cutting-edge music, lifestyle & club culture...

CUTTING-EDGE MUSIC, LIFESTYLE & CLUB CULTURE IN THE EMIRATES

2017

M E D I A P R E S E N T A T I O N

ABO

UT

Hype is at the heart of the region’s rapidly developing sub-culture. It’s the voice of a generation of young adults clued-up on music, clubbing, fashion, sport and living life outside the box. It’s as forward thinking as its readers, a one-stop shop for music and lifestyle adventurists. It’s your mate in the know about all things cool and cutting-edge – from the best club night on any given weekend to the latest adrenalin-pumping experience.

A regional magazine, Hype’s unique poster covers regularly gain international recognition from Cover Junkie and Gym Class, two online sites dedicated to sharing creative design.

With a ‘try anything once’ attitude, the Hype reader loves having fun but is also aware of global issues. The Hype reader pays more attention to someone’s interests than their nationality.

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The Hype reader is a global citizen who calls the UAE home: they’ve made a network of friends around the world by travelling to clubs, festivals and events wherever their desire and budget takes them.

The Hype reader has a high disposable income and high propensity to spend it on nights out/culinary adventures/clothes/music/gadgets/travel

We like to think we know you lovely lot already – after all, we bump into a fair few of you when we’re bouncing around from club to festival. But the results of our first readership survey gives us the most detailed picture ever of Hype readers and your habits. These are our findings…

Our first Hype readership survey helps us get closer to you

YOUR NATIONALITY IS… STAYING POWER

GENDER

AGE

55% European

15% Indian

12% Arab

08% others

46% Male

54% Female

10% Asian

ABOUT YOU

It’s this melting pot of nationalities and cultures that makes Dubai such

an exciting place to live!

We always knew that 30 was the new 20 and 40 the new 30!

59% of you have lived in the UAE for over five years

33% Dhs15,000 to 20,000

40% Dhs20,000 to 30,000

82% of you are aged 21 to 40

YOUR WAGE BRACKET

Dhs 19%

Dhs10,000 to 15,000

8% Over

Dhs30,000

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OFF OUT Going out is the new staying in! 89 per cent of you hit a bar or club between one and three times a week. You’re social butterflies!

89%

59%

When it comes to spending on a night out, 59 per cent of

you part with between Dhs500 and Dhs1,500. You like to have

a good time. Obviously.

Dhs500

Dhs1,500

GOOD TIMES

TUNED IN

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CALL MEYour favourite phone brand

Apple59%

BlackBerry2%

Samsung28%

Huawei2%

HTC3%

LG1% 1%

Lenovo

Other4%

How often do you replace your phone?

Eve

ry s

ix

mo

nth

s o

r le

ss

Six

mo

nth

s to

on

e y

ea

r

On

e t

o

two

ye

ars

Ove

r tw

o

yea

rs

56%

24%19%

1%

The best selling eyewear brand in the world, Ray-Ban is also the most popular sunnies amongst you shady characters

SHADY DEALSYour favourite brand of sunglasses

Police: 6% Ray-Ban: 46%Versace: 3%Oakley: 8%

Tom Ford: 8%

Gucci: 8% Prada: 5%Armani: 3%

Ralph Lauren: 3%Others: 10%

CLOSE UP

CLOSE UP

KEEPING TIME

Your favourite watch brand

CasioMichael Kors

Swatch

Tissot

Tag

He

uer C

alvin Klein

Om

ega

Cartier

Role

x

Others

DKNY

Armani

8% 14

%

8%

8%

12%

6%

6%

6%

4%

8%

8%

12%

TECH GEEKS

of you spend between Dhs200

and Dhs750 on gadgets per month

68%

BIG SCREEN

of you go to the cinema once or more per month

72%

KEY NOTESWhat type of laptop do you own?

Len

ovo

Oth

er

HP

Sam

sun

g

6% 35% 8% 17% 11%23%

Ap

ple

M

ac

De

ll

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CLOSE UP

Adidas: 37%Puma: 13%Reebok: 8%Vans: 6%

Nike: 19%Converse: 10%Other: 7%

You’re a bunch of sneaker freaks!

COMFORTZONE

Your favourite sneaker brand

Which type of clothes do you wear?

NICE THREADS

You don’t need a designer label to make you look and feel good.

Where do you pick up Hype?

READING HABITS

Gym Alcohol Outlet Café22% 8%

Bar14% 33%

Club13%

Beach Bar10%

BMW 4%

Ford 12% Chevrolet 7%

Lexus 2%Mercedes 5%

Suzuki 5%

Kia 7% Audi 4%

Toyota 17%

Nissan 14%

Honda 9% Other

Don’t drive

9%

5%

GET YOUR MOTOR RUNNINGYou drive a…

De

sign

er

20%

Ind

ep

en

de

nt

De

sign

er

29%

Hig

h S

tre

et

51%

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Hype provides greater opportunities for advertisers to tap into the youth/street scene to reach their target audience.

