The document analyzes results from online surveys about music and music video preferences among different age groups. It finds that respondents aged 16-25 generally prefer indie, pop, and house music and are attracted to visual movement in music videos. Respondents aged 26-35 typically prefer older rock or R&B and look for a narrative and performance mix. Respondents aged 36+ can enjoy any genre and their music video preferences vary more. The results provide guidance on targeting audiences and incorporating preferred music genres and styles into the planned music video.

1. Online Survey
Results Analysis
By Montanna Parris

2. Why?
I created an online survey at the beginning of my research, in order to
get a generalised idea of the types of music, and music videos, people
under different circumstances and with different ages prefer. This is an
important aspect to understand as it will help us with the planning of
our music video. As well as this, the online survey results gave us a
generalised idea of our target audience which is critical when judging
whether our music video will be a success and who it will be for.

3. 16-254 Respondents
3/4 Male
1/4 Female
Income £0 - £10,000
1 POP
1 House
2 Indie
3/4 Narrative and Performance
1/4 Narrative
2 of the 4 respondents voted
‘Indie’ to be their favourite
genre of music. This relates
to our music video as it
shows that generally our
audience would be in the 16
to 25 age group with a low
income.
3 out of the 4 respondents voted
Narrative and Performance over
Narrative alone. This shows that
people ages 16 to 25 are attracted
to visual movement rather than
story telling. This relates to our
music video as we will incorporate
narrative shown through dance.

4. Music Videos that stand out
1. Justin Bieber- Where Are You Now?
2. Justin Timberlake- Suit and Tie
3. Avicii- The Nights
4. Imagine Dragons- Demons
5. Mark Ronson featuring Bruno Mars- Uptown Funk
6. Rita Ora- Poison
7. Michael Jackson- Thriller
8. Paolo Nutini- Scream
9. Imagine Dragons- Radioactive
10. Sia- Elastic Heart
11. Kanye West- 45Seconds
12. Maroon 5- Sugar

6. What have I learnt?
From analysing the results it is clear that our target audience would be
in this age category. As well as this, we will take into consideration that
people in this group also like house and pop music, therefore we will
use some aspects of both genres within our music video so that it will
appeal to the whole category. The music videos that stand out to
people between the age 16 and 25 tend to mainly consist of group or
solo dance, bright colours and singular face shots. This will be
something that we will keep in mind when planning our music video.

7. 3 Respondents
2/3 Female
1/3 Male
2/3 Income £25,000- £40,000
1/3 Income £18,000- £25,000
1 Rock
1 Indie Rock
1 RnB
3 Narrative and Performance

8. Music Videos that stand out
1. Drake featuring Rihanna- Take Care
2. Oasis- Stand By Me
3. Daft Punk- Around The World
4. Radio Head- No Surprises
5. Monarchy- Dancing in the Corner
6. Austria- Raw Taste
7. OSESZA featuring Shy Girls- All We Need

10. What have I learnt?
From analysing the results from the 26 to the 35 year olds it is clear that
generally, they prefer old rock or RnB. However, all of the respondents chose
Narrative and Performance over Narrative alone. This shows that they are
visually stimulated and may enjoy our music video. Also, the music videos;
1. Monarchy- Dancing in the Corner
2. Austria- Raw Taste
Both greatly highlight the said narrative and performance mix which we will
use for inspiration when planning our music video. As well as this, I have
decided that these two videos will be used to influence our dancers when
they are choreographing their piece as they capture the perfect mix.

11. 2 Respondents
Both Male
1 Income £25,000- £40,000
1 Income £41,000- £60,000
Range of genres
1 Narrative and Performance
1 Performance

12. Music Videos that stand out
1. Queen- Bohemian Rhapsody
2. Ultravox- Vienna
3. Peter Gabriel- Games Without Frontiers

14. What have I learnt?
From analysing the results from the 2 respondents in the 36 and overs
group, I was able to compare both against each other. By comparing
them, I have found that the overs category tend to like any sort of
music. For example; respondent #2 likes heavy metal or acoustic. Both
of these genres are completely different, with different conventions.
This shows that adults can like any music when its either mellow or
loud, which supports respondent #1 view that he enjoys any music.
Respondent #1 Respondent #2
Gender Male Male
Income £25,000- £40,000 £41,000- £60,000
Genre Range Heavy Metal or Acoustic
Structure Narrative and Performance Performance

15. The Overall
‘Why’
Uses and Gratifications
Theory
Katz and Blumler

16. ‘We select music not only to fit a
particular mood but also in attempts to
show empowerment or other socially
conscience motives. There are many
different types of music and we choose
from them to fulfil a particular need.’

17. Surveillance
Using the media to find out what is going on around us.
3 Respondents
2 was 16-25
1 was 26-35
All Narrative and Performance

18. Personal Identity
We tend to sometimes use media to find out about yourselves,
sometimes people that are presented, in some way reflect us.
1 Respondent
26-35
Narrative and Performance

19. Diversion
The need to escape from everyday life.
2 Respondents
1 was 16-25
1 was 36+
2 Narrative and Performance

20. Other
3 Respondents
1 was 16-25
1 was 26- 35
1 was 36+
1 Narrative and Performance
1 Performance
1 Narrative
16-25
For Fun
26-35
For Fun
36+
Adds another dimension to
listening the song.