Rebecca Sinclair

The main purpose of this primary research is to gather information about my target audience’s preferences and interests and from that apply it to my final piece. I will collect mainly quantitative data from my questionnaire which can be easily compared and analysed.

I asked 14 people from around my college to fill out my questionnaire who were between the ages of 16-19 as that’s who I will be aiming my music video at. Therefore the information gathered will be what my target audience prefer and look for in a video which I can then apply to my final music video.

I asked approximately an equal group of males and females to fill out my questionnaire as then there would be no gender bias as my music video will be targeted at both genders.

Most of the people I asked were in further education which means they would be younger and the information gathered from my questionnaire would be bases on their preferences. Only one person was in full time work.

Occupation

Further EducationFull TimeUnemployedOther

Age

16-1920-3030-4045+

Gender

MaleFemale

Rebecca Sinclair

From my primary market research on the preferred genres of my audience the genre most people preferred was Alternative Rock. However a large group of people selected the “Pop” genre too which means I will use Hall’s theory of encoding and decoding and encode some pop genre conventions in my final music video as well as alternative rock conventions.

The majority of people I asked still watch music videos. This shows me that when producing a song the music video, which is produced along with it, is important to the songs success. It also shows me that the people that have filled out my questionnaire still watch music videos and know what they like a dislike about them.

All of the 14 people I asked watched their music videos on YouTube. This shows me that YouTube is still a main source for music videos and if I was to market my research involving the use of YouTube would be important to the video’s and song’s success.

Where do you watch music videos?

TvYouTubeOther

Do you watch music videos?

YesNo

Preferred GenreRock (alt)PopElectronicCountryMetalPunkDanceHip-Hop/RapOther

Rebecca Sinclair

8 people I asked preferred for the band or artists to be included in the music video. Therefore to be able to target the majority of my audience I will include footage of them. This will make my music video more of a performance video overall. However 3 people said they don’t mind and 3 people said no therefore I want to include some artistic shots and scenic shots in my music video.

This question justifies further the inclusion of a band or artist in my music video as 8 out of 14 people I have asked showed they prefer. 6 people said that they like a narrative to music videos which means I will try to include some subtle narrative structure.

From this research I will apply my audience’s preferences to my work and develop ideas to fulfil their needs. I have found that having the band or artist featured in the video is an important factor in my video but also including some narrative structure will appeal to my audience. From this I can now generate clear ideas for my music video to target my audience.

I can apply Blumber and Katz uses and gratifications theory to my final music video. My audience may consume my music video for the purpose of personal identity which is they may watch the video and see themselves reflected in it. This could be through the style of clothing, music or attitudes of the band members or artist in the video. Another audience theory which can be applied to my work is Hall’s theory of encoding and decoding, which suggests a producer encodes ideologies into the media text and the audience decode them. In my own work audiences will decode the genre ideologies which I will encode into my video such as some pop conventions but keeping to my genre of alternative rock.

What do you look for in a music video?

A story or narrativeBand or artist perform-ingOther

Do you prefer to see the band or artist in their music video?

YesNoDon’t mind