It's important we gain an understanding of their opinions and what they think so that we know what areas to focus on when creating our music video and ancillary text.
We asked 10 questions:
- How old are you?
- What genre of music do you listen to?
- Do you know the group, The Internet?
- What do you prefer to see in music videos?
- Which of The Internet's music videos do you prefer?
- Do you know what a digipak is?
- Would you buy a digipak?
- What would you prefer to see on the cover of a digipak, poster and newspaper advert?
- What do you enjoy most about music videos?
- What do you dislike the most about music videos?
Here is the link to our survey:
Questionnaire
Target Audience Analysis
1. In response to question one, the majority of our responses fell into the 17-18 age category; which meant we were targeting an audience of young adults. This works well with the artist and song we chose as their music is targeted at this age demographic. We wanted to target people who are at the transitional age of further education and higher education; people who perhaps feel like that lack control in their lives at the moment. We wanted Under Control to comfort them and give our target audience something to relate to.
2. Giving our audience an option of three genres, Electronica, Neo Soul and Trip Hop, all of which are genres of music that The Internet produce help us realise what genres our audience are aware of and will most likely buy into. By having this information, this will allow us to focus on a certain genre of music and will help us create content that appeals to our target audience. 57% of people stated they listened to Electronica, which means that they'll have previous knowledge of this music genre and therefore relate better to our music video.
3. 75% of our target audience hadn't heard of The Internet, which would allow Milly and I to challenge conventions by producing music that not many people have heard of. This would allow us to expose audiences to a wider variety of music and help break down conventions between different genres of music.
4. When given the option of Narrative, Concept, or metaphorical meanings; 34% of our target audience said they preferred a narrative storyline, whilst 42% said they enjoyed conceptual music videos. We decided to go with a conceptual storyline after many discussions as we felt that we could produce a better music video and that this theme fit the song of Under Control much better than a narrative. It also allows us as creators to have much more freedom when creating our music video as we'll be able to decide a theme and base our music video around that.
5. We decided to ask our target audience which music video of the The Internet that they preferred, as it would allow us to see if our audience unknowingly preferred a different style of music video compared to the one they initially stated. 50% of our audience preferred the Cocaine music video by The Internet, which is a narrative music video; however we took inspiration from the bright lights seen during the music video and decided to have lights as a running theme throughout our music video; so that this way we're still able to make a conceptual music video, but take on feedback from our audience. When asking for responses, one person stated that they enjoyed Dontcha: 'It is the most enjoyable to watch, and the running black and white aesthetic is also very appealing. It would be very recognisable.' This is something that perhaps Milly and I will try to incorporate into our music video as it seems to resonate with our target audience. Someone else commented, 'I like the race and sexuality representation' seen in the Cocaine music video. This is something we're very keen on, showing representation through our artist and being able to create an artist that is accessible to a larger audience. We hope to this by casting myself as a person of colour as the artist, but also holding auditions to cast someone else to show further representations and also reflecting a gender neutral fashion style at times with small elements of both feminine and masculine styling choices.
6. 88% of our audience were unsure of what a digipak was, which meant that we'll be able to introduce a new media product to the majority of our audience.
7. When told what a digipak is 64% of our target audience said that they would buy a digipak. When questioned why most people claimed that they preferred the storage that a digipak provides. Another person stated they enjoyed the aesthetic appeal of digipak when they have a running theme. This will give us motivation to create an aesthetically pleasing digipak that will appeal to our target audience as well as having a noticeable running theme throughout.
8. 40% of people stated that they preferred to see a picture that relates to the song/artist (something symbolic) and the other 40% said they liked to see a logo, text or font instead on the digipak, poster and newspaper advert. We aim to do this in order to reference and meet our target audience's demands.
9. When asked what they enjoy in music videos, we received a multitude of responses:
2. Giving our audience an option of three genres, Electronica, Neo Soul and Trip Hop, all of which are genres of music that The Internet produce help us realise what genres our audience are aware of and will most likely buy into. By having this information, this will allow us to focus on a certain genre of music and will help us create content that appeals to our target audience. 57% of people stated they listened to Electronica, which means that they'll have previous knowledge of this music genre and therefore relate better to our music video.
