Music Video Questionnaire Results

Shannon Jezzard and Sophia Doughty

We carried out a questionnaire in order to discover who our target audience are for our music video, album release and poster. We also tried to gather their

opinions and preferences surrounding Indie Rock genre. The purpose of this presentation is to display the findings from our questionnaire.

For our questionnaire we asked members of the public in the town center by our college. We asked a range of 20 people of different ages, employment status’ and

interests. By doing this we were about to collect diverse results so we have an idea of what to include in order to appeal to our target audience.

Audience Profile

This is Olivia. She is a 19 year old university student living in London and loves attending festivals, gigs and going out discovering new bands and meeting new people. She

likes shopping, has a part time

job in a retail store, giving her a

disposable income and runs a

fashion and music blog, where new

bands ask her to review their music,

giving her a deeper insight into the

indie rock genre. She has tickets to

The Maccabee’s upcoming tour, after

gaining interest from them due to previously

reviewing them on her blog.

Audience Profile

This is Geoffrey, he is 21 and a full time sales assistant in a vintage shop in his

home town of Bishops Stortford, which

gives him a disposable income, enabling

to keep up to date with all the new

music releases of the indie rock genre.

He plays in a band himself, which takes

influence from The Maccabees and other

similar indie rock bands. In his spare time he

likes to skateboard and socialise with friends.

He also frequently reads music magazines such

as NME and Q. He has an interest in film

soundtracks, and is hoping to attend university in

Brighton to study music for film.

Our Results

Under 16 16-20 21-25 26-30 50+0

2

4

6

8

10

12

Age

Male45%

Female55%

Gender

Full Time Student

Part Time Work

Full Time Work

Unemployed

Retired

0 2 4 6 8 10 12 14

Employment Status

Harlow60%

Bishops Stortford

10%

Epping20%

Saw-bridge-worth5%

Waltham Abbey5%

Home Town

For our product we initially decided to aim it at a 16-25 year old audience as we felt that this is the age range with the most interest in the Indie Rock genre. We also intended the audience of our product to be both male and female however when conducting our questionnaire we asked a few more females than males as we feel that our product be slightly more appealing to females.Most of our audience are students, some having part time work and therefore they will have a disposable income meaning that they will be able to afford the products that we are offering to them. Our audience also live locally where there are many shops available to purchase music therefore making it easier for the consumer.

Computer55%TV

30%

Phone15%

How would you usually watch music videos?

No Yes0

2

4

6

8

10

12

14

Do you regularly attend gigs?

From this set of results we have found that the majority of the people we asked do attend gigs and therefore have a great interest in music, which would help us advertise our product as it would be featured in music magazines. As the majority of our audience do have a great interest in music they would be more inclined to purchase and view our products. As most of our audience view music videos via a computer we will make sure that our music video is available to view on the internet either on the band’s website or on video streaming websites such as YouTube. As a few of our audience’s preferences are to view music videos on their mobile phones we can make sure that the video is compatible with this type of viewing and is accessible to watch, download and share via a mobile phone.

Online

Supermarket

Digital Download

Music Shops

Gigs

0 1 2 3 4 5 6 7 8 9 10

Where would you normally purchase music?

Under £10 £10-£20 £20-300

2

4

6

8

10

12

How much do you usually spend on musical purchases per month?

£5-£840%

£9-£1250%

£13-£1510%

How much would you be will-ing to pay for a newly released

album?

From these results we have discovered that the majority of our audience would prefer to purchase an album via digital download. This is a advantage for the producers of the album as they will not have to spend money on packaging meaning that there’ll be a greater profit made for the product. People will be willing to pay £9-£12 for a newly released album, however we have decided that this will be the price for the album in supermarkets and larger stores. The album will also be available and a slightly lower cost as a digital download as there will be no manufacturing costs for the CD. According to our results our target audience will be able to afford an album or two a month meaning that their disposable income will cover the costs for our product.

048

12

What would you usually expect to see in a music video falling into the

Indie Rock genre?

Black and white11%

Colour31%

Fast paced shots23%

Slow paced shots3%

High key lighting9%

Low key lighting23%

What would you expect the style of the music video to be?

Arctic

Mon

keys

The K

ooks

The K

illers

Bomba

y Bicy

cle C

lub

MGM

T0

4

8

Who are you favourite bands from the Indie Rock genre?

These results show that most of the people that we asked prefer to see a mixture of both band and storyline in a music video. As well as this we have found that the majority of people asked enjoy listening to the band Arctic Monkeys, from viewing their videos we have found that they incorporate both band and storyline in most of their videos and as result of this we would like to include these type of shots in our video. We have also found that people would prefer the music video we create to be in colour as well as involving fast paced shots and low key lighting. We will take this into account when planning and shooting our music video as this is what will draw in and appeal to our audience the most.

The Maccabees40%

The Libertines25%

Elbow15%

The Vaccines20%

Which album cover appeals to you?

Colour Layout Font Image0

2

4

6

8

10

Why?

It is clear to see that The Maccabees album cover is the most popular out of all four, possibly due to the image as it is the most common reason for choosing the preferred cover. This album shows significant differences to the other three as it’s a hand drawn image which manages to reflect the genre of the album as it’s not a conventional cover. For our album cover design we will take this into consideration and create something a bit different that the traditional single image to appeal more to our target audience.

Colour30%

Layout35%

Image35%

Why?

Florence and the Machine

Kings of Leon

The Stone Roses

0 2 4 6 8 10 12

Which of these adverts is the most appealing?

By looking at these results we have found that Florence and The Machine’s album advertisement is the most popular due to the image and layout. Although this was the favourite of the target audience we believe that the layout comes across as quite simple and displays the clear information for the audience to know.

Summary of our findings

All in all our results have been very useful when deciding what to include in our music video, advertisement and album cover. We have managed to discover our audience preferences so we can create a successful product. Our results have also gave us an insight of what price to put our product at in order to appeal to the audience, this has been useful as we now know where the audience would purchase their music, the majority of which is online.

What we plan to do due to our findings

Due to our findings from our questionnaire we will ensure that our products aim to our target audience which is both male and female between the ages of 16 and 25. We will ensure our products are in a price range to accommodate to those living on a student income, and available to those who prefer to use digital downloads for their products. The layout we will use for both our magazine advertisement and digipak will be simple yet effective, drawing attention to the main image, which will appeal to our target audience and those with an interest in the indie rock genre. Our music video will also feature people who the target audience can relate to, as we’ll use actors in a similar age range and their outfits will be appropriate to the genre we plan to aim to.