The magazine cover uses bright colors and unconventional typography to appeal to a young EDM audience. It features an image of Avicii making serious eye contact. The masthead is prominently centered to promote the lesser-known brand. Puffs and headlines throughout reference EDM songs and artists to create an insular community for readers in the know. The non-traditional layout challenges conventions to position the magazine as cutting-edge.

2. The cover uses direct mode
of address, in which the
artist (Avicii) is maintaining
eye contact with the
audience. This connects
with the audience and
draws them into the
magazine. This also
conforms to the codes and
conventions of music
magazines.
The masthead has been
centered in front of the
artists head. This
challenges the codes and
conventions of magazines
but also shows that perhaps
the magazine is not wellknown and recognizable.
Therefore they need to
make their masthead a

3. The colour palette
conforms to the codes and
conventions (using black,
white and red.) However,
this issue uses luminous,
bright colours. These
colours connote the „rave‟
scene in which the „EDM‟
genre is associated with.
These bright colours may
also appeal to a younger
target audience and
makes the cover more
aesthetically pleasing.

4. The typography used is not
uniform, in which different
styles are used throughout
the cover. This gives the
issue a more „disorganised‟
look which may appeal to the
younger audience, and also
connotes the rave scene
associated with this genre
due to the „careless‟ and
„anything goes‟ attitude that
the audience may have.
The typography used in the
masthead is curved but has
sharp, pointed edges for
„EDM‟. The sharpness of the
pointed edges may connote
violence or a „harsh‟ sense,
in which this links with the
genre due to the harsh beat
drops used.

5. The anchorage to the
main image: “Avicii on
another level” links with
the main image, as the
luminous colourful boxes
are placed together to
replicate the look of levels
(like on a bar chart). The
use of the word „level‟ also
would appeal to fan‟s of
Avicii, as one of his bestselling hits is called
„Levels‟. Therefore
appealing to any „EDM‟
fans, or Avicii fans who
would have background
knowledge to this.

6. The main image shows Avicii
in a close up, his face is very
serious which represents him
as being mature and
professional, perhaps an
image the younger audience
would aspire to be like. The
anchorage of “another level”
infers that he has something
to reveal. This acts as a buzz
word, in which the reader
may feel as if by reading this
magazine, they are gaining
valuable information that is
unique to this magazine. This
results in the brand gaining a
higher status, in which they
have exclusive information
that the reader wants. This
may go on to create
consumer loyalty.

7. The puffs used on the
cover of this magazine are
placed over part of Avicii‟s
face. This is unusual and
therefore challenges the
stereotypes of music
magazines. This also
reduces Avicii‟s
importance in this
issue, as he is being
covered by other
information.

8. This puff has a double
meaning in which it could
include an interview with Dj
Martin Solveig inside the
issue. However, “Hello” is
also a well-known dance
track within the „EDM‟
genre. This would appeal to
„EDM‟ fans as only those
with the background
knowledge of the genre
would understand this
double meaning. Therefore,
making the audience feel
exclusive and „cool‟ for
understanding the
reference.

9. This puff refers to the sub-genre
of „EDM‟ “trance”. Therefore
meaning „trance‟ has a double
meaning, in which only „EDM‟
fans would
understand, again, making them
feel exclusive and „cool‟. This
would make the readers feel
good – the audience are more
likely to come back to a brand
which makes them feel good
(consumer loyalty). The puff also
refers to the trance sub-genre as
a “way of life”. This would appeal
to the audience as the target
audience would be very focused
on music and therefore would
agree that „EDM‟ is perhaps a
“way of life”. Therefore creating a
mutual understanding and similar
ideology between the brand and
the reader. Resulting in a
stronger connection and giving a
higher probability of creating
consumer loyalty.

10. The use of the word
„unique‟ in this puff acts as
a buzz word. In which the
reader would feel as if
they are getting exclusive
information from this
magazine that they crave
to have. Due to the target
audience stereotypically
liking „underground‟
trends, they would crave
to have exclusive
information. Therefore this
would appeal to the
reader.

11. This puff also plays on the
double meaning of “Bingo
Players”. Bingo Players are
a duo-DJ group within the
„EDM‟ genre. Therefore
„EDM‟ fans would
understand this doublemeaning, making the reader
feel good about themselves
for understanding this
reference. “How to play”
refers to the game of
bingo, but may also infer
that there is help on “how to
play” a crowd/how to DJ.
This would appeal to the
audience as they would be
interested in how tracks in
the genre are produced and
made. This would increase
their knowledge of the genre
and therefore would attract
the target audience.

12. This puff features a rhyme,
“party with Marty Party”.
This adds a light-hearted
sense to the issue by
using rhyme to make the
sound of the puff flow. The
use of the word “party”
also connotes enjoyment
and links to the „rave‟
scene within the „EDM‟
genre. Therefore attracting
an audience by making
out that the issue will
provide the reader with a
fun and enjoyable
experience.

13. The strapline is very simple in which it states the purpose of the
brand. This tell the reader exactly what they will gain from the
issue.
The issue date is also placed in the top left hand corner of the
magazine, this challenges the codes and conventions as this is
usually placed with the important links and sale details next to the
barcode, which is usually in the bottom right hand corner of the
page. However, this issue does not include a barcode on the
page. This is perhaps due to the magazine only being accessible
from ordering the issue online to be delivered to you. This is
unusual, but perhaps tells us that the brand is not well-known
enough to be distributed to a mass-market.