The document provides results from audience research conducted for a music video. 71% of respondents were female and most were ages 11-20 (72%). The most popular music genre was indie (20%), followed by pop, rock, and indie pop (14% each). When asked about typical features of an indie pop music video, respondents suggested including energetic teenagers, casual/scruffy fashion, dim lighting, and narrative themes about social issues or life struggles. Most people watch music videos weekly (57%) or daily (36%) via websites (55%) or social media (27%).

1. Audience Research

2. Gender
Male
Female
Prefer not
to say
71% of people I asked to
answer my questionnaire
were female and the
remaining 29% were male.
Even though my results are
not equally balanced 50/50,
I feel my music video will
be aimed at both genders
due to the genre of music
and the video will feature
both female and male
actors.

3. Age
0-10
11-20
21-30
31-40
The main age group I received
feedback from was ages 11-20
which dominated the results by
72%. This age group includes
teenagers who are most in touch
with modern music trends and use
the latest devices to watch or
stream videos. Teenagers typically
become obsessed with celebrity
music artists and listen to the top
music charts to source new music
and artists. Two age groups
including 31-40 and 41-50 both
were the second most popular with
14%. Even though these age
groups tend to listen to different
genres of music compared to
younger groups it is still evident
that music is important to them

4. Music Genre Pop
Rock
Indie
Alternative
Indie Pop
Dance
Hip-Hop/Rap
Metal
Classical
Other
The most common music genre listened to by
the group of people I asked was ‘Indie’ taking
over 20% of the votes. By having evidence that
the Indie genre is very popular and widely
listened to has boosted my confidence in
appealing to my audience. People will hopefully
watch and listen to my music video as the
majority will be interested in this genre. ‘Pop’,
‘Rock’ and ‘Indie Pop’ were all the second most
voted genre with 14%. This music genres
typically dominate the UK’s music charts which
is streamed on live radio and television which is
broadcasted to a mass audience. This means
people are more generally aware of these
genres particular pop music that also promotes
celebrity culture and gossip. ‘Other’ was voted
by one person (3% of votes) and was the least
popular option. The one person who chose this
option said they listened to R&B music showing
that this genre is not widely listened to by most
people. This could be because R&B targets a
niche audience due to the star images portrayed

5. For this question, I received a range of different answers from
people giving their suggestions on what are the typical
features and conventions found in an Indie Pop music video. I
felt it was important to ask this question to the public to find
out peoples expectations of what should be included in a Indie
Pop music video. By gaining this feedback I can make sure I
am confirming to the conventions as well as producing a
product that is obvious in its purpose and attracts a certain
target audience. Common expectations I received were that it
should include both ‘performance’ scenes or be entirely
‘narrative’ based. The performance video should include
‘energetic teenagers’ wearing the ‘latest fashion trends’ whilst
looking ‘casual’ and ‘scruffy’ to reflect the genre of music.
During the performance ‘dim lighting’ should be used or a
‘monochrome’ filter should be applied during editing.
Costume ideas given for my artists include ‘long hair’ and
‘leather jackets’ whether it be a performance, narrative or
combined video. Common ideas for a narrative based video
include ‘social realism subjects’, ‘life struggles’,

6. Fequency of Watching Videos
Never
Daily
Weekly
Fortnightl
y
The vast majority of people
(57%) said they watch music
videos on a weekly basis. This
shows that watching music
videos is a popular form of
entertainment that music lovers
enjoy doing in addition to
listening to songs. 36% of people
watch music videos on a daily
basis due to the easiness and
quickness of being able to watch
a video on the go. Videos can be
accessed on smartphones,
tablets and laptops which most
modern people own and
therefore are able to watch
videos for free. 0% answered that
they watch videos yearly showing
that watching videos is an activity
that is repeatedly done often.

7. 55%
11%
27%
7%
Methods of Watching Videos
Websites
Television
Social Media
Other
55% of people answered that they
watch music videos via websites
representing the vast majority of
people. Video-sharing websites such
as YouTube and Vevo can be
accessed for free and require no
means subscription (unless wanting
to upload a video) meaning anyone
anywhere can watch any video. The
power of the internet has dominated
my results as only 7% answered that
they watch videos via television.
27% use social media showing that
the internet plays an important part
in marketing and distributing the
video as without it music videos
would be watched less frequently.
Many people in todays society will
have access to the internet rather
television due laptops/tablets fulfilling
the same purpose and more than
TV’s.