Audience Survey Analysis

Question 1From this question, I am able to see where I will reach the widest audience in order to market my music video. I can see that an overwhelming majority of my audience watch music videos on YouTube. This is where I will be able to reach the most people in order to market the band, so this is where I’ll post my music video. YouTube is a good site for music videos, as the comments section allows for fans to communicate with each other, and discuss their opinions on the video. Hopefully, this comments section will be used on our video by fans to give us feedback.

Interestingly, the choice “band website” received no responses at all. The reason for this could be ease, as on a site like YouTube the person is able to watch the video that they wanted, then find another one to watch quickly. If they wanted to watch a video by a different band after, they would have to change websites. This could be beneficial to the band, as they are able to reach their own fans and potential new fans on the same platform.

Question 2

Question 2 continuedFrom this question, I am able to see the kinds of music videos that my audience watch and like. While some of the responses were not useful, as the respondent either didn’t have a favourite video or made a joke about their answer, some were very useful.

Two of the replies that I got specifically mentioned videos which follow conventions and contain shots of a band playing. These replies are helpful, as it suggests that people do like band performance shots in music videos. While this is only a small number of our replies, many of the others discussed songs in different genres, where band performance shots aren’t conventional, so they don’t entirely apply here. However, other responses did suggest videos in which a singer has performance shots, and even though they didn’t explicitly state that the videos included performance shots, these shots are woven in to enhance the overall experience for the audience. The fact that my audience responded positively to these videos suggests that they like the performance shots. Although this is different to the band shots, these videos still follow conventions. This solidifies that my music video should contain shots of the band performing too, as the audience responds positively to it.

The responses to this question also mentioned a range of styles of video. While most mentioned similar styles, these two replies stand out, as they point out an animated video and a parody video. These aren’t styles that I’ve considered for my own video, but knowing that an audience responds positively to different styles suggests that I am able to be experimental with my video, and my audience will hopefully have a positive response.

Question 3From this question, I wanted to find out what kind of content my audience liked to see in music videos, so that I could apply this to my own music video, and the style that I choose to follow. These responses show that the majority (44%) of my audience like “story-based” videos, so an interpretive video with a narrative. This could be a literal or non-literal interpretation, with the narrative following the story being told in the lyrics of the song, or styled to reflect the music or tone more than the lyrics. As I received such a strong response for this style, this is what my video will be based on. I will create a narrative for the video, which tells a story.

The response that came in second was live performance, with a 26% response, suggesting that I should also include band shots in my music video. Although they won’t be live shots from actual gigs that the band has performed, I will be able to style performance shots of the band playing which fit in more with my music video.

The other choices received low responses, with only 10% each. Therefore, while there is definitely an audience for these choices, I won’t be including them in my own music video.

Question 4So far, all of my responses have suggested that my audience like to see performance shots in the music videos that they watch. This is solidified with the responses to this question, as just under 83% of my audience said that they like to see the band performing in the music video. This means that I need to follow the conventions, as this is definitely something that I need to include in my music video.

Question 5This question moves on from the music video and asked about the digipak, so that I could what kind of design people liked to see on albums that they purchase. From the responses, I can see that the most popular choices were “pictures” (60%) and “the actual band” (54%). This suggests that my digipak should have a photograph as the cover, and should include pictures of the band within it. This is also good from a marketing standpoint, as photos of the band will help with their promotion. Their faces will become more recognisable to a wider audience, therefore helping their popularity, and increasing their sales.

The next highest responses were “logo” (37%) and “track listing” (35%). These are both conventions of an album, as the band name and logo is often included on the cover, and the track listing is included on the back. Using the band logo is also good for promotion, as it also becomes recognisable. It could be included on merchandise, so that fans can recognise each other. Also, people who don’t know the logo may see it and ask what it is, then recognise it when they see it on the album and be curious enough to listen to it or purchase it. The logo is very important and needs to be included on the cover. The track listing is also very important, as it allows people to see what they’re purchasing, as well as making navigation of the album easier when skipping through songs or trying to choose one. I’m going to include my track listing on the back of my digipak.

