The document discusses the results of a survey about music video preferences. It finds: 1) Most participants were male, but both genders were represented, so the video cannot be totally male-focused. 2) Most participants were 17 or younger, so explicit content would need editing, but appealing to older age groups is also important. 3) All participants were English/British, so the video can feature English actors and references. 4) Desktop access was most popular, so the video should be accessible online. 5) Viewing habits varied greatly, so the narrative needs broad appeal but also memorability. 6) Locations, clothing styles, instruments and live performances were

1. Quantitative Research

2. Question 1 - What is your gender?
So from the data that we
have here, we can see that
there have been more
Male participants
compared to Female. This
could heavily sway the
type of music video we
create, as it may contain
lots of Mulvey’s Theory of
“Male Gaze” and what is
considered to be pleasing
for a male orientated
audience. Such things
could be the use of
cleavage, or male
dominance. For the genre
we aim at, this could be
shown through the use of
a “damsel in distress” and
making a Male lead look
to be Muscular and take
the lead in saving this
woman.
As their still seems to be a considerable amount of
females who have taken the survey, we can then
assume that what information we take from the survey,
cannot be totally biased towards a more male
dominant video. We will need to find certain
conventions that will link in to a mixed gender
audience. Examples could be having a band shot that
contains both male and female musicians to show that
they are both equal in the presence of music.

3. Question 2 - What is your age?
Of the participants of the survey,
the large majority of them are 17
or younger, this will affect the
type of music video we create, as
in the song, the word “Fucking” in
the chorus would need to be
edited out, or we put a cap on the
music video. However if we were
to put an age cap on, the large
majority of the chosen target
audience will be unable to watch
the video, therefore we cannot
connect with the audience, and
they cannot relate back to it.
We can also see that the next big
group is 18 to 24 year olds, this
means that the viewers would be
mature enough to watch and
understand meaning in the music
video, it also means that the sort
of people/things included in the
music video need to appeal to
them.
An example of how we can relate it to them, is introduce some form of
father figure, that will be the dominant one in all scenarios, but we can also
include fashion connotations of the genre, that will relate back to the
viewers, who will be wearing the same kind of clothes, and will listen to this
type of music. We have some older people who have taken the survey, so
that means we can also add some forms and conventions that can be
associated with older viewers, it also means that possible viewers will be
older than the main bulk of a target audience.

4. Question 3 – What is your Nationality?
From the answers we
received, all of the
participants were of English
or British Nationality. This
then means that all of our
target audience will be able
to speak English, and if
there is any dialogue on the
video, it should be in
English, so all of the viewers
are able to relate and
understand the video.
If we were to include
parodies, or stereotypes
linking to the English
Nationality, we would be
able to use that, and the
consumers of the video
would be able to
understand certain
stereotypes of
English/British culture, such
as Drinking Tea.
With this, we could also use all English actors/actresses, as
knowing what they look like, and the trends that are noticed
over in the UK, we can take that and incorporate that into
the music video.

5. Question 4 - How do you access music videos?
From this, we can see
that most people are
going to watch music
videos on a desktop
platform, this means
that we should make it
easily accessible for
desktop users. This
also tells us that our
participants are likely
to use the internet, so
will use social
networking sites, that
allows the viewers to
share the video all
over the internet, so
helps with publicity,
and will reach out to
other people that
have common
interests, and can
associate with the
video.
With a large amount of people saying that they access videos via TV or
Mobile, it means that we could impliment the following into the music
video (and or ipods too). As many of the viewers will have these devices on
hand. It also means that we should make the video available for playback
on mobile devices, so we can widen the medias on which can watch the
video, thus allowing more people to view it.

6. Question 5 - How often do you watch music videos within a
month?
There are two clear leaders of
answers, and both are contrasting
ones. As most people say that
they will watch a music video
everyday, that means they will be
heavy internet or Television
consumers, so will be able to
understand most of what will
happen in a narrative, and are
likely to share any new videos
that they find, with friends or on
the internet, thus allowing more
people to view the video, and
possibly relate to it.
As there is also a peak in people
that will only watch music videos
once a month, this means that
they are unlikely to share or pass
on the video, so tells us that they
may be quite secluded and
secretive about themselves. We
can relate to that as the Rock
Genre looks around social
independence and how to look
over that. It also tells us that
within the narrative, it needs to
be memorable so that they can
remember this one video until
they watch another one.
We can also see that some people will watch videos every couple of days,
and some once a week, that tells us that some people will only watch
videos rarely, and will prefer to spend their time out and about, so for
relatable purposes, it would be good to have the narrative out in the open,
where most people are likely to be. However for those who are always on
the internet, we can include parts that can relate to people who will use
the internet heavily.

