Exploring Target audience- Quantitative Research
Developing on my previous research on Daft Punk fans and my potential audience I once again produced a survey via survey monkey and published it on the same thread on the Daft Punk fan club forum hoping to attract the same or similar audience as previously. Unfortunately, I only managed to attract 16 of the original 29 asked so some of my results may be skewed
Below are my results from the survey
What is your gender?
How old are you?
The purpose of this question was to confirm if this was in fact the same or similar age demographic I was targeting for my media text. When asked about their age everyone replied with the 15-24 age range which I believe would be both the type of audience attracted to Daft Punks music based on my previous research as well as the age demographic appropriate for the consumption of my video if I were to choose Daft Punk fans as a Target audience.
3. What is your favourite type of music genre?
The question above was asked to investigate what other genre of music my potential audience would consume on the assumption that there favourite would be of course electronic based on the fact that my audience I've found are on the dedicated Daft Punk fan club which is dedicated to Daft Punks music and various forms of electric music. Voted on top was Electronic music as expected with 60% of the vote share. Coming in second was Dance music a similar genre to Electronic music but with more of an emphasis to dancing and fast paced beats, attracting 50% of vote share. Finally, the third most popular choice of genre was alternative music attracting 43.75% of vote share. Because alternative music is such a broad genre in of itself discovering anything new about how my audience consumes music may prove to be difficult however this should not be a complete problem since it was third choice.The significance of Electronic and Dance music being the two top chosen genres could possibly mean that my chosen artist and song will be consumed by this potential audience. This information is based on my artist profile for my chosen song in which my artist has stated that he works mainly in French house and Nu disco; Nu disco a style which blends the use of electronic sounds and styles with a more dance related beat. This could mean that my artists work could appeal to both of the most popular choices on this survey in terms of the music my audience tends to consume.
4. How do you normally Consume music?
5&6 What is your favourite music video and what type of music video would be appropriate for a techno/electronic/house genre?
When asked what type of music video my audience would consider there favourite type of music video style 50% of said audience chose Narrative based and coming in second was concept based music videos gaining around 31.25% of votes. This would mean in order to pursue and appeal to said audience one would have to contain some sort of narrative theme to their video. I originally believed that a concept based video would best suit they style of my chosen artists song however this graph would prove that if I were to indeed attract this audience some narrative styles will need to be adapted into it even if this is being something as simple as representing an equilibrium, disruption and new equilibrium to my production. On the other hand, I wanted to see if my thoughts on electric based music such as techno and house being best suited for concept based videos would be valid based on some of my previous music video research. When asked about would concept based videos best suit this style of music concept videos gained majority of the vote attracting 68.75% of votes thus giving my initial thoughts some reinforcement as well as considering pushing more narrative styles in my music video to capture this audience whilst keeping the type of music video appropriate to the song.
7.What type of artist does this song remind you of?
The question above was asked to gain a better understanding of the type of song I have chosen to produce a music video for. By gaining a better understanding of the type of genre the song sounds like as well as other artists the song is similar to this would allow me to broaden my research as well as broaden my range of potential audiences which can be done by looking at the audiences of the similar artists recommended and finding what could appeal to them and attempt to adapt this information into my video. The same could be said about finding out what similar genre could link with my chosen song allowing me to take genre conventions from other similar genres to appeal to the fans of that said genre. Before posting this question, I wanted my chosen audience to hopefully say it reminds them of Daft Punk in order to validate my pursuit of this audience.
Among my responses I received 5 replies commenting that the song reminded them of Daft Punk or groups that a member of Daft Punk has been involved with (Le Knight Club and Stardust).This then provides me further evidence I need to justify my pursuit to target Daft Punk fans as potential audience for my video if the song backing up the visual reminds them of an artist they are fond of.
Other artists recommended such as Breakbot, Eric Prydz, Basement Jaxx etc. were mainly french DJ's and French house or house artists meaning the style of my song closely links within the house genre thus it would be appropriate to investigate appealing to said audience. Furthermore, these names of artists now allow me to analyse their potential audiences and gain a better understanding of who my media product could appeal to.
8.Would you listen/download to the full song if made available to you?
