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Mary Lawson
 Are you male or female?
The majority of our sample were females, this is going to be the target audience
for our music video so it is helpful that the answers we got were from mainly girls,
however it is awful useful that we have a few boys that answered our
questionnaire because we can see if we should market our video to boys as well.
What is your age?
The ages of our participant varied, however the majority were under 18 which is
our target audience
What is your employment status?
None of the participants were unemployed which means that we can say that our
target audience will be in the social demographic scale set E. We would be aiming
for band D as our target audience will either be in full time education or part time/
full-time jobs.
What is your favourite genre of music?
Peoples favourite genre was again varied, however imdi/alternative was the
most popular, closely followed by pop. From this we can conclude that our
song choice should be indi, however it should also be a relatively well known
song, just like a pop song would be.
Do you listen to music to make you feel a certain way?
The majority of our sample said that they do listen to music to make the feel a
certain way, this means we need to take time in thinking about our music
choice and we need to decide whether we want to make our audiences feel
happy, emotional, excited, etg.
What is your favourite music video and why?
Much to our surprise, a lot of our participants picked the same video "Robbers-
1975" it is essential, therefore, that we watch this video and take elements
from it. For those participants who chose this music video as their favourite,
they also said that they enjoyed the visual effects, from this we may be able to
decide which lighting or special effects we will bring in to our own video.
Do you prefer a music video to tell a story or just to entertain?
This next question was almost 50/50, from this we could say that in order to
listen to both responses, we should include an entertaining narrative in our
Would you be offended by themes mirroring drug and alcohol
abuse?
The majority of the participants said that they would not be offended
by references to alcohol and drug absuse and so it is clear that we
can indeed include this in our video.
How do you view music videos?
Youtube was the most popular opinion for this question, this gives us
a good idea as to how we could distribute our video to our audience.
Do you like when music videos have a serious message?
This question was again nearly 50/50, we need to take both
responses into consideration. We could put a serious message in
the video but make it more symbolic, so that there is not direct
reference to the underlying message.
Do you like dance routines in music videos?
'Yes' got the most votes, however we do not feel it would fit with our
theme of music video and so we are going to discount this question.
Would you prefer the music video to be a filmed handheld (Vlog) or
by a camera person?
Our sample said that they preferred the video to be shot handheld, this is
what our idea was centred around and so it is good to see that our
audiences would enjoy the idea.
Do you prefer music videos to be upbeat and exciting or slow
paced?
Upbeat and exciting was the most popular opinion here, this is good as
our theme was adolescence and youth, which we want to portray as
being an exciting time.
Do you enjoy music videos with special effects?
People do enjoy watching videos with special effects, therefore our idea
of using the emojis in editing to symbolise the youth of today would be
appealing to our audience.
Which device do you use to watch music videos on the most?
People watch music videos on lots of different devises, therefore we do
not need to cater towards one particular platform.
How do you feel about controversial music videos
(Lady GaGa)?
Our participants did not seem to be phased by
controversial music videos, some said they loved them,
others said they weren't bothered either way. This means
we can put in some controversial themes and know that
our audiences will be OK to watch them.
Do you prefer to listen to music on its own or whilst
watching the video?
The majority of our participants said they like to listen to
the music just on its own, this shows us even more that it
is important to make the narrative compelling and eye
catching, so that the audience do not get bored and just
listen to the music.
What colour schemes do you prefer for the music
videos?
The two most popular answers here were bright and
colourful and also a mixture of both light and dark. From
this we know not to use dark lighting at all times, perhaps
we could have an overall bright theme but then use darker
tones to connote emotion.
How often do you watch music videos?
Our audiences seem to watch music videos quite often, this
means we need to make our music video stand out from others
that are already out there.
Would you watch a music video based on stereotypical
youth or and adolescence?
The six people that said no to this question were of the older
generation and so we can exclude them from the overall
conclusion that our target population would be ok with
watching a video which focuses on youth and adolescence.

