Audience Research• As a group, we spent two days constructing a survey, which would contain questions based

around music videos, genre preferences, promotion and artist style. This would be our form of market research, being able to reach out to our audience and find out what they like to see not only within music videos but what they desire when listening to an artist.

• Market research is carried out when a providing service wants to gather information about the preferences and desires of the costumer. For our music videos we will carry out our own market research so that we are able to gain more understanding on what our viewers may expect to see from our genre and conventions they may desire to see in our music video.

• Market research is very important as it allows us as the providers to not only come up with our own creative ideas but get idea contributions from our audience. This helps so that when we are creating our video, we will know what to include to keep the audience interested and excited about our production. Market research allows helps us know who our audience will be or what audience is best suitable to target to watch our music video. By conducting our own market research we are able to gain different perspectives on what not to put in our music video and how we could improve our music video before we create it. It allows us to re construct our ideas or alter them if there is negative feedback in one particular area. Marker research is essentially very important as it helps guide us as the directors, to create a fun and eye-catching music video as we are able to know before hand the do’s and don'ts for when creative our music video.

The response to our survey was very big as we had 58 participants. This is a positive and useful amount of participants as we are able to get a wider range of opinions, information and personal views that could be useful when making our music video. The first question we decided to ask was the gender of the participant. We chose this question so that we would be able to identify the majority of which gender took the survey, and contributed their opinions . This would also help us identify who would most likely be the gender to watch our music video . The results showed that the majority of the people who took part in our survey were females, making up 55.17%. However the males were not too far behind with 44.83% participating in our survey.

For our survey the second question we asked was the age of our participant. We decided this question would be essential as it allows us to identify the age group most likely to take our survey. It also helps us for next time when doing market research how we can make it adaptable so that all ages can be evenly participating in our survey. Our survey results show that our majority was ages 17, with 45. 55%. They also tell us that the least age participant that took part which was 19 year olds with 8.62%. The results from the question allow us as the group to sort of form an age group that we can cater our music video to. Concluding that our music video would majorly appeal to the 17 year olds.

We then moved on to ask, what genre of music they like to listen to most. The results show that the top 3 favoured genres were R&B with 29.31%, Other genres holding 20.69% votes and Rap being third with 18.97%. The genre are focusing our music video on scored 3. 45%. This lets us know that even though our genre may not be one of the top 3 favourite, without our video we should be able to make it creative and captivating so that more people can chose the genre as their favourite. This information also lets us know the audience preferred choice and how we can sort of mix the styles of each genre and fuse it into our own genre (house)and music video, so that even though the genre may not be their favourite, the fusion will make them be able to connect to our video more as they will see slight elements from their favourite genres in our own.

The next question we asked was more related to our genre and more specific to us as directors as our main focus is the House/EDM genre. The questions lets us know specifically how often people tend to listen to House music . The results show that 29.82% of our participants listen to House music ‘Often ‘. This lets us know as directors even though our participants may not favour the genre as popular as others, they do however listen to it regularly and will be aware of what they may like or find interesting about the genre and what they like to view in a House music video.

We then chose to ask where our participants tend to watch music videos. This question was one of our essential questions as it will help us know where to promote our music video. The majority voted with 86.21% that YouTube was where they watched music videos the most. This lets us know on a whole that music videos are preferred by our participants to be watched online on the internet. The results showed that Music TV channels were least where they watched music videos and that a once popular and legendary music channel MTV, was no longer where music videos were people went to view new music videos, holding last place with 0 votes.

The next question we decided would be also very important in our music video is what our audience would expect to see in a House music video. We chose this question so that we would be able to gain additional ideas for our narrative and locations . We found that the most popular setting they like to se in a house music video is a party type setting, which was voted first place with 66.67%. Another popular setting was ‘ someone on holiday’ with 21.05%. Although both settings may prove to be hard to include into our narrative we could take elements of the idea and re-create it within our music video.

The next question we asked possibly came across confusing to the participants, as when we were reviewing the question ourselves as a group we too found the question not very clear. However for those who may have understood the question, we were trying to ask was ‘would the appearance of the artist in the video matter?’ we chose to ask this question as for our music video we wanted to follow a very strong narrative based video. This means that we did not want to really include a performance or cameo of our artist. Although for our genres music video there is normally a dance performance of some sort, just to emphasise the genres codes and conventions. By looking at the results , majority of the participants said that the appearance of the actor ‘ doesn’t affect them’. However 39.99% of the participants said ‘Yes’. This may possibly influence us as directors to possibly include a cameo or slight dance performance within the music video.

The next question we asked was also a key important one, as it would also help the influence in how we may create our music video. The question specifies whether participants may feel more inclined to watch performance or narrative based music video. The results showed that majority of the people ( 71.93%) stated that having a ‘performance’ based video would be best. However 28.07% said that a narrative performance would be best. Even though a narrative based music video is what we want to follow, and did not get the most votes. We could take these results as a means to venture outside the box and create something that is not often typical in a House/EDM music video.

One of the questions we then asked was based on locations viewers would like to see in a house music video. We chose to ask this question as this would help us decide on three locations we could use within our music video, as we wanted to cut down the amount of locations we had brainstormed to use in our video. The participants of our survey voted the top 3 locations they would like to see in a house music video would be a club setting ( 50.00%), Funfair ( 18.97%) and Central London ( 18.97%). The results have helped us come to a final decision for 2 locations, however the club setting location may not accessible as most of the group is not old enough to enter a club.

The final question we asked would help us when it came to editing our music video and planning our music video. It would also help us when creating our story board when adding our shot description. The question was based on what styles and techniques would participants like to see in a house/Dance music video. The results show that 26.79% of the participants chose that they like to see ‘slow motion’ editing technique. They also voted that ‘saturation’ and ‘long exposure’ techniques would also be styles they like to see in a House music video.

Reflection • Overall our market research has turned out very successful and has contributed to the

planning our of music video. By doing the market research and looking at the feedback, as a group we have been able to look back over some of our ideas and re-create them using the feed back we have been given. For example many participants had said they like to see a form of party or performance, so we have decide as a group to infuse the element of a slumber party during one of our shots. This will also include a small dance performance, done by the characters and possibly have a few close up’s of the footwork.

• Our survey has also allow us to finalise decisions such as locations and appearance of our artist. We have decided to stick with the two of the main voted locations, a fun fair and central London. And also have decide that we will not include our artist in the music video.

• From our market research we have also found out a vague idea of our target audience and how we can appeal not only top our target audience but to a secondary target audience.