The research found that audiences prefer the concept over performance or narrative in folk videos, discover new folk artists mostly through radio and friends/family, and watch folk music videos exclusively on YouTube. Audiences reported usually seeing the artist performing in folk videos, and album covers typically feature photographs of nature, animals or the artist/band.

1. FOLK ROCK
TARGET AUDIENCE RESEARCH

2. What would you prefer to be the key
element in a folk/folk rock video?
Performance Narrative Concept
13%
27%
60%
Where do you find out about new folk
artists/bands?
Billboards Magazines TV Radio Friends/Family Festivals
0%
17% 8%
25%
29%
21%

3. Where do you go to watch folk music
videos?
MTV YouTube GoogleVideo Other
0% 0% 0%
100%
How common is seeing the band
perform in a folk video?
1 Always 2 Usually 3 Sometimes 4 Rarely 5 Never
0% 0%
20% 27%
53%

4. What do you usually see on folk artists album covers?
Details: Nature, animals, the artist/band
Art Photograph Both Other
0%
33%
67%
0%

5. OPEN QUESTION
ANSWERS HAVE BEEN
TRANSCRIBED IN THE
FOLLOWING SLIDES

6. What words spring to mind when you
think of folk videos?
 Slow music, slow calm music, love, emotions, beards and tartan
shirts, vests, the artist and nature, guitars, men with
beards, performance, Irish campsite things, the instruments, very
calm, focused, unique, guitar, nature, political, motivating, middle aged
men, guitar playing and similar fashion sense to indie

7. What locations do you usually see artists
perform in a folk video?
 Big parks, forest, park, quiet location, theatre
hall, fields, room, stage, chair, somewhere natural or on stage, empty
rooms, on stage, dark spaces, usually very focused on the artist and the
guitar, sometimes livelier – She & Him have very upbeat, colourful
videos, on stage, or in ‘nature’ e.g. fields etc, outdoors, fields or suburb
areas

8. What is your favourite part about album
covers?
 Songs list, photos, designs, contents so you can find your favourite song, the
picture, colours, interesting pictures, unusual, the art, the
artwork, pictures, pretty designs, usually quite vintage, old-looking, seeing
who the band is and which album, the art involved, the title, artwork and
lyrics