When a School Project Becomes a Business Adventure

“As an example, everyone who pledges $10 or more in our crowd funder not only receives a free copy of our first issue, but they also get a chance to win a pair of wristbands (valued at $75 each) to Halifax Pop Explosion, a music festival in October.”

Two business men shaking hands at international business meeting.

Image courtesy of thetaxhaven via Flickr

So while the group’s focus is on attracting subscribers, it works in lockstep in partnering with potential advertisers. The aforementioned Halifax Pop Explosion festival, for instance, signed on as Mixtape’s very first advertiser.

“We want advertising partners who are personal, approachable, and who appreciate our elegant minimalist design,” says McEwen. “We want partners who have something truly valuable to offer to our readers. That means anyone from a cell phone company, to a festival in B.C, to a beer company in Quebec, to an independent retail store in Nova Scotia – as long as it’s something we think our readers will want to know about.”

A passion for music

Mixtape Magazine is a collaborative effort by a group of young journalists who possess an unbridled passion for music. This fervor fuels their work, and in viewing the impressive summer festival guide, the passion pours through its pages. However, passion alone allows any group – however talented – to only go so far. This group of talented individuals has also made inroads into the industry – establishing contacts and solidifying relationships. For a magazine set to differentiate itself from others through its role as an insider’s guide, this is a vital factor. Jonathan Briggins is particularly crucial here.

The journalist started his Broken Speaker blog in 2010, profiling the Canadian music scene with a special focus on Halifax. Within its first year, the blog was named a top 10 music website as voted by CBC radio 3 in their annual searchlight contest.

“It’s been a great experience watching artists such as Rich Aucoin, Ryan Hemsworth and Ben Caplan develop in Halifax and then take their talents to the international scene,” says Briggins, who also says nothing beats the feeling of taking in a spectacular concert.

Before completing his journalism degree at King’s College and embarking in the school project that made history, he studied at Dalhousie University, focusing on Environmental Science and International Development Studies.

When asked about the importance of making connections in this industry, Briggins was direct.

“I feel it would be impossible to get to where I am right now if I hadn’t done the Broken Speaker the last three years,” he says. “It makes the conversation with industry insiders and musicians that much easier. You can send them an email and they know who you are, they trust you and know you are legitimate and credible.”

[pullquote]“We want partners who have something truly valuable to offer to our readers. That means anyone from a cell phone company, to a festival in B.C, to a beer company in Quebec, to an independent retail store in Nova Scotia – as long as it’s something we think our readers will want to know about.”[/pullquote]

The group’s goal is to marry a love of music with sharp journalistic integrity and quality. Fashion trends will be explored, technological impacts will be looked at, concerts will be analyzed, musicians will be profiled, and deep over-arching industry issues will be delved into. Mixtape aims to include stunning photography, relevant info-graphics, exclusive columns and in-depth reporting. As described in its press release announcing the launch to the world, subscribers will “get taken even further backstage with access to secret contests, deals and behind-the-scenes footage.”

In terms of scope, Briggins, McEwen and their team are aiming to keep it broad and open. Any and all genres will be covered, with a strong emphasis on the independent – or “Indie” genre, featuring independent artists as well as musicians that are more established.

“Our main thing is we want to be covering Canadian artists that we think are good and that the general public will like,” says Briggins. “I mean, we’re not going to have Nickleback on our front cover,” he continues, laughing. “I think the best way to describe it is as new and emerging artists.”

A bright future?

Those in the magazine industry are often skeptical of start-ups. It can painfully difficult to secure advertisers, and even tougher to retain long-term subscribers. Then there’s the increasingly saturated market populated by bloggers, social media and television. However, recent history demonstrates that the right elements combined with good luck and effective market placements allows room for success stories. On the surface, at least, it appears Mixtape Magazine checks off these required ingredients.