The document summarizes the results of a questionnaire about audience preferences for music videos. It found that the target audience is primarily 16-20 year olds, with a 60/40 female to male gender split. Alternative and rock music are most popular. Narrative music videos are preferred over performance videos. People watch music videos weekly on platforms like TV, PC and mobile devices. Storyline/concept and cinematography are most important. Most respondents said they are more likely to purchase music if the video is good.

1. AUDIENCE RESEARCH
Questionnaire Results

2. WHAT QUESTIONS DID WE ASK?
1) How old are you?
2) What is your gender?
3) What is your preferred genre of music?
4) What music video genre do you prefer?
5) How often do you watch music videos?
6) On what platform do you watch music videos?
7) Which of the following do you feel is the most important in a music video?
8) Are you more likely to purchase a song or album if the music video is good?
It is important for us to conduct a questionnaire to find out the target market for our music
video. I asked questions to attempt to identify what people look for in music videos, how
people consume them, and which type of music video people prefer.

3. QUESTION 1: HOW OLD ARE YOU?
The first question of the survey helped me to identify the age of the individuals that were taking my questionnaire. My
results show me that the highest percentage of people were in the 16-20 bracket. This information is important, as we
will be required to tailor our music video to fit our target audience.

4. QUESTION 2: WHAT IS YOUR GENDER?
The second question of my survey served the purpose of identifying the gender of the individuals that were taking my
questionnaire. My results tell me that 60% were female, and 40% were male. It is important to consider gender when
deciding on the target audience of a piece, and as the percentages were so close, I will make sure that my music video is
suitable for both genders.

5. QUESTION 3: WHAT IS YOUR PREFERRED GENRE OF MUSIC?
I used the third question to enquire as to what genre of music people preferred, as this would influence the choice of song
that we choose to make a video for. The results show that 40% of people prefer alternative music. This was followed by
rock music, which was opted for by 27% of people. This demonstrates that I should make a music video for a song from
the alternative genre, as this would entice the most people to watch my music video. I could possibly choose to make one
for a rock song, as this was the second most popular option.

6. QUESTION 4: WHAT MUSIC VIDEO GENRE DO YOU PREFER?
In this question, I attempted to identify which type of music video people prefer. My results told me that people prefer
narrative videos overall, with 40% of people selecting this option, which means this should be the type of music video
that I work to create. Performance videos were the least popular, which tells me that we should avoid making one, as
people would be less inclined to want to watch it.

7. QUESTION 5: HOW OFTEN DO YOU WATCH MUSIC VIDEOS?
It was important for me to find out whether there was demand for music videos, and this question demonstrated that
people do watch promotional videos that are made for songs. This proves that music videos are still a useful method of
promotion, and they still work effectively to do this. No one selected the the options of ‘Rarely’ or ‘Never’, which
indicated this.

8. QUESTION 6: ON WHAT PLATFORMS DO YOU WATCH MUSIC VIDEOS?
I included a question to attempt to identify on which platforms people view music videos most, as a means to identify
which methods of distribution would be most effective for my music video. My results told me that similar amounts of
people view music videos on PC, TV and mobile devices, which means that all methods of distribution that target these
platforms would be appropriate places to display my music video. There was only a 15% difference between the most
opted for answer (TV) and the least opted for answer (PC). As a result, I will aim to distribute the video on YouTube, as
this would allow my video to be viewed by people on both mobile devices and PC’s. To get the video on TV, the song would
have to gain success in the charts, which could happen through engagement of the target audience on mobile and PC
platforms. This would generate even more promotional success for the song.

9. QUESTION 7: WHICH OF THE FOLLOWING DO YOU FEEL IS THE MOST IMPORTANT IN A MUSIC VIDEO?
The results to this question tell me that people believe that narrative/concept and cinematography are the two most
important aspects of a music video. Narrative/concept was voted for by 33% of people, and cinematography followed
shortly with 27% of votes. This tells me that I should ensure that the cinematography of the piece is of an excellent
standard, which I will do by using a range of camera shots, movements and angles. This will ensure the footage is more
engaging for the viewer, as the shots are varied, and are not repetitive. The votes for narrative/concept highlighted to me
that this must be the key focus of the video. I must make sure that the narrative of my piece is interesting, well-developed
and demonstrated effectively. An interesting narrative/concept for the video will draw the viewer to watch it, hence
providing ample promotion for the song.

10. QUESTION 8: ARE YOU MORE LIKELY TO PURCHASE A SONG OR ALBUM IF THE MUSIC VIDEO IS GOOD?
My final question aimed to identify if having a good music video is likely to significantly contribute to the sales of the
artist. This information allowed me to develop a knowledge of how effective music videos are in promotion, and it also
gave me an insight into how music videos affect the consumer and their actions. This question highlighted that 73% of
individuals are more likely to purchase a song or an album if the music video is good. This indicates that having an
engaging and interesting music video is essential to draw viewers to purchase the music, which therefore means they are a
vital part of promotion to increase sales for an artist.