Vibe is a music and entertainment magazine that focuses on R&B and hip hop. It was founded in 1993 by producer Quincy Jones and Time Inc. and had success due to its broader range of content than competitors. While it shut down its print production in 2009, it was purchased by a private equity firm and continues online. The magazine targets 18-34 year olds who enjoy R&B and hip hop and features articles on music, fashion, celebrities and up-and-coming artists with an informal tone.

3. Background Details
• Music and entertainment magazine
• It is mainly features R&B and Hip Hop content
• Vibe’s distribution is mainly through their own
website: www.vibe.com
• The magazine was successful due to its
broader range of interests than its closest
competitors The Source and XXL.

4. Ownership
• Founded by producer Quincy Jones in 1993, in
partnership with Time Inc.
• After shutting down production in 2009. Vibe
was bought by the private equity investment
fund InterMedia Partners.
• Originally called Volume before it had been
purchased by inter media partners.

5. Conventions
Strap-line
Puff Mast-
head
Main
Sell-lines
sell-line
Barcode
Puff

6. VIBE today
• Issued every other month.
• Follows a standard magazine layout and
conventions with full use of colour, images
and text.
• Vibe has its own website.
• 1 year of subscription is $9.99 (£6.28)

7. Target Audience
• 18-34 years old.
• Fans of R&B and Hip Hop
• 51% male, 48% female
• Have a favourite artist that they look up to.
• Love dancing and listening to music with good
beats.
• Loyal to their friends and they do not follow
the crowd, they have their own imagination.

9. Content
• Fashion section
• Interviews with artists.
• Up and coming artists
• Celebrity gossip
• Exposed female artists

10. Mode of address
• Casual, featuring informal words and phrases
that the target audience may use or may
relate to.
• Strong/sexual/criminal words used by a young
fan of Rap/R&B/Hip Hop.
• Their language reflects on the success of
artists and their importance.

11. Mode of address: examples
• “I'm still a virgin in your eyes”
• ‘Cocaine, Heroine, Prison, HIV – and the best love songs of the
80’s.’
• ‘the hottest spots for Hip Hop.’
• “aint no such thing as a secret snitch”
• Bowlin’ with the NBA’s
• ‘rap beef’
• ‘What are Eminem and Dre cookin’ up?’
• ‘ultimate sex survey’
• ‘swagger’
• ‘Keri Hilson has been a very bad girl’