Research Powerpoint

1. Client Project Research
Emma Bowers

2. Audience
It’s unlikely anyone in the target age range doesn’t like music so I think this would be an
interesting idea for anyone to take part in. To make an interesting poster advertising
including pictures of some of the musicians and for it to be somewhat like an egg hunt,
walking round live music venues and there would be a QR code that takes you to a list of
famous artists that have played there over time or maybe a playlist that gives you some of
the artist’s greatest hits. I will include ways of transport if not everyone wanted to walk for
example the hop on hop off bus could be a good one as they could use that the whole day
whilst completing the task. If they complete the whole list they will get a prize of some sort
and when they register to do it they could get discounts or vouchers for things like the hop
on hop off bus or vouchers/discounts on drinks at these venues. Kind of similarly to ideas
like Pokémon Go where they have to go round getting everything.
Doing this music treasure hunt type idea could work for anyone as it could be done without
spending money like if someone just wants to walk round to all the venues. There would
also suggestions for travel like the hop on hop off bus which could also be done with
vouchers so there are options. Anyone who lives in York or who visits York would be able to
do it and I think it is fairly accessible to everyone who is in the age range of 18-24.

3. Audience
The idea of having the people participate find different Spotify playlists codes would probably work the
best as the majority of users are under the age of 35. Even if anyone taking part doesn’t use Spotify or
have the app the codes would lead you to the website which would still show the playlists and would
still work. Without paying for Spotify Premium it is completely free so it is accessible to absolutely
anyone who has a phone. With there being approximately 422 million people using Spotify every
month, I think it is the best choice and as it has codes that you can search in the search bar with a
camera it will take you straight to the playlists.
The most popular age range using Spotify is 18-24
at 26%, which shows it is clearly popular amongst
the target age range and would therefore be the
best choice to go for.

4. Audience
Looking at this graph, it shows the
popularity of different music
platforms and it shows that Spotify
is more popular than all the others
throughout the years and is
especially more significantly
popular recently.

5. Audience
These statistics show leading social media sites used by 15-25 year olds in
the UK in the third quarter of 2020. With the project being aimed towards
18-24 year olds, incorporating social media to the project would most
likely benefit it as they’re more than likely to have the apps.
The latest 2022 Ofcom Adults’ Media use report states that 98% of 16 to 24-year olds have a social
media profile, making them the biggest users of social networking sites in Britain. With 98% of people
within the target age range, advertising mainly on social media would be the best idea. Making a good
advertisement poster could be a good idea to do for this project.
Tik Tok has more than 8.9 million users in the UK and is the most popular with Gen Z with the largest
audience is 18-24. With social media being so popular, making an advertisement poster/video would
work well as it is likely way to advertise the final product to the target audience.
Since this project is aimed at 18-24 year olds I will keep the project modernised and include things that
that age demographic will be interested in. This will help me with how to do the layout and how to
present and advertise the project, for this I will look into things targeted at this specific age range and
look at the similarities of different existing products.
My idea for this project would be very accessible for people so things like socioenomic status wouldn’t
matter so much as it could be done without spending money in comparison to some tours which can
get expensive.

6. Existing Product Research

7. Existing Product
Treasure Hunt York
Treasure Hunt York gives you a map of York on your phone
and guides you round taking you to the most interesting spots
and it’s hidden gems. Being a private and self-guided activity
you can go at your own pace and have fun in your own
groups.
This is a good idea for visitors to be able to
make their way around York, finding
different spots to visit in no rush and in
their own time which is something I want
to use as inspiration for my project.

8. Existing Product
York Scavenger Hunts
One of the features in York
Scavenger Hunts is that you
text a number in order for it
to start – I would like to
somewhat take inspiration
from this like if they start to
get close to a certain venue
that has a really famous
artist, they get a text with a
hint at who it could be like a
song lyric or something well
known about the artist and
gives the person doing it a
chance to guess who it is
before they get there and get
the answer.
The Secret City’s York scavenger hunt gives you a starting point and guides you
completely with a route to follow around York, although I think this is a good
idea I don’t think it would work with my idea so much and would rather give a
map with all the spots on them and they can make their way in no rush –
especially as my idea is all based on live music venues people probably wouldn’t
want to go to all of them all at once so I will make changes to that.
There is a section on their
website with reviews of
the scavenger hunts
which I like – using
inspiration from this I
would have every person
doing it has to take a
picture at every venue
they go to and upload it
to win a prize/voucher or
maybe some kind of point
system which they could
get when they have
completed the hunt.

