photos - edited

photos- rough / final cut

rough cut initial ideas- planning

Here I show demonstrations of how I have planned out my rough cut. This will ensure I can reach my full potential by not wasting time.

survey monkey 5

There were 7 votes for modern and 3 votes for traditional. However, I am very focused on fusing the modern and traditional elements, to keep both sides of jazz enthusiasts content. As I didn't ask about a fusion, I feel this is why many didn't put this, as they weren't aware of the idea. However, the fact several said along the lines of keeping 'it true to the roots but updating with the times', shows there is an urgency for a breakthrough in the jazz market. I will try and fuse them by using modern colours, however editing them to look more rustic, a balanced look will hopefully cater for both sides. 

survey monkey 4

My target market responded exactly how I expected. The mass majority all included points along the line of ''a deeper insight'', and ''quality of writing''. With only a few mentioning who's'/what's on the front. This reinforces the codes and conventions of the magazines I analysed. Being minimal writing on the front cover, maybe a few insiders, however this increased a lot over time. I believe it happened due to the panic of the genre deteriorating after around the 70s. Particularly, my target audience all felt that the artist was not the main pull to read the magazine. The quality of writing, experience, and insight is the most important, and I aim to emphasise this most through the contents page articles and the writing of the double page spread. 

survey monkey 3

3) I asked my target audience what names they find most appealing for a jazz magazine. However, none of the names presented were massively popular and received negative feedback mainly. I used these names as they all scream 'jazz', which I believed would attract more non jazz readers. However, on further thought I realise I need to follow what the current jazz readers want, as they are the main marker. I particularly, listened to the comment above about 'people who read jazz magazines take jazz seriously'. 
 Thus, I decided to collectively respond and decided on 'floetry' - after more market research. Bringing connotations of sophistication and elegance. Which particularly one of my respondents deemed the name as 'cringy', and this is not the message I wanted to convey. Therefore I listened and responded. Ultimately, the choice of this name was because it brings a sense of sophistication and mimics what jazz music is like. 

survey monkey 2

I was very happy the target market majority voted for them both in focus. This means I can continue with the photos I planned for, and it shows I am following the right codes and conventions, as the people I targeted are avid jazz magazine readers and have a heavy interest in the genre. 12/16 voted for this, therefore I will remain conventional and use this, rather than picking another option with an aim to intrigue or shock people with something unusl. As this is too risky a move, because although I could try and make it look different to what they expect, it won't suit the mass majority of the market. Therefore, it could put people off my magazine, or lose the loyalty of the jazz community.

title research

I felt my titles I previously explored were way too comic for the magazine I wanted to present, also my target audience generally didn't respond positively to it. Therefore, I decided to listen to my audience and change it.

"WHAT TITLE  DO YOU THINK BEST DESCRIBES AND GOES WITH MY MAGAZINE."

I showed 16 of my target audience my rough cut and asked them what connotation best fits. 

1) JAZZMATAZ  -1

2) TRADITION   -1

3) FLOETRY     - 10

4) MYSTERY      -4

10 of my target audience responded with floetry. I asked Aidan and Holly why they thought floetry was the best choice. By asking them specifics it meant  I could deliver specifics, which I found the target market was very avid on. Also by knowing what they connote with my magazine, I can aim to suit their likes and dislikes throughout, making it more conventional.  Holly replied, ‘floetry for me connotes elegence, as it reminds me of flowers. How is connotes elegence is great because for me and for the subgenres  I enjoy, I feel jazz is a very elegant. Aidan said, ‘ The word floetry intrugied me. I assume its a two words combined, flower or flow and poetry. This for me, perfectly sums up what jazz is about- elegance, rhythm and beauty. Combining words could've undermined the magazine, making it look unprofessional but this name is very sophisticated.’ 

research- survey monkey 1

1) I questioned 16 people who both fit my target audience, e.g range of ages in order to achieve an insight on what teenagers feel about the genre jazz, regarding it's state as a genre and vice versa for the older marker. I asked 16 people ranging from 16-60. I specifically wanted to find what each target group wanted.  Opinions such as ''no jazz found in popular music charts'' means I can apply these attitudes to my magazine, perhaps by swaying the colour or image to follow more modern trends- with the aim of attracting more people to read jazz magazines. Conclusively, the fact 14/16 of all ages and interests believe jazz could be revitalised, means that the reliance for the promotion into the ''mainstream'' media may be the only way to save it. As most jazz listeners are of an older generation and jazz hasn't been modernised fully yet, in order to reach and interest a wider audience. This is mainly due to stereotypes that youths believe jazz is outdated and monotonous- which I aim to change through fusing modern and traditional aspects, in order to satisfy both spectrum's of jazz listeners. 


