Analysis of Music Video Results

To get a better view of our target audience we created a questionnaire which we posted on Facebook to reach a wider, varied audience (not just media students) to get a more representative view of how our genre sits in different age groups and see if it matches with our YouGov audience research. Overall, we got 47 responses. They support our initial audience research which is very reassuring and backs up our initial thoughts on target audience. 

Out of 21 indie rock artists the following age groups had heard an average of:

- 16-25: 51.7%

- 41-50: 54.5%

- 51+: 37.7%

The same question comparing the genders of those surveyed is as follows

Males had heard of an average of 42.9% of the artists

Females had heard of an average of 51.3% of the artists

46.15% of males surveyed listed indie rock as a genre they enjoy regularly listening to.

52.94% of females surveyed listed indie rock as a genre they enjoy regularly listening to.

As our results clearly show, the previous audience research matches almost exactly with there being a relatively even split between girls and boys in their interest in indie rock. We can also see our younger (16-25) and older (41-50) generations recognising more of the indie rock bands, reflecting how they're more familiar with the genre and suggesting a larger fan base in these age categories which we also found in our previous research. We believe this to be because the indie rock genre lost it's popularity in the 2000s and has recently gained a much larger following meaning it's fanbase is generally more mature adults and young teenagers. Our questionnaire results show similar patterns which reinforces this idea. However, as the band is young (teenagers) our primary target audience will be young fans as people tend to follow artists similar to their age group. We can see this reflected in our audience research as more modern bands such as 'Catfish and the Bottlemen' were much more recognised amongst the younger age group than the older one. Similarly older groups, such as 'Pulp' were less well known in the younger group (only around 37% said they had heard of them) whereas this was much higher in the older age group (100% recognition). As our band is new and young, it can be expected that our primary target audience will definitely be in the 16-25 age category. 

The 51+ generation knew less of the bands showing that they are less interested in this music scene but are still interested in this genre, therefore this age group is our secondary target audience. 

For one of our questions we asked what aspects of music videos the audience found appealing. 

Our music video will be composed of narrative and performance elements so these results were very encouraging. We can see that, for our primary target audience, narrative is the most popular choice which fits in with the main body of the video. Interestingly, they were also positive about the depiction of social issues, an option selected by 40% of our audience. This is really good as the band wanted the video to centre around homelessness which I had concerns about not appealing to a younger audience. However, they responded very positively to this option in the questionnaire, especially compared to the 40-51 age group where only 10% chose it. This makes me feel very positive about our target audience's reaction to the video.

Similarly, in another question we gave our audience screenshots from different genres of music video and asked them to pick one which appealed to them. B and E represent our ideas.  

17/39 people of our identified target audience picked B and E. 

This, again, is very encouraging as it suggests that our intended look and style of our video appeals to our primary target audience. 

This question asked audiences to pick the music genres which they regularly listened to. 

As we can see, in our primary target audience, indie rock is the second most popular genre of music behind pop with over 60% of our audience choosing it. It was also the third most popular choice for the 41-50 age category with over 50% of them selecting it, again supporting the pattern of older and younger generations liking the genre. This just further solidifies that our target audience is correct and will be likely to watch the video. 

This question asked audiences to select which lighting style they preferred in music videos. 

These results were admittedly unexpected. We did not think that sunset lighting would be so popular nor did we really understand why. Apart from this interesting result, everything else seemed pretty evenly spread which is positive as our black and white idea was relatively well received by our target audience but I definitely think we should add colour in at the end as bright colours scored marginally higher in the questionnaire with around 36% of people choosing that and 33% picking black and white. 

Overall, our results were very positive in relation to our previous research and music video ideas. We feel confident that we will successfully appeal to our desired target audience effectively as well as presented the issue as we had desired which is a very positive outcome.