This article profiles British rapper Dizzie Rascal and his recent success. It describes the scene before his photo shoot for NME magazine, where he arrives with an entourage. The article then discusses Dizzie's winning numerous awards in the past year, including awards from GQ, NME and MOBOs. By providing details about both Dizzie's personality and his professional accomplishments, the article gives readers insight into his rise in the music industry.

1. Analysis of
Dizzie Rascal
NME
Magazine
September
2009

2. THE ARTISTS/BANDS IT CURRENTLY FEATURES
is this on the cover now? Sounds, melody
maker, record mirror
NME is a music magazine that specialises in the indie/rock genre.
It is originally called the New Musical Express which is still used however NME has become its more common identity. It has been published weekly ever since 7th
March 1952 where it started as a music newspaper and then gradually moved towards a magazine format in the 1980‟s, changing form newsprint in 1998. When a
newspaper it was alongside other music papers such as „Sounds‟, Melody Maker‟ and „Record Mirror‟. But due to circulation figures and competition from other
fast growing rivals who were using the magazine format such as Mojo, Q, and Uncut the New Musical Express changed its format. As the music industry was
changing and growing the newspaper seemed old fashioned compared to the glossy magazines next to it on the market at the time so it changed to continue creating
a publication to satisfy the music fans out there still with its edgy feel. Unfortunately the other papers alongside NME did not continue like NME did.
NME in its achievement was the first British paper to include a singles chart in its 14th November 1952 edition. It also became the best-selling British music
newspaper in the 1970‟s. During the period 1972 to 1976 it was particularly associated with Gonzo journalism which is an objective style of journalism, then
became closely associated with punk rock and the writing of Tony Parsons and Juile Burchill.
Today NME is a hugely established and successful music magazine and also communicates to its audience through NME Online, NME Radio, NME TV and NME
Radio. NME.COM was launched in 1996 and has over five million users per month.
Currently NME is published by IPC Media which is “the UK‟s leading consumer magazine publisher”. For more information about IPC Media visit
http://www.ipcmedia.com/ . The sales made for NME come in the form of circulation figures at 33,875.
A typical NME magazine contains over seventy pages packed with content to satisfy its passionate and dedicated music fans. This includes news pages which
contain what is happening currently within the specific genres and perhaps what is happening in the whole of the music industry if there is relevance. This helps the
reader to catch up on what is happening and therefore stay in tune with the fast paced industry. They also have a section titled “Radar” which is dedicated for new
bands on the scene which they feel that their audience may enjoy. Next there are “reviews” of gigs, artists and bands which also help keep the target audience in the
know and can entertain the audience through the use of images accompanying the clever writing and also inform the audience of what is going on? Other content
includes articles about artists and bands, letters from the readers which can help show they appreciate their audience and want them to use their voice which is
appropriate with a music magazine, other features including a contribution from Peter Robinson a journalist and also a cross word and also reference to the other
media mediums such as NME Radio and NME TV all which help to satisfy and entertain the reader and introduce them to what is going on! In most magazines
there is a lot of images and NME is no exception using images as well as the writing to help keep the audience engaged. Image based magazines in music are
relevant perhaps more than other styles of magazines as music fans enjoy seeing their favourite bands/artists and can really absorb what is going on.
For more information about NME visit http://en.wikipedia.org/wiki/NME and/or http://www.nme.com/

