The document contains the results of a survey about music video preferences. It asked about age, music genre, video conventions, emotions, and viewing habits. The majority preferred indie music and storytelling videos portraying love and happiness. Most watch videos online and on music channels. The survey helped determine to create an indie pop video for 16-17 year olds, combining storytelling and live music to portray youth culture, happiness, and love online and on channels.

2. •How old are you?
12- =10
13- =10
14- =10
15- =10
16- =10
17- =10
17+- =10
TOTAL: 70
•What is your preferred music genre?
Indie- = 21
Pop- =13
Classical- = 3
Soul- =4
Grime- = 5
R&b- = 4
D&b- = 11
Dance- = 9
TOTAL: 70
•What do you enjoy seeing in music videos?
Live music- = 19
Dance- =11
Storytelling/narrative-
= 35
Comical narrative- = 5
TOTAL: 70
•What emotions do you like to see portrayed in
music videos?
Love-
= 40
Happiness- = 22
Sadness- = 5
Anger- = 2
TOTAL: 70
•How do you watch music videos?
Online- =20
Music channels- =10
Both-
- 45
TOTAL: 70

3. Age?
12
13
14
15
16
17
17+
During our survey we asked
an equal number of
participants from each age
group to ensure that our
results were representative
and valid. We used the
research method of random
sampling to include a wide
variety of people in our
survey. This will help for us
to distinguish who our
potential target audience
will be.

4. 0
5
10
15
20
25
Preffered music genre?
Preffered music genre?
We used a closed question to ask our audience of their preferred music genre giving them a range of genres that
they could chose from. The most popular genre was indie with 21 votes and the least common was classical with
only 3 votes. The ‘indie’ genre was most commonly answered by the 16-17 age group, suggesting that if we chose to
create an indie genre music video our target audience would be around 16. Pop was also a common popular genre
for this age group however the pop genre also included votes from all of the other age groups. Classical and soul
received votes only from the 17+ age group (excluding 1 vote from age 14) – However amongst the 17+ age groups
we only asked participants who were aged 40+, perhaps making this age category unrepresentative. Despite this,
we can establish from this conclusion that our music video will no particularly attract an older audience. As pop and
indie were the most popular genres for our target audience we have decided to create a music video of the indie
pop genre. Choosing indie pop means that our music video will not be exclusive to only a certain audience as pop is
a widely enjoyed genre by many ages, indie pop allows us to reach a larger audience as we already have a pre-
audience from both sides.

5. What conventions do you like to see in music videos?
Live music
Dance
Storytelling
Comical narrative
We asked this question to establish what form and structure our music video should mirror; this varies
between genres and can create significantly differently music videos. Music videos are an important part of
the promotion and advertising of an artists song, therefore a successful music video can make a successful
artist and song. Because of this we thought it was important to please the audience with the structure of the
music video. A storytelling narrative was the most common response (35 votes) and our audience said they
enjoyed a story narrative in a music video as it allows them to follow the video on a journey, gives
background and adds emotion. We will consider this when creating our production. Live music was also a
popular convention (19) which is a typical convention of the indie genre. However as our chosen genre is
combined (indie pop) we can combine two typical conventions (story telling and live music) to create the
perfect music video. The convention of dance received 11 votes however after reflecting on our results we
have decided that dance would be an unsuitable convention to include in our indie pop genre; dance is
more commonly featured in girl band, pop videos.

6. What emotions do you like to see
portrayed in music videos?
Love
Happiness
Sadness
Anger
We asked this question to our audience
in order to establish a preference of
emotion that is portrayed in music
videos; love, happiness, sadness or
anger. Love was the most common
emotion (40 votes) and our participants
said they liked this emotion as it was
often relatable to the audience.
Happiness was also a popular choice
with 22 votes – clearly showing that our
audience would prefer to see happiness
and love portrayed in a music video
rather than sadness or anger. We have
decided to combine both the happiness
and love which will be portrayed in our
music video through a storytelling
narrative. We have decided to portray
youth culture throughout our video too
as a secondary emotion which
correlates to our target audience,
hopefully allowing them to relate and
reflect on our video.

7. How do you watch music videos?
Music channels
Online
Both
We asked this question to our audience to establish where our production would be
published in a real life situation. Music videos are a significant part of the advertising of
music videos which are important in successful audience reception. From asking our
audience this question we found out that most people watch music videos both online,
such as YouTube, on their phones, as well as music channels such as MTV. Watching music
videos online was the most popular answer amongst the 16/17 age group, assumingly due
to the ever-growing convergence of technology and digital culture amongst teens.
Therefore we now understand that if our production was published in the real life then it
would be distributed online and on music channels in order for us to reach the widest
possible audience.