The document analyzes the responses to a 20 question survey about music video preferences. Some of the key findings were that the audience was primarily female, aged 16-24, students who prefer indie/pop music and listen to feel happy. Most respondents would not be offended by themes of drugs/alcohol and prefer upbeat, colorful music videos filmed by a camera person that tell an entertaining story without a serious message. This information will inform the creation of a music video targeted towards youth that explores stereotypical adolescence activities through a theme of partying.

1. S I N E A D G R A C E
Questionnaire Analysis

2. 1. Are You Male or Female?
There is a vast difference in the genders of participants. This suggests that more females are
interested in music videos – particularly ours – than males and so our video will be more
aimed towards women. Not only will it be more targeted towards females because of this,
but because almost 80% of those who filled out our questionnaire was of this gender, it
means that the majority of answers will be from a female perspective and so our video will
ultimately seem more appealing to this gender.

3. 2. What is Your Age?
There was quite a good representation of age in terms of who took our questionnaire as there
was a few people from almost every age group (nobody aged 25 – 34 took the survey). The
majority, though, was under 18’s and 18 to 24 year olds. This has lead to our music video
being targeted towards a younger age group of around 16 – 24. Whilst under 18 could be any
age below that, the video we plan to shoot involves scenes referencing drugs, smoking and
alcohol which may not be appropriate for a younger audience.

4. 3. What is Your Employment Status?
It is clear that a large majority of people who took the survey are students, which is
understandable as most people were under the age of 24. Again, this means that our video
will be aimed towards a target audience of 16-24 year old students. The themes of partying
and having fun may seem very appealing towards students as, by using an upbeat song and
keeping the cuts of the clips fast paced and lively, the video could be a way to relieve the
stress of studying.

5. 4. What is Your Favourite Genre of Music?
Indie/alternative and pop appear to be the most popular genre of music with our
participants. The song that my group was planning on using for our music video was from
the indie genre, so the fact that this had the most votes has confirmed this. The answers that
people specified as ‘other’ were R&B, dance and glam. As only three people chose the ‘other’
option, it does not make much difference as indie/alternative still has the most votes.

6. 5. Do you Listen to Music to Make You Feel a
Certain Way?
From these results, it is clear that most people listen to music to feel certain emotion. This
has influenced our choice of song as we wanted to pick something upbeat with lyrics that will
make a person feel happy and excited. We chose this emotion as we feel more people listen
to music to cheer themselves up and feel happiness that to feel sad or angry. By choosing
this, it also means that our music video can match the tempo and feeling of the song, which
will make it engaging.

7. 6. What is Your Favourite Music Video and Why?
Justin Bieber - Love Yourself because of the dancing.
Kanye West - Gold Digger (no reason).
Not one favourite video, I like it to tell a story.
Ru Paul because I love drag queens.
Florence and the Machine - Spectrum because of the lights.
Coldplay - The Scientist because it the video tells a story but it's in reverse, which makes it
interesting visually.
Panic! at the Disco – Don’t Threaten Me With a Good Time because its strange.
McFly – Heart Never Lies (no reason).
Band Aid 1984 -Do they know it's Christmas? because I like Christmas.
Ed Sheeran – Thinking out Loud because of the dancing.
The Chainsmokers – Closer (no reason).
Coldplay - Life in Technicolor II because it’s very cleverly done and very unusual.
Justin Bieber – I’ll Show You because I love Justin Bieber.
The White Stripes – The Hardest Button to Button because of its creativity with the multiple
drum kits

8. 6. What is Your Favourite Music Video and Why?
Troye Sivan - Brotherhood series (Wild, Youth and Talk me Down) because they are very
emotional and tell a beautiful story.
Catfish and the Bottlemen - Twice because it's so simple but so effective, very cool.
The Neighbourhood - Sweater Weather (no reason).
Beyonce - Formation because of the issues addressed and the thematic background.
My Chemical Romance- Na Na Na and Sing (2 part music video) because I like the emotion
behind the songs as well as the creative use of story telling and set design.
Taylor Swift - Style because of the editing.
Robbers - The 1975 because it has cool visual effects and a desirable love story.
David Bowie - Boys Keep Swinging because it is a great song and he looks hot.
Robbers - The 1975 because I love the visuals and the narrative of the video.
Peace – Money because I like the editing and the storyline.
Hozier – Take Me to Church because of the meaning behind the video.
Robbers - The 1975 because of the meaning behind the video and song.

9. 7. Do you Prefer a Music Video to Tell a Story or
Just to Entertain?
Whilst this is almost even in what people prefer, two more people preferred entertainment
to a story. This was useful for my group’s video as what we had planned was more for
entertainment. Whilst there was a theme to the video, there was no plan to have a strong
story or narrative as it did not really fit with the lyrics or the style of the song. This also
means we can focus more on the visuals and editing of the video than getting a perfect
narrative.

10. 8. Would you Be Offended by Themes Mirroring
Drug and Alcohol Use?
The reason for asking this question was because we had planned to include these themes in
our music video, but considered that some people may be offended by this and so we wanted
to ensure that we were not upsetting our audience. The chart above shows us that the
majority of people would not be offended by the use of drugs and alcohol. Although, some
said they would and some said that they would not be happy with the use of drugs
specifically. As most people said that they would not be offended, we will be using these
items in our music video but will put a disclaimer at the beginning to warn people of their
use.

