- The survey found that 73% of respondents were female and 75% were ages 14-25, so the promotional package should target younger females. - Watching music videos daily/weekly is important for selling an artist, so the video made must encourage repeated views. - Respondents said they most often access music videos through YouTube, so the video should be advertised online. - A live/narrative performance was the most appealing convention for the video. Teasers and existing artist interest also encourage views.

1. Audience Research - Survey
Analysis
Survey Monkey

2. Gender and Age
When looking at the results from the Survey monkey
questionnaire, we found that 73% of the respondents
were female. This means that, when designing and
planning our promotional package we should try to
make it appealing to the female audience. As it had the
majority of the responses, this makes females our
target audience for the package which works well due
to the band we are focusing on being Paramore who
are known for having a strong female audience.
We also found that the most common age group for
responses was 14-17 with the next common being 18-
25. This means that we are trying to appeal to a
younger audience with our promotional package due to
about 75% of the respondents being of a younger age
(14-25), we only had one respondent who was over 50
which means that the main group to focus on will be
the younger generation to get the most publicity and
popularity out of the package. The younger generation
are also the most likely to use technology to access
music videos and albums so we should take this into
consideration when designing our products for the
promotional package.

3. Watching and
Streaming
Out of the 41 respondents, 34% said that the watch
them daily and another 34% said at least once or twice
during the week. This tells us that having a music video
is very important in the selling of the artist/band as
well as the song so, when designing the music video,
we must make sure that it will encourage the audience
to want to watch more of the videos and help sell the
band we are using for the package.
When finding out about how people stream/access
music videos, 76% said that the access them online
through streaming sites like YouTube. This means that,
when we are advertising the video and trying to get
the audiences response from it, it is best to use an
online streaming site as this will help us to receive the
greatest amount of responses available. The audience
will also expect it to be online as this not only makes it
more accessible to them but is also what most artists
will do when they have made a new music video.

4. Effective and Appealing
Conventions
As we needed to find out what our audience would like in
a music video, this question was one of the most
important ones to ask in the survey. Through this question,
we found that the most popular choice which is the most
effective and appealing to the audience is a live or as live
performance accompanied by a narrative storyline. We will
be including this in our video as it is not only a very
common aspect of the videos from the genre but it will
also appeal to a much wider audience as that is what our
audience has told us they want.
Some of the responses also gave us ideas about behind-the-
scenes footage and exclusive content for the person
watching it. This not only would make it more personal to
the fans but also encourage more people to buy it due to
the extra content available to them.
The respondents also mentioned how a storyline being
told through the narrative makes the music video more
interesting to watch and helps with interpreting what the
lyrics are trying to say. We will not make this a main focus
of our project due to mainly focusing on the live elements,
however, we will take it into consideration when filming to
keep to our target market.

5. What Encourages You
To Watch
This question was very important to us as we not
only have to create a music video but the entire
promotional package - poster, video and digipak.
For this reason it was very important for us to
have an understanding of what would encourage
a person to watch a music video.
The most common response was to have a
general interest in the artist already with quite a
few others saying how having teasers and
promotions for it. Due to the responses we
have received for this question, we will take the
responses into account when promoting our
artist and music video to find promotional
techniques that we can use to create a higher
interest in our artist and music video.

6. “As-live”
Performances
The idea of an “as-live” performance is very
common within his genre of music and we
wanted to ask this question to see what
peoples opinions on the convention were
and whether we should include it in our
video. A lot of the respondents said that they
enjoyed watching the “as-live” performance
in a video and can make it more interesting
for them as it allows them to feel like they
are there with the artist. Another common
theme within these results was that an “as-live”
performance makes the artist feel more
genuine which is something commonly
associated with the genre as a whole.
However, some of the respondents said
about how they like/prefer a story for the
video which we will have to take into
consideration when we are planning the
video.

7. Promotion and Challenging
Conventions
The final questions we had allowed us to have a clear
idea as to what promotional techniques work well
within the rock genre to create a bigger interest in the
artist. This question has shown us that people would
find it interesting to watch a video that challenged the
conventions of the genre. When designing our music
video, we will take this into consideration and think
about including something like this within the video.
This question has shown us that a large majority of
the respondents found that the music video does
contribute to the success of the song and in
promoting the artist. Asking this has encouraged the
idea that we have to think very carefully when
planning he music video as so many people find it has
a positive influence on the success of the artist and
on the song.

8. Digipak designs
As the digipak is an important part of the
promotional package, it was important that
we found out how it adds to the increased
interest of the artist and the album. The
majority of respondents said that a good
digipak design would encourage them to buy
the album. This means that, when designing
our digipak, we will have to think carefully
about the layout, colour schemes and the
content of our digipak to make a big impact
in the interest of our digipak. It also means
that we will look into what makes a digipak
interesting to look at and what details we
should include in our own digipak.