Who is our target audience for an indie music video?
To conduct research on our target audience, we first had to decide who our target audience is for our final product of an indie music video. The target audience would be anyone who likes indie.
Age
Looking at online forums the general consensus is that indie fans nowadays are between 16-27, so most people that undertook the questionnaire were of this age. However, as you can see below I found on The Telegraph website that many Glastonbury festival goers are over 50, and Glastonbury play a lot of indie.
Taking this into account, 2 people that undertook the questionnaire were over 50.
Gender
The gender of indie fans really can be male or female. However, as most indie bands are male this attracts slightly more of the male audience as they relate to the music. Taking this into account, 60% of questionnaire responses were from males.
Responses to questionnaire
1)
You can see from the table above that most people listen to music daily and a lot of people even listen to music every few hours! The fact that everyone I gained research from listened to music is good, as those are the sort of people which would be interested in a music video. There would be no point asking people questions that don't even like music, as they wouldn't be interested in my final product.
2)
It is important to find out information about the the buying patterns of my target audience, to see where it is best to push my media product. You can see the majoirty of my target audience download or convert music on the internet one way or the other. This would indicate to me that my promo music video would be best released online, going onto Youtube and similar websites. There are however, a few people that still buy physical CD's in store, assuming they don't order online. So in store advertisments for a music video would be important in magazines etc.
3)
The next question that the graph above is representing is how people listen to music. The results on the graph show that listening to music nowadays has become very digital. MP3 is the most popular tool, closely followed by the internet. The only method of listening to music which has stood the test of time from about 50 years ago, is radio. So this shows indie music listeners tend to not use archaic forms.
4)
From the fourth question on the questionnaire we found that the average expenditure of an indie fan on music a year is £109. However, much of the younger indie fans spent hardly anything or even nothing on music per year. This is mostly due to free downloads which have had a big impact on the music industry. Interestingly, woman spent more on music per year than men. I think this could be due to men being more 'tech savvy'.
5)
Next we asked people how they discovered the music they like. The winner was reccomendation, but then if you think about the people that recommended the music than they would have discovered music from one of the other sources eventually. So taking this into account, the radio/TV option is the most important factor in people discovering music they like. This shows indie music is popular nowadays as it is getting airtime on TV and being played on the radio. Other methods were also popular though, including gigs due to many indie bands regularly doing gigs. Print media wasn't a popular method of finding out music that people like which shows we have moved into the digital age.
6+7)
In the penultimate and fnial question, we gathered information on people's favourite indie artist and song. This is because it might help us decide what song to do for our final music video. These were the results:
- Two door cinema club - I can talk
- Taylor swift - Love story
- The killers - Mr Brightside
- Two door cinema - Eat that up its good for you
- Porcupine tree - Blackest eyes
- The killers - Spaceman
- The kooks - Seaside
- The vaccines - Norgaard
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