The survey results show that the majority of respondents were either 14-18 years old (52.38%) or 35+ years old (42.86%), indicating the need to consider the likes and dislikes of these age groups in the music video. 59.52% of respondents were female. The most common music genres listened to were pop (12 votes) and indie (12 votes). Regarding why people watch music videos, the top answers were stumbling upon them on social media or not watching them at all. When asked about music video preferences, there was a 50/50 split between story-based videos and videos simply showing the band performing. On average, respondents enjoyed indie pop music with a score of 61/100.

1. Audience Research
Analysis

2. Q1 - How old are you?

3.  The survey results show that 52.38% of the people who took
part in the survey were 14-18 years old, followed by 35+ which
consisted of 42.86% of people. The reasoning behind this may
have been because I posted the link on my social media
accounts. This would therefore mean that the people who took
part in my survey were my friends and followers on social
media, most of whom are in the same age category as me (14-
18). I also handed out copy's of my survey for people to fill out
in Norwich on a Saturday, allowing me to get a fair
representation of people of older ager, hence the high numbers
of 35+ year olds.
 The fact that the majority of people fell into these age
categories means that I need to take into consideration the
likes and dislikes of the people in these age categories in terms
of music videos and try and implement these into my final
production.

4. Q2 – What is your gender?

5.  59.52% of the people who answered my survey were
female. This could be because females are maybe viewed
to be fans of indie music rather than males. Also, females
are said to be more emotional than men, and the general
theme of indie music tends to be talking about love and
other emotions. This could potentially mean that this part
of the survey could be a bit biased.

6. Q3 - What genre(s) of music do you
listen to?
 The most common answers to this question were pop and
indie. Pop is a very common type of music in younger
people, as it is what makes up a lot of the chart music,
and has done for many years now. However, over the past
few years, indie music has been starting to enter the
charts more and more often, competing with pop as the
most common genre. In my survey, this has proved to be
true, as the top two, both with 12 votes each, was pop
and indie. The song I am doing my analysis on is an indie
song, so therefore the people who would watch it when I
post it are likely to be fans of indie or pop, two similar
genres.

7. Q4 - Why do you watch music videos?

8.  This question refers to the Uses and Gratifications theory
by Blumer and Katz in 1974. it states that a media text
might be used for the following purposes; diversion,
personal relationships, personal identity and
surveillance/information. As seen in my survey, the top
two answers are none of these, as they are that the
viewer stumbled upon it on social media, or they do not
watch music videos at all. This could be because
technology has taken over so much in recent years that
people will only watch a music video if it is shared with
them on social media, because if it isn’t worth someone
sharing it, then it is unlikely that people will be that
interested in watching it. The most popular from the Uses
and Gratifications theory is surveillance/information, and
in particular, using them to discover the latest trends.
This shows how we live in a world so obsessed with how
we are appearing to others that the only reasons we
would do things is to see if we will be accepted for
wearing or doing something or curious as to if it will make
us more popular.

9. Q5 – How do you prefer music videos to
be based?

10.  As seen in the results, my audience research suggests that
the split between what people want to see in a music
video, in terms of a story lie and a good narrative and
seeing the band performing the song, is 50:50. this means
that I need to try and incorporate both aspects into my
final music video in order to receive the best reception
from my audience.

11. Q6 – How much do you enjoy Indie
Rock/Pop

12.  On average, people like indie pop with a score of
61/100. this is somewhere between the marks of
‘indifferent’ and ‘I love it’. This shows that the
audience I have collected results from aren’t
absolutely crazy about indie pop/rock, however
they don’t dislike it either. This is the result I was
hoping to get as the song I am making a music
video for is an indie song. This result means that
most of the people who are likely to see my music
video do like indie music and it will probable be
received well.

13. Q7 – How do you consume music?

14.  This question was designed to help me with what people
who are familiar with digipaks expect to see on them. The
most common way people consume music is through
streaming services such as Spotify, with 57.50% of people
consuming music in this way. People using Spotify and
Apple Music will be familiar with the artwork artists use to
o with their videos. The third most common way people
consume music is via CDs and Vinyl's. This also helps me in
designing a digipak as these people would be able to
advise me in what to include in my digipak.

15. Q8 – How do you watch music videos?

16.  This question shows the way that music videos are
consumed in modern times. YouTube was unsurprisingly
the winner in this category. This wasn’t a shock to me as
most current music producers will release their music
videos on YouTube first as this is where they will get most
views. YouTube is a website designed specifically for
videos and nothing else, whereas place like social media
and tv, who also have videos as one of their major parts of
the website, don’t rely on videos but also on other things
like other tv programmes and the ability to share
experiences with friends.

17. Q9 – How likely are you to buy a physical
copy of an album?

18.  This question was to fin out where my audience would fall
in terms of Young and Rubicam’s Cross-Cultural Consumer
Categories (4Cs). The 4Cs divide consumer into categories
in terms of their attitudes and beliefs into the following
categories; the resigned, the struggler, the mainstream,
the aspirer, the reformer, the explorer and the succeeder.
This questions show that my audience fall into the
mainstream category as people still vote a 39/100 chance
of them buying a hard copy of an album, showing that
even though the hard copies of albums went out of fashion
quite a while ago, people would still buy them today,
showing that they keep things steady and can change if
habits are pushed.

19. Q10 – What is your occupation?
 This question also links to the 4Cs, as the
occupation that someone has shows what
category they fall into, for example, if they
occupy leadership positions, like managers, then
they would fall into the succeeder category.