In these young and old target markets, through internet research and asking peers, I found there was no real 'social group' of people who enjoy jazz. It is an acquired taste, therefore I found it is usually the individuals within a group to enjoy the music. These people are generally very talented in instruments and are heavily involved in the music community. This is because to listen to jazz, you need to understand it, or be able to process the rhythm. Also, because it is such a dated genre, with it still carrying on today, the people who listen to jazz change throughout time. For instance, it was solely black people before the 1920s, who founded it. Then as they played to white people, it was passed on through them. This integration of culture carried on to this present day, where all races and backgrounds are equally interested. As for backgrounds, it used to be the much lower class in America to listen to jazz as a social escape, then it became a music for the white upper class, making it more sophisticated. The difference usually is, the jazz that was originally created had much more passion and liveliness to it. So there is no real example in the modern day of who listens to jazz, as its been around so long, there are so many different forms and subgenres, there are parts for everyone to enjoy. Arguably, the older generation who grew up with it are more avid listeners, however even in the older generation, I found the ones who like jazz are again, individuals within a group. It was just the way jazz was portrayed through media and history that it appeared everyone enjoyed jazz. 

front cover inspirations

Examples of modern, bold colours which I'm
interested in using

These are my main inspirations for my rough cut / final cut. Through my research I found I was extremely fond of 'jazz journal' 's older front cover design of the block background colour and a black and white image. Particularly, from surveymonkey I discovered the majority of people who answered wanted modern colours included ( 7 / 13 ). Additionally an extra 2 wanted a fusion of both modern and traditional colours and only 3 wanted traditional. This demonstrates that most people feel jazz needs to use modern elements in order to relate to music listeners of particularly the younger generation. The most significant difference id make is to the text. In order to attract the audience who wouldn't usually be interested in jazz, I will add insiders and use more modern fonts than the traditional ones above. 

double page analysis 3

The image itself features BB king, a profound jazz artist. He is portrayed using an 'image dominating' photo. This is to both emphasise his presence as being one of the most influencial jazz artists, thus making the audience want to read on / being instantly intrigued to read it. And to demonstrate that he is the main focus of the article, again to make the customer stop to read to article. Therefore the image has to be very impactful and relative, which I feel this image does perfectly. Additionally, BB's expression calls attention to the passion and genuine admiration the artists have for the genre, which brings with it a sense of proudness. Additionally, his expression gives off the connotations to the reader of excitement, talent and enjoyment. By seeing his expression the reader will become enticed to read the article, hopefully following these connotations by being exciting etc. Moreover, the rule of thirds is applied to the image. On the eyes itself and then on BBS guitar. This reinforces the idea of jazz being an involved genre, particularly where the instrument and artist are equal- this is heavily enforced by this photo. On my magazine, I want to follow this and use rule of thirds to keep in focus the saxophone and my model. This will reinforce that the history of jazz magazines will still be prominent and not lost. Additionally, I want to use an image dominating photo, to create impact and stress the importance of the artist / instrument. 

The colour scheme shown follows a more modern convention, such as the bold light blue. This conveys connotations of sophistication and calmness. I also noticed how theyve used a more modern blue colour, over a classic blue or dark blue, associated more with jazz. This modern element is exaggerated through the contrast of  the black and white, dominating photo. This demonstrates their aiming for more of a modern audience. However, this is undermined by the black and white photo, making the traditional and modern elements more balanced. For my magazine i want to use bolder and brighter colours as inspiration from this, and also challenge these modern conventions by using a black and white photo.

The positioning of the artists image, being dominating, instantly conveys the artists/instruments importance, and reinforces the article is about BB King. Also, the image is placed far away from the text, which brings the readers attention to really analyse the image. Highlighting the importance again. However, the positioning of the text also is also in an isolated area, with a thick black background. Which means the readers attention can also focus purely on the article too. This reinforces the articles importance, especially the specialised content inside, required full concentration.

