1. Tom Arrowsmith
This tells me that my target audience is split evenly
and as such I should make no attempt to direct it at one
particular gender.
This tells me that the majority of members of my target
audience are between 16 and 20, followed by 40+’s
which means in terms of genre, tone and style the video
should be produced to appeal to that particular
generation, for example, I should not try and make the
video appear to be dated; Millennials, the generation to
whom that age group currently belong, allegedly
having“little use for old [media]”
{http://articles.latimes.com/2012/jul/14/entertainment/la-ca-film-novelty-20120715}
This tells me that most of my target audience is employed,
working up to 39 hours per week, meaning that their time
is limited, so the music video should not be too long, so
that they can watch it without it interfering with their
routine, however, It also tells me that it does not have to
be too short as only 33% are working 40 hours or more.
This tells me that the platform from which my target audience is
most likely to access my music video is Youtube, meaning I
should use it above all the other platforms listed, 100%
confirming that Youtube is how they primarily access their music
videos.

2. Tom Arrowsmith
This tells me that my target audience is most
interested in conceptual and narrative aspects
in music videos showing that these are the
areas I should focus on in the production of
my video, for example I should linger on and
highlight the symbols present.
This tells me that my target audience is more
satiated by videos that favour substance over
style; however, style is still important to
them, the average rating being only 0.6 less
for style than substance, meaning whilst my
main focus should be making a video of
substance, I should still focus on style
somewhat to make it appeal to everyone.
This shows me that my target audience prefers
the rock genre, the genre to which our song
belongs, meaning that I should follow video
conventions of the rock genre to appeal to my
target audience and also gives me an indication
of other possible genre conventions that my
video could explore, the indie, classical,
soundtrack, pop and punk rock genres also
being very popular.

3. Tom Arrowsmith
This tells me that my target audience do not want
my music video to favour indulgence if it means
losing an underlying message, meaning that I
should focus heavily on the underlying message,
75% preferring an underlying message, showing
that whilst the video still has to be pleasurable to
engage with my target audience, the underlying
message is still the priority.
This tells me that my target audience is quite
concerned with the representation of gender,
race, class and sexuality meaning I need to be
sensitive in the production of my video and
prudent to not present offensive, facetious
stereotypes if I want them to engage with the
text.
This gives me a more detailed insight into which
music videos my target audience is interested in
which gives me an indication of the visuals and
narrative that they engage with. This could also
help me if I thought it necessary to include a form
of intertextuality in my video, for example many
postmodern texts involve intertextuality with
Michael Jackson’s iconic Thriller music video,
which one respondent listed, although for my
video that would be inappropriate.

4. Tom Arrowsmith
This questionnaire has aided me greatly as it gives me a better insight on how to produce my
music video. It gives me a clear indication of who my target audience are which made me
consider things that I previously hadn’t, for example, I hadn’t previously considered the
timing of the video, however the fact that my target audience mostly work up to 39 hours a
week means that my video has to be short, so that it can be viewed conveniently for them,
however, it doesn’t have to be so short that it loses substance, something that my target
audience indicated was quite important to them along with an underlying message, however
they indicated that they did not want this to be detrimental to style, wanting a pleasurable
video, however the underlying message being a priority.