Audience Research

Audience Research

Demographics

Demographics: The statistical data of a population especially those showing average age, income, education, etc.

Each group demonstrates a different area based on their social class, age, income and other different aspects. It is broken down into six categories A,B, C1, C2 D and E and these letters describe the status of the group. With Upper Middle Class' at the top of the table and Casual/Lowest Grade Workers at the bottom of the table, this means that institutions can specifically target the audience they are producing their product for. By using demographics it can help the institution decide about what to put into the product which will appeal to their target audience.

Our social demographics can determine the different types of music that we choose to consume. This is because of the different status and social classes in society. If we are different age ranges then we prefer different things and choose to consume different things.

At the top of the table is 'Upper Middle Class' who have professional or administrative jobs. With each section we can link them to what sort of music they generally listen to as a group and institutions can therefore target their audience based on this. For example with upper middle class, we can associate them with classical music. They would generally avoid music videos with explicit content within. These could include: drugs, sex, swearing, etc.

The next group is section B which are middle class people. I would generally associate this type with Indie music. This has recently become quite a popular genre, just below pop music. Therefore, this group of people will be able to understand the content and maybe relate to the themes that are conveyed. They would be able to understand the topics demonstrated within the music video.

C1/C2 - These are the most common groups of people therefore, the majority of them you could associate them with the genre of pop. They would be able to enjoy the happy music without necessarily having to relate to it. The bright colours and the cinematography demonstrate their 'normal lives'. Additionally, many of the themes portray love and relationships which the majority of people in this social group can relate to.

One Direction: Drag Me Down

Little Mix - Love me Like you



The working class, group D, could be associated with the genre rap. The rap genre features themes such as drugs, sex, violence and swearing. Therefore, this group would enjoy this as they may be able to relate to some of the features within.

Drake: Energy

Institutions

An institution is a organisation that creates and distributes media to an audience.  This can include music, film and TV. The genre that I am focusing my music video on is pop. Therefore, only certain radio stations/channels will play this type of music depending on the audience that they are targeting. Therefore, as an audience we actively decide on what we want to consume based on what we enjoy or what we can relate to. This links back to Blumer and Katz uses and gratification theory.

The song that I am doing for my music video is 'Photograph' by Ed Sheeran. This is within the genre of pop. Therefore, the institutions that could distribute my artist are radio stations/channels that play this genre.

Other artists within this genre include: 

-Rihanna

-Katy Perry 

-Justin Bieber

-Beyonce 

-Lady Gaga
-One Direction

Different institutions:

BBC Radio One: The genres played include: independent/alternative, hip hop, rock, house, dance, electronica, dub step and pop. Therefore, this channel would distribute the artist that I am exploring. The target audience for BBC Radio One are aged between 15-29 and it offers a range of new music from different genres.

Capital TV: The main genres that are played on this channel include pop music and chart music. Therefore, as my genre is pop this would be a good channel to distribute my artist on. The target audience for Capital are aged between 15-34 and are mainly female.

Kerrang! radio: This specialises in playing rock music and therefore, would not be suitable to distribute the genre of pop that I am focusing on. It's targeted at young people and an adult rock audience therefore, is targeted at a wide range of people.

MTV: MTV have different channels for the different genres of music. These are: MTV Rocks, MTV Dance, MTV Base, MTV Hits, MTV Classic. Therefore, the one that would distribute the pop genre would be 'MTV hits' as this focuses on distributing chart music and what is currently popular. It's target audience range from 12-34 year olds.



Questionnaire:

I will use this questionnaire to collect information about how and why people listen and watch music videos. Therefore, I can consider this when working on my own product. I can consider the results and use them to make my product better and include elements that the audience will want.

http://www.smartsurvey.co.uk/s/CTHLQ/

Questionnaire Results

1) What is your gender?

 Male     

Female 

Around 65% of the people who took the quiz were female.

2. How old are you?

There were a range of ages from 17-50 who participated in my quiz.

3) What genres do you listen too?

Pop

Rock

Country

R&B

Indie

Classical

Other (Please state): 

From my research the most popular genre is pop music, with 83% of people listening to this genre. Therefore, the majority of people enjoy pop music. The genre of rock was the next most popular genre with 50% of the participants saying they listened to rock music. All the other genres only had a few votes each indicating they are not as popular.


4) Do you prefer narrative,abstract or performance music videos and why?

-Narrative

-Abstract

-Performance

From my research, I have discovered that the most popular type of music video are ones with a narrative. The audience like to be able to see a story developing and learn about the song through this. Therefore, they will be able to relate to narrative videos rather than performance and abstract. The next popular type of music videos are performance and abstract, this is because people like to be able to see their favourite artist and just watch them as a performance rather than they playing a character within a narrative. People also enjoy abstract which is generally not as popular within music videos .

5) What music video did you last watch?

The music videos: 
-'Wasn't expecting that' by Jamie Lawson
-Love Story by Taylor Swift 
-Love on top by Beyonce 
are all examples of pop music which therefore connote that these are the most popular music videos that people listen too. Also 'Wasn't expecting that' and 'Love Story' both have a narrative structure. Whereas, 'Love on Top' has a performance structure which from my research is the second most popular. Therefore, it connotes that people listen to and watch pop music videos the most.

6) How often do you watch music videos?

-Daily

-Every couple of days

-Once a week

-Rarely

-Never

The results convey that most people listen to music videos daily and therefore are a important part of selling the product and making them successful. 

7) Do you enjoy music videos? (If no, please state why)

-Yes 

-No 

Everyone that answered my survey said that they enjoyed listening to music videos and therefore, are an important part of deciding wether to consume a product. 

8) What would encourage you to watch more music videos?

The results demonstrated that people would watch more music videos because of the artists that were in it or the narrative structure.

9) Do you tend to watch a specific music video more than once?

Yes 

No 

This conveys that people are likely to watch a specific music video more then once. This is based on the fact if they liked the content that was in it. 

10) How do you watch music videos?

- Phone

- iPad

- Ipod

- Laptop

-Computer

- TV

- Other

This demonstrated that people are likely to watch music videos on multiple platforms, such as a phone or IPod. This is portable hardware therefore, indicates that people are likely to watch music videos when they are out and about. However, people also said that they would watch it on TVs and computers (for example when they are at home) therefore, people will watch music videos wether at home or when they are out and about.