This survey analyzed responses from different age and gender groups to questions about music videos. The results showed that: - The primary target audience for electropop/dark-pop genres is youthful females under 35. - Billie Eilish has a broad youthful male and female audience under 35, demonstrating she appeals to both genders. - Elder males over 35 consistently had the lowest pass rates, showing they are the least targeted demographic. - Questions about more mainstream artists like Madonna and Lady Gaga had higher pass rates among older groups.

1. A U D I E N C E
S U R V E Y
R E S U LT S
SCOPE VIDS x
LOOPS MEDIA

2. 4 Q U A D R A N T A U D I E N C E
• In the film industry, the 4 quadrant audience is
comprised of:
• Males under 25
• Males over 25
• Females under 25
• Females over 25
• In our case, we’re going to categorise youth as
under 35.
• Some articles suggest that youth is under 25,
some suggest under 30 but statistics on the
distribution of Instagram users worldwide
(October 2020), by age and gender show that
the highest number of users are in the 24-35
category, with 18-24 in close second.

3. Q U E S T I O N S
• We created a video containing clips of 4 different music videos and asked a
wide range of people to watch and then answer a survey which questioned
the artist and the song.
• Before the questions on the video, we asked for their gender and age. This
helped us understand the target audience for the electropop and dark-pop
genre.
• The first video we played was Like a Prayer by Madonna. We included this
one because, although it doesn’t fit into the genre and age group we are
going for, we wanted to intertextualise the religion and promiscuity themes
inspired by this video.
• The next music video was Bad Romance by Lady Gaga. This one appears
to intertextualise Like a Prayer by Madonna as well with the religion and
promiscuity, but is closer to our demographic and genre.
• The next video was Dollhouse by Melanie Martinez. Melanie’s style is quite
close to Billie Eilish’s so this would help us understand the demographic.
• The last video was Bury a Friend by Billie Eilish. This would help us
comprehend Billie’s demographic specifically.

4. S U M M A R Y
• This survey concluded that the primary target audience for the electropop/dark-
pop genre fell into the female youth category.
• However, the survey suggested that Billie Eilish has a youthful male and
female audience, with 100% pass rate on her question.
• Elder men are the targeted the least, as they got 0% on any of the questions
regarding the electropop/dark-pop genre (Melanie Martinez and Billie Eilish).
• The questions specifically on ‘religion’, Madonna and Lady Gaga, received a
higher pass rate for older males and females, however the Madonna question
appeared difficult for the youthful audience.
• From this survey, our video will hopefully appeal to target the male and female
youth audience. We will go further into age, race, sexuality, economic
grouping and nationality/region once we do more research.

5. T H E R E S U LT S

6. Q 3 M A L E S ( A : M A D O N N A )
Males under 35
Madonna Not sure
Males over 35
Madonna Not sure

7. Q 3 F E M A L E S ( A : M A D O N N A )
Females under 35
Madonna Not sure
Females over 35
Madonna

8. Q 3 ( A : M A D O N N A )
• A higher
percentage
of males
were
correct,
however this
surprisingly
came from
the under
35s
category.
There was
an 100%
pass rate for
females over
35 which
was
Males
Madonna Not sure
Females
Madonna Not sure

9. Q 4 M A L E S ( A : L I K E A P R AY E R )
Males under 35
Like a Prayer Oh God I think I'm falling Midnight Prayer Not sure
Males over 35
Like a Prayer Angel Cheerful Not sure

10. Q 4 F E M A L E S ( A : L I K E A P R AY E R )
Females under 35
Like a Prayer Not sure
Females over 35
Like a Prayer

11. Q 4 ( A : L I K E A P R AY E R )
• The
percentage
of women
who got the
correct
answer was
higher than
the
percentage
of men which
is expected.
• The pass
rate was
100% for
women over
35.
Males
Like a Prayer Oh God I think I'm falling Midnight Prayer Cheerful Angel Not sure
Females
Like a Prayer Not sure

