The document outlines a proposal for a streetwear magazine aimed at males aged 16-21 from upper middle class backgrounds. Research of similar magazines like Hypebeast, Highsnobiety and Thrasher found their audiences aligned with the target demographic. The 8-week production schedule includes researching existing magazines, conducting audience research, production experiments, planning, website and magazine creation, evaluation, and contingencies. The working title is "Streetwear Society" and the magazine will cover clothing brands, hip hop, and skateboarding.

1. Proposal
1
Working Title:
Currently, my working title is ‘Streetwear Society’
Audience:
Firstly, I believe my magazine will appeal to an audience within the ages of 16 and 21 years old.
The reason why I believe this is because the content my magazine contains is most popular
amongst people of this age, which can be seen through Spotify monthly listeners and Supreme
databases. I also believe my magazine will appeal to males more than females due to the content
my magazine will include. For example, the fashion aspect will be focused on male clothing not
female and although there is female skateboarders, it is more popular amongst males. I believe my
magazine will appeal people within the upper middle class category. The reason why I believe this
is because the clothing aspect of my magazine is very expensive, also modern day Hip Hop Is
often associated with money and jewellery, which will be included in my magazine.
I have also gathered this information after taking a demographic on some websites similar to my
magazine such as Hype Beast which is most popular amongst college students and 75% male
audience, whilst Highsnobiety is also most popular amongst 16- 21 years of age. However, it also
mentioned that the second most popular search after HighSnobiety is Rick and Morty season 4
which I unfortunately have no explanation for! After taking a look at the fashion aspects of my
magazine I then started to research demographics for other themes that will also be included such
as Thrasher. After taking a look at Thrashers demographics I noticed that 75% of viewers are male
and that 90% of viewers are at college. Both of these statistics support what I mentioned in the
previous PowerPoint. I believe the outcome of these results is due to how popular skateboarding
currently is amongst teenagers as so many people are being inspired to skate every day. Another
reason why I believe it is most popular amongst people this age is due to the fashion aspect it also
includes within the website, as the second most popular search word was ‘Thrasher Hoodie’ which
is currently one of the most noticeable jumpers amongst teenagers.
Overall I am very happy with the demographic results for the 3 websites I have researched. Each
website showed results that correlated with what I predicted in the previous paragraph, which can
be seen through the age, genders and society groups I predicted. These results mean I don’t need
to alter any of my initial plans as the content I planned to include will work perfectly around these
age groups.
Rationale
I have almost completed my first year in college and overall I believe I have acquired lots of skills
and knowledge since September. These skills include Photoshop, Premiere, InDesign and camera
use. I have gained these skills throughout the past 6 months in my short rotations, which included
short films, video games and print based media. It also helped me decide that I wanted to use the
skills I learnt from the Print based rotation to create my final production as I really enjoyed creating
a magazine. These skills included how to use InDesign for a two-sided page and how to create an
appealing magazine cover.
Project Concept
Currently my concept idea is to create a Streetwear magazine that will include information on
clothing brands such as Supreme, Palace and Anti Social Social Club. It will also include
information on modern day Hip Hop and skateboarding. Currently my intention is to categorize
each topic but they could possibly over lap if they both appear on the same article. My intention is
to create a magazine cover, heading and masthead on Photoshop and my double page spread on
InDesign. However, if I am using Photoshop and InDesign I will need to conduct lots of information
from similar brands so I know what I am applying in my magazine, so I will do this by taking a look
at Hypebeast, Highsnobiety and Thrasher. The reason why I am conducting this information is
because after comparing audiences it is clear they are very similar, so I need to analyse their
online articles and magazines and see exactly what it is that appeals so much to us, whether it’s
images, text or even colours that are included as I can then apply it myself, however I would
ensure it was adjusted because I don’t have any intention on copying another company, I just
simply want to take inspiration to open my mind up to new ideas.

2. Proposal
2
Evaluation
I am currently in the process of an on-going evaluation as I work my way up to my final production,
which is can be accessed on Blogger. However, once I have completed my final production I will
then start my final self-reflection where I will analyse my work and its outcomes. This will be
conducted on my evaluation PowerPoint however.

3. Proposal
3
Schedule
WEEK OVERALL PLAN SPECIFIC TASKS
1 Initial Response +
Proposal
 Initial Reaction
 Mind Map x 3
 Mood Board Content
 Mood Board Colour
Schemes
 Mood Board Logos
 Mood Board Analysis
2 Product + Audience
Research
 Existing Product
Highsnobiety
 Existing Product Hype
Beast
 Existing Product
Thrasher
 Existing Product
PAPER
 Audience Research
Primary
 Audience Research
Secondary
 Interview 1
 Interview 2
 Bibliography
3 Production Experiments  Process Logos
 Process Images
 Process Covers
 Reflection Logos
 Reflection Images
 Reflection Covers
4 Pre-Production and
Planning
 Style Sheet x 3
 Layout 1 and 2
 Resources
 Contingency Plan
 Health and Safety
5 Production  Taking photos in the
studio and outside of
college
 Importing the photos
onto the MacBook
 Creating articles for
my website and
magazine
 Choosing a template
on Wix for website
 Editing Home page
on website
6 Production  Carrying on with
website, finalizing
home page and
starting blog
 Completing blog
 Creating online store
through Photoshop

4. Proposal
4
and Wix
7 Production  Finalizing website
(customer support)
 Starting my magazine
cover on Photoshop
 Creating Masthead
and Headers through
Photoshop to place
on magazine cover
 Applying images that I
took the previous
week and editing
them also.
8 Production  Finishing touches on
Magazine Cover
 Starting my double
page spreads on
Photoshop
 Importing images
onto my magazine
through Photoshop
 Exporting file to
InDesign
 Applying and editing
text through InDesign
onto magazine
 Finishing touches
onto magazine
 Checking all of my
production work and
making sure it is
completed
 Production work
completed.
9 Evaluation  Research
 Research Pros and
Cons
 Planning Initial Plans
 Planning production
experiments
 Planning Pre
Production
 Time Management
 Technical Qualities –
magazine cover
 Technical Qualities –
double page spread
 Technical Qualities –
Website
 Technical Qualities –
Images
 Technical Qualities –
Fonts
 Aesthetic Qualities
 Audience Appeal
 Feedback
 Feedback Summary
1 Development +  Potential Issues

5. Proposal
5
Contingency  Solutions

Bibliography
1. Ma, K. (2005) HypeBeast (https://hypebeast.com/)
2. Fischer, D. (2005) Highsnobiety (https://www.highsnobiety.com/)
3. Herskovits D (2017) PAPER Magazine (Lil Yatchy Youth, SS17)
4. Swenson E (2017) Thrasher Magazine (Foundation Video Oddity SS17)
5. Ecko, M (2002)Complex (http://www.complex.com/uk)
6. Tidemandsen ø (2016) XXL Magazines (Travis Scott Winter 2016)
7. Donnelly B (2017) KAWS – Where The End Starts