The document summarizes the results of a questionnaire about music video preferences. It found that narrative music videos were preferred over live performances. When asking about key features of music videos, settings were seen as most important. Favorite music videos cited were ones with dance routines, storylines, and special effects. Respondents associated Kate Nash with a bright red dress. Most said they pay attention to storylines in music videos. Common expectations for an indie music video included retro styles, basic camerawork, and presence of the artist.

1. Questionnaire Results Quantitative and Qualitative Data

2. Judging from the results from our questionnaire, we have found that a majority of our target audience (16-19 year old males and females) prefer narrative style music videos in comparison to live performances, such as gigs, and studio performances. We choose a Kate Nash song to use for our music video which is supported by the majority vote of a narrative video. Question 1- ‘ What style of music video do you prefer?’

3. We next asked them what they think the key feature of a music video . Over half of our sample said that the setting is an important aspect of a music video to make is interesting for viewers. Around 20% said that extras such as dancers, celebs and actors are also key and only 15% said special effects e.g. lighting makes a music video interesting to watch. This gives our group an idea of what our target audience is looking for in our music video and what we need to focus our attention on. Question 2- ‘ What makes a music video interesting?’

4. Question 3- ‘ What is your favourite music video and why?’ Michael Jackson-Smooth Criminal: “The dance routines and general music track are both amazing. Especially the key feature of the video, the anti-gravity lean.” Lady Gaga-Telephone: “I really like this video because it had a narrative/storyline and was like a mini movie in itself. Complete genius.” Kids in Glass Houses-Matters At All: “It tells a story about a guy, and shows how things and people change, both in feelings and personalities.” Taylor Swift-Teardrops On My Guitar: “Realistic and shows a story through the lyrics. Simple but very enjoyable to watch.” Justin Timberlake-What Goes Around Comes Around: “This video has an awesome location and a great narrative storyline to go with it.” The Game-Dope Boys: “I love this video because it has the greatest special effects I have seen in a hip-hop based song.”

5. Question 4- ‘ What do you visualise for these lyrics?’ ‘ So I proceeded to get drunk and cry And lock myself in the toilets For the entire night’ “ A young teenage girl getting drunk in a park, on her own and in a bit of a mess” “ A typical house party full of random strangers, loud music, drugs and alcohol” “ An upset girl re-entering her past possibly with disgust for her past choices” “ A standard toilet cubicle with a girl inside looking very wasted and distraught” “ Somebody getting drunk, looking at themselves in the mirror and crying” “ Depression. Death. Sickness” “ A girl crying in a bathroom scene with a torn dress and makeup running across her face” “ A young person being drugged up and totally out of it!” “ A depressed, psychotic person. Perhaps taking drugs”

6. Question 5- ‘... And these lyrics?’ ‘ And when I saw you Kissing that girl My heart it shattered’ “ A shot of a very upset and heartbroken girl, possibly crying” “ A boy kissing a girl outside the school gates” “ Broken. Anxiety. Loneliness” “ A girl talking whilst looking at the photo of the boy and crying” “ A flashback to the moment happening and then back to the girl looking upset. Possibly a bleak/rainy day” “ In a park and the girl sees the boy kissing a girl. The camera turns to show the girl heartbroken” “ A shot of a girl’s facial expressions turning from heart ache and pain to pure hate and jealousy” “ The girl fantasising about being with the girl and then it fades to her being all on her own” “ Someone crying in a dark place and looking very depressed”

7. Question 6- ‘Which of these outfits would you associate with Kate Nash ?’ A B These were some of the dresses we included in the style question, these got most votes, however dress A got the most overall. These are some of the reasons candidates voted for the red dress: “ The dress is very bright and colourful, it matches her personality.” “ Because it’s kookie style and is a bit different. It is quite eccentric.” “ It’s exactly her sort of style.” From our primary research and through this question, we now have a better understanding of what the target audience will expect style wise in our video. We wish to capture her style for our artist so it links to the genre of music.

8. Question 7- ‘When watching a music video, do you pay attention to the storyline?’ The results from this questionnaire are quite self explanatory. The majority of our audience actually take note and pay attention to video and storyline. This will help us when creating our music video as we now know that a clear storyline is important.

9. In our questionnaire we incorporated a few qualitative data questions, so we can understand in more depth the candidates answer. This questionnaire links to our music video as this is the style of video we want to do. This question can tell us what we will have to include to make the video attractive. These are some of the answers we got: “ Simple to follow.” “ Vintage/retro looking.” “ Parties and friends.” “ Special effects, such as lighting.” “ Weird images.” “ Dancing.” Question 8- ‘What would you expect from an indie/folk narrative music video?’

10. Question 9- ‘Do you prefer the artist to feature in the music video or not?’ The results from this question support our original plans to have the artist as the main singer throughout the video. The majority of our target audience would prefer to see the artist starring in the video so that is our plan. We believe it will help tell the storyline better if the artist singing the song is the main character of the music video.

11. This question enabled us to find out about expectations the target audience would have about our music video. These were the responses we got: “ Indie clothing, indie hair.” “ Basic camera angles, nothing to flashy.” “ Guitar/ instruments, artist of song”. “ Indie dress sense.” “ Soft lighting.” Question 10- ‘What generic conventions should be present in an indie/folk narrative music video?’

12. Summary of the Results The results we gained from the questionnaires gave us great feedback and a lot of information to work with. We now know exactly what our target audience look for and gain from certain music videos which has given us a good starting point which we can now work from to establish our music video. We asked them questions about what they would expect to see in a music video with an indie/folk narrative genre and a large majority of the participants came up with very similar answers such as “Vintage/retro looking”; “Basic camera angles” and “Guitar/ instruments, artist of song”. These results supported the information we had already gathered ourselves from this genre of music which gave us a ground base to form our music video. The other questions were general questions about their interests in music videos, for example ‘ What style of music video do you prefer?’. These open questions gave us a lot of valid information which made it easier for us to understand what our target audience wanted. All this data lead our group to choose Kate Nash- We Get On as it was a clear representation of what our target audience were looking for. Without this questionnaire, we wouldn’t have been able to gain the results that we did and it would of made our job of targeting our audience much harder. Our next stop is it to now gather some secondary data to give us richer and more valid data.