Questionnaire Results

When conducting my questionnaire I decided that we only wanted results from our potential TA and from people who enjoyed rock music and consumed music videos. This is why i classed results from any other people as void.

From the results that were valid 70% had watched the original "Summer of 69" music video and 72% of these liked it.

Some reasons given were. . .

"It shows the band performing"

"Uses both black&white and colour"

"Has a rebellious feel to it"

The 28% that didn't like had reasons such as. . .

"There isn't enough performance"

"The narrative at the end with no music ruins it"

The results showed that things people liked to see in rock music videos are. . .

A band even with a solo singer

Instruments - including guitar, drums and keyboard

Some sort of love interest

The band 'chilling' out

Lots of performance- some on stage

Rural settings 

The results showed that things people didn't like in rock music videos are. . .

Party scenes

Disco lights which are usually in other genres videos - such as pop

Fluffy animals

'Pop' colours

Urban settings such as clubs, bars and streets

When asked their favorite and least favorite rock music videos the responses were varied.

Favorite rock music video; top responces were. . .

Nickleback - Rockstar

Kings of Leon - Sex on Fire

The Killers - Human

Coldplay - Lost

The main reason given for these being the top favorite were that the performance parts of the videos were good and the concept behind each are effective.

Least favorite rock music video; top responces were. . .

Survivor - Eye of the Tiger

David Bowie and Mick Jagger - Dancing in the streets

Billy Squire - Rock me Tonight

The main reasons given were that these videos were very old fashioned and showed older people in them rather than younger or middle aged people.

From these results we are able to see what people want in a rock video and what people don't want. From this information we've chosen to include more performance in our video than we were planning on doing. We are also going to use people from the younger generation as more people are able to relate to being that age, as well as having a rebellious edge in the performance/band part of the video.

TA Questionaire

Here is a blank version of the questionaire which i am going to ask a number of people to fill in from our target audience. This should help us find out what they would like to see in our music video and what they don't want to see in it. Hopefully this will make our video more effective.

TA Interview

To gain a better idea of what our chosen target audience would like to see in our music video we conducted an interview with a member of the demographic white men aged 17 and over. Here are the results we received

1. Are you a fan of our chosen genre Rock?

Yes, I am my favourite band is from the genre, Cold-play

2. Are you a fan of our chosen artist (Bryan Adams)?

 Yes but only because of one song, "Summer of 69". 

3. What is your favourite type of music video, performance or narrative?

I like a cross between the two because I like seeing the acting on screen but also the sense of a live performance you can get from a video.

4. What do you like to see in a rock music video?

I like the video to be eye catching, with bright colours and being able to keep my attention, without it being repetitive. I also like when thier are performance scenes to see the whole band not just the front men.

5. What don't you like to see in a rock music video?

When what you see in the video doesn't fit the lyrics of the song, if part of the story isn't relavent to the lyric it shouldn't be in the video because it really doesn't look good. Also I dont like it when in the narrative based scenes the editing is so fast you struggle to follow what's going on.

6. Finally what other media do you consume?

TV, radio, internet,films. My favorite is the internet. 

This information will help us when planning what we will and will not include in our music video. 

UK Tribe Research

To research further into my target audience I decided to look at a website called UK Tribe - The Home of UK Youth Research. There are 5 separate groups and then sub groups within these.

Out of these I would put our target audience in the alternative category.

Possessing an alternative taste in music and fashion no longer automatically denotes outsider status. Instead, this segment makes up a significant slice of the youth market, with the Internet helping to smash the barriers to the alternative lifestyle. An enthusiasm for indie fashion and band culture is now almost obligatory in the development of middle class teens.

What I have found about teenagers in our TA from my research. . .

Vaguely rebellious

Conform with peers.

Open minded about music and fashion but wary of mainstream and determined to be different together.

White British

Middle and Working class kids

Passionate about music

Friendship groups, tastes and activities are largely defined online

Best way to reach them is through niche magazines and social media

Stats

'Defiently agreed' that they "like to share music with my mates" more than all other segments

They loved going to gigs more than most.

The brands they consume are. . .

