The document summarizes research conducted with 20 people of different ages and occupations to understand the target audience for a music video. Key findings include: - Younger people aged 16-25 preferred genres like house/dance and liked artists like Calvin Harris and Duke Dumont. They were more likely to attend music festivals. - Older people tended to prefer pop or dance music and artists like Ed Sheeran and Ellie Goulding. - Most people listened to house music on their phone or radio, indicating it appeals widely. - Younger people were more socially active, enjoying meeting friends and going out, suggesting an outgoing target audience. - Most listened to Capital radio, known

1. Target Audience Research
In order to research my target audience I wanted to ask different people of different ages and
occupationsinorderto understandexactlywhowouldbe mytargetaudience.Iasked20 people,ten
males and 10 females aged between 15 and 50. I asked lots of different questions but mainly to do
with music and what they like to do to understand the type of person. I also asked direct questions
abouthouse musictosee whattheyhadtosayaboutthe genre andwhattheyassociatewithit.Below
are the questions I asked in the survey.

2. Below are the responses fromthesurvey:
Sales assistant
IT Manager
Area Manager
Sales assistant at waitrose
Nail Technician
Student
Sixth Form Student
Hairdresser
Sales negotiator
University Student
Manager
Teacher

3. What is your favourite genre of music?
House
House music
Dance
Dance
R&B
Dance/Upbeat
Dance/Pop
Dance/House
Drum and Bass
Pop/Dance
House/Chilled
Whois your favourite artist?
Philip George
Calvin Harris
Duke Dumont
Ed Sheeran
R Kelly
Disclosure
Justin Bieber
Ellie Goulding
Rudimental
Sigma
Bastille
David Guetta
One direction

4. If yes,where do you often listento it?(on your phone,in clubs, at the gym etc.)
On the radio
Phone, gym, clubs
When I'm out at parties/clubs
At home, on my phone, in the clubs/pubs
On my phone, at the gym
At home, phone
Phone and radio
On my phone and when im on a night out
When I’m out
Spotify
On the radio
On my phone, clubs, my house
At home on my phone
Clubs, phone, radio
On my phone and in clubs
What do you do for fun?
Play rugby
Go out on nights out with my friends
Play football with my friends, go to the pub
Go out with friends, play rugby
Hang out with my friends
Go out with friends
G on nights out with the girls
Go shopping with friends

5. See my friends
Meet up with my friends
Go out with my friends
Swimming
Go out with my friends
Watch TV
Go to the gym
Go out with my family and friends
Shopping
Go out with friends on nights out
Meet up with my friends and listen to music
I like to go out with my friends or go to the gym
Do you listento the radio? If yeswhat station(s) do you listento?
Yes, Capital and Radio 1
Yes capital
Yes I listen to radio 1 and 2
Yes I listen to Radio 1
Yes, capital
Yes capital a lot sometimes radio 1
Yeah capital
Yes I listen to capital a lot
Yes mostly capital or sometimes radio 1
Yes I like capital
Yes I listen to Capital often

6. Yes capital and radio 1
Yes capital
Yes I listen to Capital
Radio 2
Yes I listen to capital a lot
Yes radio 1
Sometimes in the car and Capital
From analysingeachresponse I couldsee that it was very clearthat the olderthe personI askedthe
more likely they are to steer away from House music. This is evidant through the fact that their
favourite genre of musictendstobe pop or dance tracks as opposedtodance/house musicandtheir
favourite artists genrally tend to be more of the pop genre i.e. Ellie Goulding, Ed Sheeran.
Despite this,all but2 of the people Iaskedsaidthat theylistenedtohouse musiceitherthroughthe
radio or through theirphone.Thismakesit clear that house music can be enjoyedbya lot of people
which makes it a very mainstreem genre. Thid could eman that determining the age bracket of my
music video could be wuite difficult.
However,none of participantsaged26+saidthattheyattenededmusicfestivalsandalmostall of the
people who were aged 16-25 said that they did, meaning that this type of event would be mainly
aimed at the younger generation. The music that is usually played at music festivals is house/dance
tracks and drumand bass,and due to theirtastesanddesiresbeingfulfilledwiththe artistsplayedot
musicfestivalsi.e.Tiesto,Calvinharris,Duke Dumontyoungerpeople are more likelytoattendthan
adults.Thiscould therefore meanthatithas narroweddownthe age bracketdue to the followingof
the music by the audience types.
All of the people fromthe age bracket16-26 saidtheyeitherlistentomsuiceverydayoronce a week
meaningthatmusicisveryinfluentialintheirlives.Aswellasthis,allof thepeoplethatsaidthathouse
musicwastheirfavourite genre werealsointhisage bracket.Theirfavourite artistsincludedthe likes
of Calvin Harris, Duke Dumont, Disclosure and Sigma who are very influential in the house music
industryanddominate chartswiththeirhousemusicrecords.Dance musicwasenjoyedacrossall age
ranges but the younger and older age bracket mostly saiddance music.The younger bracket (below
16) saidthat theyprefereddance/popmusicandlikedartistssuchasJustinBieberandOne Direction
who are very young, mainstreem and upbeat artists which may not be appealing to older
teenage/early twenties music listeners.
The majorityof the people Iaskedssaidthattheyenjoy goingoutandmeetingupwithfriendsforfun
andlike todothingslike playsportsandalsogooutfornightsoutwiththeirfriends.Thisissuggesting
the personalitytraitsthatmytarget adience mayhave as all of the people thatwere inthe age range
of 15-24 saidtheylike to meetup withtheirfriendsandall of the people thatsaidtheylike goingon
nightsoutswere asointhisage range.Icancondlude fromthisthatmytargetaudience wouldbevery
social and outgoing and enjoy spending time with people and going out and being interactive.
The majoirtyof the peopleIaskedsaidtheylistentoCapital whichisaradiostationthatiswell known
for playingupbeatdance and house musictracks, therefore implyingthattheylike to listentohouse
music and dance tracks. There was also suggestions from older people that I asked that listened to

7. radio1 and 2 whichhave verydifferentmusicstylesfromcapital againsuggestingtheymayshyaway
from younger and more youthful stations. From here I can now conduct research into figures and
statisticsof radiostationsinordertoget a furtherunderstandingof whatage grouptendtotune into
different market leading raido stationsto narrow down my target audiene further along withtaking
all of the above informaiton into consideration.