I enjoy using an image dominating photo of the entire screen, to reinforce the article agenda and to highlight the artist / instrument importance. However, as this article extends on for further pages, i wouldnt chose to have isolated text, as i fear it wouldn't include the extensive knowledge or amount needed to interest jazz readers. 

The fonts used are minimalistic, however the titles are more on the modern side, due to the boldness of them. The font for the article however is alot more traditional, providing a good balance for both markets. The fonts work well together, and arent too contrasting in model, which makes them follow the conventions of a jazz magazine and also look aesthetically pleasing.

I am very fond of using a balance of modern and traditional fonts within my double page spread, with inspiration from this magazine, as it provides a very good balance. Due to the title being so large, it attracts the most attention, therefore its evenly weighed with the traditional text by there being more of it.  I will however add more text, in order to serve what my target audiences asks for. 

double page analysis 2

The image fills up an entire page. Which demonstrates the artists importance in the genre, due to the comparison of sizes of the image to the article. The image background is blurred out and the focus point of on Trane himself. This follows the standard code and convention of jazz magazines using methods such as editing and cropping to ensure the artist is the main focus. Here they have demonstrated the main focus literally. 
For my magazine I want to follow this convention, as all my analysis's demonstrate this. Therefore I want to use this traditional element, to not lose the importance of the artist, and keep the history and what jazz stands for intact. 
Also the image is in black and white, which is a traditional jazz convention, as the black and white highlights that the photo is keeping the history of jazz. This is because the images in old jazz magazines were all obviously in black and white, due to the lack of modern cameras. 
I enjoy the idea of using an edited black and white photo. To restore the history and traditional elements in my magazine. However I will develop this by using my own editing skills to emphasise this furtheR. For example, Through research such as YouTube tutorials I will learn about how to manipulate the editing to be able to make my photos look more traditional, enphasising the traditional convention of jazz further.
For this image it doesn't fully include the instrument, although still visible it doesn't emphasise the equality of the instrument and artist, like I aim to do. Therefore I will, like this image, include the instrument however I want to follow the conventions of jazz more, so I will position the image to have the artist and instrument to be physically equal. 

The positioning of the image and text means they share equal amounts of space. This enphasises the mass importance of the artist further. 
Although I want to follow the convention of enphaising the artists importance, I will do this through other methods, such as editing or positioning the image  to be dominating but not take up the full page.  This is because I want my article to be longer than the one shown above. Due to wanting my article to include a lot of knowledge and detail into the artist and genre itself. 
The text is positioned at Eye level to the image of the artist. Therefore his face and the text will attract the main attention, as they're the first items you see because they're at the very top of the article. I will use inspiration from this and aim to position the font in a visible and striking area, however challenge this by not positioning the text so it isn't at eye level to the image. This is because I aim to have the artist and instrument to be the very main focus, instead of it appearing the text is equal to the artist. 


The fonts used are conventionally basic. This means the attention isn't taken away from the importance of the article and the artist itself. It also demonstrates the magazine is more focused on serving their target audience, with more focus on the content, rather than attempting to attract a larger audience with striking fonts. 
I want to follow the concept of using basic fonts, and putting alot of effort into the content itself, as i feel this focus will suit the target audience more. Due to jazz magazine readers tending not to be attracted by usual marketing techniques, such as alot of images, and visual aspects. The content is a lot more important to them, therefore i will listen to this and use this convention in my magazine. 
Although they are basic, the fonts, specifically the tallness and minimalist effect, convey sophistication. Which mirrors the connotations of jazz. 
Instead of using a modern font, i want to stay towards the more traditional and minimalist fonts. Following this consistency throughout. 


The colour of the page is also very basic, using only black, blue and white. This also draws attention to the image, as the elegant white background contrasts with the black and white photo, making it stand out more, and thus draw more focus. These colours, specifically the blue, are very conventional to jazz, as blue is traditionally associated with being related to jazz. This is due to its calmness and sophistication. I feel the colours represent what this article wants to present.
I will use colours to represent what messages i want to convey, such as a mix of traditional and modern colours, to stress my overall aim. However, the colours shown here are very traditional and offer no modern elements. Which i want to challenge and not solely use traditional colours in my double page spread. 
I noticed the colour of the font 'Trane' is in a contrasting, striking, black font, compared to the calm blue above. This emphasises the artists importance again, as the eye is instantly attracted to the singled out word. 
I want to draw attention to the artists importance, therefore i aim to just use the name of the artist, with inspiration of this. However, not including relating text like this magazine does, it will challenge this convention and ultimately bringing full attention to the main focus of the article, the artist. Which will follow specific aims of my magazine. 

