The document analyzes the conventions, representation, ideologies, audience, and genre of various music magazine front covers. Some of the key conventions identified across magazines include mastheads, cover lines, central images of artists, and plugs advertising featured content. Artists are commonly represented as having successful careers and lavish lifestyles. The magazines aim to sell an ideology of the "good life" attainable through hard work in the music industry. The target audiences are identified as younger people interested in genres like rap and hip hop.

1. Research: Music Magazine Analysis
The conventions of the magazine front cover
There is a masthead which is generally on every front cover, there is also cover lines which depict
parts of the magazine that will be featured in the entirety of the articles. There are also plugs found
on this front cover, ‘Simply the best’ advertising LiL Wayne and DJ Khaled. There is also a subheading
which is usually and in this case found on top of the masthead, ‘DIPSET WANTS YOUR BEATS’
Representation
Lil Wayne and DJ Khaled are being represented in a way that they are hard-working and therefore
represented for people to aspire to be like them. They may also be seen as having a good lifestyle.
Generally they are seen to be idols of the younger ages and try to apply themselves and this manor
to that audience. The magazine itself if represented in the way that younger audiences might be
attracted to it through lighter colours and I can’t see this magazine being picked up my a older
man/woman, if they were interested in this type of genre it would have to be more sleek and less
over the top.
Ideologies
The kind of lifestyle being sold is the ‘good life’ where all the money is and also a sense of hard
working in the music industry, the fact that if you want to be able to work where they are working
then you have to work as hard as they do.

2. Audience
The audience for this magazine is the for younger people and therefore those ranging from 13 – 16 I
think that the ethnicity is open to everyone as anyone can have their own interests, gender is also
open to everyone for the same interest reasons.
Genre
The genre of the magazine is Rap/Hip Hop as LiL Wayne and DJ Khaled are featured artists on this
front cover, they also are artists that associate themselves with this genre and make this type of
music. The content of the magazine shows different artists featured inside the magazine, who make
similar music to LiL Wayne for example. An artist like Snoop Dogg who is a very known musician in
the industry, although mainstream he is wildly known and therefore this is the reason why he is
featured due to the target audience. The iconography and conventions that are evident are the fact
that there are two known and signed artists on the cover who people look up to and enjoy his music.
Ownership and institution
This magazine was founded in 2003 by Alex Fox and its first publication in 2004. This magazine is still
in print and the owner is still Alex Fox. The website is http://www.scratchmagazine.co.uk/
Style
The magazine is positioning itself in a different light to before and is focusing on different things as
well as Hip hop/rap, this light is a sense of fashion, this could be to widen their reader base. I think
that this change is fun as well as stylish which was the intended route for their change. The kind of
personality that the magazine reflects is the fashion side of things which would attract more women
to read the magazine. The USP for this magazine is ‘Scratch, dare to be different’
Layout
The text is bubbly and therefore this illustrates something like the music that is being represented in
the magazine which is hip/hop, the colour of the masthead is yellow which is a frequent colour using
in rap/ hip hop magazines.
The magazines masthead is at the top of the page with the subheading above that, there are cover
lines and plugs along the side and the main image in the middle of the front cover.

3. Content
The sort of the stories that are in the magazine are mainly things about other artists such as snoop
Dogg and new music made by him. This tells you that the audience is generally the younger age of
people and that’s because they are the ones that are interested in his music.
Main image and background image
The shot types used are medium shot and a long shot with DJ Khaled in the back; this may have been
used because LiL Wayne is the more famous and the main feature.
The use of mise-en-scene in this shot shows LiL Wayne holding a Microphone and in casual wear,
whereas DJ Khaled is in sunglasses and is wearing multiple pieces of jewellery, he is also using a
piece of technology like a synthesiser. Overall the colour of the magazine is quite bland with some
lighter colours but nothing that stands out to the reader. The setting is also quite bland with a
greenish colour to it.
Iconography
The message that the pictures give is hard working, or the ‘good life’, the choice of the positioning of
the magazine are that LiL Wayne is more important the DjKhaled.
Masthead
This says about the brand that they are a rap music magazine and that they promote the use of
expensive golden wear, based from the yellow colour, the colour yellow represents this expesive
wear that all rappers wear to fit their image as being rich. This reflects the genre as talking about
how rich these people are and what they are accomplishing through music records and the albums
that they are bringing out.
Colour
The colour being used is bland, dull backgrounds and the lighter colours such as yellows, whites and
blues, this is good contrast so that these lighter things do stand out. The colour of yellow is wealth,
blue which are sky, the sky can mean that they are aiming high or for the top, ie to be successful and
white is purity to be able to do this with hard work.

4. Conventions
There are cover lines In this magazine front cover for ‘Vibe’ like ‘Smokey Robinson’ which generally
tell the reader what is featured in the magazine. There is also a masthead which shows the reader
what they will be reading and what published has made this. There is also a plug in this cover, ‘Kayne
West – I am rap’ this shows the reader that they will be looking into coverage of Kanye West.
Representation
The cover artist is being represented as wise and knowledgeable, in this picture Kayne West looks a
lot older and therefore this is why he can be associated with ‘Being rap’ due to his greyish beard and
thoughtful pose. The magazine also is representing itself by being more for women and male readers
by the colours used.

