1. After receiving feedback from my peers I found that a majority of the people
agreed to my set target audience of teenagers and young adults aged 15-
24 as this age range is known to have the most interest in new/commercial
and chart music and music videos (according to
http://www.comscoredatamine.com/2012/03/vevo-and-spotify-go-head-to-
head-in-the-nordics/, the younger age groups (15-24, 25-34 and 35-44) were
more likely to visit VEVO to watch music videos), this is a fairly broad and
general age range for this type of commercial hip-hop/RnB music video,
especially one with parody-like components as a majority of individuals within
this age range enjoy watching distinctive and humorous music videos.
Due to the fact that the song and artist is Beyoncé (a worldwide female role
model, who makes music to empower and inspire females), the intended
gender of my target audience was mainly female, that was until I research
the backlash this song received from Beyoncé’s typical female audience, as
a lot of female fans found the lyrics and content of the song degrading and
condescending, however, the controversy caused by this song managed to
draw and interest from a lot of male audiences and fans, this now means
making a music video to this song would also attract more male audiences
than I originally intended, although the majority of my target audience is still
female, a smaller percentage of my target audience is male.
My target audience social class varies from C1 to E as my music video
consists of street/youth-oriented references (scenery, costume, narrative) that
mainly people of a middle and lower class group are known to appreciate,
understand and relate to. The location of my target audience is based in the
United Kingdom, this is mainly due to the fact that the locations, characters
and general look of my music video would consists of a lot of British
references and styles that people who live in Britain would recognize and
appreciate.
Teenagers and young adults are usually fascinated with the latest in the
music scene; this is due to how much music is involved within their daily
routine (listening to earphones or radio whilst traveling, going out, watching
music videos online or on television). My product should sell extremely well to
this target audience if the individuals live this music orientated lifestyle of
work/full time education, going out (clubs, bars and pubs), highly interactive
with social media.
Audience Research

2. Finding out detailed information about the workings of your target audience,
you can therefore observe and report, how advertise and sell to them. Using
sources such as Websites, internet forum rooms, magazine articles and blogs,
I was able to analyse exactly what my target audience look for within a
music video, and how they find it.
Billboard Magazine
Billboard is one of the biggest music magazines/websites in the
industry, they frequently write articles and reviews on the latest
music videos. The consumers (buyers) of this magazine are mainly teenagers
and young adults aged 16- 26 (according to http://www.billboard.com/footer/biz),
This makes the reviews within this magazine relevant to my research as this
age range matches the age range of my target audience, and as this
magazine is one of the biggest in the industry, it must be express the opinion
of many of the consumers.
This music video article was based on the critical responses to all the music
videos released by Beyoncé for the ‘4’ album, and according to this article
the most successful music video out of all the ones she released for this album
Secondary Content Research

3. was ‘Run The World Girls’, this could be due to a number of factors, such as,
the media coverage and promotion was far greater with this track than
others, this music video had a higher budget and most anticipation and it
received the most airplay, but in comparison to the actual music video itself
(as the article describes), the music video was visually more intriguing to its
target audience, as the narrative was action pack and interesting, there was
catchy dance routines and typical Beyoncé hairography, these are all
elements I must take in consideration when producing my music video.
YouTube
YouTube is one of the best sources to finding information about an audience
regarding music videos as its one of the most popular video websites on the
internet. I looked at many different music videos related to my music video
and analysed some of the comments left by viewers, this will allow me to
understand what exactly my target audience like and dislike about these
videos and how I can produce a successful music video.
Azealia Banks- 212
http://www.youtube.com/watch?v=i3Jv9fNPjgk

4. Beyoncé- Run the world girls.
http://www.youtube.com/watch?v=VBmMU_iwe6U
Nicki Minaj- Stupid Hoe
http://www.youtube.com/watch?v=T6j4f8cHBIM

5. There are a lot of blogs and articles online based on music videos, the
majority of them compare music videos and list the best in the industry.
Reading these articles has been helpful as most these sites contain public
opinion through techniques such as polls and comments.
Reading these comments has helped me gain a better understanding of
what exactly people like about music videos.

6. I conducted a questionnaire in order to receive feedback from individuals
that match the description of my target audience, I aimed to find out their
opinion on music videos, how they watch them and why they watch them.
Question Result 1 Result 2 Result 3 Result 4 Result 5 Results 6
Gender Male Male Female Male Female Female
Age 17 19 23 18 17 18
Occupation Full Time
Student
Full Time
Student
Store
Manager
Full Time
Student
Full Time
Student
Full Time
Student
Do You
Watch Music
Videos?
Yes Yes Occasionally Yes Occasionally Yes
Where Do
You Usually
Watch Music
Videos?
YouTube
Television
YouTube Television YouTube Television YouTube
In Your
Opinion,
What Makes
a Music
Video
Interesting?
Lots of
Different
shots and
locations
A good
storyline
and cool
props
I like music
videos that
have good
choreography
that matches
the song
If they
include the
artist and
express
what the
artist is all
about
A good
Narrative
I like Music
videos with
a good
narrative.
If You are
interested in
a music
video, do you
share them
and how?
Twitter and
Facebook
Likes on
YouTube
I Don’t Share
My Interest
Facebook I Don’t
Share My
Interest
I Don’t
Share My
Interest
Primary Content Research

