- The questionnaire found that YouTube is the most viewed platform, with 17-21 year olds being the biggest users. Performance-based music videos and hip hop music were the most popular. - Social media is the main way people learn about new music video releases. Mobile phones are the most used device to watch music videos. - The vox pop interviews found audiences expect hip hop music videos to be fast paced and include conventions like violence, drugs, and portrayals of women.

1. Research
Audience research

2. Questionnaire
I had constructed a questionnaire as part of my
audience research task. This suits the purpose of
obtaining information, specifically targeting answers
that can be illustrated in visual representations to
show data trends and differences. This is achieved via
using multiple choice answers. To gather my results, I
had targeted a moderately sized sample of eighty
people; within a systematic approach. That was
people who were present within a select room within
my school, within a one hour duration. This duration
took place at the time of the lunch period, whereby
people’s presence was highest.

3. Results
Age YouTube Social Media Television Other None
12-16 7 7 1 1 0
17-21 12 4 0 2 2
22-26 4 5 2 4 7
27> 5 6 4 3 7
“In terms of media platforms, what is your most viewing anticipated
platform? Also what age category do you fit?”. From this question I
intended to obtain results focusing upon the most used platform for
viewing media texts, and understand the platform differences
between age.
From the sample size of eighty randomly selected people, the
results have clearly reflected that the most used platform for
viewing media is YouTube. Moreover, the age band of ‘17-21’
years of age, uses the platform mostly. It is shown that older
populations have a larger audience that do not anticipate in
viewing media; in contrast, older people use television more as a
source of media anticipation, in comparison to younger age bands.
However, most younger audiences interact with the YouTube and
social media platforms to view media. In relation to my production,
I may consider YouTube as my primary viewing platform, as it is
the most commonly utilised platform; suggesting that I shall obtain
a larger audience, in comparison to other media platforms.

4. Results
Music video structure Population
Abstract 19
Performance 34
Narrative 27
“In terms of music video structures, which type of structure do you
prefer?”. From this question I intended to obtain results focusing
upon the most prefered structure of a music video production.
From the sample size of eighty randomly selected people, the
results have clearly reflected that the most preferred music video
structure, is that of a performance basis. Moreover, the data
illustrates that narrative is second most favourable, meaning that
abstract productions are least. In relation to my production, I may
consider the video to be performance based as it is the most
preferred structure of a music video production. This suggests that
I shall obtain a larger audience, by suiting audience preference.
However, the structure of my production will have to be considered
accordingly to the music genre and soundtrack that I propose to
use.

5. Results
Age Social
media
Television Paper
documents
Posters Radio
12-16 11 3 0 0 0
17-21 10 7 1 0 0
22-26 17 12 0 1 2
27> 5 9 0 0 2
“In terms of advertisement, how are you informed about new music
video releases?”. From this question I intended to obtain results
focusing upon the ways in which audiences are informed about
media text releases, mostly. In consideration of age.
From the sample size of eighty randomly selected people, the
results have clearly reflected that social media is the most
informative source of new media text releases. Oppositely, paper
based advertising(such as newspapers), posters, television
advertisements and radio broadcasts were the least informative
source. Moreover, the most populated advertisement methods;
being television and social media, are both dominated by younger
age groups. In relation to my production, I may consider the
production to be marketed on social media platforms. Which,
suggests that I will accumulate a larger audience to my productions
release.

6. Results
Age Hip Hop RnB Dubstep Rock Other
12-16 11 5 4 0 1
17-21 13 9 2 2 3
22-26 8 3 0 0 0
27> 4 5 1 5 4
“In terms of music genre, which type of music genre do you
preferably anticipate to listen to?”. From this question I intended to
obtain results focusing upon the music genre that is most listened
to, in consideration of age.
From the sample size of eighty randomly selected people, the
results have clearly reflected that the Hip Hop and RnB music
genres are the most preferred genres of music. In addition, a more
diverse choice of music is apparent within the ‘27>’ age band,
whereby people within the age band have shown various interests
in different music genres. Notably, the Hip Hop music genre is the
most dominated music genre by younger aged people. In relation
to my production, I may consider the production to be based upon
a music soundtrack within the Hip Hop genre. As the most
preferred music genre, suggests that I will accumulate a larger
audience interest.

7. Results
Age Mobile
phone
Table
t
Television Computer Other
12-16 15 0 3 0 0
17-21 10 2 5 1 0
22-26 9 2 6 3 0
27> 4 5 13 2 0
“In terms of device platform, which type of device do you utilise to watch
and listen to music videos?”. From this question I intended to obtain
results focusing upon the platforms of device; that are most used to view
media, in consideration of age.
From the sample size of eighty randomly selected people, the results
have clearly reflected that mobile phones and television are the most
commonly used devices to view music videos. This is a correlation
shown through all age bands. Furthermore, the ‘other’ selection had no
votes, meaning that the four specified device platforms are the most
popular. Moreover, there is correlation pattern between the mobile phone
and television platforms in regards to age. Whereby, the older people
become, we gather that more people use televisions and less people use
mobile phones for viewing music videos; indicating a inter-generational
divide. In relation to my production, I will consider the production to be
accessible on mobile phone platforms. As the most used device platform
for viewing music videos, suggests that I will accumulate a larger.

8. VOX POP
After establishing that our production was going to be a
performance based Hip Hop production; which was
certified from our questionnaire results. We wanted to
investigate audience expectations of Hip Hop music
videos. Whereby, we had approached six young aged
people, as they were our target audience. This was also
decided, based upon our questionnaire results. Moreover,
our choice for a VOX POP was to obtain qualitative data;
which is opinionated. As we understood, qualitative data
would enable us to gain an understanding of audience
preference and the criteria of our production.

9. Conclusion
In summary, via my data gathering and results constructed. It is inevitable, that YouTube is the most anticipated viewing
platform. Furthermore, performance based music videos are most preferred; music of the Hip Hop genre are most
preferred also. In addition, social networking is the most popular method of informing the public about new music video
releases; whereby mobile phones are the most popular device platform, for viewing music video productions. Moreover,
younger audiences have the most interaction with such devices and methods of advertisement. Meanwhile, in relation to
media language, Hip Hop music videos are expected to be fast-paced; which is achieved through camerawork and post
production stages such as transitional effects. Additionally, Hip Hop music videos are expected to include generic
conventions; violence such as guns, relate to drug handling and consumption and further implement female characters
as sexual objects.
However, in consideration of the quantitative data that was collected within the questionnaire. It is inevitably unreliable,
whereby a sample size of eighty is not large enough to be considered as a representation of a whole population.
Furthermore, the data that was collected was only gathered from within a limited location and via a systematic approach,
whereby people's opinions may be of similarity; hence the lack of variation in results. Meanwhile, in consideration of the
qualitative data that was obtained from the VOX POP, highlights the expectancies of Hip Hop music videos, being fast
paced and making references to females, drugs and violence. Which are all generic conventions. Alike the questionnaire,
a small sample size cannot be a representative of a whole population. However as the data is opinionated, the results
are valid. Notably, I will consider the results in relation to my music video production.