The document summarizes the results of market research conducted to determine the target audience and their preferences for a music video. The research found that the target audience is primarily 17-25 year old females who prefer rock music. They most commonly watch videos on YouTube and find music through the internet and social media. Based on the results, the summary outlines how the music video will be designed to appeal to this audience through its theme of depression/loneliness, inclusion of both male and female characters, woodland setting, combination of performance and narrative styles, ambiguous character relationships, and mixture of high-key and black/white lighting. The video will be advertised in a magazine and released on YouTube to reach the target demographic.

1. Market Research Report
By producingthissurveyandcarryingout marketresearch,Ihope to findoutabout,and collectthe
opinionsof,mytargetaudience.Iwill dothisbyaskingthemquestionsaboutwhatgenre of music
videotheywouldliketosee, itstheme,settingandlightingaswell asmore personal questionsabout
theirage and gender.Ialsohope to determine weremyaudience findoutaboutandwatch music
videosandwhatstyle of musicvideotheywouldprefertoview
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2
4
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10 to 16 17 to 25 26+
Age
Series 1
Gender
Male
Female
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Rock
Pop
Indie/ Alternative
Country
Hip hop
Punk
Preferredgenre of music
Preferred genre of music
The resultsfrommy surveydepictthatthe targetaudience
for myvideoshouldbe 17 to 25 year olds as that wasthe
mostcommon result.Inorderto generate alarge audience,
my videoshouldbe aimedspecificallyatthisage group.I
will dothismainlybycoveringissuesof depressionand
loneliness,throughthe narrative of the video,which are
subjectscommonlyassociatedwiththisage group and
youngpeople.
Althoughthe genderof myaudience willbe predominantly
female,accordingtomyresults,Iwill aimmy videoatboth
male and female audiencesinordertogenerate alarger
audience.Thiswill be done byincludingbothamain male
and female characterinthe video’snarrative sothatboth
gendershave astrong character to identifywith.
The song that I will be makingavideoforis‘Mad World’by Gary Jules.Ihave decidedtouse thissongas it
fitsintothe softrock category androck is one of the mostpopulargenres,alongside pop,accordingtomy
surveyresults.Byusingasong of thisgenre, I am pleasingmyaudience,andthereforegeneratingalarger
audience byusingasong witha populargenre.

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3
4
5
6
7
8
How music is found
How music is found
0 1 2 3 4 5 6 7 8 9
TV
Facebook
YouTube
Twitter
Vevo
Other
Where videos are watched
Where videos are watched
Style
Performance
Narrative
Conceptual
I will be advertisingthe release of mymusicvideo
ina magazine.Althoughthisisonlythe second
mostpopularway inwhichpeople findoutabout
music,secondtothe internetandsocial media,it
isstill a popularchoice andeasyway to advertise a
new video. Itmayalsointerestanolderaudience
whomay like the videobutare outside mytarget
audience,astheyare more likelytobuyandread
magazinesratherthanuse social mediaandthe
internettofindoutaboutnew music.Thiswill
enable me toattract a largeraudience bothinside
and outside of mytargetedage group.
YouTube isby far the mostpopularmeansof watchingmusicvideos,accordingtomymarketresearchresults.
To make my videosuccessful,Iwill needtomake itavailable onthissite sothatmy audience canaccessit
easily.Bydoingthis,myvideocouldalsoattracta largeraudience thanIhave targeteddue to the popularity
of the site andthe accessibilityof the internet.Althoughthiswill make myvideomore popularandeasily
attainedbymy audience,itdoesnotgenerate asmuchprofitwhenthe video isviewedasitwouldif itwas
releasedonaDVD or on the TV. For thisreasonI will alsoproduce aDVD/CD digipakformy videosothat it
can be releasedinthisformaswell asonline.
Performance andNarrative styleshave provenmost
popularwithmytarget audience.Byincludingboth
performance andnarrative scenesandthe use of a
performingcharacterinmyvideoas well asactors to
playout narrative events,I amable to provide bothof
these stylesformyaudience throughmyvideo.Iwill
therefore be able tocomplywithwhatmyaudience
wantsto see ina musicvideoandmake itmore
entertainingforthembydoingso.Thiswill drawina
largeraudience because thesestylesare oftenmore
easyto understandandfollow somore people will be
able to watchand decipherwhatishappeningon
screenincorrelationtothe music.

3. 0
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2
3
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5
6
Theme of narrative
Theme of narrative
0 1 2 3 4 5 6
Beach
Concert
Wood
Field
Home
City/road
Preferredsetting
Preferred setting
Preferredcharacter
relationships
Family
Couple
Enemies
Friends
Other
The two mostpopularthemesamongstmyaudience
are romance and depression,thereforemyvideowill
coverboth of these themesthroughthe charactersand
narrative events.Iwill include romance throughthe
relationshipbetweenmytwomaincharactersand
depressionasanunderlyingtheme throughthe mise
enscene and editing.Althoughastoryof successis
alsoa populartheme withinmyaudience,Iwill not
include thisdirectly;however,Iwill conclude the
narrative of the videoina happyway,hintingat
successfor one of the characters. By doingthisI will
coverall of the themesthatmy audience wouldlike to
see ina musicvideoandso generate alargeraudience.
My marketresearchresultshave concludedthatawoodisthe most popular settingfora musicvideo.By
settingthe majorityof myvideointhislocation,Iwill be able toplease mytargetaudience andsodraw in a
largeraudience overall.The secondsettingthatwill feature inmyvideowill be one of the character’shomes.
Thiswill allowthe audiencetoidentifywiththe characterbetterastheyhave beenallowedintoaplace
personal tothem.By creatingthisvoyeuristicexperience,Iamable to place my audience inside the videoand
the narrative,makingthemmore likelyto associate withthe charactersandunderstandandenjoythe video
more.
The relationshipbetweenmytwomaincharacterswill
neverclearlybe revealedinmyvideo,creatinganarrative
enigmaandallowingmyaudience todecide forthemselves
whathas happenedtothem.Ihave foundthat the most
popularcharacter relationship,frommymarketresearch,is
a friendshiporacouple.Byleavingthisaspectopen,Ican
allow myaudience todecide forthemselvesaswell as
makingmyvideomore popularasit won’tprovide aclear
relationshipbetweenthe characterssothe audience can
make it whattheywant.

4. 0
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2
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High
Key
Low
Key
Blue
filter
Yellow
filter
Black
and
white
filter
Other
Preferredlighting
Preferred lighting
My videowillincludebothsceneswithhigh-key
lightingandeditstoreveal ablackand white filterto
create a solemnatmosphere. Thesetwolighting
techniqueswere the mostpopularamongstmy
audience therefore,Iwill use theminmyvideoto
generate alargeraudience andplease mytarget
audience.These stylesof lightingwill alsocorrelate
withthe differentnarrativesinthe video,the happier
performance scenesandmore serious,darker
narrative scenes.
By completingmymarketresearchandanalysingthe results,Ihave discoveredmore aboutmytargetaudience,their
age andgender,andwhat theywouldlike tosee inamusicvideo. Additionally, Ihave decipheredhow Ishouldmarket
my video,online throughsocial mediaandthroughamagazine advertisement,andthatmy targetaudience would
prefertowatch a videoproducedfora songof the rock genre.AftercompletingthisresearchIhave enabledmyself to
produce a product thatwill be popular,generating alarge audience andmakinganoverall profitbecause Inow
understandmyaudience andtheirpreferencesbetter.