The document discusses research conducted on a target audience for a music video. It found that the majority of the target audience are teenagers who prefer pop, rock, and dance music. They watch music videos occasionally on YouTube and prefer fast-tempo, color, performance-based and narrative styles of music videos. To meet expectations, the conclusion recommends producing a performance-based narrative music video for a fast dance/pop song in color to be published on YouTube.

2.  Target audience: The audience we think we are
making this product for.
 Media producers identify the target audience during
the planning stage for a media text, because this
will affect the shape of the text.
 All these different target audiences will mediate
the way a text is constructed because it will be
shaped differently, structured differently and have
different content depending on the target
audience.

3. Types of audience:
 Mass audience: The largest one. Consumes mainstream or
popular culture texts such as soap operas, sit-coms, reality
shows and sports.
 Niche audiences: Much smaller and diverse than mass
audience but usually very influential.Very attractive to
advertisers of relevant products and sufficiently reliable to
enable continuation of a media text due to consistent
revenue being generated by sales. (i.e. BBC4 is aimed at a
niche audience who are interested in cultural/artistic
programmes)

4. You also need to consider how an audience might react to, or engage with the product.
The following are all factors in analysing or predicting this reaction.
AUDIENCE
ENGAGEMENT
This describes how an audience interacts with the product (music video).
Different people react in different ways to the same text.
AUDIENCE
EXPECTATIONS
These are the advanced ideas an audience may have about a text.This
particularly applies to genre pieces. Don't forget that producers often play
with or deliberately shatter audience expectations.
AUDIENCE
FOREKNOWLEDGE
This is the definite information (rather than the vague expectations)
which an audience brings to the media product.
AUDIENCE
IDENTIFICATION
This is the way in which audiences identify with the product (a particular
music video/artist), in that they feel it directly expresses their attitude or
lifestyle.
AUDIENCE
PLACEMENT
This is the range of strategies media producers use to directly target a
particular audience and make them feel that the music video is specially
'for them'
AUDIENCE
RESEARCH
Measuring an audience is very important to all media institutions. Research
is done at all stages of production of a media text, and, once produced,
audience will be continually monitored.

5. Audience expectations:
 These are the advance
ideas an audience may
have about a text.
 This particularly
applies to genre
pieces.
 Don't forget that
producers often play
with or deliberately
shatter audience
expectations.
Audience engagement:
 This describes how an
audience interacts with
the music video.
 Different people react in
different ways to the
same text.
Audience identification:
 This is the way in which
audiences feel
themselves connected
to a particular music
video/artist, in that they
feel it directly expresses
their attitude or
lifestyle.

6. The majority of my target audience is teenagers (99%) and a small percentage of young
adults (1%)

7. The majority of my target
audience (40.63%) chose POP
music as their favourite
genre, with a following result
of 29.17% for ROCK music
and a 18.75% for DANCE
music.

8. There majority of my
target audience (68%)
prefers colour music
videos as opposed to
B/W videos (8%). A
significant number of
24% voted for a mix of
both.

9. Most of my target audience (59%)
watch music videos occasionally,
with a following 16% watching
music videos everyday.

10. YouTube is by far the most popular music video platform for my target audience,
outperforming MTV by 98% against 1%.

11. The majority of my target audience voted for performance based music videos (41%)
against a 39% who preferred narrative music videos.

12. 58% of my target audience regularly attends live music events, with a 42% not
attending at all.

13. 59% of my target audience likes broadcasted live music events, against a 41% who do
not show interest on theseTV programmes.

14. A significant 78% of my target audience prefer fast tempo music against a 22% who prefer
slow tempo music.

16. As expected, when we asked our target audience their
preference in a particular music video, we got 80
different answers out of the 80 surveyed individuals.
27 skipped this question.
There is a variety of music genres and video styles, with
a mix of Pop, Rock, Dance, performance, narrative and
conceptual music videos.

17. CONCLUSIONS
1. The majority of my target audience is teenagers (99%) and a small percentage of young
adults (1%)
2. The majority of my target audience (40.63%) chose POP music as their favourite genre,
with a following result of 29.17% for ROCK music and a 18.75% for DANCE music.
3. There majority of my target audience (68%) prefers colour music videos as opposed to
B/W videos (8%). A significant number of 24% voted for a mix of both.
4. Most of my target audience (59%) watch music videos occasionally, with a following
16% watching music videos everyday.
5. YouTube is by far the most popular music video platform for my target audience,
outperforming MTV by 98% against 1%.
6. The majority of my target audience voted for performance based music videos (41%)
against a 39% who preferred narrative music videos.
7. 58% of my target audience regularly attends live music events, with a 42% not
attending at all.
8. 59% of my target audience likes broadcasted live music events, against a 41% who do
not show interest on these TV programmes.
9. A significant 78% of my target audience prefer fast tempo music against a 22% who
prefer slow tempo music.
10. There is a variety of music genres and video styles, with a mix of Pop, Rock, Dance,
performance, narrative and conceptual music videos.

18. CONCLUSIONS
1. The majority of my target audience is teenagers (99%)
2. The majority of my target audience (40.63%) chose POP music.
3. There majority of my target audience (68%) prefers colour music videos.
4. Most of my target audience (59%) watch music videos occasionally on YouTube
5. Performance based /narrative music videos.
6. 58% of my target audience regularly attends live music events and 59% of my target
audience likes broadcasted live music events.
7. A significant 78% of my target audience prefer fast tempo music.
8. There is a variety of music genres and video styles, with a mix of Pop, Rock, Dance,
performance, narrative and conceptual music videos.
Therefore:
In order to fulfil the expectations of my primary target audience, who is mainly teenagers,
my music video should be a performance based with a narrative storyline music video for a
fast tempo Dance/Pop song. It should be made in colour and published on YouTube.
There is a coherence in the answers when looking at the preference of the target audience for
performance based music videos, since most of them also enjoy music performances,
both live and broadcasted on TV.