double page spread analysis 1

The colours of this double page spread are all of neighbouring colours, with varying shades - brown, black, gold . The only exception being the white text. The gradient of black to lighter brown forces the focus on the artist, as hes the lightest and only object on the page. This demonstrates his importance, as well as keeping the tradition of the artist / instrument being the main focus ( as they are the only two images shown ). Moreover it reinforces that the articles focal point is him. Particularly, the mouth lies horizontally on the of third grid. This draws attention to the instrument itself, showing how the instrument and artist work equally in order to produce music. Overall, it is focused on in order to stress the value and significance of the instrument in proportion to the artist. By reoccurring the very common jazz theme iv'e found through my analysis's, its able to keep the traditional nature. For my magazine i'm very fond of having a continuous theme of colours throughout, to maintain consistency of brand. For instance yellow and black.

The image itself is a dominating image, which takes up just over an entire page. This demonstrates that Frank Forster is the main feature, it also follows the conventions of a typical jazz magazine, as the other double page spreads feature this. Through this, it stresses the importance of the artist and instrument in the genre, and how respected they are by jazz listeners. 
The image demonstrates a closeup of Frank Foster. The closeup means the reader will focus on the image further, the inference of this is that the artist and instrument are very important in the genre. It also demonstrates that Foster is the main Focus of the article. This follows the codes and conventions that the other analysed double page spreads demonstrate. 
Therefore, I will use this code and convention in my own double page spread. However instead of using a closeup, I will want to challenge this convention by using a wide shot, to include the whole body but still using a conventional jazz instrument. I will edit the photo to still covey the message of importance of the artist. 
The facial expression of Fosters face highlights the passion in the music he is playing. Also the fact his eyes aren't directing the camera shows how dedicated he is to the jazz music he is playing.
In my magazine I want to follow this convention, to emphasises the dedication and passion in jazz. It shows how the artist is more involved in the music rather than attracting an audience. However, I want to have a full body or wide shot, to include the full instrument, to highlight the importance of the instrument to the artist. 
The image also uses editing to achieve a halo look around the artist himself. This reinforces that the artist is the main focus on this page, and in the article itself. It also means the image wont blend too far into the background, making the photo more striking. 
I enjoy the idea of using effects to demonstrate the artists importance, such as using highlighting and shadow tools so the instrument and artist are presented in a more equal light.

The positioning of the text is on a separate page to the main image. Like the BB king analysis, this demonstrates the importance of the artist. As the text and image are separate, it could be argued to physically demonstrate the equality of content to the artist. As in jazz magazines, he reader specifically reads it for the expertise and content involved. For my magazine I want to follow this convention of emphasising the equality, however I will challenge this convention by adding more content than this article has. This is because if I want to stress the equality, I will have to use alot more text, also my target market of jazz readers will want more content, in comparrison to this. 

The main headline font portray a more modern look, due to it unconventionally having additional lines attached, therefore not being minimalist, like my other DPS show. However, the bold and significantly large title do enforce the importance of the artist, which does follow the conventions of a jazz magazine. This may have more of a modern element because the other fonts featured are fairly basic and more conventional. This shows they could be adding a sense of modernness to balance out the traditional and modern elements, especially as they may want to attract both audiences. Taking inspiration from this, I want to explore both modern and traditional fonts, in order to create more of a balance like this page demonstrates. However, I may use more modern as I plan on using very traditional photos and layouts, which may make the balance too bias. Also because fonts attract alot of attention, I am able to convey my aims alot easier, if I choose to use a balance, as it will be physically distinguishable. 

contents analysis 3

This contents page features 4 images on the right hand side. They all feature popular jazz artists along with a few instruments , such as Sonny Fortune. By using artists and their instruments It tells the reader that this is what they will be reading about inside, making them more prone to read on. Additionally, the images are all equal sizes, most importantly that they overlap with each other, of different people. Physically demonstrating the equality of jazz artists (how they are making music for music and enjoyment rather than for the fame or money. Particularly, this is emphasised by the fact they aren't image dominating, they're side images. Which usually, would mean they aren't as important as some other feature on the page. The image colours have a filtered tint of blue on. So, in a way this makes them stand out on the page as its contrasting with the white, more so if they were black and white.   Which reinforces their importance in the genre itself. For my magazine I want to stress the importance of the artist and their instruments, so will opt for an image dominated photo. However, the filters intrigue me as they bring a splash of uniqueness, and aren't seen in many jazz magazines. Therefore, I may add them to my double page spread to add a flare.