7. From this questionnaire, I can see that there is a link in the types of videos
people enjoy and their gender, it seems that most males prefer music videos
that are based on interesting narratives and intense imagery (like Eminem’s
Stan), whereas the female audience seem to appreciate a music video that
features and glamorises the artist, features pop like themes such as,
choreography and fashionable costume (like Beyoncé’s Single Ladies). It’s
Also seems that interest in music video come with availability to watch them,
e.g. full students are more interested in music videos then people who
Please List 3
of your
favourite
music
videos?
Macklemore -
Thrift shop
Empire Of the
Sun- Walking
on A Dream
Rudimental –
Feel The Love
Eminem-
Stan
Usher – Burn
Kanye West –
Touch The
Sky
Beyoncé –
Single Ladies
Michael
Jackson-
Thriller
Pink – Stupid
Girls
Selena
Gomez- come
and get it
Beyoncé –
single ladies
The
Saturdays –
what about us
Beyoncé –
Single ladies
Justin Bieber
– One less
lonely girl
The Killers –
Mr.
Brightside
David Guetta
– Titanium
Rihanna –
Only Girl In
The World
Justin
Timberlake-
Rock Your
Body
Please State
Why These
Are Your
Favourite
Music
videos?
Their
Different from
other music
videos
They have an
interesting
storyline and
are iconic the
artists
Their
memorable,
catchy and
consistent,
there is not a
dull moment
They are fun
and exciting,
they make me
enjoy the
music more
They have
great use of
lighting and
storyline.
The concepts
of the music
video are
interesting
and match
the song in a
none obvious
way
What is
Your
Favourite
Genre?
Indie/rock Hip Hop Pop/RnB Pop Pop Pop
Why Do You
Prefer This
Genre?
The Concepts
are usually
more unique
and artistic
compared to
others
The music
videos usually
tell a story
about the
artist
They Play the
most, which
makes me
watch them
the most
Because I can
relate to it
Because
people my age
enjoy this
genre
especially if
artists are my
age
You usually
see more of
the artist in
these types of
music videos
Do You
prefer Music
Videos That
Are Funny
Or Serious?
Both Serious Funny Funny Bit of both Funny

8. workfull time as they have more opportunities to watch them in their daily
schedules. The Majority of participants of this survey seem to enjoy music
videos that are more humorous than serious; this result is good to me as I plan
on making my music video funny.
As well as questionnaires, I decided to conduct some interviews with a few
individuals that fit my target audience (interviews posted on a separate
video). The results of these interviews were fairly similar to the questionnaire
results.

9. Researching into other music videos advances my understanding of the
audience I need to target my product to. (My competitors are other arte
other commercial artists of the pop/hip-hop genre). Looking at other existing
music videos of the same genre of my music video, I am able to compare
them by looking at the similarities and differences they share.
At first I decided to look at other music videos by Beyoncé, to analyse her
music video characteristics how she’s undertakes her genre.
Throughout most of the music videos in her career, Beyoncé has a common
thread to feature herself singing and dancing directly to the camera, and
sometimes the music video doesn’t feature a narrative (single ladies, Kitty
Kat, Countdown, upgrade you), ad when it does, the narrative is usually
centred around her (diva, run the world, ring the alarm, crazy in love), this is
to resemble who Beyoncé is as an artist, as she is known as a glamorous
beautiful women, who wears flashy outfits and has big hair, so in order to
satisfy her audience her music videos must reflect her image.
ResearchintoCompetitors
Studio based
music videos Music videos
with narratives
based on
Beyoncé

10. Projecting and promoting the image of the artist through music video seems
to be a popular technique with other artists of a similar genre. Artists like
Rihanna, Mariah Carey and Jennifer Lopez are famous for having music
videos that feature and promote their style and image, from costume and
hair to dance moves. Their music videos share a similar style of being
ostentatious (rapidly moving shots and many different angles, flashy effects
and attention seeking gestures and dance routines.
Jennifer Lopez- Dance Again Beyoncé- 1+1
Rihanna- Umbrella Mariah Carey- My All
Evidence of similar styles within
these artists music videos
A lot of these related music videos feature shots that are intended to familiarise
the artists to the audience, such as close-ups, mid shots and long shots (to show
full body movement), these are all factors I must include in my music videos to
ensure that my music video suits the genre.

11. As part of my market research I looked at the most successful (most viewed
and most airplay) related pop music videos from 2010-2012, (as these are the
areas where this genre of music and music videos have altered to the more
recent and modern day videos),as I would be able to analyse the key
components of their success and compare them with mine.
The results of this research (according to the http://www.reelseo.comwebsite)
were, Lady Gaga-Telephone, Jennifer Lopez-On the floor ft. Pitbull and Nicki
Minaj-Stupid Hoe, all these music videos are aimed to my target audience as
my music video (individuals aged 15 to 28) and most of them were
advertised in the same way and majority of the same websites and channels
such as, YouTube, Vimeo, MTV, 4 music, VIVA. These results provide a positive
outlook on my project, as the some of the key elements to the success of
these videos are included in my own music video.
After researching the market further to find out exactly where I should be
advertising my music video, I found that the most popular television channel
for music videos is MTV, as its globally available and successful, which is
important as you want to reach out to as many of your target audience as
possible, and not limit the availability of your music video. Another very
popular music video channel is Viva, although the downside to using VIVA is
that it’s a channel that’s only available in selected countries, the better
alternative would be uploading the music video online, and the best website
to upload a music video is YouTube’s Vevo, as this is a site exclusively to
promote and share new and old music videos, and is proven to be more
effective as a method of advertising and viewing than most Television
channels.
ResearchintoMarket