The document discusses the target audience for music marketing, which is identified as 16-25 year olds, also known as Generation Z. Some key facts about this audience are that they spend around 9 hours per day in front of screens, have short attention spans, and can use multiple screens at once. They prefer accessing music through streaming platforms like YouTube, Spotify, and Apple Music. Music videos are largely consumed on YouTube, which has the highest weekly reach among this demographic. When asked, friends in this age group said they prefer music videos that tell a story, include a plot or storyline, and feel natural and real. The document also provides information on Universal Music Group, one of the major record labels, and how various media platforms

1. Who Are The Intended Audience:
16-25
According to Forbes
Research 16-25 spend 9
hours a day infront of a
screen.
Less Focused – According to
PEOPLEGURU, Gen Z need
regular stimulationsand
updatesresulting in an
attentionspan of 8 seconds.
Multi taskers, the average
16-25 year- olds can use 5
screens at once.
Spending an average
weekly totalof 15.4 hours
a week on their
smartphones.
Commonly known as
GenerationZ;Millennials.
Most likely to watch what
their Artists produce via
YouTube. Statistarecently found in
their research, 82% of
16-25s stream on YouTube.
OFCOM figures found
16-25s watch 75minutes
Of YouTubedaily.
According to MusicBiz.org 16-
24 year oldsspent longer
consuming each media source
than any other
peaking at averages of 168,
159 and 153 minutes among
16-24 year olds respectively –
ranging from music videos to
Artist challenges
162-200 minutes listening
to music.
Characteristic Pop Music
20-24 54%
• 82% YouTube
• 80% Facebook
• 79% WhatsApp
• 76% Instagram
• 57% Snapchat
• 44% Twitter

2. Quick Fact Check on audiences: 16-25 y/o.
• 29.6% of global Instagram audiences were aged 18 to 24 as of year
October 2020
• Twitter has seen 340 million users and is one of the fastgrowing social
networks around the world, 21.6% were 18 to 6-year-olds.
• 25% of total daily Facebook uses are 16 to 25-year-olds
• According to YouTube demographic analysis, the main users of
YouTube tend to be 18 to 24.Instagram has over 300 million users and
41% of these are a 16 to 24.
• Cookies are the biggest influence that target teens

3. More on intended
audience:
Instagram Polls, targeting
16-24s:
• 62% of 17-19 Year Olds watch their
favorite Artists music videos (new
releases).
• 43% preferredto just tune into Artist
through Spotify, without watching a music
video.
• 94% prefer to access though Apple Music,
Spotify and YouTube than any other
streaming platform.
• 45% of 16-24s in my poll said they would
watch Love music videos.
• Only 15% of these were males.
• 45% of 16-25 clicked the link to the Artists
Youtube music video if they saw an ad on
their 'for you page'.
With a 16-24 demographic of
followers, I decided to create a few
series of Instagram Polls to see
primary data based on my followers
preferences.
Although, this evidence isn't
representative- there is still a trend
towards streaming devices and
visualising their content.

4. How do 16 – 25
Year Olds
access Music
Videos?
With Digitallyconverged
media forms that
encourages this
demographic to easily
move from onoe platform
to the next, in a little as 2
seconds.
MusicBiz.Org findingsdiscovered
that YouTube has the highest weekly
reach. The site statesthat over a third
(36%) of participantsstating they listen to
music/ watchingmusic videoson YouTube
for five minutes or more at least once a
week, the video streaming platform is the
leading source of music access by some
margin.
This addsto evidence that music videos
are largely consumed via streaming video
platforms.
YouTubeis the dominantsource of
millennial musicaccess. 72% of 16-
24 year oldsand 65% of
20-24 year olds used the platform
to listen to music for at
least five minutes over a weekly
period; significant
over-indexes.
Instagram and Twitter are
both platforms for artists
to promote their new
singles.
Some sights that you can
accsmsuic videos from:
YouTubeMusic · Vimeo ·
Reddit · Billboard· Yahoo
Music.

5. As part of my findings, I wanted to find out
from close friends why they watched music
videos, in the 16-25 year old bracket.
Friend 1 (19): " It gives dynamic to the Artist
and what that song means to them, for
example Hozier 'Take Me To Church' lyrics
made so much more sense when there was an
emotionalvideo attachedto it."
Friend 2 (17): " When I get adverts with snipits
of the video it makes me want to just watch
the whole thing"
favoriteArtists are really weird and quirky, and
I just like to see the crazy things they come up
with!"
According to a Study in the 1970s, Blumier and
Katz suggested in the 1970s and onwardsthe
media audience make active, uses the
Gratificationtheory and tried to show the
different reasons that audeinces have for
consuming certain media texts.They suggest
audiences are responsible for choosing media
to meet their needs, the audienceare fulfilling
medias to fulful specific gratifications.Usingthis
theory, Youtibe allowsthe freedom to do so,
and videos becoming shorter interst more
people.
Why do they watch Music Videos?

6. What do this audiencelike
to see in love music
videos?
Friend 1: “ I would
preferably like to see a
plot, with a downfallat
some point.I think when
the artist playsthe
characterit’s more
emotional,also videosthat
are done in naturalsettings
and more real to me”
When conducting this research task, I
also wanted to ask friends why that
they would want to see in love music
videos...
94% prefer seeing a
storyline
Friend 3: “ The more
naturalthe video is, the
more I enjoy watching it, I
like to see equality
between the men and
women also, some music
videosare focused on the
appearanceof women
rather than the storyline”
People they know and have
seen before
Friend 2:
I don’t really watch love
music videos, but if I was
to say what I’d like –
probablycharacterisation
and a story to follow just
like you’d read a book”
A plot/storyline
A short video! Ranging
from2;40-3;00.