USP

There is no other magazine in the region as dedicated to supporting the region’s rapidly emerging and helping its development.

LIFE

STYL

E

Hype readers indulge in their passions. In the morning they’ll hit the gym or the beach for a spot of surfing or wakeboarding. They’re the first to check out cool events like Street Nights, the M1 Shred, Sole DXB, weekend markets and pop-up art galleries. And after dark they’ll head out to hear the best DJs and bands in town.

Hype keeps readers informed of the best things to see and places to be seen from morning till night.

FASH

ION

Hype’s fashion contributors – a pool of hipsters and budding young designers – make sure readers know how to be bang on trend regardless of budget.

Hype’s style pages recommend everything from the coolest wardrobe staples to more aspirational – but not unobtainable – garments. 40 #103 HYPE | 25 october - 31 october 2015

STYLESTYLE

FASH ION F IXES

Update your wardrobe and see the worldTRAVEL TIPS

with LESLEY WRIGHT Fashion on rotation with: Danny Kwang, Charlotte Van Wesseldine, Dominic

Beesley, Lesley Wright and Cindy Reframe

Wade

◆ Coffee culture takes on a new meaning at American Eagle Outfitters next month. The new Denim Flex Café and Denim Café X collections

take AEO’s best-selling jeans and infuses them with recycled coffee grounds – the benefits of which are rather surprising. Since coffee grounds have a

natural deodorising quality, Denim Café jeans will ward off smells and help keep your pants going for a few extra wears. You won’t even smell like you’ve spilt coffee

on yourself, as the coffee grounds have been treated to remove the fragrant components. Available in stores across the Middle East from November 12.

NY Times 36 Hours in USA & Canada BookDhs142, asos.comThis cloth-bound illustrative travel guide to 150 destinations in the USA and Canada, as featured in The New York Times’ 36 Hours column, is brimming with pictures, maps, illustrations and advice, and would look great on your bookshelf.

STYLE

Union Jack Satchel by ZatchelDhs338, namshi.comOn sale at almost half its original price, this retro cool leather satchel flies the flag for Blighty, while its spacious main compartment with flap-over closure and front pocket offer ample space for your belongings.

Frankie Morello Short DressDhs947, yoox.comThis cute and colourful jersey cotton dress with lace detail on the sleeves makes a nod to London, Rome, New York, Paris and Miami. Dress down with gold sandals for a daytime look or dress up with heels for a night on the town.

TRAVEL TIPS

NY Times 36 Hours in USA & Canada Book

150 destinations in the USA and Canada, as

Sixpack Tourist TeeDhs125, westlaboutique.comOooh la la! Here’s a street-wise way to get to grips with the most iconic landmark in Paris.

New Era DXB Snap Back CapDhs195, namshi.comLet living in Dubai go to your head with this soft cotton gold tone flat peak cap. We love the embroidered DXB logo on the front.

BACKSPIN

Hype_103.P40-41_Style.indd 40 10/21/15 1:39 PM

4125 october - 31 october 2015 | HYPE #103

PEGGED

◆ British label Fred Perry and streetwear mainstay Stussy have joined forces again for a new capsule collection of co-branded short- and long-sleeved

polos and jackets, with tagging from each brand. Find the collaborative pieces in Fred Perry stores in Dubai and Abu Dhabi now.

GO GLAM!

How did the idea originate?A significant part of the growth came from a small hair and make-up stand that I started at Groove On The Grass festival two years ago. It was the perfect environment to get really creative, offering guests party looks for the night that were expressive and fun. Who is behind it?I developed the concept myself with a team of very excited, passionate artists who loved the idea and joined the team immediately. We all come from extensive global experience in the events, fashion and beauty industries. What does Glam Bar offer?We offer a full range of styling solutions. Our focus is event styling, private location visits and a stand at celebrations, events and festivals. We also specialise in hair and make-up for film and TV.Glam Bar will be at the Hype Village at Party In The Park. What will you be doing there?We’ll be doing our festival pop-up stand, which focuses on dazzling ‘Glam To Go’ eye make-up and body painting. Our body art specialist Bekka will be doing decorative body accessories and eye-catching glitter designs for both the male and female guests. You seem to have the mobile aspect covered. Any plans to open a physical Glam Bar soon? Yes. We’re opening very soon in J3 Mall, Al Wasl Road, Umm Seqeim 2, Dubai.A friend’s birthday is coming up. What would make a nice birthday gift from Glam Bar?Well, there are gift vouchers or you could treat your friend to a full styling experience in the comfort of her own home. Our birthday celebration stand, which we decorate to complement the theme any event, would also give all party guests the full Glam Bar pampering experience to keep them going into the night.

