The document summarizes the results of a survey conducted by a group of students to gather audience research for a music video they are creating. The survey included questions about demographics, music preferences, and what viewers like to see in music videos. Key findings included that the majority of respondents were 16-17 years old, slightly more were female than male, and UK rap was not the most popular genre but viewers enjoyed elements of performance, creativity and realism in music videos. This information helped the group refine their ideas for incorporating the right elements into their own UK rap music video.

1. Audience Research
JAKE LAMOTHE

2. Why?
 We made a questionnaire and sent it to everyone in the sixth form including the staff to
get a rough idea of what types of factors are favoured within the school.
 Because our genre is UK Rap/Hip-hop, we made sure to ask 2 specific questions at the
end of the survey to see what they thought about our genre and also the song we chose
to make a video for.
 We wanted to gain the insight of both females and males so we tried to make the
answered as diverse as possible.
 We also asked questions on the ideas we were thinking to incorporate into our A2
portfolio.

3. Question1. How old are you?
We chose this as our first question on our survey as
we firstly wanted too see the age range for our
potential audience rather than asking what gender as
we kind of had a rough idea of what our primary
audience would be due to the genre we chose. Our
use of a multiple choice of answers for this question
was useful as it only needed one tap for their age
range, causing everyone to answer the question which
gives us the best possible statistics for our planning
process. The use of the majority of the answers to this
question being 16 -17 and a bit of 18 with 45% of the
answers being 17 was also useful as it points us in the
correct direction for creating our video as those are the
ages we were planning on targeting our video at during
our initial ideas pitch.

4. Question2. What is your gender?
We asked this question to see what type of
audience we were about to be dealing with in
terms of gender so that we could make any
changes to our video ideas. For example if the
majority of our respondents were female we may
add more feminine features to the scenes like soft
colours and less scenes filled with profanity which
is what happened with 54% of the respondents
being female and 45% of the respondents being
male, causing my group to reconsider some of our
ideas and plans to better suit the visuals a female
may want to see within a video. Even though
more females answered the survey, we saw it as
a good opportunity to see what type of features
would appeal to the female taste in terms of
UK/Rap videos as we want to make the video as
diverse as possible.

5. Question3. What is your favourite genre?
When creating this question and
adding the multiple choice answers, it
was clear that we had missed a few
genres that are much more popular in
our school. For example there were a
few respondents that instead of
answering the question they
commented saying ‘indie’ or ‘garage’,
whilst the genre that our group are
using ‘UK/Rap’ only had 6 votes (3rd
favoured genre out of all options).
This was demotivating for our group
as we had expected our genre to be
the top rated genre as it is one of the
most relevant and frequently heard
today as well as the age rage stated
in the first question.

6. Question4. What do you watch music videos on?
Our group decided we should add this question into the survey
so that we could gain a rough idea of what platforms are used
by our audience and as anticipated, the highest chosen
options were ‘YouTube’ and also ‘phones’ with 36 and 17
votes. This gave us confidence to released the video on
YouTube and to also make the video phone friendly as we
know that our audience will easily access it through their
preferred platforms (YouTube and their phone) which are easy
to access anywhere with internet.

7. Question5. How do you hear about music videos?
We Decided to add this question to our survey as part of
our A2 portfolio is to also create a marketing platform
service to promote the album that the star single will be
apart of. The answers to this were crucial as when we are
approaching the promotion stage of our product, we need
to know that there are methods of promotion that are
popular and are reliable. For example the two most voted
for answers were; Social media and YouTube
recommendations. This came as an advantage for our
group as all of us frequently use social media and are
familiar with the platform and what is needed for
something to be noticed on it. This was also an advantage
as they chose YouTube recommendations which is also
the platform that we are releasing our video on, allowing
the promotion process to be easier for us.

8. Question6. What do you like to see in music
videos?
We asked this question as part of the survey so that we
could have an idea on what our audiences most enjoyed
when watching a music video of their choice. We gave them
the option of; Narrative, performance, deeper meaning, or all
3. We chose these options as those are the 3 factors that we
were stuck between choosing to rein act in our video as a
group. Through the results stating that 44% of our
respondents liked all 3 of the factors all in one video, it
cleared up our problem of what to incorporate within our
project and let us know what our audience likes to see as
originally we were only going to use one of the factors.

9. Question7. What do you like about music videos in
your favoured genre?
To further our understanding of what type of things appeal
to our audience, we asked this question in order to find
out what types of themes they most enjoy to witness
when watching a video from their favoured music video.
From the results stating that 61% of our respondents
voted that they like creativity within their videos suggests
that they like to see something different and eye-catching
when watching videos which is something we will try and
incorporate into our project as we are going to try and
subvert from the typical London rap video.

10. Question8. What do you think of UK Rap videos?
When going through the answers to
this question, we noticed that there
were a mixture of replies varying
from how they hate the genre to
people saying how much they like
UK rap videos, However from
adding up the amount of like and
dislike comments, we found that
there were more comments stating
that they like UK rap videos as it
shows the real picture of how
London and the UK is. This benefits
us as we are going to be trying to
follow the guidelines of a typical UK
rap video in some aspects. For
example, the setting and themes.

11. Question9. What features of UK/Rap videos do you
most enjoy?
We decided to ask this question in the survey as the last sort of
research on our audience about what appeals to them whenever
they watch a UK/Rap video. This question was different as it was
more specific into what specific themes they like to watch in
UK/Rap videos. When asking this question we expected our
audience to pick the ‘Rebellious Themes’ option as it is relevant
to them due to their age of teenagers. However the highest voted
option was ‘Performance’ with 28% of the votes from the
respondents. This was a shock but also allowed us to notice that
they may have been a change in what is popular with videos
which has caused us to rethink some of ideas for our videos and
maybe add more performance to our video to suit the needs of
our targeted audience.

12. Question10. What type of video would you expect
to see from Potter Payper’s ‘The Mrs’?
Finally, we asked this question as the last question on the survey
so that the audience could know what song we are going to make a
music video for, but to also seek their opinions on what they would
do if they had to make a video to this song so we could compare
our ideas to theirs for inspiration but also validation. For example if
someone said an idea that we had not thought of but liked, we
could add it to our planning process. As well as this question
allowing us to find out what our respondents would do with this
video, it also allowed us to find out if people actually enjoyed the
song we had chosen to make a video for in our A2 media portfolio.
For example, one respondent replied to the question ‘l love it’. This
gives us confidence to carry on using this video for our A2 Media
project/