The document describes 4 focus group candidates - Avril and Emmanuel who are part of the primary audience, and Alfie and Ava who are part of the secondary audience. It provides details about their music, movie and social media preferences. The results section lists each candidate's responses to questions about their tastes. A key finding is that most candidates listen to music on YouTube, showing the importance of music videos in promoting artists to mass audiences who use the platform.

1. FOCUS GROUP

2. CANDIDATES
Avril – Primary Audience​
Avril falls into the category of being part of
the ‘mass audience’. She is 17 and studies
English literature, as well as this Avril likes
to go to parties and hang out with friends.​
Emmanuel – Primary Audience​
Emmanuel is 17 and also falls into a ‘mass
audience’ category as he also likes to hang
out with friends and listens to pop music
that is very ‘mainstream’ and played a lot
on radio stations like Heart and Kiss.
Emmanuel writes his own blog and
watches popular tv series like love island.

3. CANDIDATES
Alfie - Secondary audience​
Alfie is part of the secondary audience as
he has little to no interest in ‘pop’ music
that is played on popular radio stations like
Kiss. He is 20, skateboards in his spare
time as well as plays niche video games.
He also attends alternative festivals like
’boardmasters’.
Ava – Secondary audience ​
Ava is 17 and part of the secondary
audience as she particularly takes an
interest in the genre of Indie music and
regularly goes to ‘rock’ festivals like
‘Reading’ or ‘Community London’. She
plays musical instruments and sings.

4. RESULTS
 Avril – Primary Audience​
 What is your general Taste in Music? Pop and
R&B​
 Who is your Favourite artist? Chris Brown​
 What is your Favourite genre of movies?
Comedies
 What is your Favourite movie? Dirty rotten
scoundrels or Fred​
 Who are your Favourite celebrities or
influencers? Jade pierce​
 Do you use social media and if so, what?
Snapchat and Instagram​
 How do you listen to music? Spotify and
youtube​
 Do you attend concerts/festivals? No​
 What is your favourite music video? Happier-
 Emmanuel – Primary audience ​
 What is your general Taste in Music? Afro
Beats and Hip Hop​
 Who is your Favourite artist? Davido and
Cardi B​
 What is your Favourite genre of movies?
Horror​
 What is your Favourite movie? Wreck it
Ralph​
 Who are your Favourite celebrities or
influencers? Robert Herjavec​
 Do you use social media and if so, what?
Instagram, Snapchat and Blogger​
 How do you listen to music? Youtube​
 Do you attend concerts/festivals? No​
 What is your favourite music video? Single

5. RESULTS
 Alfie – Secondary audience​
 What is your general Taste in Music? Indie and
Electronic​
 Who is your Favourite artist? Mika and Everything
Everything​
 What is your Favourite genre of movies? Action and
Drama​
 What is your Favourite movie? Sing Street​
 Who are your Favourite celebrities or influencers?
Russel Brand, Chet Sket and Johnny Depp​
 Do you use social media and if so, what? Snapchat
and Facebook​
 How do you listen to music? Spotify​
 Do you attend concerts/festivals? Yes​
 What is your favourite music video? Wide open –
Chemical brothers
 Ava – Secondary audience ​
 What is your general Taste in Music? Indie and
Retro​
 Who is your Favourite artist? George Michael
and The Beatles​
 What is your Favourite genre of movies? Drama​
 What is your Favourite movie? Lion​
 Who are your Favourite celebrities or
influencers? Ricky Gervais​
 Do you use social media and if so, what?
Instagram and twitter​
 How do you listen to music? Youtube ​
 Do you attend concerts/festivals? Yes​
 What is your favourite music video? Pennylane –
The Beatles

6. KEY FINDING
 The factor that most of the candidates have
used or regularly use ‘youtube’ for listening to
music demonstrates how necessary and
important music videos can be to promoting an
artist or message. This is due to how a huge
majority of the mass market use this platform
to engage with their favourite artist(s). This is
proof of why the music video industry has
perhaps grown into the commercial
enterprise it has, worth millions and ever-
expanding.