5. Ideologies
The kind of lifestyle being a musician and what perks It brings with life. Generally this is displayed
through the use of Kanye West and his past songs in his career.
Audience
The audience of this magazine would be adults to adolescence who are the ethnicity of black and
some white, although it appeals to all, it can be said that some would not read this.
Genre
The genre of the magazine is hip – hop you can see this from the featured artist, ‘Kanye West’ which
is from the image shown. The content is hip hop because it has plugs displaying this and there are
subheadings that feature things about the Notorious B.I.G.
Background and ownership
The date of the first publication was in 1993. This magazine is still in print in 2013, this magazine
publisher also has a website and is owned by Quincy Jones.
Style
This magazine is positioning itself with older people due to the fact that they are now featuring older
artists in their magazine. I think that the magazine is more stylish with the colours that they are
using, blue and pink and also the fact that style is portrayed with an artist that has lots of style. The
type of personality is not to have fun as such but to be more knowledgeable.
Layout
The layout of the page is that there is an image in front of the title and plugs and cover lines around
them. There are many colours used in this magazine front cover such as blue and pink as well as
grey.
Content
The stories that are in the magazine are secrets of the B.I.G film, new artists and the past songs from
Kanye West, this tells me about the audience that they are older as Notorious B.I.G is a old artist and
will apply to those people who listened to his music when he was around.
Main image and background image

6. The main image is of Kanye West and has been framed around a grey background. The shot types
used for this are close up to make his face have more detail. The setting of the picture is in a studio
and also the lighting looks bright to show Kanye in a lighter sense.
Iconography
The pictures give a message of thought by the way that he is looking into the camera, also a sense of
confidence.
Masthead
This reflects the genre through the use of colour and because the font is more funky which is what
the hip hop genre shows.
Colours
The colours used are pink, blue and grey. The connotations are fun and lively and make the
magazine more fun to read due to good, outstanding colours.

7. Conventions
The conventions found on this magazine are that there is a masthead, a general central image which
displays featured artists, cover line and other conventions such as a barcode, the artists names and
other artists In the magazine which will be talked about.
Representation
The cover artists are being represented as being ‘the best’ or high authority, this can be seen by the
way that ‘Kendrick Lemar’s’ hands are and the direction of his pointed fingers. Generally the
magazine represents itself from having a good lifestyle and to ‘respect those who can be seen to be
above you and have lots of money’
Ideologies
The kind of lifestyle being sold is a ‘good life’ lifestyle, this can be seen from the way that all the
artists are looking into the camera, also the clothing that they are wearing.
Audience
The audience for this magazine is older/ older teenage male with any ethnicity, generally this is
because the artists in this magazine all have explicit music which doesn’t have an audience of lower
youths, and therefore the magazine shares this audience.
Genre
The genre of the magazine is Rap/ Hip Hop. This is shown through the image because there are rap
artists and therefore represent the magazine to be in that certain genre. The content also shows
how that it’s rap magazine because rap artists are shown all around the magazine.

8. Conventions
There is a masthead with cover lines, plugs and graphic features, there is a subheading and a central
image, there is a barcode and a pug ‘Shocking!!!’
Representation
The artist is being represented not by his music or lifestyle but by his private life and the fact that he
is going to prison, the magazine itself shows that is represents itself through a gossip way and
doesn’t care for the artists music, only what is going on in his life personally.
Ideologies
The kind of lifestyle being shown, is reckless because he is going to prison and therefore shows that
he is in that institution of people who think that they can do anything that they want because they
have lots of money.
Audience
The audience of the magazine can be anyone because it’s not explicit artists, also younger people
can be interested in what is going on in people life’s.

9. Genre
The genre of this magazine is rap, this is because there is a rap musician on the central image. The
content also shows that this is a rap magazine duo to the fact that it includes other coverage of what
is going on with other rap artists.
Conventions
The conventions of this magazine are there is a masthead with cover lines, central image and plugs
Representation
The artist is being represented through having a ‘good life’ from the clothes he is wearing and he is
being represented from being a role model from the way that he is looking at the camera, some may
thing he looks ‘cool’. The magazine is being represented through the same means, that its to look
‘cool’
Ideologies
The lifestyle being sold is to have a good career and earn good money throughout, this is because
Jay – Z is being shown next to the ’50 Greatest Hip – Hop Songs of all time’
Audience
The audience for this magazine is younger and older people of all genders and ethnicity, this is
because Jay – Z makes more mainstream rap and therefore all are obliged to like him, it can be
assumed that this magazine uses similar artists so this trend can follow.

