Concept

Combining elements of different media such as internet, TV and print:

• Using internet as platform for publishing, including known usability elements (e.g. navigation), interactivity, community
• Having presentes, moving images, videos, sound like in TV
• Articles sites designed like print layouts

Style

Creating a unique style for the e-magazine that again appeals to target group’s taste, but also is able to highlight itself from the competition.The e-magazine is colourful, just like music, it is crazy (e.g. oblique lines) and elegant (e.g. precise and detailed design work) at the same time. The bright and different colours as well as the layout itself embody funk – spirit that is at home in all music genres featured in the e-magazine: Hip Hop, Rap, R&B and Soul.

Target Group

• Female or male, from all social backgrounds, is rich/poor, high/low educated
• Is high-tech orientated and familiar with the internet and other electronic devices
• Is music lover and favours Hip Hop, Rap, R&B and/or Soul
• Has a certain style repertoire, wears clothes like baggy pants and sneakers and has its own language
• Is creative and likes to express itself
• Social collectivity is very important for him/her