The document summarizes the results of a survey about music video viewing habits. It found that most respondents were female teenagers who watch music videos at least weekly on YouTube. Respondents expressed interest in live performances and narratives in music videos and said they watch videos to learn about artists they like. Most felt live music videos fit the rock genre and enhance song and artist promotion. Respondents also said the appearance of album packaging like digipaks affects purchase decisions.

2. Gender
0 As you can see from the
chart, the majority of
respondents were female,
with only 27% of respondents
being male. This may be
because all four members of
the group are female, so
therefore are more likely to
have mostly female friends.
0 This does not really suggest
the target audience of our
music video though, as this
questionnaire is about music
videos and not the bands/
artists themselves.

3. Age
0 The next question asked those responding
how old they were, so that we could attempt
to get a general idea of what age range we
would be focusing on targeting for our
music video.
0 The majority of respondents were in the 14-
17 category, with the second largest group
being those who were 18-25.
0 This highlights that we should focus our
music video towards teenagers, as they are
more likely to be interested in music and
music videos.
0 This may well be because we are as a
group in both of these age brackets, and as
we posted these surveys onto our social
networking pages, those who took the
questionnaire will have been of a similar
age, therefore giving us the result that we
got from it.

4. How often do you watch
music videos?
0 The next question was important
for us as a group as we needed
to establish how often our
audience watch music videos.
Since we were creating a music
video we had to see how popular
they are.
0 These results show that music
videos are a very important
media text, as almost 70% of the
respondents watch a music video
at least once a week. Only one
person who responded doesn’t
watch them, which highlights the
fact that music videos are still a
valued media outlet.

5. How do you stream music
videos?
0 Asking how our audience streams music
videos was another important question as it
highlighted that the internet is an important
place for artists, as the majority of the
respondents use YouTube to view music
videos.
0 Even though YouTube is a relatively recent
website, it has become the platform most
widely used to view music videos. This may
be because it is available globally, however
it may also be because of the rise of social
media, as youtube videos can be easily
shared and embedded onto almost all
websites.
0 22% of those that answered this question
also said that they view music videos
through TV channels, which is another
interesting outlet as there are many
channels that focus solely on music and
music videos. As our focus is on Paramore,
channels such as Kerrang! Would be most
likely to show our music video as it is a rock
based music channel.

6. 0 I would say that this question is the
most important on the survey as
this highlights what audiences want
from a music video.
0 As you can see, the majority of
respondents want a live
performance, however some have
also mentioned that they want a
narrative.
0 Some have also mentioned that
they would like a behind the scenes
part of a music video, which
interested me as I have seen
Paramore do this on a few of their
videos. Adding this into our music
video would further highlight that we
have thorough knowledge of the
band we have based our music
video on.

7. 0 The next important question was
asking about why people would
want to watch a music video.
0 The vast majority of respondents
said that their general interest of an
artist/ band would be the sole
reason why they would watch a
music video, however some
suggested that a video teaser
would also be something that would
interest them.
0 We will take this information in, and
try to create a product which will
make our audience want to watch
our music video. As we have to
create a promotional poster for the
digipak we are creating, we will
attempt to interest our audience this
way.

8. How do you feel about music videos
that are performed ‘as live’?
0 We decided to ask this question as
our first idea after choosing the
song was to create an as live music
video.
0 The results highlight that we had a
good idea, as the majority of those
who responded to the question said
that they enjoyed this aspect of a
music video.
0 Using as live as part of our music
video would highlight that the music
video is for a song which is
classified as rock, as live
performances are one of the
conventions of the rock genre.
0 Paramore tend to include as live
performances as a part of their
videos, but have also released
promotional singles of just live
performances to promote their live
albums.

9. 0 These three questions were mainly
to find out what would interest our
target audience.
0 Asking if music videos work as
promotion helped us find out about
how people think about music
videos, and as you can see the vast
majority of respondents believe that
music videos enhance the success
of the song, but also help to
promote the artist.
0 Challenging conventions of the rock
genre would be interesting to do as
the majority of rock music videos
are ‘as live’ performances. The
results to this question contradict
those that were previously found, as
the answers to the question about
types of music videos actually
highlighted that ‘as live’
performances were popular.

10. 0 One of the major factors of a
digipak is the appearance. If
someone doesn’t like the
appearance of a digipak they
are less likely to actually
purchase it, as the results
show.
0 These results highlight that the
design of the digipak is
important, as first impressions
count towards views of the
item/album. Because of these
results, we will be sure to spend
a lot of time designing our
digipak, and also create
different plans so that we can
decide which one is more
visually appealing.