Vibe magazine was launched in 1993 by Quincy Jones focusing on hip-hop and R&B music. It ceased publication in 2009 but was later resurrected by InterMedia Partners. Vibe uses bold graphics and focuses on clothing brands, up-and-coming artists, and celebrity gossip to target its audience of 18-30 year olds interested in hip-hop culture. InterMedia owns multiple media companies including Vibe and is based in New York City.

1. CASE STUDY

3. BACKGROUND DETAILS
 Quincy Jones launched Vibe in 1993, in partnership
with Time Inc. Originally, the publication had been
called Volume before co-founding editor, Scott
Poulson-Bryant gave it the name Vibe.
 On June 30, 2009, it was announced that Vibe was
shutting its doors and ceasing publication
immediately
 After shutting down, InterMedia
Partners, LP bought ‘Vibe’ Magazine. They have
said they "feel privileged to purchase and resurrect
such a storied brand“.

4. Front covers used during the early stages of
publication.

5. As with today's ‘Vibe’ conventions
were still used and iconography
hasn’t changed. The angry
expressions of artists still feature and
the gold and silver jewellery have not
changed.
The conventional colours of black
and white are still used.
The list of popular artists were
still used to attract readers and
the sell line is related to the
artists in the main image.

6. MORE BACKGROUND DETAILS
 In addition to the magazine, ’Vibe’ also publishes books on hip-hop culture. To
celebrate the magazine's tenth anniversary, it published "VX: Ten Years of Vibe
Photography." Featuring a bare-chested 50 Cent on the cover, the volume includes
photos of Alicia Keys, RZA from the Wu-Tang Clan, Eve, Chuck D of Public
Enemy and Run-D.M.C. Works by prominent photographers Albert Watson, Ellen
von Unwerth, David LaChapelle, and Sante D'Orazio are among the 150
photographs in the hardcover edition.
 Beginning in 2003, Vibe produced and aired its annual awards show
on UPN through 2006, and VH1 Soul in 2007.
 ‘Vibe’ magazine launched the "Best Rapper Alive Tournament" on July 21, 2008.
There were four brackets, and four number 1 seeds: Jay-Z, Lil
Wayne, Eminem, and Andre 3000. The actual final four included Ludacris, The
Game, Eminem and Jay-Z. The last two rappers standing were Eminem and Jay-
Z, with Eminem eventually garnering 69% of the votes for the victory.
 Other editions include ‘VIBE Vixen’ which was a magazine geared towards female
readers of Vibe Magazine that covered fashion, beauty, dating, entertainment, and
societal issues for "urban minded females". The magazine was initially released in
fall of 2004 and sales were considered successful enough for the magazine to be
issued on a quarterly basis. ‘VIBE Vixen’ folded after its August/September 2007
issue due to low circulation.

7. VIBE TODAY
 The magazine is released Bi-Monthly (every
two months)
 It is currently based in New York City
 Only available through a subscription which
costs $16.99 for 2 years (12 issues) or $9.99
for one year (6 issues).
 ‘Vibe’ has it’s own website, books and app for
iPhone and iPad called ‘Vibe Music Mixer’
 Hosted its own tournament ‘Best Rapper Alive
Tournament’ that rapper ‘Eminem’ won.

8. There are full colour articles to make the pages look more
attractive and eye catching for the reader. Most articles
feature the main artist relevant to the article with a close up
shot of their face including iconography used within the genre
such as Snapbacks, sunglasses and jewellery.

9. ‘VIBE’ TARGET AUDIENCE
 18-30 year olds
 50.5% are male readers and 49.5% are
women readers.
 They may be unemployed but most likely be
in a job of music production.
 They will use the same terminology that
crops up again and again in Hip-Hop/Rap in
their vocabulary and will think that they are
strong and powerful like the artists they see
in the magazine.

11. CONTENT
 Featured segments include the back page list 20 Questions,
the Boomshots column about Reggae and Caribbean
music by Rob Kenner, Revolutions music reviews and Vibe
Confidential, a celebrity gossip column. Next profiles up-and-
coming artists. The magazine also devotes several pages to
photo spreads displaying high-end designer clothing as well
as sportswear by urban labels such as Rocawear and Fubu.
 Vibe makes a consistent effort to feature models of all
ethnicities in these pages. Former editor Emil Wilbikin is
frequently credited with styling those pages and keeping
fashion in the forefront of the magazine's identity.
 Many clothing brands created or linked to hip-hop celebrities,
such as Sean Combs' Sean John, Nelly's Apple
Bottoms and G-Unit by 50 Cent find plenty of exposure
in Vibe's pages.

12. STYLE
 ‘Vibe’ features lots of iconography to do with the
Hip-Hop/Rap music genre including Snapbacks,
sunglasses and expensive jewellery.
 The magazine features lots of text that is large and
bold to make it eye catching for the readers.
 Red, black and white predominately feature
throughout each publication of the magazine along
with other colours to make it visually unique and
appealing.

13. The colours black ,white and red
feature a lot.
Content of the sell lines and
the magazine in general is
related to the Hip-Hop/Rap
music genre
The magazine uses lots of large and
bold text to fill up the space where the
main image leaves. This is also to
attract readers to the magazine.

14. MODE OF ADDRESS
 Uses terminology that only fans of the Hip-
Hop/Rap music genre will understand.
 A tone of power and strength is created
which emulates the power and strength of
the artists featured in the magazine.
 Has many artists listed on the front cover
that only real fans of the genre will know
who they are, creating a feel of exclusivity
about the magazine.

15. OWNERSHIP
 InterMedia owns ‘Vibe’ magazine and they own a number of
other companies such as Uptown Media Group, Control Room
and Blackbook Media.
 The company was founded in 1988 by Leo Hindery Jr.
 InterMedia has invested in cable television, broadcast television,
print, programming, and broadband opportunities.
 InterMedia is a private equity investment fund focusing on the
media industry across all platforms - television, radio, publishing,
internet and marketing.
 is based on the 48th floor of the Chrysler Building in Midtown
Manhattan, New York City.