Audience SurveySarah Green

Out of the 41 respondents, the majority at 73% were female whilst the remaining 27% were male. This made it clear that the target audience for our promotional package will be female. This data we collected we have an impact on our design choices in order to be able to address the to appeals of females.

The data also supports our initial idea of using Paramore as our band choice for the promotional package as the band have a strong female fan base so it would also appeal to them

The largest age group of respondents our group received from the survey was the 14-17 year old category, with the 18-25 the next largest. This may have occurred due to our group publishing them onto our social media accounts so the respondents are at a similar age to us as they were completed by our peers.

This data supports our initial target audience of teenage girls as they are one of the most online active age groups currently. This is due to social media platforms such as Facebook, Twitter, and Tumblr. These websites also happen to be the platforms which we used to distribute the survey link.

According to this data my group gathered, music videos are a very popular media text with 14 of the respondents admitting to watch them in some way daily. Another 14 said they watch them once or twice a week. Only one respondent to our questionnaire selected the option of never watching music videos however, upon further inspection, this respondent was 50+, this tells us that perhaps the older generations are not as interested in music videos as the younger generations. This solidified our hypothesis of music videos being directed towards young audiences and that is what we as group aim to do.

75% of the responses to this question chose their preferred method of streaming music videos using online sites such as YouTube. Nine other respondents said that they view music videos through music channels like MTV and 4Music, the remaining one respondent said they used the artists website.

In spite of online streaming being relatively new, the majority of music video viewing is done this way, this tells us that our promotional package needs to be accessible on these platforms as it will appeal to our target audience. Websites such as YouTube and Vevo are popular as they allow high definition videos and also a commenting section where fans can discuss the video and the artists. In addition, artists and bands have an account on the websites but so can the fans. This allows them to stay connected, unlike music channels.

As a group, we decided that this question was fundamental in our audience research. This is because this was our way of finding out what the most popular and preferred music video types are. We found that the two most appealing video conventions are live and storylines. A few other responses shared they thought behind the scenes clips were effective as they show an insight into the artist’s or band’s general lifestyle. We all liked this idea as fans of bands ourselves, we would appreciate this. Paramore; the band we picked for our promotional package have previously done videos including behind the scenes elements. We came to the conclusion that it would be a positive for us to mimic this style as it would continue the synergy of the band’s brand.

From this data we decided that our music will most certainly involve not only a live or as live performance and behind the scenes, but also perhaps a slight narrative running alongside it reflecting the lyrics.

The most common answer to what would encourage you to watch a music video was general interest in the artist, other top answers were video teasers and posters. This tells us that the promotional package must contain these items in order for the album to be successful. It has led us to the decision to include a promotional poster in our package to bring awareness to the product which we are promoting. We are also going to design an advertisement for a magazine similar to those that we have analysed.

As a group we decided to add this question to the survey in order to get a response to one of the conventions that we personally enjoy. The feedback we got was positive and in support of the ‘as live’ convention.

A couple of the respondents commented that they enjoy that element as it makes them feel like they are at the gig and it is more personal rather than an unrelated narrative. Also, ‘as live’ is a typical convention of the rock genre so if we use this convention in our music video, Andrew Goodwin’s theory would be able to be applied to the promotional package.

The response to this question revealed that 78% of the respondents would like a music video that would challenge the typical conventions of the rock genre. This slightly contradicts the response of the last question, whether they enjoy ‘as live’ performances, as they the ‘as live’ features follows the conventions.

From this data we have discovered that the audience would like a video that follows the conventions of rock, but also for it to have elements that challenge it. We will have to do further research into this, part of it being interviewing fans of the rock genre.

Out of the 39 responses to this question, 34 respondents believe that music videos are a good method of promotion for singles. They add to the success massively as they are played on TV as they have visuals so it open up more platforms. Also, if the video is outrageous or unusual it will generate publicity which will cause more people to watch the video and listen to the song making it more successful. Some of examples of this are Miley’s Cyrus’ ‘Can’t Stop’ and Psy’s ‘Gangnam Style’.

Out of the 41 responses to this question, 25 respondents feel that the design of the digipak would encourage them to buy the album. As 63% of the respondents feel this way, we believe that the promotional package design as a whole is extremely important. Without listening to the music, the design and colour schemes need to attract the target audience.

From this data we have found that we need to do further research into digipaks besides the ones we have analysed in order for us to design our own digipak which will appeal to our target audience.