The document analyzes audience research conducted for a music video and album packaging. For the music video survey, most respondents were female aged 15-24 who preferred a narrative-based video viewed on mobile devices. For the album packaging survey, respondents also preferred bright colors, consistent themes, lyrics included, and online content like websites and social media links included in the digipak. The research provides guidance for creating a music video and album packaging that appeals to the target audience.

1. Audience research
analysis
(Music Video)
By Abi, Holly, Charlie and Joni.

2. MUSIC VIDEO- Audience research.
As shown, almost 70% of the
participants were female. This
could be slightly biased as the
survey was sent out to other
students, friends and family
therefore the gender ratio
within those social groups could
be imbalanced, as it was based
on who we knew- therefore this
won’t accurately reflect the
larger population. So this must
be considered. To improve the
structure of this question, we
could’ve opened it up to a larger
audience by including the option
of Transgender and/or ‘prefer
not to say’.

3. 100% of the audience identified as between the ages of 15-
24. This is a more accurate representation of the larger
population as the younger generations have grown up with
music videos and are more likely to have the time to watch
music videos compared to older generations who have
more responsibilities and less time to offer to watching
music videos. Furthermore if they haven’t grown up with
music videos it is unlikely that they’d seek to spend any
spare time watching them today.
Younger target audience means that the video will have to
remain current and applicable to them and in some ways
reflect their lifestyle.

4. Almost 70% of participants preferred a
narrative based music video. Although we
cannot accurately distinguish which
gender prefers which, its safe to make the
assumption based on previous results that
it was the girls who preferred a narrative
and the boys a performance. Yet we can’t
be certain. Using these results a mix of
narrative and performance will be used
within the video to acquire to the tastes
of the target audience. Yes, performance
did receive significantly less votes but
there is still a significant percentage of
almost 40% who prefer performance. Thus,
it must be considered when it comes to
production. The question’s layout has
been executed well as it gives a definition
of performance and narrative so that the
target audience can answer the question
without hesitation over language.

5. Again the results of the
question reflect those of
previous questions. The
majority preferred the
artists to star in the video.
This applies to Goodwin’s
theory as star persona is
identified as a convention
of a great music video. In
the production of our
music video, we will use
the artists to back up our
research and theories
within media. We will also
use actors who will work
to build the narrative
aspect of the video.

6. Smart phones over the previous years have taken over
and changed the way we view moving image. Its
influence is apparent from the results of this question as
its current and appeals to a young target audience.
Taking this information the video will only be available
on mobile devices which includes the tablet allowing us
to directly reach our target audience. Furthermore, in
reality distribution companies save money by only
distributing on platforms that each target audience
utilises. This question could be better if we left an
option to define ‘Other’ as that now means we have
potentially missed out on reaching some of our target
audience on the devices they utilise to watch music
videos. This isn’t good as it means we have lost views on
the video.

7. It could be said that the audience
chose this response as one tool the
music/film industry uses to provide an
escapism for the audience members.
However this doesn’t necessarily mean
viewers want to be transported into
an alien world for example. The video
could be inspired by present time
reality except it lacks the mundane,
boring or frustrating problems of
preparing for exams at school, falling
out with friends or doing homework
etc. Plus there is only a slight
difference in percentage (around 13%)
between resemblance of real life and
not. So some aspects of reality that
are appealing e.g. being with friends,
laughing or watching tv etc, could be
included within the video.

8. The results from this question aren’t as promising
as we’d want them to be as the majority of the
audience said that they watch music videos ‘Every
few weeks’. This could mean that the audience
aren’t as interested in watching a video as they
are at listening to a song. However, it could
instead reveal how frequently music videos are
published and distributed to the public, so for
example music videos could have a trend of being
released every month. For the purposes of our
project we will aim to release the video at either
the start or the end of the month so that we can
see it progress in viewing throughout the month
as according to our research the videos will gain
more views as the weeks progress.

9. Results show how the target audience prefer
music videos to be around 3-4 mins long. This
follows convention as that is typically how long
music videos tend to be as they’re equivalent to
the length of the song. Saying this it would
mean that 2 mins would just be too short for
the song. The option of having a video over 5
mins was put into place as today some music
videos have almost turned into borderline-short
films with beginning prologue scenes and
endings without the song playing if the
narrative continues past the song length. As
shown this was completely unfavoured by our
target audience therefore we will not be
considering it as an appropriate length for our
music video.

10. Every member of the target
audience wanted to feel a
positive emotion within
themselves after watching the
video. In particular they wanted
to feel empowered which tells
us that the narrative within the
video needs to cause the
audience to embody this
emotion. Some responded with
‘Other’ and wrote that they
wanted to feel uplifted and
energetic which are similar
emotions.

11. Audience research
analysis
(Digipack)
By Abi, Holly, Charlie and Joni.

12. CD’S- Audience research.
The following research was
conducted to see what the
target audience would like
when it comes to the artists
CD and Digipak.
In this questionnaire there was
a higher response rate (19) in
comparison to the music video
questionnaire (13). However
this didn’t change the gender
of the majority, as it is still
female.

13. When it comes to the design of
this album the front cover will
have an artistic design instead
of band image. Although band
image did only fall short of one
participant’s vote an artistic
design will instead be utilised.
In the alternative genre an
artistic design is often used as a
form of artistic expression, this
differs from the mainstream
band imagery as this genre
focuses more on their own
music and art rather than fame
or personality.

14. Expectedly the
audience preferred a
consistent theme
throughout the artists
albums. This is
conventional as artists
such as Ed Sheeran,
Catfish and the
bottlemen and Drake
etc. have done this.
Having a theme aids
with artist familiarity
and is visually
appealing.

15. Overwhelmingly 90% of the
audience would want the
lyrics to be included in a
digipak. Lyrics in a digipak
allows the audience to learn
the songs on the album
quicker so that they can sing,
rap or talk along for example.
Therefore the lyrics to the
song will be included in our
digipak.

16. The response from this question shows
that a mixture of bright and pastel
colours would be best for the covers
on the CD. This does reflect the
gender of the target audience as
traditionally girls tend to prefer bright
or pastels however general. Using
brighter colours is more likely to draw
in the naked eye. Dark colours and
grayscale is great for adding mystery
and dimension but those colours used
heavily are traditionally seen in Rock,
Rap and Screamo album covers.

17. The audience were given the opportunity
to give a written response and the
majority agreed that online content
should be included within the digipak.
This reflects the age of the target
audience, as it is a young one. They have
the ability to utilise E-media efficiently
as the everchanging technology they
have grown up with predominantly uses
the internet and so they have learnt to
navigate it. Online content could include
things such as a websites and social
media links for example….

18. The screenshot to the left continues to
show the responses to Q6. Some
audience members express that they
enjoy ‘memes…behind the scenes and
downloads’ as part of online content. We
could take this and apply it to our
Digipak as we now have examples of
what they’d like to see as online
content.