Vibe Case Study

Background Information• Vibe is a music and entertainment magazine

founded by producer Quincy Jones.• The publication predominantly features R&B and

hip-hop music artists, actors and other entertainers and the magazine's target demographic is predominantly young, urban followers of hip-hop culture.

• 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.

First Vibe Magazine

Vibe released its first magazine In September 1993

Vibe Then…Over the years even though the magazine design changed, the masthead on the magazine has continuously remained the same.

The clear image of the well-known image of Tupac does not really display a typical music magazine. He does not represent anything that symbolizes R&B music or music on a whole.

In 1995 Vibe did not have the typical conventions as they have on a music magazine today.

Vibe In April 1995

Vibe Now…Vibe In 2012

The masthead has clearly remained the same style and kept to Vibe’s brand identity.

The main artist of the magazine (Lil Wayne) is representing the R&B style that the magazine is trying to sell. It is clear the magazine has modernised with its image.

The magazine now gives out more information on the front cover on what the magazine will include inside.

Background Details• Even though it is a music magazine, some of its

pages are devoted to high-end clothing and style featuring huge labels such as Fubu and Rocawear.

• It runs articles on some of the most promising and upcoming artists in the music scene along with pages for people who are keen about celebrity rumours and gossips.

• It also holds special tournaments and awards involving some of the most impressive and well-respected individuals in the music industry.

Vibe Today

• There are 6 issues per year• It costs £5.02 per issue• The magazine sticks to the typical

magazine layout with bursting colours throughout the magazine and bits of texts along with articles that involves images.

• Vibe also has its own website and twitter page

Target Audience • 18-25 years old• 75% female and 25% male• Fluent music listener • Fun, sophisticated, sporty and rebellious • Sexy on the go and someone who likes to stay

healthy and keep fit and is always interested in the hot new trends

• If they were to see a feature on the magazine that grabs they're attention; they would not hesitate to purchase it

Content• The magazine will mainly incorporate evidently

music along with the latest news on many different artists, articles, concert information and song album reviews. The content will also include quizzes and competitions.

• Artists that will be frequently featured within the magazine are; Ciara, Alicia Keys, Beyonce, Mariah Carey and Kelly Rowland.

• The magazine will also include free posters of certain artists for the audience.

Style • Vibe magazine displays a large amount of iconography

related with R&B and Pop such as the sexy outfits, heavy glamorous makeup, exposure of female body parts.

• The masthead clearly takes over the magazine front cover with the use a of a large text.

• The magazine front cover is mainly dominated by text rather than images.

• Vibe magazine does not have a consistent theme colour as it generally has any colour that connotes with the artist that is featured at the front.

The colours red and blue mainly feature at the front of this magazine.

The content of the magazine relates to the genre music of the magazine.

The front cover is filled with information on what will be included inside the magazine.

Mode Of Address• The magazine consists of generally informal

words and catch lines that relate to the Target Audience.

• The magazine clearly involves social networking within their magazine which means they involve the audience.

• An ideal amount of gossip and information give-away on the front cover which suggests the magazine is solely made to keep the target audience informed and updated .

Abbreviated words and catch lines that the target audience are able to understand or relate to

Involved social networking within the magazine meaning involvement from the audience

Gossip and information to keep the TA informed and updated

Ownership• Vibe is owned by Time Inc• Time Inc is a division of Time Warner, its one of the largest

branded media companies in the world.• The company has established itself as a leader in the social

media space, sharing branded content including breaking news, celebrity interviews and links to exclusive video footage.

• InterMedia Advisors is a private equity investment firm focused on leveraged buyout and growth capital investments in the media sector.

• The firm, which was founded in 2005 by notable private equity investor Leo Hindery is based on the 48th floor of the Chrysler Building in Midtown Manhattan, New York City.