Amazon, American Apparel, DC, Play.com, Nintendo DS, Top-man, Quicksilver, Vans, Xbox 360

The media they consume are. . .

X-Fm, 4More, Eurogamer,4OD, YouTube, NME, Facebook, Kerrang!, Myspace

Their media consumption. . .

From this information we are able to see where it will be best to exhibit and promote our music video when targeting the younger segment of our target market.

I would say the best places to exhibit our video would be on YouTube and sell our digipak through places such as amazon and video game stores (which sell products which they use - Xbox and Nintendo DS)

The best places to promote would be on YouTube, social network sites such as Facebook and Myspace as well as in adverts on channel 4 and in magazines read by them.

Who will advertise/play our music video?

There are a number of different media forms/products which we could use to both advertise and/or play our music video.

To advertise our music video we could use YouTube and have it advertised when ever someone is watching a video which has a tag of 'rock music' 'Bryan Adams' 'summer of 69' or certain band names who share our target audience. We could also use YouTube to play our music video, this would be beneficial because YouTube is used by a huge number of people to watch music videos. It is also easy to find the type of music video which you want to watch as you are able to type in which genre of music.

Another place we could use to play our video is 'Rocktelevision', if we used this to play our video it could be seen both on TV and through the Internet  This would reach a larger audience of rock fans than showing it on the mainstream TV music channels or Internet sites. We could also place an advertisement on the TV channel or website.

Another company we could use if we wished to have a promotional banner is LaundroMatinee whose site is about Indie Rock music, they also have a sister site called 'My Old Kentucky Blog' which also offers multiple banner advertising offers.

Demographics and Psychographics

When taking into account our target audience we decided to look at both demographics and psychographics. We thought that this would give us a better idea of not only who were are aiming our video at but also what they like and what would be effective to include within our music video.

Demographics - Statistical data relating to the population and particular groups within it.

Our video is mainly aimed at white British men aged 17 and up. Yet there are also anomalies who aren't in this category but who still enjoy rock music, from research I have found out that the song "Summer of 69" is one of the popular rock songs which is enjoyed by a wide audience with different demographics. However from our research we have chosen that our narrowed target audience should include the demographics. . .

Age: 17 and over

Gender: Male

Ethnicity: White British

Social Class: Not an issue

Psychographics - The study and classification of people according to their attitudes, interests and opinions.

Attitudes: Pretty laid back, not willing to listen to another genre of music.

Interests: They would probably have an interest in classical rock music and not be interested in the mainstream music charts. They're likely to have an interest in listening to music or playing a musical instrument.

Opinions: They are likely to have strong opinions about everything and be very passionate about their opinions and not change no matter what anyone else says.

Target Audience Research

For our target audience research we looked at a number of different websites, one of these was Bauer media along with a number of radio stations which play rock music, these included Planet-Rock, Rock FM and Kerrang!

The main target audience of PlanetRock is middle aged men but it also appeals to the younger generation or people who are good with technology due to it being the DAB -digital radio format, and also because it runs through android phones and iTunes which appeals to the younger generation.

Rock FM's target audience appeals both to male and female aged 15 and up. According to Rock FM's website 22% of the population of the UK aged 15 and over listen to Rock FM who reach 276,000 people each week.

Kerrang! has a more mainstream culture and therefore appeals to a wider audience. Kerrang! markets itself as "a true alternative to pop music".

In evaluation the station we feel is more likely to play the song -Summer of 69 by Bryan Adams is PlanetRock, this is because it has previously being played by them before along with some of Bryan Adams other songs. Also becuase of their use of technology appeals to people who are white male and around 17+ which is the same as our initial target audience.

Target Audience Considerations

A target audience is the group of people that you are trying to reach with your product or message, in our case it will be who we are aiming our music video at.

Our initial target audience for our music video is people aged 17 and over, this is because the song is about people of this age group so if they are or have being 17 they will be able to relate to the song/video easier than people who haven't reached this age yet. Demographically, we think that it will appeal to both male and female but to a higher percentage of males. We don't think that class would be an issue and that the majority of the audience would be white British. For psychographics they are likely to have interests in classic rock and wouldn't like the mainstream charts, listening to and playing music would also probably be one of their interests.