The document provides research on target audiences for a music video, including analyzing survey responses that found older participants watched more music videos than younger ones from the 90s/2000s, and examining existing music videos to identify common features like showing the band performing and using fast cuts. The research will help ensure the new music video appeals to audiences who enjoyed past rock/pop genres as well as younger viewers.

1. Research
Hannah Stockill

2. Target Audience Profile
• My main aim is to create an enjoyable music video for all
viewers however the song/genre I have chose to create a
music video to will have a fanbase with certain expectations
and proven techniques that work well as multiple successful
music videos use these.
• There is a wide age range from teens to late 50s with this
genre being most popular in the 90s/2000s many of todays
kids will have grown up listening to this style of music and will
create nostalgia for both adults and teens.
• With this being a popular genre, there is an expectation for
there to be a wide range of viewers.

3. Audience Research
Similar songs music video viewing figures (youtube)
• Stacy’s Mom – Fountains Of Wayne = 156M
• Mr Brightside – The Killers = 468M
• All The Small Things – Blink-182 = 306M
Comparison to pop genre music videos (youtube)
• Roar – Katy Perry = 3.5B
• New Rules – Dua Lipa = 2.6B
• Thinking Out Loud – Ed Sheeran = 3.4B
With the genre pop meaning popular, it is expected that most of the
population view the music videos. My music video would be expected
roughly 9/100 of the views compared to a pop song. This shows I have
a more targeted audience but also the pressure to create a music
video vastly spoken about to bring in more viewers.

4. Market Research
Existing Products

5. Existing Product
Tubthumping – Chumbawamba
Tubthumping was released in 1997 with the music video
being directed by Ben Unwin. An iconic feature in most rock
music videos is the portrayal of the band playing, In
tubthumping they do this via showing them on a tv screen
alongside zooming in to watch the band play, the visual effect
is appeasing as it is a creative transition into a new scene, the
audience become clear that the room the band are playing in
is different to the room where the remainder of the music
video is set (the pub). The use of only 2 settings symbolise
both the receptiveness of the song / lyrics but also it
corresponds with the lyrics as they talk about drinking, the
lyrics ‘I get nocked down but I get up again’ infers the alcohol
makes them feel better, this can show the frequent
occurrence of going to the pub. The classic pub setting is
symbolic to British culture, with Chumbawamba being a
British band the target audience would mostly be the British,
this is an element to the music video the audience can relate
to.
https://www.youtube.
com/watch?v=2H5uW
RjFsGc

6. The camera cuts are fast pace which matches to the beat of
the song, the shots cut to multiple different angles
especially in the studio scenes with the band playing, the
importance of showing the band play comes from the genre
of music which heavily involves drums / guitars rather than
‘beats’ added in the post production of the song.
The music video includes many effects such as speed
changes and stationary characters as everything moves fast
round them. The camera is also often not stationary with
slight movement in each scene, this shows a more authentic
look to the video to be viewed as filmed in the ‘local pub’
rather than a high budget video. These creative scenes add
something extra to the music video that can be discussed by
the audience hopefully opening up the conversations with
fans of other genres therefor bringing in a wider audience.

7. Existing Product
Stacy’s Mom – Fountains of Wayne
Stacie’s Mom was released in 2003 alongside the music video
directed by Chris Applebaum. The music video story line
coincides with the lyrics of the song which consists of a boy
who is in love with what is believed to be his girlfriends
‘mom’. The lighting implies it was filmed during the summer
months meaning there was reasoning for there to be scenes
in a swimming pool with bikinis for the viewers to see the
model like body of the ‘mom’ so they understand why her
prefers her.
The camera cuts are quite fast as the song is upbeat, the cuts
being on beat give a visual and aural appeasing effect. There
are also scenes where the camera is constantly moving left /
right, this gives seamless transitions between camera shots.
There are eye catching effects throughout when watching the
band play, they represent a bright, block colour background as
the band members are in black and white, this makes the
colours pop and stand out more resulting in a more engaged
audience.
https://www.youtube
.com/watch?v=dZLfas
MPOU4

8. When the band members play there is the bands logo on the
drum kit which is something often seen in live performances,
this represents to the audience that they are playing a gig, the
target audience tend to be fans of live bands as a main focus is
the instruments.

9. Existing Product
Walkin’ On The Sun – Smash Mouth
Walkin’ on the sun was released in 1997. At the beginning
of the music video the band members teleport down an ally
way along to the beat of the song, this exploration FX adds
creative visual elements for the viewers to enjoy, this will
hopefully invite conversations as people talk about
techniques used, resulting in a more varied audience
knowing of the song / video.
During the studio scenes the camera angle is low, this effect
makes the subject (the band) appear more strong and
powerful. This backs up the song name ‘walkin’ on the sun’
with the sun being up in the sky, this shows that the band
are above everything else. This also displays the rock band
‘vibe’ of boyish, egotistical and unbothered as to what
people think of them behaviour, they’re higher up than
everyone else. A further elaboration on the ‘boyish’
behaviour is the ‘messing’ around in the studio dancing and
pulling funny faces at the camera, opposite to a
professional shoot from what you’d expect from an artist
with a more sophisticated image.
https://www.youtube.
com/watch?v=LQj--
Kjn0z8