10. Genre
The genre of this magazine is rap and this can be seem from the central image as Jay – Z makes rap
for a living
The content can also show this as there is the ’50 Greatest Songs’
Contents Page
Conventions
There is a title ‘Contents’ , features, a central image and the title of the magazine
Representation
The artist is being represented as being extremely rich and therefore having a good lifestyle. He on
the other hand is not being represented for his music. The magazine represents itself for the reason
of showing how artists got where they are now.
Ideologies
The kind of lifestyle being sold is to be rich and have lots of gold ad diamonds
The audience
The audience is young people as they are more fascinated with expensive jewellery, it can be male
or female and any ethnicity

11. Genre
The genre is rap and this is shown through the image, a rap artist who is covered in expensive
jewellery. The content also shows that it’s a rap magazine because it features articles about other
rap artists.
Conventions
There is a title ‘Contents’, there is also features, a central image and a big ‘V’ which shows that’s the
magazine is ‘vibe’
Representation
The artist is being represented as a someone who is wanted by all, this is due to the arm that is
around his chest. The magazine represents itself from the fact that there is a rap artists on the
central image that the follow that general lifestyle.
Ideologies
The lifestyle being sold is to have everything and a sense of being famous.
Audience
The audience is generally younger people and older people of both genders and all ethnicity as the
artists has music that is suited to all ages.
Genre
The genre of this is rap and this can be seen due to the artists in the central image and the content
included like in the features there are articles included about other rap centred things

12. Conventions
The conventions of this magazine are there is a masthead with cover lines, central image and plugs
Representation
The artist is being represented in a rap fashion from his clothes and the demeanour he has when
looking at the camera
The magazine can therefore be represented through the same means as probably they use artists
the same as this one.
Ideologies
The kind of lifestyle being sold is the same as the lifestyle that most rappers have which is to have a
good life with a good career.
Audience
The audience is older and younger readers as 50 Cent is a non-explicit artist
Genre
The genre is rap and it is shown through the image because 50 Cent is a rap artist. The content also
is rap from things that the features show.

13. Conventions
There is features, central image, and the title of the magazine which is ‘Vibe’
Representation
The artist is being represented by being fashionable and having lots of money. The magazine can be
assumed to represent itself in this way as well due to the articles that they have in their issue.
Ideology
The lifestyle that this magazine is showing off is to be fashionable, be rich and have a good career.
Audience
The audience would be younger people because this artist has that audience that listens to his
music.
Genre
The genre of this magazine is hip hop as the artist included in this issue is from that genre and we
can assume that they include these artists often.

14. Conventions
There is a ussue number and date, there is also the features and the central image
Representation
The artists is being represented as someone who is rich and therefore lives a good life with a lot of
success. The magazine is being represented in similar ways that they care about artsts not so much
for their music but their life.
Ideology
The lifestyle is a rapper is shown in this magazine as he is wearing clothing to back this up which is
rich.
Audience
The audience is youths and maybe some adults with both genders and all ethnicities
Genre
The genre of this magazine is rap because the artists in the central image is a rapper.

15. Double page spread
Conventions
There is a central image, a title, and a subheading
Representation
The artist is being represented through living the good life and having ‘Swag’ this is shown through
this word being written all over his face.
The magazine is being represented through lower class socially as the font of the title is in a graffiti
style
Ideologies
The lifestyle being shown is more happy and to have a good career ‘Life of a shooting star’ shows
that this artist is being referred to as a shooting star or a new unique musician.
Audience
The audience would be younger and older people as this artists music is suited to that, there would
be no certain ethnicity or gender based audience either
Genre
The genre of this magazine is rap and this can be seen through the image as the artist is a rapper, the
content is also about a rapper

16. Conventions
Title, graphic feature, subtitle
Representation
The artist is being represented as being a ‘thug’ due to the title being ‘over here huslin’
Ideologies
The lifestyle shown is to be a thug or someone who is ‘hard’
Audience
The audience would be teenage males with a generally audience of Black ethnicity and some white
Genre
The genre is rap and this can be seen by the artist being a rapper and the content being about the
rapper

17. Conventions
There is a graphic feature, title, text, pull quote
Representation
The artist is being represented as a more knowledgable artist from the way that he is looking and
the glasses that he is wearing.
The magazine is represented in a way that they cover life more than music and write articles on
moralls
Ideologies
The lifestyle being shown is all about how to make it in life and what it brings you with hard work.
Audience
The audience would be younger people who are both gender and all ethnicity because Lupe Fiasco
makes a lot of mainstream music.
Genre
This magazine has a genre of rap as Lupe Fiasco is a rapper and the content is about him.

18. Conventions
There is a graphic feature, title, text, pull quote
Representation
This artist is being represented by being a role model or looking cool, to those who read this article.
The magazine has a representation of looking sleek in its deisgn.
Ideologies
The lifestyle of this artist is showing that you can have what you want with hard work and money
that comes with the career, you can tell this by the way that Jay – Z is looking at the camera.
Audience
The audience would be younger people as Jay – Z has made mainstream music and therefore
appeals himself to that audience
Genre
The genre is rap which can be seen through the centre image and the content provided which is all
about the rapper Jay- Z

19. Conventions
There is a graphic feature, title, text, pull quote
Representation
The artist is being represented as someone who is reckless or cares less about life
The magazine is represented in a similar way because they have articles about this type of thing.
Ideology
The lifestyle is having fun or being reckless in life/ being young
Audience
Young, all ethnicities and all genders.
Genre
Rap because this artist in the image is a rapper and the content is about him.