3. Analysis of
NME Front
Cover

4. Classic red, white and black masthead Even though slang is used with “man”, the word rifling The flasher stands out and once more Sharp and basic fonts that
which can show a maturity and creates a balance of formal and informality. helps provide more information about let the artist,
sophistication Red has connotations of The formal can show the serious feel the magazine what is in this issue benefitting the mise-en-scene and
love and hearts which could link to how has but also the creative and funky background target audience the copy do the talking.
people have a passion for music. Black along with the slang makes for a relaxed feel that makes
has connotations of seriousness which music fun still with serious elements.
The main image is a medium long shot of a
could be because the NME desired a
famous urban artist. Even if the audience did not
serious tone. It could be because the
know the artist, which may be the case as NME
magazine is written and made by
specifies in the indie/rock genres and Dizzie is
passionate music devotees who take
more urban and rap. But by the graffiti
the industry seriously. And white can be
background and his costume it is clear to see his
seen as a positive and bright colour
genre. Having a different kind of artist can
which can link to the connotations that
perhaps still draw the target audience in as they
music has of being positive and similarly
trust their magazine through the intimate
the facial expression on Dizzie’s face
relationship they have (language, letters etc) and
links to the happiness white can engage.
can also interest the audience as its something
Having the same masthead on all of
new and when you are devoted to music you
their magazines creates a familiarity
enjoy exploring new things as well as the classics.
with the audience who recognise the
magazine in the shops. The black , white The cover lines provide more information and the way
and red also continues in the copy and there is different font sizes draw you in and then
the mise-en-scene including his entice you to carry on reading the cover line. Also by
costume which helps to create a funky saying “&more” makes the magazine sound
cover that catches the readers eye. The extensive and therefore interesting and inviting.
graffiti has many different colours
which could represent different music The pull quote makes it like Dizzie is speaking
cultures coming together in a magazine directly to the reader which creates an intimate
and similarly helps to make the three relationship which the reader will take pleasure
main colours really stand out and meet from. Also having the pull quote can give an
their purpose of drawing attention. insight into what the article/interview is about
and once more draw readers in. In the pull
quote there is slang used in “man” which can link
Rule of thirds creates a smart presentation to the urban scene which is also seen in the
and an interesting feel graffiti background and Dizzie’s costume. Also
as the cover is not stiff and static, its funky! the way he talks about the world is quite
The selline is bold and there is a incredible and the way it looks like he is holding
shadowing to it almost which can the world in the photo can emphasise his success
really help emphasise the further. It can create impact and make the
importance of this artist. reader look twice as the font and his body
language can intentionally disorientate us.
Dance floor linking to genre
of dance/urban music Dizzie The footer can provide more information about the content The header in capitals can also provide more information and really
has. and allow the target audience to gain more of an insight shout at you which can link to the loudness and power of indie and
rock music but similarly just be used to grab out attention.

5. Analysis of NME
Contents
Page

6. The editorial helps give an overview from the editor about what’s The mode of Address is a mixture of formal and informal There is a splash of yellow for the
coming up in the issue and sets a tone for the rest of the magazine. language as “thank god”, “eh” and “proper” are all quite subscription which contrasts hugely to the
It welcomes the reader and even provides page numbers to make informal however are relevant as they suit the friendly other colours used throughout the front
accessing the content more simple. The way there is no mention of and personable feel the magazine gives its dedicated cover, contents and double page spread
the editor could show a modesty which is admirable from the readers. Similarly it can add personality which in music which can show how the magazine really
audience who see the editor and staff are all about the music. The overall is what makes artists and music so amazing. want to encourage the target audience to
font is different from the others in terms of style and size which can Formal language is also used in twined with the sign up to get more and ‘save’ money..
add variety and clearly mark each section to the contents. It also informal language and helps maintain the serious tone Similarly the images of previous magazines
quite a sophisticated font which can link to the serious feel the the magazine wanted. are interesting and encourage the readers
magazine aims to achieve. further and having the website
address, telephone and text numbers can
The masthead is the same from the front make it simple to sign up.
colour in terms of font and colours which has
created a house style that can keep the target The black boxes makes the name of the sections in
audience engaged as there is consistency white stand out as it looks sleek and funky. Similarly
the dash of red in the numbers and in the “Plus”
section adds again a clever and sophisticated
There is a consistent font style used approach that looks smart to the target audience who
throughout with use of capital letters being a are impressed by this modern approach especially
main element which is impactful and can link when the audience are between 17-30 years old.
to the powerful impact indie/rock genres has Each section provides a brief summary of the content
upon its audiences. which can interest the audience and make them read
on.
There are corners which help frame the editorial
Drop caps Date of issue
which again makes for a clear layout helping the
The title for the editorial and the main feature of target audience. These corners are not normal
the magazine apart from Dizzie Rascal follows conventions in music magazines which can show NME
the house style in terms of font but there is a being original similar to music overall that seeks
kind of misty effect which looks cool to the unique songs, artists etc and also could be seen as
young audience and makes the copy stand out. offering the audience a magazine that stands out
amongst many which the audience are drawn too as
The layout uses the rule of thirds to create a they like what's hot not only in the music charts but in
smart grid like layout that presents the magazines ones to. These could also be seen as a lure
content clearly and easily accessible for the as they are eye-catching and different.
audience. The banner at the top of the page
contains the masthead and “contents” which The main image links to the “touring special” as it is a
helps again create a smart layout. female by a tour bus. Firstly having the female in a core
male audience magazine could show an equality within
music which is great. Secondly the image is slanted
which follows from the front cover where Dizzie looks
like he is holding the camera and it makes the image
Band Index allows the audience to know where their favourite bands are in the
look slanted . The image is a medium long shot and the
magazine which shows the magazine go the extra mile which can help the reader
white rim edging not only frames the image but makes
navigate more easily making them get more from the magazine and again rein force
it look like a photograph which provides the intimate
how music magazines have a special relationship with their audiences
feel the magazine desires.