Find Glam Bar Dubai on Facebook and at glambardubai.com.

Glam Bar is the UAE’S �rst 24-hour luxury hair and make-up service provider focusing on events,

celebrations and private services. We asked founder Alexis Katerina to spill the beans

Anerkjendt Sergio TeeDhs120, westlaboutique.comBe a world traveller without breaking the bank in this cool T-shirt. You can pinpoint Dubai too, to those whose geography is a little off.

Tatty Devine London Bus NecklaceDhs176, tattydevine.com

Laser cut in red and black Perspex with

hand inked lettering, this miniature Tatty Devine Routemaster bus will really take you places.

Cheapo Vintage World WatchDhs270, namshi.com

Of Swedish design, with Japanese triple arm movement and leather strap, this timepiece boasts a round silver dial with

world print map.boasts a round silver dial with

world print map.

Orlebar Brown Almada Traveller Printed SwimsuitDhs1,200, net-a-porter.com

A lovely day at a beach club deserves beautiful swimwear to go with it. This high-cut leg and low-

scooped back costume is printed with an image of artist Mario Borgoni’s 1935 travel poster promoting

Eff D’Hey, in Nice.


B A C K S P I NS T Y L E | G A D G E T S | P A P P E D | H O T S P O T S | G R U M P Y O L D R A V E R

3706 december - 12 december 2015 | HYPE #109

NAME: RashwanFROM: Egypt OCCUPATION: Fashion stylist and visual merchandise manager for Marks & Spencer DubaiSPOTTED AT: Fashion Forward, Souk Madinat Jumeirah, DubaiWEARING: A denim vest by H&M that I customised, and my bag and shoes are from Zara.WHAT MY LOOK SAYS ABOUT ME: I believe in a ‘dapper’ look for men and a ‘swag’ style for younger ones. The thing I really work on is creating my own personal touches on a variety of different brands and putting customised finishes on everything.

EYE-CATCHING

WANTED! This issue’s

must-haves…

01Canada Goose

Puffa VestDhs1,395

Salam Department Store,Wafi Mall, Dubai

03North Face Base

Camp DuffelDhs495

thenorthface.com

02NYC Snapback Baseball Cap

Dhs65loehmanns.com

must-haves…

01


THE

HYP

E TE

AM

We’re proud to call some of the most creative minds – and colourful characters – in the region Hype contributors. From all corners of the globe, we’re a multi-national team championing what we truly believe in.

The Hype team lives and breathes music and sub-culture. Our team of writers is at the forefront of their respective fields – playing music, making music, style, surfing, skateboarding, graffiti art, street art and so much more.

The Boxtones band

Steffi Bow, street artist

EVEN

TSHype doesn’t just talk about the UAE’s sub-culture – we get involved!

The Hype Music & Nightlife Awards recognise the people and places that bring the region alive after dark; those who put their heart and soul into pushing the scene forward; those who’ve created amazing events and experiences – regardless of budget.

Across 21 categories, the Hype Awards give a true reflection of what’s really going on in the UAE after dark. Open to the public, it is also a rare opportunity for the region’s music industry to come together.

THE HYPE MUSIC & NIGHTLIFE AWARDS

SPONSORSHIP OPPORTUNITIES AVAILABLE ON REQUEST

“The Hype Awards is one of those rare occasions when us folks

that make people happy at the weekend actually get the

chance to see each other and celebrate .the scene we helped

build. Nice to see some curveball wins too.” Safe Smoking, (DJ)

“To be recognised as the Best

Club in Dubai is an absolute

honour and winning not”

one but two Hype awards is

simply incredible! This is the

third year we’ve won the

Best Urban Night for Hip-Hop

Chic, and taking home Best

Club was just the cherry on

top The Awards were great,

and celebrating the wins with

the team was brilliant. Thanks

Hype for putting on such a

fantastic event.”

Richard Jenman, (Cirque Le Soir)

“By far one of my favourite dates in the nightlife calendar, the Hype

Awards never” disappoints. The bonus is getting to hang out with

friends from all over the industry without having to dart off for gigs”

Marko Smokingroove, (DJ and Shibuya promoter)

EVEN

TSHYPE ARENA AND HYPE VILLAGE AT PARTY IN THE PARK

SPONSORSHIP OPPORTUNITIES AVAILABLE ON REQUEST

“It’s not often that most of Dubai’s

DJs are in the same arena. The

whole event was awesome and

the vibe was great. We need more

of this, for sure!” (Haidz, DJ)

“A stellar event all round; the

Hype Clubhouse was on fire.

Dubai benefitted greatly from

this. More of the same, please!”