Out of the 16 people asked if they would
consume the song, I have chosen 50% of those either have said yes or have
expressed some enthusiasm towards the track. The purpose of this question was
to further investigate if the Daft Punk audience would be a suitable choice for
my music video. Since half of those asked have offered positive feedback
towards the song as well as an extra answer commenting "It's good but
it's not precisely my taste in music" , this may prove that perhaps the Daft Punk fan demographic may
still be possible to attract but not as simple as I simply believed. On the
other hand, this should not be too much of a problem since due to results of
the previous question I can still investigate other artist's audiences and reflect
on who my product would appeal to. For the time being, the Daft Punk audience
may remain as my primary audience until since there was an equal amount of
positive and negative feedback amongst said group.
9. How much significance does a music video have on your view on the artist?
This particular question was asked whether a good music video would entice my chosen audience to consume the music product it was promoting. The top rated choice was a moderate amount, meaning that my audience does take in a fact the quality of the music video could affect what they think of the song, however for this audience it seems that the music behind the video plays a much larger role than the visuals. On the other hand perhaps my question "How much significance does a music video have on your view on the artist" may have been worded wrong and need to be re-worked. I was primarily focusing on whether a good music video would equal to audience support of a song, however looking back this question may give off the effect that what I am possibly asking is does a good music video equal to a good song or good artist which means these may be skewed and prove to be quite unreliable.
10. What is your favourite music video
The question above was produced in order to further understand what music videos appeal to my audience. The idea is by understanding a trend in music videos that they choose I may be able to incorporate or perhaps I may have themes already in video planning that would attract this audience. To go in details trends or themes that could be found would be sci-fi elements or comical music videos based on my previous research on this audience.
Videos which were named
Da Funk- Daft Punk
Around the World ( answered 3 times) - Daft Punk
Get By - Delta Heavy
I am the Walrus - The Beatles
On and On - Justice
Take on me - AHA
Pursuit of happiness - Kid Cudi
Summertime Sadness - Lana Del Ray
Ali Bomaye - The Game
Tribute - Tenacious D
Lullaby - Nickelback
Go to Hell - Go radio
I'm not Alone - Calvin Harris
To summarise this point perhaps based on the majority of the videos featuring fantastical elements it may seem what attracts my audience in terms of music videos are videos which focus less on the representation of real life and offer a sense of escapism or wonder to said audience. This may possibly reflect the idea that my audience are possibly made up of reformers one trait which is described as a reformer trait is that, "All rigid restrictions are irksome to you, be they hierarchies and bureaucracies, accepted ideas, roles, rules and routines – or tight collars and small windows."
In this context one could interpret this as saying that rigid restrictions bothering them could be applied to realism in music video in a similar way. Perhaps showing just what is real to this audience represents restriction and structure; more of the same whereas abstract and fantastical themes may show these rules being broken and show something new. Among my written answers many replies complimented the videos creativity, complexity but most significantly how "different" it was. This may further reflect my idea that this majority of this audience are attracted to something different offered to them in life to be reflected on screen.
Conclusion
From further research according to these results may audience may be made up of a more male audience however this may still not be 100% reliable, 16- 24 years of age, and are attracted to narrative based videos yet believe electronic based music mainly suits concept imagery. Additionally my chosen song my be able to attract another audience of house fans and has an equal chance to either be dismissed or consumed by my chosen audience. Moreover,depending on how the question was interpreted my audience may feel that the song should play a larger part in the consumption the song itself rather than how good the music video is for the song. Finally when thinking about what appeals to my audience in terms of what they see in a music video from my research it seems that fantastical elements and a sense of "uniqueness" captures this audience's interest possibly due to the fact that this audience may be made up of reformers.
When applying this knowledge to my own media product it would be apparent that I would need to adopt more of a sense of narrative to my work as well pushing a surrealist quality to the work. Furthermore, if I were to actually host the video on a platform for this audience to consume the easiest and cost effective option whilst still gaining a large share of this audience would be releasing it on you tube based on my "how do you normally consume music question ?" whereas attempting to release it on itunes via CD baby although I would be attracting the larger "download" audience share it would cost money and thus due to budget reasons the you tube option seems much easier and simpler.
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