From a survey of their target audience: - 37.5% preferred the indie/alternative genre, which matches the song they chose. - Respondents commented on lyrics and sound as important conventions to include. - Answers suggested audiences enjoy music videos with some type of story loosely based on lyrics. - Audiences focused on narratives and costumes rather than camera techniques or special effects.

1. Survey analysis

2. From our survey, we have found that
37.5% of people we asked have said
indie/alternative or indie rock as their
favourite genre of music. This genre
matches the song we have chosen to
make a music video and digipak for, due
to the fact that the majority of our target
audience enjoys this genre most.

3. For this question we had a lot of answers that
seemed to comment on the same areas: these
areas were about the lyrics and the sound of the
music. These can be seen as conventions of the
genre. We will include this by using one of
Goodwin’s music video conventions of showing a
relationship between the lyrics and the video

4. Again, all the answers have a common
theme. Even though some videos are not in
the rock genre each video has a story with
genre conventions relative to their music
genre. This suggests to us that our target
audience enjoy music videos which includes
some sort of story. However the videos
mentioned of our genre have narratives that
are loosely based to the lyrics. This is the
route our group will take so that we can
match the target audience.

5. Looking at why our target audience chose
these videos as their favourite was really
helpful to see what they notice most about
their respective videos. Three answers
commented on the narratives of their videos,
with others focusing on how the actors in the
videos were dressed. We found that none of
our target audience mentioned anything
about camera techniques or special effects,
with two mentioning how they liked the
simple video/ story line. This is the route we
are thinking of taking with our music video,
as not only does it follow what the overall
consensus from our target audience says, but
it also allows us to focus more on the story of
the video and costumes/props, with less
reliance on an extended editing period.

6. The response to this answer surprised us,
due to the fact this was not the answer
we were expecting. This may be due to
the fact the question specified a magazine
advert and due to most people using
different media platforms ( e.g. Internet,
television or social media) most wont read
magazines or will be more influenced on
these newer platforms.

7. This answer again was surprising to us, due to
the fact that certain genres (especially rock)
usually have a certain image bands tend to
follow. For this question we thought the artists
image would be important (due to being in a
time where social media is a massive part of
being a successful musician). Where they will
have items that are renowned to their image
(e.g.. black & white hair – Sia, black top hat –
Slash).

8. From this question it was clear that the
majority of people found that the albums
artwork is important for its success. This will
be important for our group to remember
when making our digipak and advert. This
includes making sure the digipak, advert and
video are all relatively similar, or is at least
obvious with what artist and band it is
marketing.

9. This collective yes from our audience
has made us realize that if our album
does not look appealing to our target
audience, the album will not be as
successful as it could have been. This
may be due to the fact that streaming
services such as Spotify make it that the
first thing you see from an artists new
releases is the artwork that
accompanies it. Meaning that listeners
who do not know the artist and does
not like the album artwork, will be less
inclined to listen to the band.

10. Although the answers to this question
shows that the audience does not mind
if the quality of the artist is good or bad,
we have discussed and come to the
same conclusion that in an age where
music videos are instantly accessible to
people on platforms such as YouTube,
the artist with a higher quality music
video has a better chance of becoming
more successful. Although this seems to
be the opposite of what our audience
has told us, we agreed that if the
question was worded differently and
with a larger sample size, then we would
have had a different answer than the
one shown here.

11. For this question, the answer we received
was what we were expecting. Due to
platforms such as Apple Music and
Spotify, most people will stream music as
it is more convenient and cheaper than
buying hard copies of the music they
listen to. Because of streaming services,
we realized that our album cover/digipak
will have to be very appealing to our
target audience. This will be done by
making sure the overall aesthetic is
something that our target audience is
attracted to when finding new music.