The document summarizes research conducted on existing magazines and products that will inform the development of a new youth culture magazine. It discusses magazines such as i-D, Dazed, and a photobook by Mitchell Bradshaw. Key aspects these products share are a minimalist style, focus on imagery over text, and portrayals of youth fashion and culture. Audience research found that potential readers prefer visuals to text and take inspiration from Instagram. This research will help make the new magazine visually striking and relevant to its target audience.

1. Research
Lloyd Goddard

2. Existing Product: i-d Magazine
i-D is a British magazine which is dedicated to fashion, music, art
and youth culture. The target reader for i-D magazine is quite
mixed as the simplicity and mature style of the magazine attracts
a much older crowd of people, although originally the core reader
that the magazine appeals to are 15-24 year old females who love
fashion and are of working class and capable to afford the
magazine which is priced at £3.50 and the lifestyle that i-D
magazine portrays; However because of the creative imagery and
artistic photographs art student of both female and male gender
would be interested in the magazine.
Over the years the magazine has transformed into a much more
mature magazine but has kept it’s street style and youth culture
inspiration. The layout of i-D magazine is very minimalistic and
professional. It has its own distinct look with the use of colour and
bold text in order to grab the readers attention. The iconic front
cover features its ‘wink posed’ model as a play on the name of the
magazine resembling the wink emoji. This consistency is key
through each publication as it ensures that magazine is familiar to
every reader. Images used in the magazine all appeal to the
younger, music and fashion consumer. The range of photography
styles used keeps the magazine interesting and reader engaged.
The fashion styling throughout the magazine is very individual and
inspiring for the reader compared to other, more mainstream
magazines.

3. Existing Product:
The content of i-d magazine consists
of articles based on fashion, music
and general lifestyle typically young
people. The articles contain exclusive
interviews from up and coming
artists, designers and photographers.
Each article features an inspiring
styled image of each individual which
really presents their unique
personality, while still keeping the
minimalistic look of their cover. While
still remaining informative the
magazine relies on the imagery and
pure creativeness to keep the reader
engaged.

4. Existing Product:
In this book is a collection of photos taken
over the course of 5 months by designer,
photographer and artist Mitchell Bradshaw.
These photos follow a group of 16-17 year-
olds from South East London. The purpose of
these photos is to document the activities of
this group. All photos were shot of a 35mm
film camera and then scanned and edited
together to create this photobook. This
photobook separates itself from the rest of
them as Mitchell Bradshaw, the creator, uses
cut outs of objects and certain items within
the teens lives to make the book feel as if it’s
a scrapbook, a technique I could potentially
use. This unique twist entices the reader as
it's something they have never seen. This
photobook will inspire certain pages in my
magazine as they have the same aesthetic
qualities as I aim to shoot my photoshoots on
a film camera the same as the shots in this
book.

5. Existing Product
Dazed, formerly known as Dazed & Confused is a
monthly British style magazine that covers music,
fashion, film, art and literature. Originally founded in
1991, by editors Jefferson Hack and fashion
photographer Rankin the magazine has evolved and
become one of the most influential magazines in
British culture today. The photography used is very
posed, usually with the subject looking straight into
the camera lens. There minimalist style is presented
on the cover with often only two main cover lines
featuring on the front cover. The balance of cover is
thought out effectively with emphasis on capturing
the minimalist style they like to portray. The cover
focuses more on grabbing the reader attention
through the use of photography rather than “catchy”
slogans. Men and women on the cover of this
magazine are shown posing in similar positions,
standing tall, head on to make them appear stronger.

6. Existing Product
The layout to Dazed is very similar to i-D with
the use of impactful images and columned on
the alternative page. A variety of fonts are used
throughout the articles in order to attract the
eye and help distinguish between each article.
The entirety of the magazine focusses on
fashion and culture, similar to that of i-D. With
a picture heavy publication it allows for easy
reading as well as offering the intellectual
audience a chance to read more about the
subjects featured. This magazine takes a more
artistic approach to fashion, featuring high end
designers rather than high street brands. As
well as fashion the magazine talks about
multiple music genres; jungle, hip-hop, d&b,
and rap, and a lot of these genres are reflective
to the art work, photography or even clothing
within the magazine.

7. Research Analysis
• What common features do the researched products
have?
• Many of the magazines featured a minimalistic look and
let the photography entice the reader rather than using
big, bold headlines.
• What aspects of the research will you include within
your own production work?
• As my magazine is all about promoting peoples work I
would like to keep a minimalistic look throughout and
evoke the reader to create their own opinion on the work
within.

8. Audience Research

9. Secondary Audience research
• The artist Mitchell Bradshaw (@mitchell.bradshaw.design) has
a small audience mainly consisting of young people within the
UK. He focuses on subcultures in the uk, specifically the rave
and skate scene in the south.
• This allows me to understand that my magazine needs to be
relatable with the youth and capture their interests and how
life really is.
• I will use this to appeal to my audience by featuring young
people's interests within certain pages of the magazine. For
example, aim to feature recent or up and coming fashion
styles to interest the reader.

10. Secondary Audience research
• The current fashion trends within the youth in the uk takes its
inspiration from 90s DnB sub-genre; Jungle music. Including
the brands and how they're worn.
• This allows me to infer that my part of my audience
will partially know about the origins of the clothing and
brands they're wearing.
• To make this magazine appeal to the youth I will make sure
my models featured in the magazine will be wearing some
items of clothing that became a trend in the late 90s but has
now been brought back with its own modern touch.

