Vibe magazine was launched in 1993 by Quincy Jones in partnership with Time Inc. to cover hip hop and R&B artists, actors, and entertainers. The magazine's target audience is youth interested in hip hop culture. Vibe became well-known for its creative covers and began publishing books on hip hop culture. While it stopped printing physical issues in 2009, it continues sharing urban news online. The magazine consists of approximately 75 glossy, colored pages issued monthly. It maintains a 60:40 ratio of images to articles and does not include many advertisements on its covers.

1. A CASE STUDY

3. BACKGROUND
DETAILS
• Quincy Jones launched VIBE in 1993. He is in partnership
with Time Inc.
• The publication mainly features RnB and Hip Hop
artists, actors and other entertainers.
• The magazine’s target audience are predominantly
youth, who have an interest in the hip hop culture.
• VIBE was known for their front covers and how creative
they were.
• Due to VIBE becoming such a well known brand, they
began to publish books on the hip hop culture. In
addition to this on the magazine’s 10th anniversary it
published ‘VX: Ten Years of Vibe Photography’ which

4. BACKGROUND
DETAILS
• The name ‘Vibe’ is something which connotes RnB/ Hip Hop
music. Many of its readers will know this, as the target
demographic will understand a vibe to be a particular sound
from music.
• The magazine had a huge success, however it stopped selling
paperback issues in 2009 for unknown reasons. This has not in
anyway stopped the magazine from spreading urban news as it
has a website which keeps readers up to date. Quincy Jones
stated that he would like to keep it alive online. However they
have started to make magazines again. As InterMedia
Partners, LP bought the magazine.
• Vibe itself has had a range of artists who have been in the
industry for several years as well as upcoming and new

5. The clothing which Janet This is the very first photo
Jackson is wearing a edition of VIBE. The fact that a
suit, this is again seen as female artist is featured
masculine tells the enhances the statement that
reader that women have women have made their mark
just as much on music. Hip Hop /RnB is seen
strength, power and as predominantly
determination as masculine, which is contradicted
men, these are all by the very first photo printed
connoted by the copy of VIBE.
stereotype of ‘masculine
men’.
By Ms Jackson The background shows the streets
appearing on the cover which is where most Hip Hop/RnB
even though the videos are filmed.
caption is ‘Off The Wall’
which is the name of
her brother Michael’s The colours yellow can connote
album indicates that it summer, which is when many
was a surprise for her to artists are touring. The black and
be featured as some white are basic colours which
readers may not have artists within these genres
noticed due to her mainly stick too. As the colours
looking similar to are not too vibrant it allows the
Michael. Could this be a sole focus to be on the featured
recurring theme? artist. This is echoed in each
Possibly. issue.
The first edition!

6. • Issued Monthly.
• Consists of approximately 75 pages. With coloured and glossy
pages.
• Vibe’s subscription package costs monthly $9.99 (£6.29) and
for 2 years it costs $16.99 (£10.70)
• Vibe, as well as giving their readers a large amount of
information for a reasonable price also give take donations
from customers to the American Red Cross. As of now Vibe
are selling their magazine and giving 100% of the proceeds to
American Red Cross to help Hurricane Sandy victims.
• They do not have a standard magazine layout as their ratio
for images to articles is 60:40. They also do not have many sell
lines on the front cover as the readers attention is aimed to
be for the featured artist.

7. Inside
The basic colours are used to show that these
are common for these particular genre. The
pictures are the main focus for both pieces
however there is still an article.
This is not unusual for the magazine as it
continues this way for each and every issue.

8. TARGET
AUDIENCE
• 16-25 year olds.
• Both male and female both 50%.
• Individuals who take a great interest to
music, fashion, movies and television.
• Loyal fans, passionate about music. They enjoy fashion
and express this through their clothing choices however
do not change their looks extremely.
• They see BEATS as a real insight into celebrities
lives, without any gossip. Leading them to also feel a
more personal attachment with these artists.

10. CONTENT
• Vibe is devoted to Urban music, whether this being
interviews with artists, tour dates or latest
information with their music. However it does also
include information about African American
movies, with interviews from actors.
• Regular featured celebrities are T.I, Lil Wayne, Chris
Brown, Nicki Minaj.
• The celebrities who are featured show who their
readership will be, for example fans on hardcore
Rock will not be reading the magazine due to
bands such as SlipKnot never being featured.

12. STYLE
• VIBE features a lot of iconography from the
RnB/Hip Hop genre, these being items such as
jewellery, topless men, ‘sexy’/ beautiful
women, cars etc.
• The magazine has a fair amount of both images
and articles.
• The fonts used within are mainly lower case
projecting a calmer tone.
• Black and white are the basic colours which are
predominantly used, portraying again an easy
going tone.

13. Black and white are shown
mainly, even on the artist showing
him to be a laid back and easy
character.
Yellow is a vibrant colour which
the readers can relate back to hip
hop being loud with the beats.
This can also show that perhaps
the artist has an edge. Drake is
unlike other rappers as he shows
emotion unlike the stereotypical
rapper. Yellow is a
statement, which he therefore is
making.
This was also the re launch of
VIBE, which interestingly chose
Drake to be on the cover to be
iconic in addition to showing
the re launch of hip hop he has
now mastered, or created.

14. MODE OF ADDRESS
Casual, quotes are featured with the words that the target
audience may use.
The tone used is friendly, as there is no sense of a
aggressive tone.
The overall tone is friendly, suggesting that the reader and
magazine have a good relation.
The language portrays that the reader understands urban
music, and can relate to it. That they know about the
iconography within these genres.
The audience of the magazine enjoy what it has to
offer, due to the tone it is written in, making them want to
continue purchasing it.

15. MODE OF ADDRESS
The language is
colloquial making the
tone casual. The
readers instantly
understand.
Involving the reader creating a
more personal tone. Allowing the
target audience to establish a
relationship with the magazine.
There are no exclamations of
emotions, keeping the tone as
calm and relaxed much like music
within the genre.

16. OWNERSHIP
• VIBE was launched by Quincy Jones, a successful musician. He had
partnered with Time Inc. Who were successful in the magazine
business as they also shared ownership within well known magazines
such as NME, Marie Claire, Fortune, InStyle etc.
• Miller Publishing brought the magazine in 1996 and shortly after this
purchased Spin another magazine.
• Ron Burkle and Magic Johnson later invested in the company and
merged with Blackbook Media which then formed Vibe Media in 2012.
• The owners both have experience in the athletic fields but not
musical.
• The pair have created one of the most memorable Hip Hop magazines.
• The company is successful and experienced, as they know how to go
about making the greatest articles.
• Magic Johnson is a great owner of Vibe as he enjoys the music that the
magazine represent, leading himself to be able to view the magazine
as the intended target audience.