7. Analysis of
NME
Double
Page
Spread

8. The headline is slanted which follows The headline is quite dominant across the page which can show its the
on from the front cover and contents Stand first providing an introduction to the main article and the importance of the artist. Similarly it contains a pun
making for a house style and a funky article. Dizzie’s name is also is bold to make as instead of “from rags to riches” its “from tags to riches” which can
tone which can link to the funk of it stand out and show his importance. link to the mise-en-scene of graffiti and gangster clothing which has
indie, rock and urban genres. connotations of the urban style of which Dizzie is from. It also
indicates its a personal story which the audience will like as they are
hearing the truth behind the artist which is interesting for them.
In this article the main Medium long shot allows the
image is very large which audience to see the costume
can emphasise the artists and the crazy background
growth within the music meaning the audience can
industry, that its the main really experience the artist in
article and also can show the image and the text. Even
the mise-en-scene which is though there is no direct eye
crucial to providing an contact its still a powerful and
image for the text and is striking image that looks
extreme and links to urban natural and not posed creating
music. Also Dizzie looks no barriers between the
quite rebellious and like he audience and the artist.
has been caught which By-line for article
could give the impression and images.
he is cheeky which can
make the audience smile Drop capitals help create
and can link to the idea of visual impact, stylize the
crime which is a theme paragraph and start off the
expressed in urban music. article.
There are four columns which look
smart, frame the main image and
Dizzie’s costume links to also wrap around the
the house style through supplementary images creating
this issue in terms of neatness and simplicity and can
colours and also the show the importance of the mise-
clothes are quite cool en-scene in this particular article.
and flash which can be
desired by the audience
who will be younger or
around the same age. There is a darkness in the lighting , also in the graffiti as well as in the dominant headline which creates
perhaps an eerie tone especially with this image of Dizzie looking suspicious however the “Have a nice day”
on the old fashioned boom box as well as the beer bottles lightens the mood and again can connote a cheeky
guy enjoying life. It can present culture and an interesting read for the audience. Similarly it can present him
as someone who likes to party which can suit the target audience who are around the age where their social
lives are important parts to their life.

9. Analysis of the written article
This article is about the success of Dizzie Rascal in the last year. But its not just about
his many awards, including a “GQ award for Solo Artist of the Year”, also “several
NME awards” and nominations for the MOBOs just to name a few but also about the
backstage antics before the photo shoot for this article. It describes the atmosphere prior
to him arriving and the work put in by “NME” to prepare for his shoot and also how he
reacts as he “storms into the East End studio” with “several helpers” and a “leggy
beauty”. It gives the idea of his personality so the audience can get to know him and also
learn about his success in music. Giving the background antics as well as his awards
provides the feeling of exclusivity which the audience will like as they feel they are
getting something special and can similarly show how the magazine goes the extra mile
to satisfy their readers desires. This article is very descriptive and therefore provides the
reader with images in their mind which can engage them further in the article.
The mode of address for this article is informal as there are words such as “hanging”,
“leggy”, “mental” , “slumped” and “kids”. The reason the informal language may have
been used and the way it works is because it provides a relaxed and comical feel that
introduces the artist and the article well. The use of dialogue by Dizzie where he swears
gives an impression of his personality letting us get to know him and can link to the
bottles and graffiti which connote urban music where swearing is used for expression.
Similarly the way he has helpers carrying his clothes and “trainers” from “Selfridges”
can show his importance and status. Also the informality can be supported by his jeans
and also the “Have a nice day” sticker. When the article moves on to what Dizzie has
won it still remains informal as it is celebrating his amazing success and can give the
impression that we are there experiencing all the action once more linking to the
intimate feel the reader has as it seems there are no barriers between Dizzie and the
audience. This relaxed but serious feel can suit the mature audience of 17-30 years old
who will find it comical, interesting and informative. There is a balance that can give a
serious tone for the fans dedication but a softer feel to represent the fun side to music.
It is written in four short columns of around seventy five to one hundred words which
makes for digestible reading benefitting the audience and also allowing the dramatic
headline and image to take the stage.

