The survey results showed that: 1) The target audience for music videos is 16-25 year olds, and they prefer R&B and rap genres. 2) When creating a music video, the audience wants to see a narrative story that follows typical narrative theory and discusses relationships. They also want interesting lighting effects. 3) Above all, audiences want to be entertained by music videos. This will be the top priority in creating the final product.

1. Second Survey Results
Beth Hall

2. Target Audience
 100% of people who participated in my survey were between the ages of 16-25.
Although it can be said that this will not give me a broad enough perspective of
what a range of audiences want to see in a music video, I think that this will help
me a lot more when finalising my ideas for my products. This is because I am aware
that the majority of people who watch music videos are younger people and
therefore they are more qualified to voice their opinions. Furthermore, I am already
thinking that my target audience for my products will be of this age group,
therefore it is more beneficial to me to gain knowledge into what they look for in a
music video. This will allow me to ensure their audience Uses and Gratifications
(Blumler and Katz) are all fully fulfilled.
 As well as this, to the question ‘what genre of
music do you like’, most of my participants
either answered R&B or Rap. This tells me that
these two music styles are the most popular
amongst the 16-25 age group. For me, this
suggests that to make the most successful video
possible would be to create one for either of
these genres.

3. What to put in my music video?
 When asked what they like to see in a music
video, the majority of my respondents said they
like to see a story to follow. A narrative driven
music video would satisfy a lot of the audience’s
Uses and Gratifications (Blumler and Katz) such
as a diversion and development of personal
relationships, as narrative’s in music videos
almost always follow Todorov’s narrative theory
and discuss themes of love and relationships.
So, it can be said that this is the reason the
majority of my participants said they want to
see a narrative, whether they are aware of the
reasons why or not. I was surprised to find that
having dialogue in music video was something
that a lot of my audience wanted to see. This is
because I would assume that most audiences
would find dialogue distracting from the music.
This tells me that to some audience’s music
vidoes should not always be about showcasing
the music alone, but potential tell you
something about the artist, and thus conform to
Richard Dyer’s Star Power theory on how
audience’s want to know more about the star
they are involved with.
 Interesting lighting colours and effects was another
popular option that my participants chose. I believe
this is because the lighting creates something that is
not usually seen in their everyday life and therefore
creates a ‘diversion’ to their own reality and adds more
entertainment to the video. As well as this, these
lighting and special effects can add depth to the music
video and the themes it conveys. Overall, this is
something I am keen to include in my own product.

4. Audience Uses and Gratifications
 I wanted to ask my audience a question
based on the Uses and Gratifications
theory by Blumler and Katz as I thought
this would give me a good insight into
what my audience are actually looking for
in a music video. This way, when creating
my own final product I will know what to
include, and more importantly what not to
include. From my participants answers to
the question ‘what do you like to gain from
a music video?’ it is clear that the overall,
general consensus amongst the majority of
audience’s is that entertainment is the first
and foremost important factor in a music
video. 80% of my participants answered
this way which tells me that above all
entertainment is the most important factor
in the overall enjoyment of a music video,
which is a fairly obvious statement but one
which offers me a lot of guidance
regarding the way in which I will go about
creating my final product.

5.  I decided to base one of my questions on the theories of Andrew Goodwin and Carol Vernallis.
This is because, dependent on the participants answer, I can choose to either stray from typical
music video conventions or conform to them. I asked whether they like the images and visuals
to match the lyrics or not and the majority said yes. I will apply this information to my own final
product as it has told me that staying to conventions discussed by Vernallis and Goodwin is the
best way to create a successful music video as it is what an audience like to see.
 I also asked my audience whether they liked a music video that challenged societal norms or
whether they wanted nothing but to be entertained. 40% said they like it when a video
challenges societal norms and 60% said they preferred an even mix of both. This suggest to me
that, if it is appropriate, to include ideas in my music video that do not conform to societies
expectations of what is normal. This will give me quite a lot of freedom regarding which
conventions to follow. I wasn’t surprised at this response as this generation of audience
members are often looking for social reforms and are always looking for ways to develop
society into a more accepting community.
What they like
to see

6. What they don’t like to see
 These are a few ideas suggested to me about what my audience don’t like to see in
a music video. This will help me as it will give me a good guideline as to what to
avoid doing in my music video, unless I find it conventional to my chosen genre
and appropriate for the song.
“How artists are
sexualised”
“when there is no
back story”
“shots of bands
playing
instruments ”
“when they look
very staged”
“when they don’t
have a purpose”
 Some key things this feedback has told me to avoid: not to follow Laura Mulvey’s male
gaze theory and over-sexualise actors, have an abundance of instrument playing shown,
having a lack of purpose or clear structure to the music video and having my actors look
unnatural and uncomfortable (staged).

7. Final thoughts
 Overall, this survey has helped me really narrow down the specifics as to
what audience’s are looking for in a music video rather than generalised
ideas and opinions. It has helped me get into the mindset of my potential
target audience, which, I believe will help me create an overall more
successful product that will be the most enjoyable it can be for my
audience. This was a good process to undertake as it has given me a good
guideline that I can follow when making my video, alongside genre and
artist conventions.