Brand Identity and Ideology of the Kerrang Magazine

Established in 1981, the Kerrang! magazine, is a UK-based magazine devoted to the genre of rock music, presents and ideology that values and focuses on music of the modern era. The magazine focuses its contents on current rock, indie and alternative music and artists who are currently contributing to today's music industry. Like other music magazines, Kerrang! values music (especially rock and its sub genres) and how it links with people's lives. From its colour schemes, to its former slogan (Live life loud!), Kerrang! uses several visual syntaxes to symbolise the theme of live and loud music. The masthead 'Kerrang!' uses a wild font which simulates broken glass, which also links to the brand identity of loud rock music. According to Kerrang!'s demographics from Jan 2015 to Dec 2015, this magazine is mostly bought by males 15-35 years old because of the 446,000 sales. However, even though 382,000 of these sales were by males, 292,000 sales have been made from the female demographic. This means, even though its main audience is most likely male, that women also purchase this magazine - making this magazine unisex. This is the demographic that will have a passion for the genre of rock, indie or alternative music, and will feel that music is a big part of their lives. Youth is clearly valued through the image of Kerrang!, due to the vivid colours and wild design style, in addition to its subject of modern rock, alt and indie music. As shown above, Kerrang! believes in supporting not only the big names (i.e. Green Day, blink-182), but also the new, and independent artist who are fresh into the music industry. Their monthly issues come with interviews, posters, articles and reviews all of which keep their demographic busy and infatuated with their ideology. The layout and composition of the magazine clearly shows the brand's vibrancy, dynamic and broad range of feature which portray and reinforce their main target audience of 15-35 year olds, and audience which they value and supply through their relationship that they have established together through their mode of address.