10. Target audience
Audience Profile
Price £2.40
Frequency weekly
Circulation 33, 875
Readership 411,000
Launch date 7TH March 1952
Average age 25
Male readers 73%
Female readers 27%
Target Market Men 17-30 Source
http://www.nme.com/mediapack/pdf/nme_media_infor
mation_full.pdf
Demographic ABC1

11. Facts about NME readers
NME readers love „entertainment‟ Having these statistics and facts can help NME
•80% of NME readers feel that music is a crucial part to the lives
look at their successes and also look at what they
•79% of NME readers enjoy listening to new bands might need to include to satisfy their readers
•63% specifically choose to listen to indie/guitar bands further such as about „technology‟ and also the
•49% specifically choose to listen to live bands in the studio referred music styles. Looking at what the target
•52% are interested in musical courses/qualifications audience enjoy is crucial in the success of a
•36% are thinking of buying a musical instrument in the next year magazine as the readers are who use and benefit
NME readers love technology
from the product. Similarly looking at the
demographic of the target audience such as class
•72% have a broadband connection to the internet at home and job type can help NME provide the right
•67% have brought online goods in the last 12 months content, advertisements/promotions and price for
•59% agree they keep up with the latest gadgets the target audience.
NME readers enjoy „festivals and concerts‟
•77% of NME readers have been to at least one pop/rock concert in 2007
•67% will be attending at least one festival this year
•Average expenditure on-site: £402
•Average expenditure off-site £368
NME readers „love the atmosphere of live events‟
•Over half of all adults say that you “can‟t beat the atmosphere
of a live performance”
•41% believe a live performance is more exciting
and entertaining than watching it on TV
•70$ of those who go to gigs went for the
atmosphere as much as music
•55% of those who went to gigs went after
buying recorded music of the artist
•54% of those who went to the gigs went
because of the location
•53% of those who went to the gigs went because
they had a positive past experience.
More about the reader
•34% are full time workers
•18% are part time workers
•26% are full time students
•62% read at least 3 out of 4 issues
•Almost half (49%) have been reading NME for at least 3 years
•84% think that the magazine provides them satisfaction spending an average of 46 minutes reading each issue

12. Target audience
The majority of readers are male which could be because overall in society its mostly males who enjoy reading about and
listening to music and go to the concerts and also buy the music. The demographic of the core audience fits between the A (
Upper middle class), B (Middle class) and C1 (Lower Middle class). These demographics are quite high within society which can
show that even though the magazine is a reasonable price at £2.20 when you add up buying all the music and the gig tickets it can
become expensive so those who are doctors, teachers and office workers will likely have disposable income through having a
high paid job. Similarly to purchase a magazine shows passion so it is likely that the target audience will buy other music
magazines once more showing a higher end demographic. Also a core audience of males aged 17-30 are the right working age
and can link to the demographic as men these ages will likely be in employment or have disposable income through other means.

13. Methods used to attract the audience
The lists of names in the cover lines and in The background is striking and
the footer help create excitement for the clashing but still complements with
audience who are impressed by the the red, white and black colours
amazing array of artists and are drawn in used throughout the front cover. It
by the variety. Similarly the words catches the readers eye and brings
“&more” draw readers in as they will gain them in as they are intrigued.
more
Formal language such as “special” The capital letters used in the
and “rifling” can attract the font helps to shout at the
audience as firstly they feel they are audience in a good way and
getting something exclusive which grab their attention. Similarly
makes them feel special. And the variety of fonts sizes,
secondly “rifling” creates the shadowing and slanting also
serious tone NME want to achieve grab the audiences attention
as the creators are extremely
passionate about music. On the A pull quote can attract the
other hand the slang with “man” audience as they are keen to
can similarly attract the audience as read on as the quote is catchy and
they are intrigued by this and the largely placed on the page.
artist who may be new to them and
statistics have revealed that NME
readers enjoy “new” music so they
The flasher is a different shape and
are consequently attracted.
stands out upon the main image
Bright, striking and bold colours in
the cover lines, sellines, masthead The body language of the artist
and the mise-en-scene that the is also quite eye-catching as its
audience will be drawn too and will like he has hold of us which is
recognise as the red, white and black funky and original.
is a consistent house style continued
through the majority of the issues.