I received feedback from my target audience through a questionnaire I had created on SurveyMonkey; which is web-based, so it enabled me to distribute a link to my survey over various social media platforms. This way I collected over 100 responses from referencing the link and asking people I know on Snap-chat and Whats-app, as well as emailing the survey around school.
The link to my survey: https://www.surveymonkey.co.uk/r/3RD3BYZ
As the survey contains 10 questions, with my chosen music genre of contemporary R&B in mind, I could obtain results form my target audience about their thoughts and ideas to a music video being created in this genre. Therefore, I will use this to help me develop a best possible version of my music video. As I can follow the expectations of the audience, to create an appealing music video for my target audience; which through the survey I gained an understanding of my target audience profile.
But I won’t be able to conform to all of the audience’s expectations as I want to challenge particular ideas as described below.
For my very first question, I simply asked if the audience member was male or female. This is because arguably each gender have different perspectives on particular ideas and the differences can vary.
I want to acknowledge which gender my music video will be aimed at, since the largest percentage of those who completed the survey was in fact female with 64% in comparison to only 36% of respondents were male. So because the respondents were mainly female, I can note how the responses from this survey are mainly based on the opinions of the female gender. Although I did attempt in receiving equal responses for both genders because my results will then be fair.
But as I have received more female responses, it is still beneficial to me because the music artists themselves are female and I will be representing their sense of female empowerment and aspect of feminism in the music video.I believe the female audience will most likely listen to the song and watch the music video, over male audiences because they can relate to these ideas conveyed.
Then my second closed question demonstrates how my target audience is teens to young adults because it’s a close call between the age range of 13-16 year olds, with the age range of 17-21. As 45% of respondents were between the age of 13-16 in comparison to a slightly higher amount of 49% for the next age range.
My primary target audience is thus young adults because the majority was in the age bracket of 17-21. This is good because my target audience are stereo typically known as the age where they consume the media type of a music videos on social media platforms such as YouTube. Teenagers/young adults can watch music videos on YouTube, which is in fact the platform I will be releasing my video as it can then be shared by various people globally, since it is a widely used medium.
I had also received answers from all age categories I had set out which include the five categories of “under 12” years old with one response, “21-25” age range with two responses and “25+” with three responses. I created the different age categories because age is one factor that can reason for why people have different tastes in music styles. Furthermore, I wanted to collect opinions from a wider audience.
This question was more in general for music videos, as the audience could select their own preference of how much they like a video to follow a narrative. Surprisingly these results weren’t what I imagined, because the majority is 58% who like the music video to follow a slight narrative, in terms of wanting the music video to contain parts of a story-line.
Only 9% of respondents wanted a hybrid music video to be centred around a narrative, in comparison to a much higher amount of 27% for the video to not follow a narrative at all. Therefore, I will take the respondents thoughts into consideration when creating my music video.
But what had interested me the most was how some had even selected the “Other” category and entered their own personal thoughts such as:
This then gave me an insight to how my target audience would like the music video to contain a narrative style, but “not too much of a story” as the audience evidently reveal their interest rates will decrease. One intention behind creating music videos is to captivate the audience and I wish to to exactly this. Therefore, I will consider applying the respondents ideas for my music video to contain scenes which will follow a narrative up to a certain extent.
As the producer, it is extremely important to know what particular elements the audience dislike in a music video as I can then work to produce an appealing video for the audience to consume.
The feature scoring the most was a complex story-line, as it was ranked by 48% of the respondents. This follows on from the previous question in my survey because the audience want the music video to follow a slight narrative. Furthermore, meaning that they would be confused when watching the video if it had like a 90% rating in the hybrid style, as the story would then be considered as “complex” by most.
I could identify that having unique ideas is just as important as the fact that the music video must be captivating for the audience; 24% would simply not like the video to have an aspect of un-originality. This is because the audience feel as though they are essentially watching copies of other music videos which share similar ideas.
My results also revealed 3% of the respondents had added in their own beliefs about the least appealing element of a music video:
“If the video gets because it repeats the same thing.”
“Having no story-line.”
This exhibits how the audience rely on a music video’s ability to stand out from other in the sense of uncovering unique aspects such as the cinematography in particular to not appear repetitive. This is the case for videos that seem to hardly have “no story-line” and simply repeat shots to fill the duration of the video. So I will definitely take the respondents comments into consideration because I want to acknowledge the importance of conforming to their expectations in order to create an appealing product.
For this question, I received a fairly balanced set of results; in which the majority of respondents (34%) like the motif of friendship being integral to the music video. I am happy with this response because I originally had the idea to create the music video based on this theme because of the lyrical content conveying friendship.
But also, how it is still relatively high in 29% of the audience liking a music video to uncover the theme featuring a “teenage experience”, means that some would like to see a representation of their late teenage years, as in fact the target audience is in the age range of 17-21. This means they can then personal connect to the meaning of the song which is conveyed through the music video.
Therefore, I will definitely consider combining these two themes in my music video because not only do they relate most to the lyrical content, as well as conforming to audience’s expectation of these motifs in a video.
Receiving answers for this question will help me produce a text, which will suit the needs and expectations of the audiences as I will shape my music video ideas around how the audience most likely want the video to relate to the lyrics. For the majority, about 60% of respondents said that it is necessary to an extent for the video to relate to the lyrics.
