Case study: Kerrang!
- Eva Leeds
- Sep 27, 2017
- 2 min read
Kerrang! is a weekly, UK based music magazine focuses on artists in the rock music genre. It's first issue was published on the 6th June 1981 and by the early 2000s it grew to be the best-selling British music magazine.
Along with the magazine, the Kerrang! brand has many other subsidiaries that tie into the rock music genre. For example, in 2000, Kerrang! as a digital radio station was launched, featuring programmes focusing on various rock music sub genres, and the station is now available to listen to on DAB radio or on the Kerrang! Radio app. Kerrang! TV was also launched in 2001 and is now a joint venture between the Bauer Media Group and Channel 4. The brand also has offical music chart called 'The Official Kerrang! Rock Chart' and an annual Kerrang! tour which has featured well known bands such as Sum 41, Don Broco, Black Veil Brides and All Time Low.
The Kerrang! brand was first owned by German media company 'Bauer Media Group', a company based in Hamburg, which is where the magazine is published. The conglomerate has many subsidiaries in various media sectors, such as publishing, TV and radio. However, as of April 2017, Bauer sold Kerrang! magazine, its website, and the K! Awards to Mixmag Media, the company behind the monthly dance music magazine 'Mixmag', however, Bauer still have ownership over Kerrang! radio and Kerrang! TV.
One of the most well known music festivals that Kerrnag! sponsor is the British rock music fesival 'Download festival', which is held every year at Donington Park in Leicestershire. The first Download festival was in 2003 and some of the biggest names in rock music have headlined it, including Metallica, Motorhead, Slipknot and Iron Maiden, specialising in similar artists as Kerrang!
Kerrang! is the festival's most prominent sponsor, the main stage being named after the brand in honour of the magazine's 25th anniversary in 2006. There is also a Kerrang! signing tent at Download where fans can meet their musical heroes and to get something signed. Kerrang! uses it's media outlets to promote Download. For example, artists for the festival are first revealed on Kerrang's website and radio station, which forms a synergy of subsidiaries which helps to promote the festival. The brand also pushes the festival through competitions, interviews with artists, and ticket promotions through it's magazine, TV, radio and online platforms, which creates excitement around the event, hopefully influencing more music lovers to go.
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