11. 9. How do You View Music Videos?
Through this question we found that most people view music videos on YouTube. Both
people who chose ‘other’ said that they viewed them on both TV an YouTube equally. This is
helpful as it shows us that people are becoming more digital and watching music videos
online rather than on TV and so we can try and incorporate the use of digital media into
both our video and the marketing aspects.

12. 10. Do You Like When Music Videos Have a
Serious Message?
We have asked our participants this question as the song that we were planning to use does
not have a serious message behind it but is simply about letting go and doing things without
caring about the consequences. Whilst more people liked having a serious message than not,
the divide between yes and no was not very big and so we have decided to carry on without
having any message behind our video.

13. 11. Do You Like Dance Routines in Music Videos?
As many music videos feature dance routines, we decided to ask this question to see if it
would make our video more popular if we included one. Whilst there are more people who
answered yes to this question, it is only two more. We felt that a dance routine is not vital for
a successful video and felt that it would not go well with the theme and so have decided to
leave this out.

14. 12. Would you Prefer the Music Video to Be
Filmed Handheld (Vlog) or By A Camera Person?
A vast majority of those who answered this question felt that they would prefer the music
video to be filmed by a camera person as opposed to a ‘vlog’ style. Taking this into
consideration, we have decided to combine the two styles of filming as there are still a few
people who would enjoy the handheld style of filming and we feel that it would fit will with
the narrative of the video.

15. 13. Do You Prefer Music Videos to Be Upbeat and
Exciting or Slow Paced?
As the song we were planning on using is quite upbeat and fast paced, we felt that we should
ask this question to our audience as we want to ensure that we are creating a music video
that people will want to watch. As most people preferred music videos to be upbeat and
exciting, this means we are able to stick with the song we want and know that people will
want to watch a video like this.

16. 14. Do You Enjoy Music Videos with Special
Effects?
¾ of respondents answered that they enjoy music videos that use special effects. As our
music video is going to be more realistic, we will add special effects in the form of lighting
and filters to create more of a party vibe. We will not add too much though, as we want the
main focus to be on the narrative and the video itself and not on the effects we add during
editing.

17. 15. Which Device do You Use to Watch Music
Videos Most Often?
The decision to include this question came as we wanted to ensure that we created our video
so that it successfully played on a device that was popularly used – in this case, Phones and
iPads are most popular. This also showed us how widely used these devices are within our
audience and so will try to integrate some themes of technology into our video, for example,
through the use of Snapchat filters.

18. 16. How Do You Feel About Controversial Music
Videos?
I think they are entertaining to watch.
Not bothered.
I think it’s ok, it’s good to have some controversy in life. Gets people thinking.
Each to their own.
Don’t bother me.
Not bothered.
They’re fine.
Don’t mind them.
I think controversial videos are important in the media as we need something to break the
boundaries of what is expected of certain genres.
Good entertainment.
I love controversy, for example Miley Cyrus’ videos.
I like them.
I find them interesting especially conceptually styled music videos like The Greatest by Sia which
was dedicated to the victims of the Orlando shootings.
I don't mind I normally just watch the one that my favourite artists play.
I don’t mind them, I think they’re interesting.
It depends on the topic covered – they can be entertaining but can also cross the line.
Love them.
They’re okay but it’s been done before.

19. 17. Do You Prefer to Listen to Music On It’s Own
or Whilst Watching the Video?
From this we found that most people tend to listen to music on its own instead of watching a
music video. As a result, we have decided that it is important that we make our music video
interesting and unique enough that people will want to view it. To do this, we will take on
board all of the feedback from this questionnaire and adapt this in our work. We will also
conduct a focus group to get more information on how to make a video people will want to
watch.

20. 18. What Colour Scheme do You Prefer for Music
Videos?
The majority of people who answered this question said that they prefer a bright or upbeat
colour scheme. This works well with the overall theme of our video as the tempo is quite
upbeat and we felt that using vibrant colours would work well with the storyline as it will be
along the themes of a party. This will help convey the sense of fun and happiness that will be
shown throughout the video.

21. 19. How Often Do You Watch Music Videos?
Whilst a previous question told us that most people prefer to listen to music on its own than
watch a music video, this question has informed us that most people tend to watch music
videos daily, if not weekly. This suggests that people may watch music videos out of habit or
maybe listen to music through music channels on TV – this way, they will have the video
playing. As a result, many people may absent-mindedly watch music videos and so we have
decided that we do not want to create a plot that requires too much focus to understand as
people may get lost or not pay their full attention.

22. 20. Would you Watch a Music Video Based on
Stereotypical Youth or Adolescence?
We were hoping to make our music video based around youth/coming of age and the social
activities that this group engages in. This would explore themes of alcohol and smoking as
these activities would often be linked to adolescence. As this is a slightly controversial topic,
we decided to ask our audience if this is something they would be interested in seeing. As the
majority have answered yes, we will go forward and use this as our theme.