The document discusses research conducted to inform the creation of a music video for the song "Rockstar" by Kings of Leon. Surveys found that 30% of respondents' favorite genre was rock and 20% was R&B. Most watched music videos on YouTube and preferred an abstract narrative style without the artist appearing. Synchronized editing to the song was important. The summary will apply theories to create an identity-focused music video featuring lip-syncing performances in various locations to attract the target audience.

1. What is your gender?
I have asked this question to make sure
that I have not just asked all males or all
females, this is relevant because I don’t
want all of my research to be one sided or
specified to any specific audience just yet.
This pie chart shows that I have asked 50%
of my sample were male and 50% were
female.
Male
Female

2. How old are you?
Under 17
17-21
22-30
31+
Similarly to the first question, I have asked
this question to make sure that I have more
a vast range of people involved in my
sampling group. This shows that I asked the
majority of my sample are aged 17-21, I did
this because I felt this was one of the
largest groups (34%) that are interested in
new music were from this age group. 18%
of my sample were under 17, I decided not
to do too much research into the under 17’s
category as most people start to develop
their ideas on their music genre in their late
teens onwards.

3. What’s your favourite genre of
music?
This was the most important question to our
research as this question was the main basis
on what song we chose to create our music
video too. We got a very mixed response off
the population we asked however over 30%
agreed that their favourite type of music was
Rock and over 20% agreed that their favourite
type of music was R&B, these were closely
followed by Alternative and Pop. Due to
receiving this response we wanted to stick with
the majority and find a rock song but as the
research shown a lot of people like R&B music
we felt like a lot of our target population would
listen to the ‘official top 40’ charts and knew
that heavy rock songs are very rarely
played, so we tried to think of a few softer rock
songs and came up with ideas such as Kings
of Leon, Oasis and others but finally agreed on
a song that most people know from being a
very popular song when it came out in 2006
and more recently used on a DFS advert in the
United Kingdom where the song was
rereleased to a mass audience, the song we
chose was Rockstar.
R&B
Rock
Pop
House
Lounge
Alternative

4. Where do you watch your music
videos?
This song was relevant to our research to
see how we needed to target our
audience, we found that a lot of people
accessed music video through YouTube
and needed to make sure that our music
video was on YouTube for people to access.
YouTube is so popular for music videos now
and is overtaking TV shows that showed
the charts because so many people have
such a wider range of music available to
them, YouTube is more direct that you can
follow your favourite artists and select your
own personal playlists. By the end of this
process our music video will be on YouTube
due to our audience feedback.
TV
Youtube
Social Networking
Other

5. What narrative style would you
prefer to see in your music videos?
This is another very important question for
the planning and construction of our music
video. 50% of the people we asked said
‘Abstract’ I believe this is due to a lot of the
people taking the survey preferring Rock
music and narrative or performance based
videos are usually associated with R&B or
Pop Music. Personally I believe most
abstract music videos are associated with
the Rock and Dance genres. This is why we
decided that we would have lots of different
people in lots of different places in the video
so that people can identify themselves in
the video rather than having a band playing
the music on a stage which limits the
interaction an audience can feel.
Narrative
Performance
Abstract

6. Do you think synchronised editing
creates a better effect?
I asked this question to see how positive
the response was, I knew that I preferred
and engaged with music videos more if they
fit with the music and this is why we have
decided to have people singing along to the
song and therefore synchronised editing will
be perfect if they have to be in sync with the
song.
Yes
No

7. Do you recognise this music video?
I used the Bruno Mars ‘The Lazy Song’
video to see if people recognised the video
due to the random mise-en-scene involved.
Bruno Mars has all of the characters in his
video except him dressed in Monkey
suits, this is important for Bruno Mars
because it’s so unexpected people
remember the video, this attaches with
Hall’s encoding and decoding theory by
saying that Bruno Mars did this so that the
audience can decode meanings behind the
suits and instantly the music video is a
conversation point and increasing it’s
popularity.
Yes
No

8. What’s important to you in a music
video?
I added this question to my research simply
because I know that music videos are a key
part to every song but what did people feel
was the most important part about them?
The feedback I got was the mainly the song
which was obvious as mainly if a song is
synced with its video without the song the
video can look irrelevant however the
second answer was important to me as
most of my audience feedback said the
‘storyline’ however I felt this was
contradictory to most of my other answers
in my questionnaire and I decided that I
wanted to go against the typical ‘storyline’
convention in my music video to see if
people really do like the storyline more than
the editing and if a video can work just as
well without a storyline.
Storyline
Song
Characters
Location
Editing

9. Do you think it’s important that the
artist appears in their music video?
Due to the answers I got to this question
being very equal and with only a few
percent in the difference I decided that this
question didn’t provide me with any
particular reference to what the audience
wants in a questionnaire regarding actors.
Therefore we decided as a group to not use
the artist in the music video instead to have
a collection of other people in our music
video performing and making our video
more involving with the people watching it.
Yes
No

10. I believe that taking all of the information that I have gained in my market research I can
attract my target audience in many ways, especially taking into consideration Bulmler and
Katz’s theory of uses and gratification. One of the key factors that I want to incorporate
into my music video is that the audience can feel a personal identity to the music video
and feel that everyone can be famous if they want to be. Similarly the idea of diversion is
meant to be a subliminal message as after or whilst watching my music video I want
people to start to think about ‘if I was in a music video’ or ‘What would I want if I was a
‘Rockstar’ similarly the surveillance side of the music video would mean that people start
to think of things that they do want and aim to get them.
Similarly Hall’s theory of encoding and decoding is important to consider when creating
my music video as I need to make sure that all of the shots, the people and the places
make people feel comfortable enough. I want people to understand why we have chosen
some of the shots that we have chosen, we don’t want to overuse a certain image or shot
that will create boredom for the consumer.
Finally the theory of repetition and difference by Steve Neale I will use in my music video
by mainly going against the typical conventions of having the artist in the video or a
storyline and following a more fragmented narrative in an abstract form however I will
stick with the conventions of a abstract music video for a rock song and I will keep the
music video relevant to the song by making sure that the performance side of having
people lip-syncing lines is maintained.