(Marko Smokingroove, DJ)

What’s On Party In The Park – one of the city’s favourite all-day events – returns for a fourth year to Dubai Media City.

The hotly anticipated festival combines music – with three international artists, and multiple stages – with entertainment, artisan markets, food and drink and even a brunch deck.

The Hype Clubhouse and Hype Village created a festival within a festival – a magnet for the region’s coolest urban culture junkies. Hype brought together ten clubs, 19 DJs, three MCs, a b-boy crew, BMX-ers, skaters, a street workout team, cool creative types, graff artists and quirky artisans for an incredible trail-blazing event that became many people’s highlight of the year.

“Please make this more than a yearly fixture!

What a great party – from the set-up, to the

vibe, the music and, of course, the people.

Massive pat on the back to the Hype team

from the Audio Tonic crew.” (Mr-Mr, DJ)

“It was too

beautiful! There

was great energy

and smiles from

everyone at the

Hype Clubhouse

and Hype Village.”

(Jixo & Danz, DJs)

FREE DIGITAL DOWNLOAD EDITION WITH BONUS CONTENTC

IRC

ULA

TIO

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20,000 COPIES CIRCULATED EACH WEEK THROUGHOUT THE UAE

A FREE PUBLICATION

Hype partners with the best events in the region for special promotions. Keep your eyes peeled for Hype’s promotions team distributing mags straight into hands at events with substantial footfall like Creamfields festival, Street Nights and Piknic Electronik festival.

SPEC

IAL

PRO

MO

TIO

NS

DIS

TRIB

UTI

ON 01

JEBEL ALI

07

AL BARSHA

08

JUMEIRAH

06

TECOM05

NEW DUBAI

02

JBR

03

DUBAI MARINA

04

MEDIA CITY

09

DOWNTOWN DUBAI

11

DIFC

10

SHEIKH ZAYED ROAD

12

KARAMA

13

BUR DUBAI14

DEIRA

15

MIRDIF

Clubs • Bars • Cafés • Universities • Shops • Gyms • Hotels • Vox Cinemas

DISTRIBUTION POINTS INCLUDE:

01. JEBEL ALI02. JBR03. DUBAI MARINA04. MEDIA CITY

05. NEW DUBAI06. TECOM07. AL BARSHA08. JUMEIRAH

09. DOWNTOWN DUBAI10. SHEIKH ZAYED ROAD11. DIFC12. KARAMA

13. BUR DUBAI14. DEIRA15. MIRDIF

RA

TES

AN

D S

PEC

S

Double Page Spread 7,000Full Page 3,750Half Page 2,750Third Page 2,000Quarter Page 1,500

Premium Positions US$

Inside Front Cover Spread 13,500Outside Back Cover 8,250Inside Front Cover 6,750Page Opposite Contents 6,750Inside Back Cover 6,350

Creative Solutions US$

False Front Cover 18,250Bookmark 11,250Belly Band 10,650Advertorial – Full Page 4,500Advertorial – DPS 8,250

ADVERTISING RATESRegular Positions US$

PDF (Portable Document Format)

The artwork should be a press ready PDF file (version 1.3) generated through Illustrator/Quark Xpress or InDesign, saved on maximum resolution (300 dpi) in actual size with bleed and crop marks

All files must be CMYK format and all black text as over print

For bleed size add 5mm extra on all four sides after trim marks

Image loss in the gutter 3mm either side For full page ads ensure that text is at least

10mm inside from the crop marks If text runs across a DPS please ensure that the text is 10mm away from the gutter on either side

A colour printout of the saved artwork should be sent for reference along with the CD. Colour prints/digital proofs supplied will be used only as a guideline and the advertisements will be reproduced as per the data/specifics supplied on the CD

DIGITAL MEDIA FORMAT

TECHNICAL DATA(mm) W x H

Full Page225 x 296

DPS450 x 296

Half Page(Horizontal)225 x 148

Half Page(Vertical)112 x 296

Quarter Page112 x 148

CANCELLATION POLICY The cancellation notice required for special operations and prime positions is 45 days

The cancellation notice for standard adverts is 30 days

All invoice amounts are exclusive of VAT and shall be paid in full, free of any deductions, withholding taxes, and any other charges including but not limited to bank charges.

Motivate Publishing34th Floor, Media One Tower,Dubai Media City.PO Box 2331, Dubai, UAE

motivatepublishing.com

EDITORIALMark EvansGroup Editor

[email protected](04) 427 3066

Lesley WrightEditor


MARKETINGLiam Varnai-Clarke


CIRCULATIONPrescilla Monteath


SALESValeria Vega

Senior Sales [email protected]

(04) 427 3441(055) 120 6992

PUBLISHERDavid Burke


cutting-edge music, lifestyle & club culture...

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