Vibe is a music and entertainment magazine founded in 1993 that focuses on R&B and hip hop. It was originally owned by producer Quincy Jones and Time Inc. but is now privately owned. Vibe targets an audience of 18-34 year olds who enjoy R&B, hip hop, dancing, and having their own style rather than following trends. The magazine covers music, fashion, celebrity gossip, and up-and-coming artists through a casual voice that reflects the language of its target readership.

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.
• It has proved to be a success $1 billion total assetts.
• Vibe are likely to continue to be successful with such
ownership.

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 – for men and women
• Interviews with artists – mainly of HipHop and Rap.
• Up and coming artists in the industry.
• Celebrity gossip – break-ups between artists in the
industry and latest news.
• Exposed female artists – such as Beyonce and Fergie.
Reflects on the representation of women in HipHop
(sex objects).

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’

12. Style and Appearance
• All magazines of vibe follow a similar style and appearance in
every issue. Below are examples of way the contents
headlines are presented in issues.
• This has the same appearance in every issue. Also, Vibe has a
style which is consistent, where each front cover shows
aggressive males and feisty females.