7. One Music Video (from any genre) with interesting technique and style...
My music analysis can be found on the link below.
https://studentccnac-
my.sharepoint.com/:w:/r/personal/dean_mooney_ccn_ac_uk/_layouts/15/Doc.aspx?sourcedoc=%7B99266D3
F-46BD-4FD5-A5C4-B946B44DA662%7D&file=Document%202021-09-
06T16_36_57.docx&action=default&mobileredirect=true&cid=167d4c5c-26de-4e5c-aaf6-529dd1f454c3

8. Two Music Video analyses, under – Love
Songs:
Music Video 1
• https://www.youtube.com/watc
h?v=450p7goxZqg
• All of Me– John Legend.
• How is this a Love song?
All of Me is an emotional song
about falling in love..
https://genius.com/John-legend-
all-of-me-lyrics - uncovers the
meaning of these heart felt lyrics.
Music Video 2
• https://www.youtube.com/watc
h?v=ac3HkriqdGQ
• LifeHouse – You and Me
• How is this a Love song?
• Two lovers finally meet after a
long time appart.
• https://genius.com/Lifehouse-
you-and-me-lyrics - uncovers
their emotions.

9. My Analysis of my two chosen Music Videos:
• https://studentccnac-
my.sharepoint.com/:w:/r/personal/dean_mooney_ccn_ac_uk/_layou
ts/15/Doc.aspx?sourcedoc=%7B4F6320C2-3676-4A85-8364-
AB6D70C02855%7D&file=Document.docx&action=default&mobilere
direct=true&cid=5a089f67-db8f-49fa-ba84-713ec034f6d0

10. Who are the Universal
Music Group?
• Who are Universal Music Group?
• UMG sate on their website: “We are Universal Music Group, the world's leading
music company. ... We identify and develop recording artists and songwriters, and
we produce, distribute and promote the most critically acclaimed and commercially
successful music to delight and entertain fans around the world.”
• Universal Music Group is home to the most iconic and influential labels & brands in
music.
• Abbey Road Studios.
• Bravado.
• Capitol Music Group.
• Capitol Records UK.
• Decca Records.
• Def Jam Recordings.
• Deutsche Grammophon.
• EMI.
• 7.1 billion USD (2018)
• Simple terms: Global music corporation that is majority owned by the French media
conglomerate Vivendi, with Chinese tech company Tencent owning a minority stake.
• The most innovative music company and listed UMG among the Top 50 most
innovative companies in the world and "amid the music industry's digital
transformation, Universal is redefining what a modern label should look like. UMG
has signed licensing agreements with more than 400 platforms worldwide.
UMG state: "As digital technology refashions
the world, our unmatched commitment to
lead in developing new services, platforms
and business models for the delivery of
music and related content empowers
innovators and allows new commercial and
artistic opportunities to flourish."
The major labels are generally known as 'the
big four':
EMI
Sony BMG
Universal Music Group
Warner Music Group

11. How do media Platforms
promote and distribute
music/artist/bands?
• Instagram have created IGTV, which
allows a short trailer that can last up to
12 minutes, many celebrities use this
feature to promote their new album.
• Tiktok provides direct links to YouTube
for artists, only taking two seconds to
open the webpage you can find their
videos quickly.
• Snapchat allows you to swipe up into a
set of links that takes you directly to
your favourite artist, sub brands also do
Snapchat videos about their new album
which viewers can watch.
You can pay for a promotion on social media
networks that boost your posts to your
chosen countries and hashtags, this falls
under prototion branding, which is set up on
the app after users turn 18.

12. Form: What is Cross –
Media production?
Cross-promotion may involve
two or more companies
working together in
promoting a service or
product, in a way that
benefits both.
Television
Books
Movie
Gaming
magazines
What is the purpose of cross-promotion?
1. It is used, to maximise impact on the target group.
2. Helps artists move from one Network to the other

13. What is VEVO? How does
it create Band identity in
music marketing?
Vevo is a great exampleof Synergy and Brand identity in music marketing.
An example of how Artist promotionis used on the app.
According to hq.vevo.com:Vevo is the
world’slargest all-premium music video
provider, offering artists a global platform
with enormous scale through its
distributionpartners. Vevo connects artists
with their audiencegloballyvia music
videosand originalcontent, working
directly with them to find unique waysto
bring their music to life. Vevo also works
with emerging artists, providingthem with
a platform of global scale and reach, to find
and grow their audience – this is
According to Forbess.com
Vevo (which stands for "video
evolution") was the majors'
attempt to increase
advertising revenue from their
artists' videosrelativeto what
YouTubewas paying.
Tech crunch.com claims: YouTubeconfirmed
that it has renewed its deal with music
video distributorVEVO. Not only does the
deal allow YouTubeto keep VEVO's videos
on its site, but it also requires Google to
invest in VEVO
This is a distint brand logo and
works closely amoung the
largest streaming platforms in
the world, it is assosiated with
the most prestigiousartists, as
it's set a barrier for higher
demand artists.