10. There is a dance routine in this song demonstrated by
dancers and the lead singer, this is an upbeat song where
the listeners may want to dance along, having a set dance
will invite them to put on that song and introduce the
dance to others leading again for there to be a broader
audience.
The colour scheme is quite bright and also has scenes
where brightly coloured lights shine, this is visually
appealing to an audience as it captures their eye and keeps
them enthused as to keep watching the music video

11. Existing Product
The use of 3 primary and secondary colours give a basic
look to this artwork, however the simple look can be
more effective and straight to the point. The realism
behind the artwork shows a convincing object to the
audience of an item they may be familiar with. The
brightest colours being on the main subject of the art
draws the eyes to focus there, this is effective as
instantly the audience know the key subject. With this
being art work instead of an album cover it doesn’t have
the text for band / album name which is expected on an
album cover.

12. Before After

13. First I took a simple photo of an object similar to the style I would like
for my album cover, I placed the object in front of a plain white
background. I then researched into effects to use on photo shop on
How to turn a photo into a painting in Adobe Photoshop | Adobe
Photoshop tutorials and played around with a few different styles until I
got the desired look.
I also looked into the lyrics of the song to create an album name related
to the song as the original album name is just the name of the band and
I wanted to make a clear difference between album title and band
name on my album cover.

14. Experiments
I researched different transitions on YouTube 6 IN-CAMERA Video Transitions
in 120 Seconds – YouTube
Most of my transitions turn out well apart from one where I didn’t transition
into a blank canvas therefor it was hard to match up the two shots to blend
together.

15. Research Analysis
• What common features do the researched
products have?
• What aspects of the research will you include
within your on work?

16. Research Analysis
For the music videos every single one had included the band performing and
some form of sfx. With them all being released at a similar time to the
aesthetic I want my music video to be, I will try add in these common
similarities. I have also noticed the fast cuts between scenes to match up with
the fast beats of the song. They alternate between high and low angles which
put together both show their importance, especially the lower angles as it
shows them as ‘bigger’.
With my research being rock / pop (the same genre as my music video) it
helps give me an idea of the vibe the bands like to give off, in this case they
show egotistical ‘I don’t care’ actions. It is important I take into account the
vibe the band members want to show to their audience.

17. Questionnaire Analysis

18. Questions
1 When listening to songs that you’ve watched the video to do you visualise the music
video?
2 Have you ever been encouraged or encouraged someone to watch a music video (if yes
which one)?
3 Do you watch the music videos to the songs you like?
4 What genre of music do you like?
5 Have you seen the music videos to the classic rock/pop songs Stacy’s mom, Mr Brightside
and All Star?
Age: 20-30 Age: 20-30
Age: 50+ Age: 30-40
1.No
2.I’ve shown people my music video project but I
generally don’t watch music videos
3.Sometimes I will see if there is a video to a song
I like but not many of the songs I listen to have
them
4.Rock and HipHop
5.No
Age: 17
1.No
2. Yes, i tell everyone to watch bru c's
3.Yes
4.dnb, house music, pop, rap- most music
5.No
Age: 18

19. Audience research
• Observation:
They tend to expect an appearance of the band members playing the
instruments and lip syncing to create a live performance effect.
• What this says about my audience:
They like the instrumental part of the music as well as they lyrical side
also allowing for the assumption that they like live music (gigs).
• How will your product appeal to this audience:
I plan to involve scenes with the ‘band playing’

20. Audience research
• Observation:
Fast cuts between scenes to link with the fast beat of the songs
• What this says about my audience:
They like eye catching music videos to keep them engaged
• How will your product appeal to this
audience:

21. Audience research
• Observation:
More people watch music videos than people who don’t
• What this says about my audience:
They a visual learners
• How will your product appeal to this
audience:
I need to make an eye catching video.

22. Audience research
• Observation:
Not many people have seen music videos to popular / iconic songs
• What this says about my audience:
They need a bigger push to watch music video’s of a different genre
• How will your product appeal to this audience:
I need something that will capture the attention of a more inclusive audience

23. Audience research
• Observation:
If a celebrity is featured in the music video then it brings in more viewers
• What this says about my audience:
They need something they can relate to, if they don’t know the band or the song
then they have little reason to watch it.
• How will your product appeal to this audience:
I will include a ‘celebrity’ appearance.

24. Audience research
• Observation
The older participants in the questionnaire have watched more music videos
than the younger ones.
• What this says about my audience
The most popular time amongst my participants to watch music videos was in
the 90s/early 2000s
• How will your product appeal to this audience
I will have to find ways to appeal to younger viewers

25. Bibliography

26. Bibliography
1. Hannah Stockill (2022) Target Audience Research Survey (conducted on
28/03/22)
2. Mouth, S., 1997. Walkin' On The Sun (Official Music Video). [video]
Available at: <https://www.youtube.com/watch?v=LQj--Kjn0z8> [Accessed 20
March 2022].