The document summarizes the results of a survey about music video preferences that was distributed to 80 people through social media and email. Most respondents were aged 16-25 and their favorite music genres were indie/alternative, rock, and pop. Over half watched music videos at least once a week online or through other media. The majority said that the music video did not influence their decision to buy a song, but some said it did. Respondents most preferred music videos that had a mix of narrative and performance elements. Specific music videos mentioned as preferred examples within the indie rock genre included "Sex" by The 1975, "Viva la Vida" by Coldplay, "Lotus Flower" by Radiohead, and "Radio

1. Target Audience Survey
In order for our music video to be successful, we needed to ask our target
audience their opinions and preferences on music videos. We conducted a
survey on SurveyMonkey.com and sent it out using social networking sites
and email to younger students, friends, teachers and family. This meant we
gained a well rounded and wide range of answers, as a total of 80 people
responded to our questionnaire.

2. Questions 1 and 2 were asked in order to find
out some background information and the
demographics of our responses. 60% of our
candidates were female and the rest were
male, but we thought as we had such a large
number of responses, this would not be too
significant in our results.
Although we had responses from each age
group, the majority were from our own peers
so were aged 16-25. This could be beneficial as
the target audience for indie rock music is
young adults and teenagers, so the
information we gather will be more relevant
and insightful.

3. We wanted to find out how popular our
chosen music genre is so we asked our
candidates what their favourite is. Indie /
Alternative was the most popular genre
with 31% choosing it, while Rock and Pop
were the second most popular. This is good
as we know that our responses will be
relevant to our genre of music.

4. Just over half of the people we asked said they watched
music videos less often than once a week. This means that
the over half of our respondents said that they watch
music videos at least once a week, showing that people do
watch them quite often.

5. We asked this question to find out where people mostly watched
music videos. Most people answered that they watched them on
the internet which shows us that people probably search for the
music videos for songs that they like and watch them intentionally.
There were responses in each category, so this told us that a range
of media is used when watching music videos.

6. Over 70% of people answered No to this
question, which did not surprise us as people
are still likely to buy a single if they enjoy the
music even if the music video is not as good.
However, some people did answer Yes which
shows that the music video is important, even if
it is to the minority.

7. The most popular answer for this question was a mixture of narrative
and performance with 58% of the votes. We will use this information
when creating our own music video and make sure we include
elements of both, although we will probably use narrative more than
performance as this was the most popular answer out of the two.

8. This was an open response question so we
got a huge variety of responses from many
different genres of music. We looked at some
of the music videos that people had
mentioned from the indie rock genre to give
us an idea of what people liked in a music
video. This showed us what people liked
regarding style of music video, setting,
storyline and characters.
Some of the reasons people gave for their
choices included a good narrative storyline
which drew them in, artistic music
videos, attractive characters, and videos that
were artistic and imaginative. We will try to
convey these ideas when making our own
video.
Some of the different music videos people liked
within our genre included:
• Sex – The 1975
• Bloodshake – Peace
• Viva la Vida – Coldplay
• Paradise – Coldplay
• Anna Sun – Walk the Moon
• Lover of the Light – Mumford and Sons
• Lotus Flower – Radiohead
• Just Another Girl – The Killers
• Vlad the Impaler – Kasabian
• This Too Shall Pass – OK Go
• Radioactive – Imagine Dragons
Radioactive - Imagine Dragons
Viva la Vida - Coldplay
Lotus Flower - Radiohead
Sex – The 1975