Roan Helliwell

Questionnaire Analysis
Understanding my audience
To create a good music video I must conduct research to understand my audience and look into
what they like about certain music videos. To help me understand my audience I must look into the
most popular style of music video. If we look at one of the most popular places to watch music
videos YouTube and then look at the most watched videos on the site, we see the majority of the
top 10 being music videos and of them music videos most of them are performance. For example
we see at the number one spot we see Psys Gangnam Style with over 2 billion views which is just
under double of the song in second place and the song in second place is Taylor Swifts Blank
Space, followed by Justin Biebers Baby and Katy Perrys Dark Horse and Wiz Khalifas See You
Again and one thing all these music videos have in common is that they all contain performance or
are mostly a performance videos, even though some of the videos contain stories making them a
mixture performance just tips over mixture as the most popular as there are more videos that
contain majority performance than there are videos that contain majority narrative making
evidence that performance may be the favored style of music video.

https://en.wikipedia.org/wiki/List_of_most_viewed_YouTube_videos

If we look at it in a different perspective and look at the top 10 best music videos of all timed
named by The Tops Tens (a website which researches into different top tens on different topics)
we see that in the number one spot is Michael Jacksons Thriller followed by Ahas Take On Me
then Michael Jackson Smooth Criminal and one thing these all have in common is that their style
of music video is a mixture of both performance and narrative. So if we look at the most popular
music videos now and the most popular videos then we can see that most people enjoy the
mixture of both the performance and narrative side of things, making the mixture style of music
video the most popular.

http://www.thetoptens.com/musicvideos/

The next part of understanding my audience is finding out who my main target audience is and to
do this I will look into the age range in which people view music videos the most. The target
audience for a music video can vary with different genres and artists but for the majority of music
videos in the modern day they are normally aimed at young teens and young adults this is
because the old audience would rather just listen to the music rather than watching a music video.
The target can also depend on what gender the artist is because female artist appeal more to
females than they do males a good example of this would be Beyonce, her music videos appeal to
females more than males because in her video such as Who Run The World she represents

Roan Helliwell

females overpowering men and running the world. As for males they would prefer a music video
from a male artist, because the video is more likely to contain conventions that appeal to males. To
see who my target audience will be I will look into the target audience of the genre I will be doing.
After doing some research I found out the age range EDM appeals to is people in-between the
ages of 16-25 this is because this type of music is played at nightclub and parties meaning people
if these ages are the first to hear this type of music therefore making them the target audience.
According to the UK biggest dance magazine Mixmag 72% of EMD listeners are boys and 28%
being females. Mixmag also discovered that EDM are the biggest downloaded genre of music in
the UK. So after conducting some research I have discovered that the main target audience for my
music video are people ages of 16-25., but I wont be aiming towards a specific gender.
After looking into who the target audience is for music videos, it gave me an idea on who should
be the target audience for my video, with the research done by Mixmag saying that 72% of EDM
listeners are male ages in-between 16-25. This tells me that I should be aiming my audience
towards the male genre rather than the female genre and I should definitely keep towards the age
range of 16-25.
Psychographics consist of the persons personality, values, attitudes, interests and lifestyles. In
my genre the personality of the target audience are people of the ages 16-25 this means they will
typically be chilled and laid back and always in the mood for going out. The things my target
audience will value are typical things such as money and friends this is because at this age the
thing they look forward to doing and the activities they like doing are going out on the weekend
with friends partying and or just hanging out together. The attitudes of my target are typically
known to be self-centered, always thinking about themselves rather than others. Interests of my
target audience are known to be things such as partying and hanging around with friends. This is
because they are at the age were they have the time and money to do these type of things and
with one of their key interests being partying they often listen to my genre of music making them
the target audience. The lifestyles of my target audience are pretty simple half of them will still be
in education, either it being 6th form or university. The other half will be working and earning them
money. The way I will be showing psychographics in my music video will be by using two different
personalities one being kind caring and thoughtful as he will be the one who is looking out for his
friend and trying to help and turn his life around, the other personality I will be using will be the
personality of the brother who will be the type of guy who has given up on life and doesnt really
care on what people think. The other personality I will be using will be the complete opposite to
what the brothers is, the friends personality will be the type of guy who cares for those around him
and wants what is best for his friends, his main trait will be that he will try and help the brother no
matter what. The values that will be used in my music video will be the similar to what they are in
the personality as they will total opposite between the two characters, for example the brother
wont have any values as he has given up on life as for the friend he will value the brother as he
will be trying his best to help him through the struggle he is going through. The attitudes of the two
characters
The different type of channels that broadcast music videos are Bang TV, 4 Music, MTV, MTV
Dance, VH1, Clubland TV and Capital TV Most of these music video channels focus on the charts
or top 10 battles between two random artists. The music video channel that suits my music video
would be MTV Dance this is because it is a channel dedicated to showing EDM music videos and
popularizing music videos of this genre.
According to the website dance astronaut the majority of the ages that listen to EDM are of the
ages 18-24.

