Oliver James Cooke

Target Audience Conclusions from Questionnaire Results

Sample Size: 30

General Area of Study

1. Gender

ANALYSIS: As we can observe, the vast majority of our audience appears to be female, which, surprisingly, goes against the general stereotype of indie music having a largely male fan base. However, the masculine sex appeal of an artist like Bragg may correlate to this surge in female support.

2. Age

ANALYSIS: As we can observe, there appears to be some contention within the range of 14-40 year olds, as all three categories that comprise this age band substantially dominate the age bands. However, if we are to break apart this graph, we see the 23-30 prove victorious, potentially as a result of our chosen track being released at the time to which these people were growing up, or perhaps reflecting the peak in popularity of the indie genre from 1985-2005, likewise explaining the substantial numbers within the 14-18 and 19-22 bands.

Male 11 (37%)

Female 19 (63%)

Male Female Other

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3. Frequency of watching Music Videos

ANALYSIS: Another very mixed set of results, we do see, however, that there is a greater perchant for watching Music Videos than not, though this may appear rather infrequent. This may stem from the fact that many indie videos, especially those developed around the time of our chosen track, did not have accompanying music videos, and that an audience may see them as unnecessary for the enhancement of an indie track.

4. Means of accessing Music Videos

Internet57%

Television40%

Other3%

Means of watching Music Videos

Internet Television Other

ANALYSIS: We can see a major popularity for viewing music videos in both television and internet formats, with internet slipping very firmly over the 50% threshold to prove dominant. This will largely be the result of the accessibility of the internet in consuming the media that is desired by an audience, and also, being of the generation when our chosen track was released, there will be a firm level of internet literacy. However, one should not dismiss the prominence of television within this list. More contemporary music video consumers (1990’s-present) tend to totally negate television as

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having become an obsolete means of accessing music videos. This list, on the contrary, shows a traditionalist element is still forceful within this viewership.

Specified Area of Study (Indie Music Videos)

1. Fan of Indie music?

80%

20%

Fan of Indie music?

Yes No

ANALYSIS: While a large section of our fanbase could actively say that they enjoyed the indie genre of music, there were a minority that pointed in the opposite way. Despite this, all interviewees did claim to enjoy the chosen track sample that we gave to them, showing that there may be a clear sense of confusion as to what the term ‘indie’ fully does cover.

2. Fan of Indie music videos?

47%53%

Like Indie Music Videos?

YesNo

ANALYSIS: These results are best related to the previous question, as we can see a major link between how enjoyment of the musical genre can related into enjoyment of related music videos. These results are rather telling, in the sense that we can see that there is a major swing towards a ‘No’ preference amongst the sample, showing that, while many may enjoy indie music, they do not particularly see videos as necessary.

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3. (If Yes [Sample size: 14]) Why do you enjoy them?

36%

50%

14%

Why do you enjoy this Genre?

More interestingInfluenced by family or friendsOther

ANALYSIS: We see a mixed consensus amongst this sample of 14 people, although we see a clear indication that liking for indie music and music videos is influenced by family and friends, which can suggest that enjoyment of the genre is usually more exclusive to those who like it originally, and those who are willing to pass on their love to others. The ‘Other’ answers specified were “Different” and “Unsure”.

4. Better to be funny/light-hearted or serious/thought-provoking?

ANALYSIS: We can observe that a clear majority of our sample interviewees saw serious and thought-provoking tones as being more important and significant that the other features, with others not particularly having a clear preference. This suggests that it is important to have clear serious tones throughout an indie music video. However, we must not negate the importance of a clear 20% who saw funny and light-hearted themes as significant. Therefore, it appears to me, that an indie music video should have mainly serious tones, yet with a sprinkling of light-heartedness. In other words, it must be made sure that an indie video does not take itself too seriously,

20%

50%

30%

Prefered Style of Music Video

Funny/Light-hearted Serious/Thought-provokingNo preference

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5. Prefer concept, narrative or performance-based video?

Concept, Narrati ve or Performance?

Concept NarrativePerformance Dislike all three equally

ANALYSIS: As we can observe, an overwhelming majority chose the Narrative aspect as being the most important within an indie music video, showing that there needs to be some overarching plot throughout our own video. Likewise, this chart goes against the general consensus of indie videos being heavily-performance based, perhaps showing a change in audience preference.

6. Favourite locations for Indie music video? (Multiple ticks allowed)

ANALYSIS: As we can observe, the concept of a large, rural field was overwhelmingly voted to be the favourite conceptual setting amongst our ideas, and must be taken on board in the development of our own music video. We must still, however, recognise the immense prominence of an abandoned warehouse, crowded town or city and dusty, sandy desert in our development, also. The other attached concept was ‘abandoned city’.

Oliver James Cooke

7. Prefer dark themes and colours or bright themes and colours, or mixed themes and colours?

7%

47%

47%

Preferred thems and colours

Bright themes and coloursDark themes and coloursMixed themes and colours

ANALYSIS: We observe a direct, more-or-less equal split between the idea of dark themes and colours and mixed themes and colours, showing that there is a clear desire for darkness and morbid themes within an indie music video, yet there is also a significant market for a clear contrast and juxtaposition between the light and the dark, which should be noted for our own production.

8. Prefer animation or special effects, or not?

ANALYSIS: As we can see, there is a clear majority that would, indeed, prefer the notion of some form of special effect or animation to be present within an indie video, though it is not seen as being a major issue to many other people. This correlates with several indie videos that were produced around that time that used some special effect for a quick, quirky purpose.

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9. Most important media techniques? (Ranked)

Raw Data (30 collumns of results)

Average Ranking:

Camerawork 4Setting 2Clothing 5Lighting 1Sound 3

ANALYSIS: We can see, based on these results, that there is a key preference for the use of lighting and setting within an indie music video, and elements such as Clothing and sound are seen as superficial. This suggests that the audience is keener on the construction of key atmospheres that it is technical wizardry.

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10. Is Representation (Gender; age; ethnicity; disability) important to be portrayed?

43%

23%

33%

Importance of Representation

YesNoNo preference

ANALYSIS: We can observe, very clearly, that our audience recognise representation as immensely important to the integrity of the music video, and that it is significant to give all people equal depiction through an indie video. However, a large portion say it is largely insignificant to the status of the video itself, and is not an issue that needs extra highlighting.