11. Secondary Audience research
• The target reader for i-D magazine is quite mixed as the
simplicity and mature style of the magazine attracts a much
older crowd of people, although originally the core reader
that the magazine appeals to are 15-24 year olds who love
fashion and are of working class and capable to afford the
magazine which is priced at £3.50 and the lifestyle that i-D
magazine portrays.
• This allows me to decide a price for my magazine as well
as telling me to keep it relatable to the younger audience.
• As my audience consists of 15-24 year olds I will keep the
price of the magazine relitavely cheap, keeping it within the
£3-£5 price range so it is affordable for the younger audience
that may not have a lot of money.

12. Primary Audience research
• Observation: the majority of people that completed my
questionnaire said they prefer seeing photography in a
magazine.
• This tells me that my audience are more interested in the
photos captured rather than written, much longer informative
articles/pages. Similar to i-D I will try to build up my pages
with photos allowing them to tell the story.
• This product will appeal to the audience as I will aim to keep
the magazine a minimalistic style and have it mainly
constructed of photos and images so the audience can
interpret the art in their own way before reading and having a
greater understanding.

13. Primary Audience research
• 32 out of 41 people that did my questionnaire said they get
most of their inspiration from Instagram.
• This tells me that the majority of my research should come
from Instagram as when I create my product it will become
more relatable to the audience.
• Taking this knowledge on board will allow me to target my
audience directly by taking my inspiration from certain
creative projects on Instagram that I already know my
audience have an interest in. Therefore bringing more
attention from the audience to my magazine.

14. Primary Audience research
• 39 out of 40 people on my questionnaire say that the
clothing/fashion they see in magazines influences their own
fashion sense.
• My audience are mainly all influenced by items of clothing
they see on social media perhaps worn by celebrities or
influencers.
• How will your product appeal to this audience: To make my
magazine appeal to the audience in this aspect I will make
sure the photos I take of the models will all be wearing
something that others can be inspired by. This allows me to
promote more things within my magazine for my audience to
take inspiration from

15. Primary Audience research
• All 41 of the people that answered my questionnaire said they
had a creative mindset.
• If my target audience does contain people with creative
mindsets it means some of the work I include doesn’t
necessarily need an explicit meaning as the audience can
interpret themselves.
• If I aim to make my work more unique and different to
anything else out at the moment it will massively appeal to
my creative target audience as they will be viewing something
original

16. Primary Audience research
• Some of my audience have their own brands/projects ranging
from clothing brands, magazines, and bands.
• My audience that have these creative projects are all willing
to do interviews, photoshoots, adverts etc. meaning my
magazine will be full of all creative minded people with a goal
or passion.
• By using my target audience in my magazine it will bring in
more interest as they can now view it on more of a personal
level rather than reading it only because they have a slight
interest in it.

17. Subject Research – Youth fashion
• Fashion within the youth recently is very early 2000s/90s inspired
especially within the DnB and hip-hop scene; high fashion designer brands
such as Evisu, Ed Hardy and true Religion have all made comebacks within
recent years especially in the drum & bass as well as the grime/hip-hop
scene. Due to one of my articles being aimed at this scene I will aim to
feature these brands when out shooting my models. The outfits will play a
key role in grabbing the reader's attention as these brands will capture
their attention and make the article more relatable for them. The youth of
this generation are adding their own twist to these early 2000s brands. For
example, pairing their jeans with air max trainers, specifically air max 90
and TN. On the upper half of the outfit jumpers by brands such as Stone
Island and Moschino are worn underneath a jacket. Popular jacket brands
within this scene include, the outdoor clothing brand Arc'teryx and Nike
ACG. All these brands are prominent within the youth and are a heavy part
of younger generations culture.

18. Practical Research

19. Practical Research
All these photos were shot of a
Canon sure shot supreme 35mm
film camera which will also be
used on certain shoots of my
magazine. As this camera is new, I
wanted to test it out and develop
some film before using it on my
fmp. These photos have similar
aesthetic qualities to the shots I
aim to use in my magazine;
capturing the lives of the youth.
Some of them may even make the
final cut. I typically like shooting
on film as its easier to capture
candid moments while having a
timeless looking image.

20. Practical Research
These photos were all shot on an
iphone with an attachable fisheye
lens. After I had shot my photos, I
then imported the images into a
postproduction app and reduced the
hue creating the red filter effect. In
one of my final photoshoots I may
possibly use this technique as I feel
the red adds a unique touch to regular
fisheye photography.

21. Bibliography

22. Bibliography
Dazed (2014). What we wore: UK Garage. [online] Dazed. Available at:
https://www.dazeddigital.com/fashion/article/19438/1/what-we-wore-uk-garage.
Clark, C. (2016). ID Magazine History. [online] theurbancreative. Available at:
https://courtneyclark96.wixsite.com/theurbancreative/single-post/2016/03/04/id-
magazine-history.
www.youtube.com. (n.d.). Mitchell Bradshaw Design - An Introduction. [online]
Available at: https://www.youtube.com/watch?v=izNryMNKtmM [Accessed 26 Mar.
2021].
Clark, C. (2016). Dazed and Confused Magazine History. [online] theurbancreative.
Available at: https://courtneyclark96.wixsite.com/theurbancreative/single-
post/2016/03/04/Dazed-and-Confused-Magazine-
History#:~:text=Dazed%20which%20was%20formely%20known%20as%20 [Accessed
26 Mar. 2021].