The document summarizes the results of a market research survey about music preferences. It found that the target audience for a new music video and album is primarily females ages 15-20. The most popular music genres identified were indie-rock and rock. Most respondents said they discover new music through social media. They prefer music videos to include a performance element and narrative or conceptual aspects. Respondents believe a music video is important to the overall success of a song or album. Their favorite existing music videos fit within the indie-rock genre and often use black and white footage or a combination of narrative, performance and conceptual elements.

1. Market Research

2. Male (15-20) 7
Male (21-25) 1
Male (25-30) 0
Male (31+) 1
Female (15-20) 12
Female (21-25) 0
Female (25-30) 0
Female (31+) 0
Prefer not to say 2
I asked this question in order to find out who my target audience is and therefore who my music video,
music advert and CD digipack would have to appeal to. The results show that the most popular gender
is female and the most popular age range is 15-20, therefore suggesting that my final product should
reflect a target audience of older teenagers with a dominant female population. Despite these findings,
there is also a high number of male viewers in the age range of 15-20 which suggests that my final
product should also appeal somewhat to this gender.

3. My second question was asked in order to find the
popular genre of music. I gave a range of answers,
including the option of ‘other’; in which the audience
were able to write their response. In addition to this, I
allowed the option of multiple choice which enabled
people to give a range of their favourite genres,
therefore making it easier for me to get a more
general response.
Overall, the most popular genre was indie-rock,
followed by dance/house and then rock. From this
selection, I matched the two most similar genres up
(indie-rock and rock) and decided to create a piece of
work following these genres. Our chosen band being
‘Catfish and the Bottlemen’ and the song being
‘Fallout’.
I then asked how my audience finds out about new music. I
asked this in order to get a general idea of how I was to
advertise my upcoming video/single. The majority response
was ‘Social Media eg. Twitter and Facebook’, therefore
suggesting that my advertisement needs to be visual (as
apposed to a radio advert being vocal) as well as preferably
a still image such as a magazine advert. I decided this due
to a dynamic advert, such as a video holds links to YouTube
which would therefore suggest that YouTube/Vevo is the
main source in terms of finding new music, rather than social
media images/retweets.

4. I asked this question in order to find out my audiences
personal preference in terms of what is seen in a
music video. The most popular answer from this
specific question is the idea of a performance element
within the video itself (similar to other rock videos from
bands such as Royal Blood). This response helps to
support the previous responses from the question
concerning favourite genres. In addition to this, there
is a close link with the number of responses for the
narrative element, as well as the conceptual element.
This therefore suggests that although these are not
what is mostly ‘successful and entertaining’ in the
viewers opinion, they are still fairly relevant and help
to add to the overall video. Due to this, we decided to
use all 3 types of filming in order to create a film to suit
the overall majority.
The most popular answer in response to ‘Do you think
that a music video is a vital part of the song’s/album’s
overall success?’ is yes. This therefore suggests that
the majority of sales and number of views per video is
primarily due to the music video itself, meaning that
the video must somehow be relatable and what the
audience want in order for the remainder of the
album/single to be an overall success.

5. My final question holds responses of pure opinion and I have asked this question in order to get a
variety of previously made videos which my given audience find successful and entertaining. The
answers I have received will be taken into consideration and will therefore help when constructing
our own music video. The majority of responses are found within the indie-rock genre and therefore
help to validate previous answers from candidates filling in the survey.
A few of these responses are:
Results drawn from these responses
suggest that elements of narrative,
performance and conceptuality are
essential in order to create a music
video. Another reoccurring element
within a few of these videos are the use
of black and white footage.