Roan Helliwell

After conducting some research about who like my genre of music and like watching the music
videos. I have decided that the target audience of my music video is going to be people of the
ages 16-24 this is because people who are of this age make up the majority if the EDM listeners.
With it being a close call between female and male, 55% being men and 45% being female I have
decided to keep my music video open to both genders and not aim for specific one. My target
audience wont really be represented in my music video as it is about a brother grieving over his
brothers death, but the reason I chose the target audience is because they will be older enough
and mature enough to understand the concept of the storyline without being confused. The age
rating I will be going for is 15 this is because if I reach this age rating all of my target audience will
be able to watch the music video; I also have to aim for this age rating as there will be a lot of the
use of alcohol which can be classed as a drug. My music video will appeal to my audience
because they will understand the storyline as they Ill be mature enough meaning they wont get
confused making them more likely to enjoy it.
The first question in my questionnaire was to
understand what the age was of the people that
did my questionnaire. So if we look at the graph
we know that 86% of the people that did the
questionnaire were of the ages of 22 and
above. This will help me as i will be getting a
insight to what the opinions of people aged 22
and above aiding me in hitting my target
audience.
The next question asked what the gender of the
person was and f we look at the graph we see
that we have an even share of both females
and males giving use a fair view for each
gender. As we can see 57% female and 43%
male. This will benefit me as I will be getting an
even opinion from both males and females
again helping me identifying my target
audience.

Roan Helliwell

The next question I asked them was which

music genre did they prefer? As we can see
the most popular genre of music here is pop,
this is expected as the majority of the people
who took part in the questionnaire are ages 22
and above meaning they are children when pop
became hugely popular influencing their chosen
genre. This will help me because although the
most popular hear was pop, i will be able to
merge elements of pop codes and conventions
into my music video making my audience even
wider, making the video even more popular.

The next question I asked was how do you

consume music? And the most popular option
was to listen to music rather than watch a music
video. But some people also picked both
meaning they dont have a favorite they just like
music in general. This will push me towards
making a entertaining music video making
people want to watch music videos and making
watching music videos the more popular way to
consume videos.
The next question I asked was if you had to
watch a music video, how would you watch a
music video? The most popular answer here
was YouTube with 44% of the votes. This was
also expected as YouTube is the most common
way to consume music video in this day and
age. This is also helpful as I would be able to
use YouTube for my music video.

The next question I asked was how many hours

a week do you spend on YouTube. The most
popular answer here was 1-2 hours with 77% of
the votes. This must mean that the people who
watch YouTube watch it for short things such as
music videos.

Roan Helliwell

The next question I asked was how often does

that person download music legally? The
majority of the people put that they never
download music legally meaning they either
dont download music at all or download music
illegally. This will affect my video as the video
will still be able to make money as more people
don't illegally download music compared to
people who do.
The follow up question to this was how often do
you download music illegally, and again the
most common answer was never with 79% of
the votes. But with 14% of the votes was people
who download music illegally this means they
would rather get the music for free than buying
it. This wont really affect my music video as my
target audience has stated that they don't
download music illegally and the portion of
people who do are too little to cause an impact.
The last question I asked was what type of
music video do they prefer? This would help me
making my video as I would know the favorite
type of music video. The most popular in this
case was a tie between a narrative video and a
mixture video. So this tells me that the most
popular type of music video is a mixture of both
narrative and performance.

The genre my song belongs too is EDM House featuring Bluegrass. The conventions I will be
using is a touching story in which it goes from bad to good back to bad and then finally good. This
is to keep the viewer entertained and hooked onto the song. This is because the viewer will be
expecting it all to go from good too bad like most music videos do, but instead mine will have
different lows and highs. Another convention I will be using is one of the characters looking into the
past and that making them grieve more this is so that the viewers will understand why the
character is upset and why he has the problems he has. The representations I am going to use is
that most drunks are scruffy and have given up on life, this will be shown as the character will
always be surrounded in bottles and look scruffy and wont care about the world around him. I will
also representing that friends are there to help and will never give up on you. This is because the
friend will be helping the brother get through his lows and even when he goes back down to his
lows he will still be there to help and eventually get his friend out of the mess he is in. This shows
that no matter how messed up your life is, if you have an addiction there is always a chance or a
way to turn it around.
I will be representing the artist in a way that EDM has more meaning than just being there so
people can rave along to at clubs. The way I will do this is by giving the song a meaning and a
story through the video that will relate to the lyrics and people watching will also understand and
be able to relate. The type of video I am going to produce is a narrative although through my
research I understand that mixture is the most popular I would find it difficult to portray both the
story and the performance side of things without the video looking off and misplaced, and with the
genre being EDM it can be uncommon to find a music video of EDM that is a performance that
isnt at a festival. The type of channels that my music video would be able to feature are ones such
as MTV dance and MTV in general this is because the genre of the song would make it fit right in

Roan Helliwell

with the other type of songs on the channel MTV Dance and for it to go on MTV it would have the
reach the charts as most videos shown on MTV are videos that are in the charts.