Therefore, in some sense I will conform to their expectation but in other ways I will subvert. For the reason that the least amount of respondents being just 13% believe it is not important at all for the visuals to relate to the lyrics. I had thought that the audience would have not found it important at all for the music video to relate to the lyrics and thus liked a disjuncture type of music video. As the abstract imagery creates many new meanings and I quite like music videos that relate in small ways to the lyrics whilst revealing different ideas.
I had also used my survey to ask open questions so that the audience could share more of their thoughts to music videos, than a simple one word answer from the previous multiple choice questions.
However, with my open style questions, I costumed it so that it was possible for the respondent to skip. This was because I didn’t particularly need to know about what they expect in a music video because I have already done research of the conventions. But I have sufficient results despite 50 respondents skipping the question, to receive enough sample answers to gain the impression of my target audience’s expectation through the repetition of the comments such as:
Several of the comments had indicated that my target audience like to see a contemporary R&B music video uncovering people dancing, having fun together with an atmospheric and lively feel. In my opinion I like these ideas and will conform to their expectations, as well as following one particular comment of “the music punctuating or emphasising each scene”. This simply means to use the visual to a amplify the lyrical content; I was deciding on using that style for my music video. So it’s good to know that some of my target audience would like to see it too.
Particular elements I noticed and what I like:
“Lots of scenes of the singer”
“To see the artist for all the music video”
“The artist not other people acting for them”
“De-saturated filters, slow progressive story, depressed/relaxed kind of setting”
I am very happy with the feedback because the comments in the open question revealed how people knew the contemporary R&B music genre. I particularly liked the comments which relate to the cinematography of the music video. This is because I have acknowledged how the audience like close up shots of the music artist themselves because some had even said “you don’t always get to see them, so in the video it is the chance to see them”. I want to apply this to my music video as it is a good way for the audience to get to know the artist through the choice of close ups.
In addition, the respondents shared their thoughts which related to the mise-en-scene elements of clothing including wanting “trendy outfits”, “wild, different styled clothes” and “street clothing”. Conventions I noticed of music videos was that they offer the audience a representation of the music artist and I believe that giving an original representation is through a unique dress style of the artist.
Plus I liked the respondents’ comments of wanting the major theme of “Love and Heartbreak” to be uncovered in the music video. I want to expand on this because conventionally the audience would expect a sad “depressing” music video as some had commented on. However, I want to challenge this by showing the music artists’ ability to represent females as having the emotional strength to move on from a past relationship, As will be displaying them being happy, rather than carrying a sense of sadness in the music video.
“Expensive cars and big houses”
“A lot of money being show off”
“I want to see expensive cars and the artist partying”
Elements I have chosen to subvert the audience’s expectation include those mentioned directly above, for the reason that I want to present the artists in natural ways to represent them as real people. This is what I want to achieve more than to give a false image of the artists having “expensive” and “flashy” cars.
I will try to attempt to conform to the expectation of including a big house and potentially celebrity features as these are elements which are rather appealing for the audience.
Most of my questions were costumed so that I would receive an answer from the respondent, meaning that they couldn’t skip the question. As these questions were significant to me in finding out what exactly the audience expect in the music video. Therefore, knowing the location my target audience expect the contemporary R&B genre to be set in showed 55% being in the street. I want to conform to their expectation because I had also noted this is in fact a convention for the setting of a R&B video to be in the street.
The next highest score was 21% of respondents for wanting the video to be set at a party location and then 12% had selected the setting to be in a park. I want to combine these ideas because I quite like the idea of a music video being a montage of events; the scenes being set in a variety of places.
My second open question was not entirely necessary because I didn’t need to know my target audience’s favourite contemporary R&B music artist. But I chose to ask the question because I thought it would be helpful to see what music artist’s name appeared the most. The repetition of the name Drake, Tinie Tempah, Chris Brown and Beyonce was most prominent. Which I have understood that overall as there was more male artists mentioned than females, it suggests how arguably male artists are the more established gender in this music genre. However, I want to use my music video to give the impression that female contemporary R&B artists are just as good as the male artists.
I also gained comments about how the audience still like the older R&B styled artists including Mary J Blige as “she is still well-known today” and Craig David because of the energy and vibe feel to his music videos. Therefore, I believe many artists are influenced slightly by these older styled ones.
Also the respondent who wrote:
“Drake because his lyrics can relate to thousands of people in so many ways”
This comment caught my attention as this is exactly what I am aiming for the lyrical content to convey a message which is in fact relatable for a wide audience. But I also liked the comment:
“Beyonce because she is unique in comparison to other female R&B artists”
As Beyonce was a popular answer, I liked how one respondent had commented on why they liked this female R&B artist, since only a few responses on the open questions gave reasoning to why they liked the particular artist they had mentioned. I agree with this particular comment because for an artist to be successful they must have a sense of difference compared to other artists in that genre of the music industry.
My final question of my survey allowed me to found out the audience’s thoughts on conventions of the contemporary R&B music genre. This is through the question where I obtained the most results of 53% of respondents for wanting casual clothing to be in the music video. I have decided to conform to this convention because I had also noticed that the music artists in the contemporary R&B genre wear casual clothing rather than a smart outfit. Which my survey had supported the convention of the audience’s expectation of the least amount of only 7% wanting to see smart dress. Therefore, having casual clothing in the music video will also add to the desired relaxed mood of the song.
Furthermore, the profile for my primary target audience is females aged 17-21 believe in the music video containing a hybrid contemporary R&B music video with 50% of it following a narrative. Overall, this survey has helped me to develop my ideas on my planning documents such as my storyboard, due to the feedback being used to make slight adjustments in my ideas. As a result, my ideas for my music video has been shaped through collecting these responses.