Brandon Fry

Music video market research

To find out information on the gender of people I have surveyed, I have used a very simple method which is quantitative market research. This is a closed question which is very simply asking to state the gender they are.

Gender

MaleFemale

The results show that the ratio of men to women I surveyed were 6:4. This means that there are slightly more males so the final results can be slightly more male related.

To find out what age group and what generation of people I have surveyed I again used quantitative market research, asking the people I surveyed to mark what age group they are based in. This is not a specific age but an age group.

Age Group

15-2021-3030-4040+

Brandon Fry

Due to the area I completed my survey in the results are very one sided to the teenage age group. All the people I surveyed are part of my college which reflects the final results.

To find out what the favourite genre of music was from the public I used a quantitative market research question to make it simple for the public to answer. However I used a qualitative technique because if any of the people chosen other they could state what genre they preferred.

Favourite Genre of Music

popraprockjazzdanceother

Half of the people I asked preferred the dance genre which I will take into consideration when completing my own music video. However the second highest genre of music video was rap so I could take that into consideration when creating my own video.

Within my survey I asked whether they were employment status. This can come in useful as it could link into the amount they would be willing to pay for the music videos.

Occupation

employedunemployedretired

Brandon Fry

Taking into consideration the age group of the people I surveyed, there are slightly more people are unemployed rather than unemployed. Also because of the age group, none of the people I have asked are retired.

Following on from the previous question I have asked people what there monthly income is, this links into their employment and can play a factor in how much they will be willing to pay for music videos.

What is your monthly income?

£0-£100£101-£250£251-£500£501-£1000£1000+

The results show a mixture of monthly income. The majority do get an income of £251-£500 this income could be spent on music videos. However based around the majority a few numbers get slightly less and slightly more than this average figure.

I also asked the people I surveyed where they watched their music videos, the information below will help me decide where I will produce my music video as I will know the prime areas of where people view them.

Brandon Fry

Where do you watch music videos

tvI don’tsocial websitesotherinternet

The survey shows that the results are quite split evenly. Slightly more people view their music videos on tv which could be quite typical. However the increase of the use of the internet is shown as the use of videos on the internet is quite high and most likely rising. Also a fair few people don’t watch music videos and a small fraction use social websites.

I also asked how much people would be willing to pay for their music videos. This could also tie in without the amount of income they receive, for example people with no income are most likely to not pay for music videos.

How much would you pay to buy a music video

£0.00-£1.00£1.01-£5.00£5.01-£10.00£10.01 +

The results are quite one sided as only 2 people would pay over £5.00. Its evenly split between people who would pay between £0.00-£1.00 and £1.01-£5.00. From this information I can gather that the majority of people would rather find their music videos for free.

Brandon Fry

In my survey I asked whether they would like a hybrid genre. For those who didn’t understand I explained what a hybrid genre is, which is where features from two or more different genres are included in one video.

Do you prefer a hybrid genre?

yesno

My results show that over three quarters of the people would prefer to have a hybrid genre when watching a music video. Meaning that the majority will most likely prefer to see a mixture of features from different genres which could suggest that they are not completely dedicated to one genre of music.

I also asked what type of music video would be preferred. Again I explained the different types of music video to anyone who didn’t understand the media terminology. This helped the public answer the question in a simpler form.

Favourite type of music video?

performancenarrativeconceptual

The results show that the majority of the people I surveyed preferred a performance type of video which includes the action type of scenes in a video. Two people said they preferred a conceptual type of video which is when a video has no storyline or purpose and is filmed at random. Lastly one person said they prefer a narrative storyline which has a storyline and a meaning behind it.

Brandon Fry

The last question I asked had a different approach. I used a qualitative market question which is an open question allowing the people to express their opinions and views. I asked the people to see if they knew a screen shot from 3 different music videos in a mass audience. The results shown that only 3 people could get the 3 screenshots correct.

Conclusion

From the information I have gathered from my results I have made judgements on what sort of music video I will be creating. Firstly I will be creating a music video suitable for both genders and generally at a young adult age group as my survey was based around a similar age to this. Also the results of the favourite genre was pop which is very mainstream with quite a few of the people preferring rap. From these results I think the most successful genre of music for my music video most likely will be a mainstream genre. I also asked people of their employment status and their monthly income. These figures may play a part in how much they will be willing to pay for a music video. The results show just over half are unemployed with the majority earning from £0-£500. This is hard to predict how much they will be willing to pay and could be something I could go into further detail to find more precise figures. However the increase of the use of internet facilities doesn’t seem to play a huge factor in where people watch their music videos. The majority said they still watch music videos on TV with a split amount between using the internet or social websites, or not watching them a tall. This to me seems like I should focus more on producing them at TV. Also the majority of people said they would pay up to £5.00 for a music video, this means I will not go over £5.00 and I will produce a rather cheap music video for the public. Another factor is the high amount of people preferring a hybrid genre, this means I may include different elements from different genres in my music video. Lastly the high amount of people preferring a performance type video also means I will most likely make my music video a performances based video.