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Targeting Youth: Insights for an Indie Music Video

  • 2.  Are you male or female? The majority of our sample were females, this is going to be the target audience for our music video so it is helpful that the answers we got were from mainly girls, however it is awful useful that we have a few boys that answered our questionnaire because we can see if we should market our video to boys as well. What is your age? The ages of our participant varied, however the majority were under 18 which is our target audience What is your employment status? None of the participants were unemployed which means that we can say that our target audience will be in the social demographic scale set E. We would be aiming for band D as our target audience will either be in full time education or part time/ full-time jobs.
  • 3. What is your favourite genre of music? Peoples favourite genre was again varied, however imdi/alternative was the most popular, closely followed by pop. From this we can conclude that our song choice should be indi, however it should also be a relatively well known song, just like a pop song would be. Do you listen to music to make you feel a certain way? The majority of our sample said that they do listen to music to make the feel a certain way, this means we need to take time in thinking about our music choice and we need to decide whether we want to make our audiences feel happy, emotional, excited, etg. What is your favourite music video and why? Much to our surprise, a lot of our participants picked the same video "Robbers- 1975" it is essential, therefore, that we watch this video and take elements from it. For those participants who chose this music video as their favourite, they also said that they enjoyed the visual effects, from this we may be able to decide which lighting or special effects we will bring in to our own video. Do you prefer a music video to tell a story or just to entertain? This next question was almost 50/50, from this we could say that in order to listen to both responses, we should include an entertaining narrative in our
  • 4. Would you be offended by themes mirroring drug and alcohol abuse? The majority of the participants said that they would not be offended by references to alcohol and drug absuse and so it is clear that we can indeed include this in our video. How do you view music videos? Youtube was the most popular opinion for this question, this gives us a good idea as to how we could distribute our video to our audience. Do you like when music videos have a serious message? This question was again nearly 50/50, we need to take both responses into consideration. We could put a serious message in the video but make it more symbolic, so that there is not direct reference to the underlying message. Do you like dance routines in music videos? 'Yes' got the most votes, however we do not feel it would fit with our theme of music video and so we are going to discount this question.
  • 5. Would you prefer the music video to be a filmed handheld (Vlog) or by a camera person? Our sample said that they preferred the video to be shot handheld, this is what our idea was centred around and so it is good to see that our audiences would enjoy the idea. Do you prefer music videos to be upbeat and exciting or slow paced? Upbeat and exciting was the most popular opinion here, this is good as our theme was adolescence and youth, which we want to portray as being an exciting time. Do you enjoy music videos with special effects? People do enjoy watching videos with special effects, therefore our idea of using the emojis in editing to symbolise the youth of today would be appealing to our audience. Which device do you use to watch music videos on the most? People watch music videos on lots of different devises, therefore we do not need to cater towards one particular platform.
  • 6. How do you feel about controversial music videos (Lady GaGa)? Our participants did not seem to be phased by controversial music videos, some said they loved them, others said they weren't bothered either way. This means we can put in some controversial themes and know that our audiences will be OK to watch them. Do you prefer to listen to music on its own or whilst watching the video? The majority of our participants said they like to listen to the music just on its own, this shows us even more that it is important to make the narrative compelling and eye catching, so that the audience do not get bored and just listen to the music. What colour schemes do you prefer for the music videos? The two most popular answers here were bright and colourful and also a mixture of both light and dark. From this we know not to use dark lighting at all times, perhaps we could have an overall bright theme but then use darker tones to connote emotion.
  • 7. How often do you watch music videos? Our audiences seem to watch music videos quite often, this means we need to make our music video stand out from others that are already out there. Would you watch a music video based on stereotypical youth or and adolescence? The six people that said no to this question were of the older generation and so we can exclude them from the overall conclusion that our target population would be ok with watching a video which focuses on youth and adolescence.