1. Rebecca Sinclair
The main purpose of this primary research is to gather information about my target audience’s
preferences and interests and from that apply it to my final piece. I will collect mainly quantitative data
from my questionnaire which can be easily compared and analysed.
I asked 14 people from around
Age my college to fill out my
questionnaire who were
between the ages of 16-19 as
that’s who I will be aiming my
16-19 music video at. Therefore the
information gathered will be
20-30
what my target audience
30-40
prefer and look for in a video
45+ which I can then apply to my
final music video.
Gender I asked approximatelyan equal
group of males and females to
fill out my questionnaire as
then there would be no gender
bias as my music video will be
Male targeted at both genders.
Female
Occupation Most of the people I asked
were in further education
which means they would be
younger and the information
Further Education
gathered from my
Full Time questionnaire would be bases
Unemployed on their preferences. Only one
Other person was in full time work.

2. Rebecca Sinclair
From my primary market
Preferred Genre research on the preferred
genres of my audience the
Rock (alt) genre most people preferred
Pop was Alternative Rock. However
Electronic
a large group of people
selected the “Pop” genre too
Country
which means I willuse Hall’s
Metal theory of encoding and
Punk decoding and encode some pop
Dance genre conventions in my final
Hip-Hop/Rap music video as well as
alternative rock conventions.
The majority of people I asked
Do you watch music videos? still watch music videos. This
shows me that when producing
a song the music video, which is
produced along with it, is
important to the songs success.
Yes It also shows me that the
No people that have filled out my
questionnaire still watch music
videos and know what they like
a dislike about them.
Where do you watch music
All of the 14 people I asked
videos? watched their music videos on
YouTube. This shows me that
YouTube is still a main source
for music videos and if I was to
Tv market my research involving
YouTube
the use of YouTube would be
important to the video’s and
Other
song’s success.

3. Rebecca Sinclair
8 people I asked preferred for
Do you prefer to see the band or the band or artists to be included
artist in their music video? in the music video. Therefore to
be able to target the majority of
my audience I will include
footage of them. This will make
Yes my music video more of a
performance video overall.
No
However 3 people said they
Don’t mind
don’t mind and 3 people said no
therefore I want to include some
artistic shots and scenic shots in
my music video.
This question justifies further the
What do you look for in a music inclusion of a band or artist in my
video? music video as 8 out of 14 people
I have asked showed they prefer.
6 people said that they like a
A story or narrative narrative to music videos which
means I will try to include some
Band or artist subtle narrative structure.
performing
Other
From this research I will apply my audience’s preferences to my work and develop ideas to fulfil their
needs. I have found that having the band or artist featured in the video is an important factor in my video
but also including some narrative structure will appeal to my audience. From this I can now generate
clear ideas for my music video to target my audience.
I can apply Blumber and Katz uses and gratifications theory to my final music video. My audience may
consume my music video for the purpose of personal identity which is they may watch the video and see
themselves reflected in it. This could be through the style of clothing, music or attitudes of the band
members or artist in the video. Another audience theory which can be applied to my work is Hall’s theory
of encoding and decoding, which suggests a producer encodes ideologies into the media text and the
audience decode them. In my own work audiences will decode the genre ideologies which I will encode
into my video such as some pop conventions but keeping to my genre of alternative rock.