The colour scheme is very sophisticated, as specifically the editing of photos as its done in a cool blue tone. This blue tones connote jazz, as blue is known widely as an associated colour to traditional jazz. The colour of the black and blue follows through to the font colour, this keeps a sense of consistency through the page. The background is a classic white, which follows the conventions of jazz being a minimalist genre. White also connotes elegancy, which is a great example to describe the traditional jazz's rhythm. Overall, the page has only 3 consistent colours, black, blue and white. Which are all associated, stereotypically as ''jazz colours''. 
Although this would follow the codes and conventions of a jazz magazine, I don't want to restrict my magazines potential by having just a traditional colour scheme. As I feel It may make my magazine look outdated. 
However, I would use inspiration from this and use a colour scheme through my contents page, with just more modern colours.

Contrastingly to the other magazines analysed this one uses several images, instead of a dominating one. This demonstrates the variation of artists, and overall the diversity of jazz, like subgenres, cultures etc.
Although this can be justified to follow the codes and conventions of a jazz magazine, I want to follow the majority of using an image dominated photo, in order to emphasise the conventions of jazz further. 
Because I'm using a focus of one artist, I don't want to direct attention away from it. However, the photos do demonstrate the diversity in jazz by the use of females and males, different artists and a jazz instrument. I will use inspiration from this, and take photos of a traditional jazz instrument to use on my contents page, rough cut.  However, because this is very traditionally conventional I aim to add a modern twist, such as through editing and props.

contents analysis 2

This contents page only features one image, an 'image dominating' one. This exaggerates that the main focus is on the man playing guitar itself. The fact there is only one photo follows the codes and conventions of jazz being a minimalist genre, particularly, that jazz is grounded on passion and the music itself. It features nothing along the lines of cars, jewellery etc, to mask the devotion of the genre. This demonstrates to the reader that jazz is an acquired but passionate taste and brings a sense of seriousness alongside it. Moreover, the image is black and white. 

The image itself, being black and white, doesn't stand out from the black background. Demonstrating, that the instrument and the artist aren't used as a marketing technique or for 'show' to attract an audience- talent is what makes the artists famous. It also demonstrates the readers, read jazz magazines for the content over the promotion of the artists. Additionally, the black and white adheres to the traditional jazz magazines such as the Ella Fitzgerald one. As this is a modern magazine, the use of black and white brings a sense of nostalgia and using its history as both a selling point and to attract a varied market of ages. I plan to use an 'image dominating' background. The image will enforce the overall message, like this does. However, I don't plan to use an image of an artist, as I feel my magazine will feature too many of 'Emilay Badu'.

The font shown here is Bodoni 72 small caps. It demonstrates a very traditional jazz look, which enphasises the overall traditional look of this page. Making it very conventional, fitting other aspects such as the black an white photo. 

The fonts don' vary much throughout this page, which makes the page look consistent and more professional, as the aims are alot clearer than if there was many different fonts shown. This makes the audience more likely to carry on reading, as they know the content is created to address them.  

For my magazine I am very focused on using an older looking font. This will create a sense of brand consistency, and fit the codes and conventions of being traditional. I will do so by browsing traditional fonts in dafont.com- as I feel indesign didn't have the range I needed during my preliminary task. 

The layout of the magazine shows a basic, standard article layout. Consisting of them only on the left hand side. Although this could be done to make the background photo more clear and have more attention, I feel it gives a bland sense. Arguably, blandness can be an interpretation of jazz's traditional elements, and possibly not wanting to undermine the minimalistic nature of jazz. It feature the 'contents' masthead at the top right hand corner, this is very conventional and looks in place. It is simplistic, and is placed away from blocking the image, so the attention still remains. The bottom right hand corner features a striking red subscription box. This is a contrasting colour to the existing colours on the page, therefore it attracts the eye immediately. Although this may take attention away from the image, it is still positioned in a corner to minimise this. I don't want to follow this layout for my contents page, as I feel Is too minimalist for jazz. It conveys little message, which I aim to do with mine. To do this I plan to use inspiration from the other analysed magazines, such as the descending size order according to the most important articles.