Kerrang! analysis

Kerrang!analysis                                                                                                                                                                                                                                                            

The Kerrang! Music magazine was named after the onomatopoeic word that derives from the sound made when playing a power chord on a distorted electric guitar. The Kerrang! magazine was published by Hamburg based media group. It was published on June 6, 1981 and edited by Geoff Barton. It was initially only for a one-time supplement in the sounds newspaper which focused on the new wave of British heavy metal and the rise of other hard rock acts. After that it was launched as a monthly magazine, then it was released every fortnight until 1987 when it went weekly.  It has had 34 years of heritage which suggests that they are a trusted reliable magazine.

The median age for the kerrang! magazine is 22. Having a younger profile for the magazine means that the magazine will become more popular within the genre. Having it on social network sites has an advantage as it will more likely reach the younger generation. Also popular with this particular age group the magazine, as well as the main theme of music, also covers film and gaming which is more likely to interest the target audience.

The main music genre for the Kerrang! Magazine is rock. Initially the magazine was devoted to British heavy metal and the rise of hard rock. People don’t only buy the magazine because it contains rock bands but also it is considered essential to rock music fans. It contains a variety of rock as this creates diversity within the rock genre, and therefore draws in a larger target audience and not just fans that are only interested in a specific area of rock. The genre is also emphasised by the visual style on the front cover of the magazine. The images and fonts used come across as violent and aggressive, as they are the kind of images associated with the rock genre. For example, the artists on the magazine are often covered in tattoos, wearing all black and are often wearing heavy makeup. 

The Kerrang! Magazine is very multi-platform. In 2000, the EMAP (a British media company standing for East Midland Allied Press) launched Kerrang! as a digital radio station across the UK. It was principally a ‘jukebox’ station, playing back-to-back sequence of rock and alternative music. On June 10, 2004 it was launched as a regional radio station in Birmingham with an advertising campaign by London based creative agency ODD. The radio had a number of specialist programmes dedicated to the many subgenres of rock music. The radio output included interviews with those affecting popular culture and society as well as those involved with music.  It stopped broadcasting on FM as of 14 June 2013 and again became a digital station, with listeners able to tune in from the DAB or the Kerrang! radio app. With this broadcasting change came a move in Kerrang! radio offices from Birmingham to London. 

As well as Kerrang! being a radio station, in 2001 EMAP, the same media company who launched the radio station, launched Kerrang! TV. The television channel covers the more mainstream of rock music as well as classical rock bands, such as Aerosmith and AC/DC and classical heavy metal bands such as Guns N’ Roses  and Metallica. Kerrang! TV is now a joint venture between Bauer media group and channel 4.   

Kerrang! Also have their own website www.kerrang.com which was launched in the summer of 2001 by Dan Silver. Having their own website improves the popularity within the target audience as having it on social media more suits the young age group. The aim of the website is to give more information to do with the magazine and also recent information in current rock bands and upcoming events. The website has Kerrang’s online shop, podcasts, message boards, TV and radio segments to encourage the target audience to be interested in the magazine.

Kerrang! Has also done in January 2012 a tour of rock music in the UK. They have also had their own official rock chart. The charts are every Saturday morning and feature 20 tracks.

Since 1993, Kerrang! has held an annual awards ceremony to mark the most influential bands to their readers. The event is hosted by major music celebrities.