MOSCOW NIGHTLIFE MEDIA / FIRST ASSIGNMENT
MEDIA GOALS
To explore nocturnal Moscow through its people, places, events, and visual culture.«Moscow After 10» will showcase the city at the moment when the conventional daily rhythm concludes and something else begins.
MEDIA THEMES
The focus is not only on current events and recommendations but also on the stories of people, observations, and research that help view nocturnal Moscow as an independent part of urban culture.Everything will be here: fashion, parties, music, flowers, cinema, places—a lot of visuals.
COMPETITORS
CONTEST CRITERIA
To begin, I would highlight six main criteria:
- Expertise—how deeply the media actually explores nightlife, rather than just publishing flyers and general recommendations.2. Locality—how well the media knows Moscow specifically: the places, communities, clubs, and bars that shape the city’s nightlife.3. People—does the media feature the protagonists of Moscow’s nightlife—DJs, artists, bartenders, photographers, designers, and regular attendees?4. Visuals—photography, video, typography, and art direction. Especially—the ability to convey that distinct feeling of Moscow at night.5. Tone of Voice—how recognizable the media’s voice is: observant, ironic, friendly, or provocative.6. Authorial Stance—does the media possess its own perspective and the ability not only to inform but also to shape ideas about what is interesting.
|The Village|
1. Expertise
★★★★☆ Deeply engages with urban life, though nightlife is only one focus within its media coverage.
2. Locality
★★★☆☆ Moscow used to be a key subject of study; now, the focus has shifted, with the media concentrating more on Tbilisi, Yerevan, Belgrade, and Istanbul.
3. People
★★★★★ Strong attention paid to the heroes of the urban scene, local communities, and their stories.
4. Visuals
★★★★★ Distinctive editorial photography, reportage, and modern visual style.
5. Tone of voice
★★★★☆ Lively, contemporary, and informed; it blends journalistic presentation with informal language.
6. Editorial Stance
★★★★★ A pronounced editorial perspective on the city and its evolution.
|Time Out Moscow|
1. Expertise
★★★★☆ Strong work with restaurants, bars, clubs, and events, but the main focus is leisure in general.
2. Locality
★★★★★ Strongly oriented toward specific locations, events, and Moscow routes.
3. People
★★☆☆☆ There are figures present, but the main emphasis is on places, events, and recommendations.
4. Visuals
★★★☆☆ Bright digital visuals, photographs of places and events, and content adaptation for various formats, but not trendy.
5. Tone of Voice
★★★★☆ Friendly, practical, and expert; focused on quick information retrieval.
6. Authorial Stance
★★★☆☆ An authorial assessment is present, but the media largely serves a navigational function.
|Dog.ru|
1. Expertise
★★★★☆ Works well with parties, restaurants, cultural events, and the urban scene.
2. Local Presence
★★★★★ Strong connection to the Moscow cultural and social scene.
3. People
★★★★★ One of the main elements of the media—the characters: designers, artists, musicians, entrepreneurs, and representatives of the cultural scene.
4. Visuals
★★★★★ Pronounced fashion visuals, professional photography, portraits, and art direction—super.
5. Tone of Voice
★★★★☆ Social, confident, occasionally provocative, and oriented toward a cultural audience.
6. Authorial Stance
★★★★★ Distinct perspective on fashion, culture, people, and urban life.
|First Night Out|
1. Expertise
★★★★★ Nightlife is a core media theme: clubs, parties, concerts, and other events.
2. Local Knowledge
★★★★☆ Possesses strong orientation within the Moscow club scene.
3. People
★★★★☆ Works with participants in the nightlife scene—artists, organizers, and party attendees.
4. Visuals
★★★☆☆ Reportage coverage from parties, club aesthetic.
5. Tone of Voice
★★★★★ Informal, energetic, conversational—directly aimed at an audience that lives a nightlife lifestyle.
6. Authorial Stance
★★★☆☆ Personal perspective is primarily conveyed through event selection and recommendations, rather than deep investigative work.
DISTRIBUTION CHANNELS
Competitor | Digital | Social Media | Video | Print | Events | Retail |
The Village ✓✓✓-✓-
Time Out Moscow ✓✓✓---
Sobaka.ru ✓✓✓✓✓-
First Night ✓✓✓-✓-
OUR DISTRIBUTION CHANNELS
AFTER 10 ✓✓✓-✓-
Target Audience
Our primary target audience is young adults aged 18–30 living in Moscow and actively engaging with the city’s cultural and nightlife scene. They are interested in venues, events, people, music, fashion, and the city’s visual landscape. These are professionals from the creative industries with above-average incomes. They value unique perspectives, visual language, and intellectual context.
Character Example:
Max, 23, stylist.He lives in Moscow, just graduated from university, and works on shoots for local brands and private clients. His workday rarely ends on schedule: after a shoot, he might attend the opening of some brand’s new boutique, meet friends at a bar, or find himself at a party he heard about just a couple of hours earlier.Max is constantly immersed in the creative environment. He keeps track of fashion, music, photography, brands, and the people shaping the Moscow scene. He is interested not only in what is happening in the city but also who is behind it, where interesting people gather, and which venues are becoming new focal points for forging valuable connections.He is not looking for standard lists like, «where to go out at night.» Atmosphere, people, visual context, and the feeling of discovery are what matter to him. He might save an interesting place for himself, send it to a friend, or use it as a reference for his next shoot.
UVP
We don’t just tell you where to go tonight. We explore what happens in Moscow after 10 PM—who shapes its nightlife, which places and communities become points of friction, and how the city’s fashion, music, and visual culture evolve.Our media weight lies in our authorial perspective and personal stance on nightlife in Moscow: through people, venues, interviews, reports, and visual stories, we compile a current portrait of the city and preserve what usually exists for only a few hours—the atmosphere, the people, and the moments of cool urban life.«AFTER 10» is a relevant, local, visual, non-obvious, and boldly irreverent media outlet about a city that transforms once the clock strikes ten.