12. Q 5 M A L E S ( A : L A D Y G A G A )
Males under 35
Lady Gaga
Males over 35
Lady Gaga Not sure

13. Q 5 F E M A L E S ( A : L A D Y G A G A )
Females under 35
Lady Gaga
Females over 35
Lady Gaga Not sure

14. Q 5 ( A : L A D Y G A G A )
• From these
results, Lady
Gaga is well
known in the
youth
audience, but
not so much in
the elder
audience.
• Having said
that, more over
35’s knew than
not.
• The female
audience did
better,
however they
were very
even.
Males
Lady Gaga Not sure
Females
Lady Gaga Not sure

15. Q 6 M A L E S ( A : B A D R O M A N C E )
Males under 35
Bad Romance Ra Ra Ou La La Poker Face
Males over 35
Bad Romance Ya Ya Not sure

16. Q 6 F E M A L E S ( A : B A D R O M A N C E )
Females under 35
Bad Romance
Females over 35
Bad Romance I Want Your Love Not sure

17. Q 6 ( A : B A D R O M A N C E )
• The results
to this one
were very
interesting.
• Many
people
didn’t know
the name of
the song
which is
surprising
as this
video has
1.3B views.
• 100% of
women
under 35
got it
correct and
0% of men
over 35 got
Males
Bad Romance Ra Ra Ou La La Poker Face Ya Ya Not sure
Females
Bad Romance I Want Your Love Not sure

18. Q 7 M A L E S ( A : M E L A N I E M A R T I N E Z )
Males under 35
Melanie Martinez Halsey Not sure
Males over 35
Melanie Martinez Not sure

19. Q 7 F E M A L E S ( A : M E L A N I E M A R T I N E Z )
Females under 35
Melanie Martinez
Females over 35
Melanie Martinez Sia Not sure

20. Q 7 ( A : M E L A N I E M A R T I N E Z )
• Melanie
Martinez
appears to
have a
youth
female
target
audience.
• 0% of the
over 35
categories
got the
answer
correct and
only 1 male
under 35
got it
correct.
• 100% of
women
Males
Melanie Martinez Halsey Not sure
Females
Melanie Martinez Sia Not sure

21. Q 8 M A L E S ( A : D O L L H O U S E )
Males under 35
Dollhouse Wrong Turn Not sure
Males over 35
Dollhouse Not sure

22. Q 8 F E M A L E S ( A : D O L L H O U S E )
Females under 35
Dollhouse Not sure
Females over 35
Dollhouse Smile for the Picture Not sure

23. Q 8 ( A : D O L L H O U S E )
• As many people
didn’t get the
correct answer
for the last
question, I
expected there
to be less
correct answers
for this one.
• 0% of men were
correct and 50%
of women were
correct.
• 0% of women
over 35 were
correct.
Males
Dollhouse Wrong Turn Not sure
Females
Dollhouse Smile for the Picture Not sure

24. Q 9 M A L E S ( A : B I L L I E E I L I S H )
Males under 35
Billie Eilish
Males over 35
Billie Eilish Not sure

25. Q 9 F E M A L E S ( A : B I L L I E E I L I S H )
Females under 35
Billie Eilish
Females over 35
Billie Eilish Not sure

26. Q 9 ( A : B I L L I E E I L I S H )
• The results
for this
question
were
relatively
expected.
• 100% of
people
under 35
got the
correct
answer
anchoring
Billie’s
target
audience to
be youthful.
• 0% of men
over 35
were correct
and 67% of
women over
35 were
correct
anchoring
females as
her primary
target
Males
Billie Eilish Not sure
Females
Billie Eilish Not sure

27. Q 1 0 M A L E S ( A : B U R Y A F R I E N D )
Males under 35
Bury a Friend I Wanna End Me Therefore I am Not sure
Males over 35
Bury a Friend I Wanna End Me Not sure

28. Q 1 0 F E M A L E S ( A : B U R Y A F R I E N D )
Females under 35
Bury a Friend
Females over 35
Bury a Friend Not sure

29. Q 1 0 ( A : B U R Y A F R I E N D )
• 43% of men
under 35 got the
correct answer
but 0% of men
over 35 got the
correct answer.
• 100% of women
under 35 got the
correct answer
which anchors
the primary
target audience
of being young
women.
Males
Bury a Friend I Wanna End Me Therefore I am Not sure
Females
Bury a Friend Not sure