DISCOVERING OUR TARGET AUDIENCE

Media texts have many different target audiences. Music Videos have large, varied target audiences as everyone has different tastes in music due to different music genres. Therefore, to ensure we meet the needs and expectations of the people who will be watching our music video (our target audience) we need to find out what they expect to see in a music video of the pop-rock/pop-punk genre. Due to this we have decided to conduct a questionnaire to discover this information. The data we collected from this questionnaire can be seen below as well as a screen shot of the questionnaire we created.

Our Questionnaire



Below are bar charts which display the results we received and the questions which we received these results.

1. Are you male or female?

From the bar chart above you can see that the majority of people that filled out our questionnaire were male. However, there is not much difference between the ratio of males and females. Therefore, we believe this to be a good result as we will be able to get a variety of opinions from both sexes making our data more reliable.

2. What age group are you in? (13-16) (17-19) (20+)

3. On a rating scale of 1 to 10, (1 being the lowest and 10 being the highest) how often do you listen to music?

4. On a rating scale of 1 to 10, (1 being the lowest) how often do you watch/ listen to music videos?

From the above results it is clear to see that many adolescences consume music videos at a high percentage. Therefore, it is more than likely that we will consider a teenager/adolescent age range for our target audience. Age range of 17-20 years as our results indicate this would be the best people to market to due to their consumption of music videos and an age range who nowadays are "know it alls" in terms of the media they consume.

5. Do you like music videos? Yes or No

If people answered yes, they had to give a reason why so we could then view why people gave the answer they did.

Some of the comments we received back from this question can be seen below.

'Yes I like music and I like videos, so put the two together and you come up with a wonderful form of communication.'

'They give a visual form to music instead of just listening to it.'

'They can add depth to the song. More entertaining than just music videos.'

'Yes, they expand on the music and create a new package.'

'Music videos often help visualise what the song is about.'

'When you're watching and listening to music it makes it more interesting.'

'Because they are enjoyable to watch it, i also think they are important as they explain the song.'

6. What do you feel is important in a music video? (tick 3)

Attractive actors/actresses
Music content
Text on screen
Lighting
Story line
Artists/ Band
Visual effects
Dancing
Varied shots of Artist

This result has made it clear to us that we must take into consideration the importance of music content and the artist/band. However, these will be important aspects anyway as our brief is based around the creation of a music video and the promotion of our artist/band. Therefore, we will be meeting our target audience`s needs if we ensure we stick to the brief at all times - promotion. Nevertheless, this being said you can see from the bar chart that others things came up as important to our target audience in music videos such as:

-Storyline
-Lighting
-Dancing
-Varied shots of the artist

Therefore, when constructing our main product we will take into consideration these elements which are deemed as important to our target audience in order to make a music video successful, if we include these elements in our own production we will hopefully be meeting the needs of our target audience and ultimately create a successful product.

7. What would make a CD/DVD cover stand out to you?

They could chose from the following:

Bold bright colours	Name of the band and album/song
Close-up of the artist/band	Sticker on the front ‘featuring the single...’
Instruments	Other, please say …………………………………………………… ……………………………………………………

8. Do you believe that it is best to have brand identity across all media products?

Yes No

From this question it was made clear to us that there needs to be a clear "Brand Identity" across all our products. This is an important aspect in terms of promotion as it needs to be made clear to our target audience that all three products are linked together to aid the promotion process. If promotion is successful then people are more likely to buy our product.

One answer we received from this question which I believe sums up why Brand Identity must be achieved can be seen below:

'Yes, brand identity is best as it links all of the products together so that they can be identified from either just an image, song title or colour scheme, etc'

The last two questions (7 and 8) were more aimed towards the creation of our ancillary tasks (digipak and magazine advertisement) which we know we will have to undertake after our music video is completed and an area which we believed we needed to get feedback on as the ancillary tasks will be just as important in the promotion process as our music video.