3. 75% of our target audience hadn't heard of The Internet, which would allow Milly and I to challenge conventions by producing music that not many people have heard of. This would allow us to expose audiences to a wider variety of music and help break down conventions between different genres of music.
4. When given the option of Narrative, Concept, or metaphorical meanings; 34% of our target audience said they preferred a narrative storyline, whilst 42% said they enjoyed conceptual music videos. We decided to go with a conceptual storyline after many discussions as we felt that we could produce a better music video and that this theme fit the song of Under Control much better than a narrative. It also allows us as creators to have much more freedom when creating our music video as we'll be able to decide a theme and base our music video around that.
5. We decided to ask our target audience which music video of the The Internet that they preferred, as it would allow us to see if our audience unknowingly preferred a different style of music video compared to the one they initially stated. 50% of our audience preferred the Cocaine music video by The Internet, which is a narrative music video; however we took inspiration from the bright lights seen during the music video and decided to have lights as a running theme throughout our music video; so that this way we're still able to make a conceptual music video, but take on feedback from our audience. When asking for responses, one person stated that they enjoyed Dontcha: 'It is the most enjoyable to watch, and the running black and white aesthetic is also very appealing. It would be very recognisable.' This is something that perhaps Milly and I will try to incorporate into our music video as it seems to resonate with our target audience. Someone else commented, 'I like the race and sexuality representation' seen in the Cocaine music video. This is something we're very keen on, showing representation through our artist and being able to create an artist that is accessible to a larger audience. We hope to this by casting myself as a person of colour as the artist, but also holding auditions to cast someone else to show further representations and also reflecting a gender neutral fashion style at times with small elements of both feminine and masculine styling choices.
6. 88% of our audience were unsure of what a digipak was, which meant that we'll be able to introduce a new media product to the majority of our audience.
7. When told what a digipak is 64% of our target audience said that they would buy a digipak. When questioned why most people claimed that they preferred the storage that a digipak provides. Another person stated they enjoyed the aesthetic appeal of digipak when they have a running theme. This will give us motivation to create an aesthetically pleasing digipak that will appeal to our target audience as well as having a noticeable running theme throughout.
8. 40% of people stated that they preferred to see a picture that relates to the song/artist (something symbolic) and the other 40% said they liked to see a logo, text or font instead on the digipak, poster and newspaper advert. We aim to do this in order to reference and meet our target audience's demands.
9. When asked what they enjoy in music videos, we received a multitude of responses:
- 'Something that deepens or expands on the meaning of the song.'
- 'Visually pleasing sets that fit in with the lyrics.'
- 'The detailed effort put into them. Some music videos are aesthetically pleasing, which are appealing. Overall, if there's a story or theme that follows the song or artists' concepts then I usually enjoy it.'
- 'Something that relates to the message/feeling of the song. It doesn't necessarily need to be a story.
This will influence us when planning and detailing what type of music video we want to produce, whilst help us keep in mind what type of music video our target audience want to see.
10. To gain a deeper understanding of what our target audience wanted, we similarly asked what they didn't enjoy in music videos:
- 'Sometimes the length of an excessively long music video where it doesn't need to be dragged out so long.'
- 'Music videos which are predominantly just performance based.'
- 'If there are effects from the video (talking, etc) that interrupt the music so i cant just listen to the song as background noise.'
- 'I dislike videos that make no sense to the song or artist. The mvs that are just meant to be 'fun' but have no real concept are useless to me as a viewer. Dance videos is my least favourite form of mv.'
- 'Needless objectification.'
This will help us identify what to stay away from when creating our music video.
This needs to be far more detailed Lia. You also need to produce a mood board for your target audience.
ReplyDeleteSpecify age, ethnicity, genre, social-economic background.