Primary ResearchFor our primary research we decided to conduct a ‘vox pop’where asked questions to various different age ranges and bothgenders. This research gave us a clearer perspective on who ourtarget audience is and finding out what they look for in analternative pop music video.
Primary ResearchRESULTS LIKE ALTERNATIVE POP DIS LIKE ALTERNATIVE POP9-12 NO YES13-15 NO YES16-21 YES NO21+ NO YES
Primary ResearchWe also conducted a focus group with 17-18 year old girls. Wediscussed what music video types they enjoyed and also whatgenre they like. We spoke about alternative pop as it’s the genrewe chose for our music video, we then asked questions aboutwhat they would expect to see in an alternative pop music video;for example, clothing, location and editing. We also asked whatour focus group like to do in their spare time, their interests andalso their style and where they are most likely to shop for clothes.
Our Findings…From our primary research we discovered that the most popular age group that likealternative pop was between 16 and 21. We found that this age range enjoyedsocialising in their spare time, listening to and watching music videos and also enjoysport. We also found out that this age range are influenced by what artists wear intheir music videos. What’s more, we discovered that the age group consume musicvideos via music channels on the TV and YouTube, but the most popular way ofviewing music videos is on YouTube. It was clear that people in the 16-21 age rangeknew what codes and conventions to expect in alternative pop music videos, suchas young fashionable people.It was clear to us that people under 13 and over 21 do not tend to enjoy alternativepop music videos, in fact, the majority of the 21+ group did not even know what itwas!
Secondary ResearchFor our secondary research we looked on music websites such asMTV, and we then had a look at the reviews within the genre ofalternative pop. The MTV website gave us information on Delilahand her record label, this allowed us to research into recordlabels which have signed alternative pop artists. Such as, AtlanticRecords, HyperDub Records and SyCo Music.
Secondary ResearchFor our secondary research we also looked into the different record companies who workwith alternative pop artists. We discovered that Atlantic Records have signed the likes ofMarina And The Diamonds, Lykke Li and Christina Perri; which are all popular artists ofAlternative pop. We also found that Delilah was originally signed to HyperDub thenTransferred to Atlantic Records. The famous record label ‘SyCo Music’ founded by SimonCowell has signed very popular artists such as Labrinth.
Secondary ResearchAfter researching into different record labels which all have artists of alternative pop, wethought we would go further into research and compare an artist withDelilah, to see what similarities and differences they have. As you can see from the imagesbelow they both have similar styles: sharing the same fashion set of unique and stylish. Afterlooking at their music videos the both use similar camera shots such as close ups and extremeclose ups. The only difference of between these artists is the niche of music, but there targetaudience is very a like.
Our Findings…Our findings from our secondary researchAtlantic records – x3 record companies who work with alternative pop artists= writeabout what type of companies your genre works with and who your artist wouldwork with?Link with primary research- locations and areas of which your TA belong to- mapsearch and print screenLink to primary- fashion/interests- cloths websites and find outfits of what your TAwould look like.
Secondary Research -Location and Areas of our Target AudienceOn the next slide you will see several mapsearches of where we would find our targetaudience ….
As you can see, we have focused on areas that are the mostpopular with our target audience, for example, shopping areasand food restaurants. We found this information out fromlooking at our primary research; the vox pop and our focusgroup.We also found out that the most popular locations of ourtarget audience are mainly based in London, as there areplaces that our audience enjoy such as Oxford Street and clubs,and also based in big towns such as Reading and Windsor.
Primary Research –What our target audience would look likeWe found out that our target audience would be between the ages of 16 and 21, who followthe latest trends and fashion. The genre of our music portrays an image of unique style andthat taking a risk with fashion is positive. Our target group would be inspired by artists andtheir style, so we researched into our target audience and imagined them to wear things thatare big and bold or brightly patterned with big jewellery/hair and bright makeup to stand outfrom the crowd. →