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Music Videos:Audience Research Survey Brontë Vickery
This shows that Music Videos are currently popular. Whilstnot everyone enjoys watching them, The majority of thepeople asked do, which means that music videos would be aneffective and worthwhile promotion product for a song.
The most popular genre of music among those who we asked was Pop- this is quiteunsurprising as pop music usually dominates the UK charts. RnB was also verypopular, and Indie, Dance and Rock were equally popular in third place. I think thatchoosing a song that combines Pop with another popular genre (such as Indie)would captureboth a mainstream and the niche audience, making it likely for the song to be veryprofitable and popular. However this result may not be totally useful as the question maybe interpreted to mean just the music itself- whilst the person might enjoy the song, it ispossible that they might not like videos with the conventions of that genre.
The majority of those asked said that they like to see the artist on screen as partof the video. I would suggest that this is because they can better relate the videoto the song if the artist is present, and as fans the audience would want to be ableto see and connect with the artist as much as possible. Some artists do however useother actors in their videos for effect, such as Ed Sheeran’s use of Rupert Grintin his “Lego House” video. I think that whilst this helps to tell a story and makethe video more interesting or even humorous, this is a risk and would not be a goodidea for a new up and coming artist to use, as they need to become better known andestablished as an artist.
Most of the audience said that they enjoy videos with astoryline. Many artists use this technique to visuallypresent the story behind the lyrics of their song, helpingwith the audience’s understanding of it. The use of anarrative also makes the video more interesting in manycases.
The majority of those asked said that they enjoy the use ofhumour in a video. I think that this can be effective and addinterest, captivating the audience, however I think that thisis hard to do well and can easily backfire and so would notwant to attempt this as an amateur.
The majority of people asked said they do not enjoy actionsequences in music videos, which I think may be as this woulddetract from the song, and would not be fitting for music ofmany genres. However there is still a fairly highpercentage who do like action sequences so I do not thinkthis should be completely ruled out.
A high percentage of people surveyed said that they like to seedancing in music videos. This is a common aspect of musicvideos, especially in more upbeat songs. I think that this would bebecause in seeing the artist or a crowd of people dancing, theaudience would also want to get up and dance along to thesong, which would likely increase their enjoyment in listening to it.
The responses to this question was quite varied, so I think itwould be hard to appeal to everyone in the audience when itcomes to colour. The majority of people said they would notbe put off by any colour effects in a music video, althoughquite a high percentage do not like the use of sepia.
The majority of people asked said that they prefermusic videos to include shots of more than one location.I think that this improves the pacing of a video andwould make it much more interesting.
Over 60% of the audience felt that a music video candetract from the song itself. With this in mind I think thatit is important not to over-complicate a music video or make ithard to follow, as this would mean the audience would need tofocus on the video rather than the music.
The aspect of a music video that the audience found most distracting is theover use of diegetic sound, which I think often jars with the song, and wouldmean a delay in the introduction of the music, or an interruption. Many alsodisliked the use of actors(which can be confusing), preferring to see theartist themselves. Overly complicated videos were also unpopular, which showsthe importance of keeping the video fairly simple and allowing the music totake centre stage.
The majority of those asked said that they have been influenced tobuy a song after watching it’s music video, which shows that videosdo promote the music. However, 46.2% did not agree, which I thinkshows that the music video is often seen as a side product, somethingthat one would watch to consume the music in addition to simplylistening to the audio version.