Question 6This question was to establish the kind of design that the cover should have. The highest response came from “album title” (58%), so this is something that I should include on the album cover. Titles are vital to the marketing of albums, as they are used for advertisement, and are how an audience will remember the album. Album titles need to be something memorable, therefore are often something short and snappy that will stick in the brain. However, longer titles are often memorable too, simply for the fact that they’re so long. They also often reflect the album, usually in tone or lyrical meaning. I will need to create an album title, then include it on both the digipak cover and the magazine advertisement, in order to maximise on promotion.

One of the comments that this question received was interesting. Someone replied with “consistency by an artist” and suggested that they have a continuous theme to their albums. In order to apply this to my digipak, I will analyse the previous album covers from this band, and see if there’s a recurring theme, then aim to apply this to my own cover.

Question 7This question was to help with the overall design of the digipak, as different colour schemes appeal to different audiences. The highest response was for the choice “bright and bold” (47%). This makes the album stand out and catch the eye of the audience, therefore potentially reaching new fans. However, I think that I would need to apply this colour scheme to my digipak carefully. I don’t think that the tone of the band would suit bright colours such as yellows and oranges. However, I could still make the album bold with colours that would suit the tone. Deeper shades of colours like green and blue would still be bold and stand out, while still fitting in with the tone of the album and creating a coherence. This is something that I will need to consider when planning my digipak.

However, “dark” received the third highest response with 23%. I think that, the colour scheme related more to which specific audience you’re trying to target. Darker colours may appeal more to my target audience, whereas lighter colours may appeal more to a pop audience. To decide which colour scheme I will use, I’m going to analyse the covers of similar bands and apply the conventions that I find to my own digipak.

Question 8This question focused on the bonus DVD that will come in the digipak. I wanted to know what kinds of features an audience would like to be included. The most popular responses was “live performances” (65%), so I think that I’m going to have a few tracks on the DVD dedicated to exclusive recordings of live performances that can’t be found anywhere else. These will possibly be from an intimate gig that the band played, or something similar, where only a small group of fans would have attended. This appeals to my audience, as they are able to gain access to something that they have no other way of seeing, and therefore will be interested in buying the album.

The second highest response was from “behind the scenes from band” with 58%, so I’m definitely going to include this too. I think that having a few tracks for this, with behind the scenes of different things will appeal to an audience, as this is also exclusive footage that they won’t see anywhere else. This footage could be from the music video shoot, or a gig. The bonus DVD is very good for the marketing of the album.

Question 9This question asks the audience about the magazine advertisement, so that I could get information about how this should be designed and what should be included on it. 4 of the choices received large responses, so these are all things that I will include on the advertisement. The highest response came from “date released” (77%) so this is something that I will prioritise when designing the advert. This will be in a large font so that it’s easy to notice. It’s also good for marketing, as fans of the band may already know about the release through things like social media, but newer fans will be able to find out the date if they come across the advert in the magazine.

Although “reviews of album” only received 25% of the responses, which is much lower than the main 4 choices, I think that it will still be good to include for marketing purposes. The point of critic reviews is to reach new audiences and recommend them new music, as well as let fans know what the album is like. Good reviews are important when reaching a new audience, and for keeping an existing audience, so I think this will be something that include.

Question 10This question focuses more on the design of the advertisement and how it will look. The choice “the same album cover” received a high response with 62%, so the main image on the advert will be the same as the main image on the album cover. This is good for marketing, as it makes the album cover recognisable, so if the reader who saw the advert sees the album, they will know the image, and therefore remember the advert. This also creates coherence, as it means that the album and advert link with each other, rather than feeling like two separate things.

“Date when released” received the highest response (63%), and this is a convention of an advertisement, so this will be included on my advert. “What’s included” came in third with 52%. People like to know what they’re spending they’re money on before they purchase anything. To meet their needs here, I will make sure to mention the bonus DVD on the advert, with a brief overview of some of the things included, as this will interest the audience and persuade them that the album is worth buying. I will also include the price of the album, as this choice also received a high response with 48%. This is important as, if the audience remember the date, they may be counting down to the release. This countdown could be influenced by the band’s social media account, who could make daily posts about the remaining time. The audience will then hopefully go out and buy the album on the day of its release.