An analysis of the results we received from the surveys that were filled in by audience members.

1. Audience research analysis
(Surveys)
By Abbi, Holly, Charlie and Joni.

2. MUSIC VIDEO- Audience research.
As shown, almost 70% of the
participants were female. This
could be slightly biased as the
survey was sent out to other
students, friends and family
therefore the gender ratio
within those social groups could
be imbalanced, as it was based
on who we knew- therefore this
won’t accurately reflect the
larger population. So this must
be considered. To improve the
structure of this question, we
could’ve opened it up to a larger
audience by including the
option of Transgender and/or
‘prefer not to say’.

3. 100% of the audience identified as between the ages of
15-24. This is a more accurate representation of the larger
population as the younger generations have grown up
with music videos and are more likely to have the time to
watch music videos compared to older generations who
have more responsibilities and less time to offer to
watching music videos. Furthermore if they haven’t grown
up with music videos it is unlikely that they’d seek to
spend any spare time watching them today.
Younger target audience means that the video will have to
remain current and applicable to them and in some ways
reflect their lifestyle.

4. Almost 70% of participants preferred a narrative
based music video. Although we cannot accurately
distinguish which gender prefers which, its safe to
make the assumption based on previous results that it
was the girls who preferred a narrative and the boys a
performance. Yet we can’t be certain. Using these
results a mix of narrative and performance will be
used within the video to acquire to the tastes of the
target audience. Yes, performance did receive
significantly less votes but there is still a significant
percentage of almost 40% who prefer performance.
Thus, it must be considered when it comes to
production. The question’s layout has been executed
well as it gives a definition of performance and
narrative so that the target audience can answer the
question without hesitation over language.

5. Again the results of the question reflect those
of previous questions. The majority preferred
the artists to star in the video. This applies to
Goodwin’s theory as star persona is identified
as a convention of a great music video. In the
production of our music video, we will use the
artists to back up our research and theories
within media. We will also use actors who will
work to build the narrative aspect of the video.

6. Smart phones over the previous years have taken over
and changed the way we view moving image. Its
influence is apparent from the results of this question as
its current and appeals to a young target audience.
Taking this information the video will only be available
on mobile devices which includes the tablet allowing us
to directly reach our target audience. Furthermore, in
reality distribution companies save money by only
distributing on platforms that each target audience
utilises. This question could be better if we left an
option to define ‘Other’ as that now means we have
potentially missed out on reaching some of our target
audience on the devices they utilise to watch music
videos. This isn’t good as it means we have lost views on
the video.

7. It could be said that the audience chose
this response as one tool the
music/film industry uses to provide an
escapism for the audience members.
However this doesn’t necessarily mean
viewers want to be transported into an
alien world for example. The video
could be inspired by present time
reality except it lacks the mundane,
boring or frustrating problems of
preparing for exams at school, falling
out with friends or doing homework
etc. Plus there is only a slight difference
in percentage (around 13%) between
resemblance of real life and not. So
some aspects of reality that are
appealing e.g. being with friends,
laughing or watching tv etc, could be
included within the video.

8. The results from this question aren’t as promising
as we’d want them to be as the majority of the
audience said that they watch music videos
‘Every few weeks’. This could mean that the
audience aren’t as interested in watching a video
as they are at listening to a song. However, it
could instead reveal how frequently music videos
are published and distributed to the public, so for
example music videos could have a trend of being
released every month. For the purposes of our
project we will aim to release the video at either
the start or the end of the month so that we can
see it progress in viewing throughout the month
as according to our research the videos will gain
more views as the weeks progress.

9. Results show how the target audience prefer
music videos to be around 3-4 mins long. This
follows convention as that is typically how long
music videos tend to be as they’re equivalent
to the length of the song. Saying this it would
mean that 2 mins would just be too short for
the song. The option of having a video over 5
mins was put into place as today some music
videos have almost turned into borderline-
short films with beginning prologue scenes and
endings without the song playing if the
narrative continues past the song length. As
shown this was completely unfavoured by our
target audience therefore we will not be
considering it as an appropriate length for our
music video.

10. Every member of the target audience
wanted to feel a positive emotion within
themselves after watching the video. In
particular they wanted to feel empowered
which tells us that the narrative within the
video needs to cause the audience to
embody this emotion. Some responded
with ‘Other’ and wrote that they wanted to
feel uplifted and energetic which are
similar emotions.

11. CD’S- Audience research.
The following research was conducted to see
what the target audience would like when it
comes to the artists CD and Digipak.
In this questionnaire there was a higher
response rate (19) in comparison to the music
video questionnaire (13). However this didn’t
change the gender of the majority, as it is still
female.

12. When it comes to the design of this album the
front cover will have an artistic design instead of
band image. Although band image did only fall
short of one participant’s vote an artistic design
will instead be utilised. In the alternative genre
an artistic design is often used as a form of
artistic expression, this differs from the
mainstream band imagery as this genre focuses
more on their own music and art rather than
fame or personality.

13. Expectedly the audience preferred a
consistent theme throughout the
artists albums. This is conventional as
artists such as Ed Sheeran, Catfish and
the bottlemen and Drake etc. have
done this. Having a theme aids with
artist familiarity and is visually
appealing.

14. Overwhelmingly 90% of the audience would
want the lyrics to be included in a digipak.
Lyrics in a digipak allows the audience to learn
the songs on the album quicker so that they
can sing, rap or talk along for example.
Therefore the lyrics to the song will be
included in our digipak.

15. The response from this question shows that a mixture
of bright and pastel colours would be best for the
covers on the CD. This does reflect the gender of the
target audience as traditionally girls tend to prefer
bright or pastels however general. Using brighter
colours is more likely to draw in the naked eye. Dark
colours and grayscale is great for adding mystery and
dimension but those colours used heavily are
traditionally seen in Rock, Rap and Screamo album
covers.

16. The audience were given the opportunity to give
a written response and the majority agreed that
online content should be included within the
digipak. This reflects the age of the target
audience, as it is a young one. They have the
ability to utilise E-media efficiently as the
everchanging technology they have grown up
with predominantly uses the internet and so they
have learnt to navigate it. Online content could
include things such as a websites and social
media links for example….

17. …The screenshot to the left continues to show the
responses to Q6. Some audience members express that
they enjoy ‘memes…behind the scenes and downloads’ as
part of online content. We could take this and apply it to
our Digipak as we now have examples of what they’d like
to see as online content.