The survey provided useful information about the target audience for an indie rock music video. Key findings include: 1) The most popular indie rock bands among 11-20 year olds were The Killers, Kasabian, and The Kooks. 2) Participants wanted to see the band performing in the music video. 3) The song "Somebody Told Me" by The Killers was selected for the music video based on survey feedback. 4) Typical indie rock costumes include blazers, jeans, polo shirts and converse shoes. 5) An old style stage area was recommended for filming the main band performance scene.

1. Focus Survey Feedback
Question Response Count
7.What Costume is stereotypically „Indie-Rock‟
Blazer, Polo-Shirt, Jeans, Converse shoes 11
Hooded Jacket, Graphic T-Shirt, Sneakers/Vans 8
Casual Wear: Jeans, T-shirt, Smart Shoes 3
Other
“Leather Jacket”
“High top leather boots”
“Skinny jeans”
“Vested Top”
Question Question
8.What entices you to watch Indie-Rock Music 9.What Locations/Settings could be used for a typical
Videos? indie rock Music Video?
Responses: Responses:
“Seeing the band in the video” “Run down derelict place”
“Like seeing a different dimension to the song” “Stage, Area where the band are performing”
“More entertaining than listening to the song itself” “warehouse, big bland space”
“Something to watch” “seaside”
“the secrecy to what the video is about”
“In the street or towns”
“The adverts of the song or new album”
“STAGE/BACKSTAGE!!!!”
“Band in the video”

2. Target Audience Interview
See Interview Video On Blog. Titled: Focus Interview

3. Evaluation On Audience Research
Preliminary Feedback
The survey I carried out for my preliminary survey helped my massively I terms of understanding my
target audience which helped me create a more focused survey. I felt I had a good sample size for my
preliminary survey, 31 participants both male and female. Most of my participants were around ages of
11-20, around the age our music video will probably be aimed at. This is a big advantage as the
information obtained in this survey is from the target age of the video.
I got a good understanding of which modern Indie-Rock bands appeal to the public, This helps with
song choice for the music video, and what bands to look at in terms of their conventions. “The Killers”,
“Kasabian” and “The Kooks” were the most popular bands.
The Participants suggested that a massive part of an Indie-Rock music video and should always be
included is the band playing in the music video. Fans like to see their band playing in the music video
and performing to the studio version of the track. When we come to looking at the structure of the
music video this will help as we may use a band performance as the main part of the music video.

4. • A Variety of Music channels were suggested by the participants, the most relevant and popular one
being “Q”. This being a poplar choice of music channel for Indie-Rock fans is good for further
research as I will be able to look at what bands and music videos are played on “Q” and analyse the
conventional aspects of those. It also gives an opportunity to compare the videos and look at any
similarities in the genre of music and music video.
• The target audience believe that music videos are an „Important‟ way of marketing a new song for a
band. This means that the fans of the band or genre are likely to watch the video, buy the song and
buy the album.
• The people who participated in the survey said that they listen to music in mp3 format than watch
music videos in mp4 format. However the majority said that they prefer watching music videos and
find them more entertaining than just listening to the song. In the target audience interview the
participant said that music is just easier to listen to on the go, but music videos are something you can
enjoy and watch at home. Websites like YouTube/ Vevo make watching music videos a lot easier.

5. Focus Survey Evaluation
The amount of participants that completed the focus survey was a smaller sample size than the people
who answered the preliminary survey, I feel this helped as I gained more focused answers in the
survey. The survey was completed by a mixture of Male/female and the most popular age range was
11-20 much like the preliminary survey. I can say that my target audience of Males and Females falls
into this age category.
From further research and looking at the preliminary survey we selected three songs relating to the
bands that were popular on the preliminary survey and what we thought was appropriate for our music
video. The focus survey showed that the most popular song was „Somebody told me” by „The Killers
and we have come to a decision that we are going to use this song for our music video part of the
project. The Killers are a highly rated „Indie-Rock‟ band and we feel that they would appeal to our
target audience the best.
I asked the participants whether they thought a story-line was essential for an Indie-Rock music video
and I gathered mixed responses so when we come to planning the video we will look at our structure
and include a „cut-away‟ story/motif .

6. I felt that my understanding in Indie-Rock costume styles wasn‟t brilliant so I asked the target audience
what costumes are stereotypically Indie-Rock. The most popular costume choice was a „Blazer, jeans,
polo shirt and converse shoes‟, the target audience also suggested vests and leather jackets. Its important
to select the correct costume choices for the video as the bands image and Mise-en-Scene is a vital part
of a music video and needs to be right to meet the conventions of the video.
The participants said that the main thing that entices them about watching music videos is seeing the
band in the video performing the song. This feedback will lead us to casting a band for our music video
and have them performing „Somebody Told Me‟ (Studio Version). This will hopefully give a realistic
outcome to the video, we will also work on the bands image to make the band seem real.
The participants suggested various settings for a stereotypical indie-rock music video. They suggested a
stage and „run down‟ places so we have decided that the best place to film the main performance of the
band is the old style south hall stage area.