9. Existing Product
Famous bands played in York :
• Paul McCartney – York University 1972
• Rick Astley – York Racecourse 2021
• Red Hot Chilli Peppers – Pocklington Arts Centre
2020
• Tears For Fears – Knavesmire 2019
• Manic Street Preachers – The Barbican 2019
• Paloma Faith – Knavesmire 2018
• Paul Weller – The Barbican 2018
• Michael Kiwanuka – The Barbican 2017
• Shakin’ Stevens – The Barbican 2017
• Kaiser Chiefs – York Racecourse 2016
• Adam Ant – The Barbican 2016
• Tom Jones – York Racecourse 2015
• Madness – York Racecourse 2010
• Suzi Quatro – The Theatre Royal 1976
• Status Quo – The College Of Ripon & York St
Johns 1972
• Slade – The College Of Ripon & York St Johns
1972
• Def Leppard – The College Of Ripon & York St
Johns 1980
• Blur – The Rip Club 1990
• Joy Division – The Revolution/Hypnotique 1978
• The Cramps – The Pop Club
• Tangerine Dream – York Minster 1975
• Pink Floyd – New Earswick’s Folk Hall 1967
• The Beatles – The Rialto 1963
• The Who – The Railway Institute 1968
I found a website that showed multiple artists
playing multiple venues throughout the year,
I will research further to get more artists so I
can use these at each location on the
scavenger hunt.

10. Existing Products
Live Music Posters
Since my project is mainly focused around live
music events, I want the main advertising
poster to look somewhat similar to a live music
poster. To do this I have found some examples
of a style that I like and think would work quite
well. I will experiment and make some posters
of this style and play around with what ideas I
think would look good and how I can
incorporate that with the scavenger hunt. I
want the poster to look as if it’s a flyer for a
concert and think these examples achieve that
look quite well. I’ll experiment making
different ideas with more complex versions,
more simplistic and see what works the best.
As it’ll be going on social media to advertise
the target audience I want it to be eye catching
from the moment it comes up on their feed. I
could include images of some artists included
on the scavenger hunt to increase the
likelihood of people looking more in depth to
the initial advertisement if it’s a famous artist
they know and are already familiar with as well
as including aspects or hints at York.

11. Existing Product
Live Music Posters
While experimenting in different styles when
I’ve found one I like I might make multiple
different main advertising posters so they’re
more like a series and can all have different
artists/colour schemes but come together in
similar styles. I think this could interest more
people if they see different posters with
particular artists or more artists they like.

12. Bibliography

13. Bibliography
1. Advertising, M. 19th 2015 / and Media, S. (2015). Want to target the 16-24
age group on social media? [online] Whizz Marketing SEO Hampshire.
Available at: https://whizzmarketing.co.uk/want-to-target-the-16-24-age-
group-using-social-media/
2. Gjorgievska, L. (2021). 30+ Enlightening Social Media Statistics in the UK |
2021. [online] Don’t Disappoint Me. Available at:
https://dontdisappoint.me.uk/resources/technology/social-media-statistics-
uk/.
3. Iqbal, M. (2022). Spotify Usage and Revenue Statistics (2022). [online]
Business of Apps. Available at:
https://www.businessofapps.com/data/spotify-statistics/.
4. thesecret.city. (n.d.). York Urban Adventures | The Secret City. [online]
Available at: https://thesecret.city/locations/york/ [Accessed 16 Sep. 2022].
5. Treasure Hunt York. (n.d.). Treasure Hunt York: Have fun and discover the
city. [online] Available at: https://treasurehuntyork.com/#ab15=b [Accessed
16 Sep. 2022].