This document summarizes the results of a survey conducted as audience research for a music promotional package. Some key findings include: - 58% of the audience is female while only 38% is male. - Nearly 70% of the audience is between 17-21 years old. - 84% of respondents watch music videos on YouTube. - Respondents indicated that an easy to follow storyline and seeing the artist are important features in a music video. - Pop and indie genres were seen as producing the best music videos. - On average, respondents viewed music videos as somewhat important but not the sole determining factor in an artist's success.

1. AUDIENCE RESEARCH – Survey
Analysis

2. Question 1
It is clear from this question that a large
proportion of our audience is actually female,
with 58% of our audience women, only 38%
men, as well as very few who identified as other
or preferred not to say. This is not particularly
surprising as Music is rarely dominated by one
gender however this can be used to identify
certain features we could include in our
promotional package, for example using more
female orientated conventions to cater for as
larger section of the audience as possible.

3. Question 2
From the second question we can see that nearly 70% of our
audience are within the 17-21 age range with no more than 10%
coming from any other group, this is definitely something we
should try and represent through our promotional package as
the 17-21 age range is so far ahead. This is exactly what we
expected from our results and our work will be based around
appealing to this section which can also incorporate the 13-16
and 22-39 ranges as these both had a combined 15% of the vote
and are not too distant from where the main section of our
audience lie age wise.

4. Question 3
In the third question we asked our audience where
they watched their music videos and the recurring
answer was on YouTube with 84%, whilst very few
people watched on TV or through the artists
website. This is again what we had expected and this
puts emphasis on the importance of modern
technology within the music industry and the
uploading of music videos alike. The media is ever
developing and it is clear to us that our music video
and promotional package would find their place on-
line through YouTube rather than through a more
traditional means such as Television.

5. Question 4
For our fourth question we used a ranking system to ask our
audience how important certain features are to them within
music videos. In general the responses were quite varied with
‘An easy to follow storyline’ being seen as a main feature for a
good music video as well as the appearance of the artist
themselves accompanied by a range of interested camera
angles. The fact that the audience want a storyline that is easy
to follow is something we will aim to make possible through
our work by making a simple and effective story that can still
contain a more complex theme. Having a fast cutting rate was
seen as the least important feature in a video which actually
came as a surprise as we imagined that more people would
appreciate an editing pace to match the pace of the song. In
contrast to that it was not surprising that lip syncing was seen
as relatively insignificant and not something people see as a
requirement for the enjoyment of content.

6. Question 5
From this question, we can see that our audience believe the ‘Pop’ and
‘Indie’ genres both produce the best music videos. We also had
comments from people who didn’t believe either of these four genres
made the best. Some suggestions came up in the ‘Other’ section such
as Alt. Pop & Rap. However, only one person suggested this idea,
therefore we will not consider these when creating our products. I don’t
think we were really surprised at the volume of popularity for the Pop
genre, since this has been the biggest genre for a very long time. We
were perhaps a bit more surprised at how close behind indie was,
however. Only 2 less people said this and though it is a popular genre, I
don’t think we anticipated prior to the survey that it would be this close
to Pop. I did, however expect that Electronic Dance Music would be the
least popular as this is usually aimed at a very specific target audience,
therefore implying why only 4 people voted for it out of the 98 that
took the question. I was a bit surprised at the fact that ‘rock’ only got
19 votes. I thought that if anything would come close to the pop genre,
then that would have been it as it is another popular genre around the
world. However, perhaps the reason it didn’t was due to the fact that it
is aimed at very specific people (similar to EDM). The general consensus
with rock music tends to be that you either love it or hate it.

7. Question 6
This was a very interesting question. We decided to
ask it to see just how important people believe music
videos are. It was interesting to see the contrast
between our respondents. We had a handful of
people saying ‘100 ‘Very Important’’, while a number
of other people chose ‘1 ‘Not important’’. I find it
interesting to think about this and in further
research, I’d love to ask people why they think there
is such a contrast. It may be that the people who
chose ‘1’ also chose ‘I don’t watch music videos’ for
Question 3, so to them a music video isn’t important.
This is quite likely. The average score between all of
our respondents was ’57’ which is 7 points above
‘Somewhat important’. This implies that the average
person believes that music videos are important to
the success, however maybe they believe it’s not the
deciding factor and there are a lot more important
features to it than that.

8. Question 7
Since we are going to be making a full promotional package, we
decided it would make sense to ask about the digipak which we
plan to make. We figured that the majority of people probably
wouldn’t know what a digipak was, hence why we put ‘album cover’
in brackets. The median average for this came in the ‘Not usually’
bracket. I was a extremely surprised at this, because I thought most
people would say ‘Yes’ and ‘Usually’. I guess that one reason for this
not being the case could be that the majority of people just care
about what the music is like and don’t really care about what it
looks like. We wanted to ask this question to find out, if for
whatever reason our digipak didn’t actually look great, would it still
be bought? At the end of the day, this will not affect the effort we
put into it as we will still make it look as eye-catching and good as
possible, because there were 5 people that said ‘Yes and another 15
who said ‘Usually’, therefore we do have people to please with the
look of our digipak. At least now though we have the assurance that
if for whatever reason it goes horribly wrong; that will not have a
huge effect on whether or not people choose to buy it.

9. Question 8
For our final survey question, we decided to ask what content people
wanted from the additional DVD. The respondents were able to tick as
many boxes as they liked. I was not surprised by the response. All of
‘Music Videos’, ‘Tour Highlights’, ‘A Full Live Performance’ and
‘interviews’ were popular and I expected this because generally these
are what are featured on most additional DVD’s. We also had four
people that ticked the ‘Other’ box and gave alternate answers. One
person suggested that they’d want all of these things if they were
paying extortionate prices. We also had a couple of inappropriate
answers, which perhaps are the downsides of audience research as
when you’re just choosing anybody and they can do it anonymously,
some people can be awkward and not fill it out properly. Therefore,
we will choose to ignore these answers when planning and producing
our products. We will however take into account all of the popular
choices and attempt to feature as many as possible on the album
DVD.