This document summarizes responses from an audience interview about music preferences and music videos. 4 people were interviewed. Person 1 preferred alternative genres that support underground bands. Person 2 liked indie genres that don't follow conventions. Person 3 enjoyed a combination of pop, hip hop and rap for being upbeat. Regarding music videos, Person 1's favorite was Madonna's "Vogue" for its dance routine. Person 2 enjoyed creative videos from bands like The Wombats. Person 3 cited Major Lazer's "Know Better" for its strong narrative. Most respondents felt reality was more relatable than fantasy and that strong links between audio and visuals could make a video more memorable if not overused. Artists cited as favorites were The Kill

1. Audience interview analysis
What is yourfavoritegenreand why?
Thisquestionwasextremelyimportanttousas we developedandchose agenre to portray andit had
majorinfluence onusas we progressedwiththe narrative of the musicvideo.Itisimportantasit
exploresthe reasonspeopleenjoythe genrestheydo,suchassupportingundergroundbandsas
mentionedbyresponse1.
Person1 mentionedshe enjoyedthe alternative genre,whichincludesbandssuchasImagine Dragons,
PixiesandNirvana.She statedshe enjoyeditbecause she likestosupportundergroundbands.
Person2 saidindie wastheirfavorite genre,whichincludesbandssuchasthe Wombats,The 1975 and
Circawaves.Thiscandidate saidshe enjoyedthisbecauseitdidn’tfollow commonconventionsthat
othergenressuchas pop did.
Person3 saidshe likeda combinationof pop,hiphopandrap because these genreswere always good
at creatinga party, and were alwayssure tobe uplifting.
Whatis yourfavoritemusicvideo and why?
Thisquestionwasalsoquite influential inourdecisionmaking,bylooking atthe videosandreasoning
behindpeoplelikingcertainvideos,we couldfurthertailorourvideoanddigipacktothe audience.
Person1 statedthat theirfavorite videowas‘Vogue’byMadonna,theysaidthattheylikedhow exciting
and active the video was,withafull dance routine.Thismeansthatinour final productionwe could
explore the realmsof choreographyandperhapscreate adance that the fanscouldalso do,adheringto
the usesand gratificationtheoryandbeinginvolved,alsoseeninGoldhabershierarchyof needs.
Person2 saidtheyenjoyedavarietyof differentmusicvideosfrombandssuchas the wombatsas they
were creative anddifferent,whichfurtherimpliesthatouraudience wouldreallyenjoytosee newand
creative ideas,ratherthanjustadheringtostereotypesthroughout.
Similarly,person3arguedthat the Major Laservideofor‘Know nobetter’washer favorite due tothe
strongnarrative,illustratingthatouraudience mayenjoyaclearand easilyfollow-ablestoryline.
Do you prefernarrativeor performance?
Thisquestionwouldhelpusdevelopourstorylineandforma more coherent,watchable video.
Person1 believed narrative wasmore importantinavideoastheybelievedif usedproperly,couldbe
fairlyinfluential asit can carry a strongmessage,ratherthanjustseeinga‘star persona’asdescribedby
Goodwin.
Person2 said performance wasfar more importantastheycan see the bandas if theywere being
watchedlive,offeringandintroducinganotherside tothe bandthanwhatthe audience hadalready
seen.
Conversely,person3statednarrative waspreferable because itofferssignificantdistractions,(Usesand
Gratificationstheory –Escapism) where youdon’thave toworryabout choresor tasks andcan simply
focuson the video.

2. Do you preferrealistic or fantasy videos?
Thisquestionwouldhelpusestablishwhetherwe wanted tofollowarealisticnarrative orsomething
froma fantasygenre.
Person1 and 2 bothansweredstatingrealitywaspreferableasitwasmore relatable tothe audience,
theydo notfeel thata fantasy videorightlydepictstheirlifeandthereforedonotfrequentlyenjoy
watchingsuchvideos.
Person3 howeverarguedthatfantasyvideoswere better,thisisbecause itoffersfurtherescapism,
movingyouto an entirelynew environment.
Do you like links between audio and visuals?
Thisquestionillustratedthe depthtowhichwe neededtoconnectourvideoandaudio,helpingus
developthe storyboardandnarrative toa significantextent.
Person1 arguedthat a stronglinkcan oftenpresentamore memorable andiconicvideo,asdidperson
2, demonstratingthatoften,if usedcorrectlycanbe extremelyeffective.
Person3 suggestedthatthere’snosignificantdifference betweenhavingalinkandnot, showingthat
sometimesthe audience doesn’talwaysfindtheselinksasbeneficial tothe overall video.
Conversely,person4believedthatitcanbe veryeffective,however,if overuseditcanbecome annoying
and overthe top toofrequently.Thismeansthatwhendevelopingourvideo,we will have toensure
that there’snottoomany links,butstill enoughthatit’snoticeable.
Who is yourfavoriteartistand why?
Person1 saidThe Killerswere theirfavoritebecause ithadastrong presence andwasempowering
music,showingthatthispersonenjoysmusicwithemotion,ratherthanpopmusicthatmay not present
any feelings.
Person2 suggestedFickle Friendsweretheirfavorite,thiswasdue tothe uniquenessof theirmusic,
showingthatthispersonvaluesadifferentgenre,ratherthanmainstreamlikeperson 1.
Person3 arguedthat Major Laser was theirfavorite ashe offersalot of audience interactionandhis
musicisalwaysreadyto get a party started.Thisshowsthatshe valuesan excitingandhighenergy
performance.
Person4 statedThe Wombatswere theirfavorite,sincetheywere,similarto2, unique andhadstrong,
goodlyrics,showingthatlike the otherrespondents,theyvaluedastrongemotionportrayedthrough
theirmusic.
Are you likely to invest in an artist afterhaving watched a video?
Person1 statedyes,as longas the musicvideowasgood;suggestingthatthe audience are more than
willingtobecome involvedinanartist,as longas whatthey’re presentingisappealingtothe audience.
Similarly,person2statedyes,butit diddependonthe qualityof the videoagain.
Both person3 and 4 suggestedthattheywouldinvestastheywouldmostlikelywanttoexplore
especiallyif theyenjoyedthe performance providedbythe artist.Thisdemonstratesthe significance of
the video,if the audience are intrigued,theyare more likelytopurchase the album, therefore the music
videowe produce will have totake all of our audience researchintoaccountanddevelopastrongmusic
video.