically for them and
making it relatable to the reader.
Similar to the magazine front cover, Buzz
words such as “Plus!” and “Exclusive”
have been used on this magazine cover
to excite the reader and address them as
if there is something in the magazine
that will be exclusive to them and they
will not be able to find anywhere else or
in any other magazine. This therefore
shows the benefit of the music press and
the music industry having a beneficial
gain from each other, due to exposure of
the artists or bands.
The audience will be able to notice how
organised the contents page is through the
way they have structured the page. The
numbers have been printed in red, so they
stand out from the rest of the page and so
they will not be confused with any other
numbers. Also, certain stories, articles and
features have been divided up into
different sections. For example, if the
reader wanted to read something about
the latest gigs or events, then they could
skip to the most relevant page given on the
contents page.
The contents page also maintains the
house style of yellow and black, which
makes the feature headings stand out. The
black connotes the dark/gothic/ emo
genre and the yellow then stands out even
further, overall, it makes the page look
rather masculine.
Pugs have also been included on the page
to create excitement for the reader and to
entice them to carry on reading through the
magazine. The free posters which are
included inside will be seen as beneficial to
the consumer as they will feel as though
they are getting more for their money.
A preview of the double page spread has been overlapped onto the image of the
band. This is effective to the reader as it acts as a lure and encourages them to
carry on reading through the magazine so that they can see the double page
spread.
An editorial message has been positioned in the bottom left hand corner which gives a brief insight
to what is so special about this particular magazine issue and what the reader should expect. This
can be considered to be a unique selling point as the editor is claiming that this magazine is
different from the rest.

8. The masthead has been highlighted
through the use of the red
background behind the white
Kerrang font and the black font of
the Contents title.
The audience will be able to notice
how organised the contents page
is through the way they have
structured the page. The numbers
have been printed in red, so they
stand out from the rest of the page
and so they will not be confused
with any other numbers. Also,
certain stories, articles and
features have been divided up into
different sections. For example, if
the reader wanted to read
something about the latest gigs or
events, then they could skip to the
most relevant page given on the
contents page.
The main image on the
contents page covers a third of
the page, it draws the attention
of the reader as it has not been
captioned, so it leads the reader
on to read the magazine to find
out what is going on. However,
the numbers on the contents
page have been highlighted in
red, but the articles or stories
which have been highlighted or
enlarged, have been blown up
and put in front of a star which
reinforces their importance.
The page has been balanced
between a reasonable amount of
text and images, this reinforces the
fact that the page will not be too
overloaded or busy with information
and it would be more appealing to
the audience to see a fair divide on
the page.
On the contents page, additional
information has been included
which would help the audience
find out more details or it will
enable them to make any
enquiries on what they have read
about in the magazine. The
audience will feel as though they
are being directly addressed
through the use of the imperative
word “Call” or “Get”. This is also
an example of another media
platform that Kerrang uses.
An editorial message has been
positioned in the bottom left hand
corner which gives a brief insight to
what is so special about this
particular magazine issue and what
the reader should expect. This can
be considered to be a unique selling
point as the editor is claiming that
this magazine is different from the
rest.
Imperatives have also been used,
this further entices the audience
as it is a form of direct address,
making the audience think the
magazine is made specifically for
them and making it relatable to
the reader.

9. Synergy and Convergence
An example of synergy in Kerrang! would be the partnership between Kerrang! and Bauer Media Group, Kerrang! is the brand behind the
magazine and writes the articles. Bauer Media Group is the company that publishes the magazine, so that it can be released worldwide.
The synergy within Kerrang! is effective because Kerrang! can write and send forward its brand of magazine, keeping it how Kerrang! and the
readers want and Bauer Media Group can get it published and released to the readers. The convergence within Kerrang! is successful because
the Kerrang! magazine platforms attract readers to tune in to the radio platform, which also helps attract a wider range of listeners who may
go on to purchase the magazine, or look at the website. Here are three examples of how Kerrang! uses synergy and convergence on their
website, by providing links to social media such as Twitter and Facebook and also providing links to the Kerrang! Radio site and TV stream, by
using the K! brand.
How can the target audience of Kerrang! be “prosumers”?
The Kerrang! Website allows the audience to become proactive consumers through providing links to an additional website where you can purchase
Kerrang! gig and concert tickets, therefore it is still illustrating synergy by promoting their brand. It also provides links to the additional Kerrang! Website
which bases itself around the magazine, enabling the target audience to buy or subscribe to the latest issues of Kerrang!. Finally, consumers would find
themselves being “active” on the website as they can participate on the silly aspects that the website includes, such as “The Brand Generator” which
selects a brand for the consumer and then brings them to a link on Facebook which suggests that they “Like” that brands page, or even purchase
merchandise.

10. Website
Another aspect of media convergence which also acts as an advantage to Kerrang! Is the use of a website. It
allows the target audience to access the latest news, events or updates faster and easier. The website is also
useful as it contains many links to other contributing factors of advertisement such as Facebook, Twitter and
YouTube. Additionally, the website features a subscription element which allows the target audience of
Kerrang! to subscribe to the monthly magazine.
Technologies (Production and Distribution)
Kerrang! Magazine is produced through the three main steps that many other institutions have to follow in
order to create a successful product. Pre production which means there is a “draft” or “planning” stage
containing vital research. The second stage is the production process which is where everything must be
created alongside a strict time schedule, it means that raw information and details are made and are included
on the product. Finally, post production is where the final editing and checking happens to make sure that the
final piece of the product is suitable for the target audience to receive.
Ownership
Kerrang! is a UK-based magazine devoted to rock music published by Bauer Media Group. It was first published
on 6 June 1981 as a one-off supplement in the Sounds newspaper. Bauer Media Group is a large European-
based media company, headquartered in Hamburg, Germany that manages a portfolio of more than 600
magazines, over 400 digital products and 50 radio and TV stations around the world. The portfolio extends to
include print shops, postal, distribution and marketing services. Bauer Media Group has a workforce of
approximately 11,000 employees in 17 countries.
Target Audience
Kerrang! Audiences would be lovers of all things rock, as every issue of the magazine is based around that
specific genre and all of the magazine covers feature a rock or heavy metal artist or artists. It has a readership
of 396,000 and the mean age of readers is 22, therefore, by having a younger age group as its main target
audience, Kerrang! are at an advantage as it is the group which is the most elusive and most willing to be
interested in paying for the magazine. In regards to the gender of the readers, it is 60% male and 40% female,
meaning that it is predictable and fairly equal.