Planning

Throughout this section, I am going to detail my planning for my music video.

Industrial Contexts - The Brand

 Condé Nast

Condé Nast is an international mass media company founded by Condé Montrose Nast in 1909. The current CEO is Roger Lynch, who has been in the position since 2019, and the current headquarters lie in the Financial District of Lower Manhattan in New York City.

The company owns many media outlets, including Vogue, Glamour, GQ, Condé Nast Traveller, Vanity Fair, Architectural Digest, The New Yorker, Wired, Bon Appetit, Ars Technica and Pitchfork and many others. It is predicted to have an audience of 72 million print consumers, 394 digital consumers, and 454 million social media consumers throughout all their outlets. 

Condé Nast is largely considered to produce high quality, high end content targeted towards a high class ABC1 audience.

Vanity Fair

Vanity Fair is a high-end monthly magazine published by mass-media company Condé Nast. It features pop culture, fashion, politics and lifestyle. It is originally an American Magazine, first published between 1913 and 1936 before being revived in 1983 after being bought by Condé Nast. Vanity Fair has five international editions - The United Kingdom (first published in 1991), Spain (first published in 2008), Mexico (first published in 2015), Italy (first published in 2003), and France (first published in 2013).

Here is one of the earliest editions of Vanity Fair.

We can see how drastically this brand has evolved over time - however it still connotes the same ideas of elegance and style.

The masthead is still at the top of the magazine, and in a serif font.

However, the picture is not a photograph and instead is a painting, presenting how technology has advanced in the magazine industry over time.

Here is a recent edition of Vanity Fair from 2024 featuring Selena Gomez.

It follows stereotypical conventions of a high end magazine, typically of Condé Nast brands.

It includes a serif font masthead, connoting ideas of sophistication.

The cover lines covering celebrity lifestyle and current affairs which may appeal to an ABC1 audience. 

There is an A List celebrity as the main model, and a neutral, classy and polished style, appealing to an ABC1 audience. 

Generic Research - Case Studies

 Vanity Fair

Vogue 

Industrial Contexts - Contemporary Context

Industrial Contexts - Timeline of Magazines

 I created a timeline of the history of magazines in order to help myself better understand the evolution of the magazines over time.

Audience Research - Focus Group

 

Primary Focus Group

Name: Martha Browne

Age: 16

Occupation: Student

Psychometric Group: The Aspirer

Hobbies/Interests: Reading, Studying, Cooking, Fashion, Shopping, Thrifting, Listening to Music, Musical Theatre, Architecture, Product Design, Spending Time with Friends and Family, Reading the News and Magazines

Relevance to Brief: Martha is a teenage girl who enjoys fashion and thinks herself as style conscious, constantly buying second hand clothes to try and develop her own personal style. She also loves social media and looking at lifestyle and political news online.

Name: Amy Watkins

Age: 17

Occupation: Student

Psychometric group: The Succeeder

Hobbies/Interests: Reading, Fashion, Spending Time With Friends, Playing with Her Dog, Scrolling on Social Media, Makeup, Listening to Music, Magazines, Celebrity Culture

Relevance to Brief: Amy is a student who loves fashion and often uses social media in order to keep up with new clothing and beauty trends online. She will enjoy reading high end magazines in order to keep up to date with what celebrities do and wear in order to follow their trends.

Name: Bailey James

Age: 17

Occupation: Student

Psychometric group: The Explorer

Hobbies/Interests: Crocheting, Reading, Social Media, Fashion, Spending Time With Family, Looking After Her Cat, Watching Movies, Listening to Music

Relevance to Brief: Bailey likes to keep up to date with fashion trends, lifestyle tips and celebrity culture in order to explore herself and build her style. She is interested in magazines as she finds them interesting and as a source of inspiration for her life.

Name: Beau Cuthbert

Age: 17

Occupation: Student

Psychometric group: The Mainstreamer

Hobbies/Interests: Yoga, Reading Books and Magazines, Listening to Music, Feminist Literature, Shopping, Painting, Watching TV and Film

Relevance to Brief: Beau is a teenage girl with particular interests in magazines, fashion and lifestyle. In the future, she hopes to be a lawyer, therefore my magazine article about fashion and working women may be of interest to her.

Secondary Focus Group

 Name: Laura Gillett

 Age: 36

 Occupation: Counsellor

 Psychometric Group: The Mainstreamer

 Hobbies/Interests: Paddle Boarding, Spending Time with her Friends, Beauty, Fashion, Studying, Country Music, Binging TV Shows, Yoga, Meditation, Reading, Magazines, Trying New Food, Social Media

 Application to Brief: Laura enjoys socialising, both in person and online, and loves engaging in new trends with those around her. She loves second hand shopping on apps like Vinted or in charity shops to develop her style in a cheap and sustainable way.

 Name: Danielle Browne
 Age: 48
 Occupation: Teacher
 Psychometric Group: The Explorer
 Hobbies/Interests:
 Relevance to Brief: 

Audience Research - Audience Profile

 I created an audience profile of a typical member of my target audience demographic.

DEMOGRAPHICS:

Name: Amelia Atthill

Gender: Female

Class: ABC1

Age: 22

Location: London, UK

Occupation: Marketing Executive

PSYCHOGRAPHICS:

Psychometric group: Succeeder

Interests and Lifestyles: Amelia is a recently graduated University student now working as a Marketing Executive. She has a strong interest in fashion and lifestyle, often vlogging and taking part in creating content to build her social media presence. She considers herself to be style conscious, as she is constantly reading high end magazines in order to keep up with current affairs, fashion and lifestyle trends, and celebrity culture. Her favourite pastimes involve watching new films, listening to music, online shopping, canoeing and playing golf.