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    Magazine brand extension for music channel

    DStv music channel MK recently appointed design and publishing consultancy The President to launch an ‘unconventional' magazine concept, targeting youth between 18 - 24. The editor of the new publication is Hunter Kennedy, guitarist and lyricist for the revolutionary Afrikaans rock band, Fokofpolisiekar.
    Kennedy is widely respected among peers and fans alike for his relevant and intelligent lyrics, challenging and shifting Afrikaans mindsets.

    The magazine, entitled MK Bruce Lee, is packaged in Lucky Packet format and the first issue contains a 128 page handbook with A-Z guidelines on how to start your own band, plus signed posters from top South Africa bands including Van Coke Kartel, aKing and Jax Panik, as well as postcards of South African music industry heros and fun stickers.

    Award-winning creative director of The President, Peet Pienaar, developed the concept and look and feel for MK Bruce Lee. Pienaar's idea to segment the magazine for its diverse audience by creating MK Bruce, a lucky packet specifically for guys and MK Lee, a lucky packet for girls, gives MK the opportunity to create tailormade content for the different gender groups. This also gives advertisers the opportunity to reach the individual market needs with differentiating stickers, postcards, samples and vouchers into the magazine.

    “We have been overwhelmed by the response from the MK audience,” says Haddad Viljoen, marketing and publicity manager for MK and kykNET. “Over 1000 members joined the MK Bruce Lee Group on Facebook within two weeks after we launched the fan site. We are very excited about launching this unique brand extension where there is clearly a gap for an innovative and unique magazine with a specific focus on music, the shared passion of our target audience,” said Viljoen.

    The quarterly magazine, with an initial print run of 5000, will be distributed exclusively at selected Musica stores from 11 August 2008 for R39.95.

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