1. 1. SECONDARY AUDIENCERESEARCHBy Oliwia
2. 2. One of the places I went toas part of my secondaryaudience research wasYoutube. The reason forthis is because its a reallyeasy way to find out aboutthe relationship peoplehave with music/ musicvideos by looking at theamount of subscribers,likes and comments theartist/music video has.18,945 are currently subscribingto the official Vance Joy YoutubeChannel, for a recently upcomingindie artist thats quite a largenumber- suggests that this typeof music is favoured by quite alarge number of people The video already has 934,077previews- maybe not as manyas Miley Cyrus or othermainstream artists but thissuggests that it is one thatswatched quite often/ by themajorityThe amount of likes the video has gotalso suggests the positive reactionpeople had to the music/the musicvideo. This piece of data suggests thatmost of the people that have seen it,have enjoyed listening to the music/watching the music video- with only 82dislikes in contrast to 6,290 likes
3. 3. This gives usan idea ofwhat type ofaudience themusic/ videomight attract.Youtubecommentsare henceuseful, asthey informusproducers/directors onhow otheraudiencescan beattracted-especiallyifthere aresimilarities ofform andcontent; thisis shown inthe commentbelow, wherethe song iscompared toEd SheeransmusicThe opinion of Lauren Sabino is challengedby the user below. Instead of agreeing, theopinion is challenged and the music iscompared to The Lumineers- attracting yetanother fan-base and broadening theamount of people that will listen to themusic/ watch the music video. FurthermoreYoutube commentary, allows people toconnect by either agreeing or disagreeingwith each other- this is supported by thereply button as well as the thumbs up andthumbs downThe amount of people that view thismusic video is again broadened byhaving other medias incorparate it intotheir own. With the help of Youtubecomment; such as the one offered by KINGS KROSS KTK we discover thathis way of finding out about thisgenre/ type of music is through gamessuch as FIFA 15- played by manyboys as well as some men- anotherway of consuming indie musicThis shows that indie music can be used in main stream media suchas popular games, available on devices such as PS3 and Xbox etc-suggestsits not only consumed by going to small gigs
4. 4. Youtube also allows fans to express the way theyre feeling about thevideo and share their feelings as well as interpretations. A good exampleis shown by account user MyFairDiva where she has decided to expressher interpretation of the music video and seed potentialinterpretations/ideas into other peoples minds- once again a way ofconnecting. By having such a deep understanding/ emotional attachmentto the music and its video, we can see what a great impact the artist hason the way the fan thinks and interprets life. The issues covered by thevideo (which are briefly highlighted by the girl) suggest a shared opinion(by the artist as well as fans) on certain matters such abuse . Theartists use of the polar bear is also appreciated as it has softened theuncomfortable realities- showing that what goes into the video, reflectsto some extent, the personality of the artist that will be absorbed by thefans. The content of the video is chosen well, considering the sensitivityof the audiences.
5. 5. Many artists, major as well as niche ones, have official websites that allowthe fans to be that one step closer to the star/stars. The website allows thefan base to have this more intimate relationship with the performer andkeep them constantly updated.On the Vance Joy official website, there's many ways toconnect and share through the use of other medias;such as Twitter, Instagram etc- distributingproducts/news and broadening the awareness of othersabout this artistThe site is a combination of all the other social medias- eg instagram, twitter, youtube etc. it includesexclusive photos, videos and even keeps us up to date with the news and tour datesThere's even a store button, where any merchandise or in this casemusic/album can be bought. This gives it this authentic feel as its as if theproduct is being sold directly from the artist! This website is a goodalternative for those that dont have/ dont like buying from iTunes or thosethat would like to be that one step closer to the artists and support them, bybuying their merchandise.
6. 6. After the store button isclicked, we are directly sentto the Amazon page wherethe artists album isdisplayed. This also allowsus to see what type ofrelationship there is betweenthe audience and the music.The reviews below displaywhat type of people listen toVance Joy and what theythink about the product-releasedalbum.Amazon reviews letpeople express theiropinions, criticisms andstate their preference;including matters abouttracks/collaborations,which is good feedbackfor the artist as to howto improve his music
7. 7. Similarly to official sites, fan pages such as the one below fanpopcan be created by dedicated fans for fans. These type of sites, allowfans to come together and share their passion- not only indirectlyconnecting with the artist but also with their fellow peers
8. 8. Fan Site PollsOn this specific fan site, polls were created on matters that involvethe artist. The photo above shows some of the questions asked withpercentages of the answers. It gives us a slight idea of what peopleprefer when it comes to song choice and image.
9. 9. In comparison to Vance Joy, Lana has aenormous number of subscribers- her VideoGames video has made her extremelyfamous and from being a niche artist shebecame quite viral- with 2,735,099subscribing to her channel suggesting hergreat fan baseOnce again the video has many views,hitting a decent 69,394,151 views-suggestingthe videos popularityWith a dominating310,780 likes against the11,099 dislikes, this datasuggests that a majorityenjoyed this video- likedthis type of Tumblr like/DIY video- suggests thather fans look more at themusic and the effort putinto the production ratherthan the fancy, expensivevideos with complexideas/editing
10. 10. This suggests that Lana's fans are very much about the music and what goes in it- aopinion shared by many indie music listeners. This fan has a firm belief of how indiemusic should sound like and based on this comment it seems Lana Del Rey appropriatelyfits this set of beliefs of what is expected from this type of music.The lyrics as well as the video clearly matter to the fans as they canrelate to them this strengthens the bond between the audience andmusician.This agrees with John Stewarts theory that a music video is made toemphasize an aspirational lifestyle for the audience something theycan work towards.
11. 11. The fan feels connected to the artist on a personal level as if therelationship extends beyond a musician-fan one.The music is believed to be reaching out to wider audiences, as somebelieve that it can relate to different groups in society.In this sense the audience feels like they can be supported through themusic