7. Question 6 - When it comes to Rock videos, what particularly
appeals to you?
We had a range of different answers, these
ones here are the most common ones. We
can see that people like to see a different
and unusual side of a music video, this can
be through the area that it is filmed in. As
the target audience seems to be very
young, we would have to make the location
around somewhere that would appeal to
them, an example would be “woods”, the
reason behind this, is that young people use
the application “instagram” quite
frequently, and it consists of taking pictures
and blogging them. As woods are a high
point of the blogging, young people are
likely to go to those locations. For
interesting, it could link a narrative
completely unrelated to the genre, but have
certain connotations that allow them to
work in parallel universes.
One answer suggests that we represent
people in a certain way, so linking to the
target audience of young people, for this we
could include the typical clothing for
someone of that age, and interested in the
rock scene. This would be a heavy use of
black clothing, most of which will contain a
band logo. We could also include the use of
instruments, as they are heavily used by
young people now, especially those who
wish to create their own bands.
Another answer says that they like lots of lighting and effects
added. Though this would not be very stereotypical to the
genre, the use of effects could generate a greyscale, to show
that the area is devoid of life, much like the rock genre, or it
could be used as a way to generate flames, another
stereotype associated with Rock. With lighting, or the lack of,
we could create a narrative that could progress. So it seems
like whatever is happening, will take time to do so, or we
could make it look like everything is happening in a very
short space of time.
Many people said that they like the use of a band within the
music video, this means that the viewers who potentially
wish to be in bands can associate themselves with the band
and follow certain traits of their persona, such as the type of
guitar they have, or the hairstyle they choose.

8. Question 7 - Do you prefer to see a staged live performance in
the music video?
The graph here tells us that people
prefer to see some form of live
performance within a music video.
The reasons behind this could be
different, ie, the band themselves are
a form of iconography, as all viewers
who follow the Rock genre, will be
able to identify the band and then link
the music video to them. Also the use
of the iconography, is that it becomes
a selling point, as if somebody has
only seen the music video and liked it,
they are likely to go and listen to more
music of the same artist, and then
possibly go out and purchase their
music.
Another good aspect of a live band, is
that we can see the emotion of people
who clearly enjoy the genre of music,
and allow viewers and listeners of the
genre, to also understand the love and
devotion put into their music.
Having a live performance within the music video
means that we can have a separate storyline
running alongside it, and in some way or other
cross them over together, this can be through the
song itself, or the way certain lyrics fit well
together. It also means that the viewers can relate
to the band itself, and seem to fit themselves
around the band, and stick to conventional
stereotypes such as darkness and seclusion.

9. Question 8 - Do you prefer music videos with a narrative?
Please explain why.
We received some very
contrasting results in this part,
as many people would prefer
not to have some form of
narrative going on, as it may
detract from the music, and it
may not be relevant to the song
itself. However on the other
hand, some people would prefer
to have a narrative running
along side, as it becomes more
visually pleasing, and could also
bring more to the song, and add
a deeper meaning. With adding
a narrative alongside, we would
use it as a way to strengthen the
relationship between the band
and the song, but also to see the
song in a new light, as then we
can allow people’s imaginations
to go wild, and then see what
they make of the video, and how
it can link back to the select
genre.
We know that for the video, we aren’t always going to please
everybody with what we include in it, so with people not
wanting a narrative in there, having a whole song on the band
may become abit tedious and boring, but with adding a
narrative, this viewers may not wish to view the video.
However, using both of them to coexist alongside one another
may work nicely, as it brings in aspects of both sides, and is
likely to attract most people.

10. Question 9 - What sort of narrative would you associate with
Rock videos?
Different ideas for what should be in the
narrative of a music video, but all of which
seem to relate to the stereotypes of the
rock genre. Referencing older rock bands
is common amongst more recent and up
to date rock bands, this can be with
certain clothing that they choose to wear,
or certain actions they may do within the
music video. The use of a dark room
would be very stereotypical to the genre,
as darkness is seen to be an ally of rock
artists.
A comedic side for a music video would
be very interesting, as “Infant
Annihalator” use humour in their
screaming video, as it shows that the band
can have fun as well as being serious
through their music, and example of
which is when a member drinks lots of
blue milk and projectile vomits.
Doom and Gloom, is a pretty good
summary of what is expected for a rock
video, as it can contain traits of death, and
use eerie backing to help emphasize a
gloominess.
Rebellion and violence is similar to music
videos in Rock genre, such as SOAD –
BYOB as it shows robots as rebelling
against their owners.
Having life relatable situations would be fighting against certain
stereotypes, as within rock videos, they tend to show people how
not to live their life, and use that as a “rock lifestyle”. However it
could work in contrast, as the effects could show to be a nightmare
for the viewer.
Promoting the band as a whole would boost their iconography and
help make them more marketable worldwide, so having a heavy
influence on say a band tour would be good for boosting their
iconography, and their marketability.

11. Question 10 - Would you prefer to see a male or female actor in
a music video?
We can see here that the majority of
people have said that they wish to see
both a male and female in the music
video, this tells us that we are able to
follow typical conventions of clothing
style and of the rock genre, to be
associated with the male and female
viewers of the genre, rather than just
basing all of the style towards the
males. It also means there is a potential
for a “love” story as a narrative,
however as it would be completely
against conventions of a rock music
video, it would seem to distant to be
able to use effectively.
We can also use this information to set
a narrative up, as the members of
Avenged Sevenfold are all males,
keeping with the conventions, we will
make all the band members as males,
so then we can allow a female to take a
lead role in the narrative side of the
music video.
With the next one just being a sole woman in the
video, that would allow a good point for the woman
to relate to the male gaze, so for this they could be
wearing minimal clothing, and portrayed as very
weak and in danger, as a stereotypical rock music
video would show a woman in danger, and danger is
often a message that they send across through the
music and the actions in videos.