JENNY FORREST
TARGET AUDIENCE
UK TRIBES:
UK Tribes is a project carried out by Channel 4 to look into socio-economic groups that make up the UK's population. These groups have been split into 5 separate 'tribes', each with their own attributes focusing on a variety of genres of music.
Here is a brief gallery of photos showing who I expect my target audience to be. I know that the people featured fit within the description of the tribe stated previously, and will be asked to complete a questionnaire to find out more about them.
Young Alts
Skaters
Hardcore
Hardcore Skaters
Superfans
MAINSTREAM - FANGIRL:
Once I had found researched all of the possible tribes, it was clear that the tribe of which my target audience belonged to is 'Fan-Girls'. Channel 4 describes them as:
"It's strange to think that in 2012 Fan Girls were a new Tribe - today they are one of the most noticeable and well known facets of UK Youth culture! United by their love for musicians, vloggers, bloggers, models, books, TV series, TV personalities (and anyone in between) the Fan Girls start at 13 years upwards and are a powerful force on social media - and big spenders on merchandise and experiences."
Chavvers
Fan-girls
Chavs
Sport-junkies
Blingers
Get Paid Crew
Stylers
Trackies
Wasteman
Aspirant
Activists
Creatives
Urban Artists
DIYers
Scenesters
Trendies
Vloggers
Hipsters
Hypebeasts
New Casuals
INITIAL TARGET AUDIENCE:
In order to find out more about my target audience I created a questionnaire on Poll Junkie. Members of my target audience responded to questions regarding their traits, interests, hobbies and taste in music. From these responses, I hoped I would have a better idea as to what songs to choose, so that from here I could choose one to pitch alongside a concept.
QUESTIONNAIRE:
INTERPRETING RESULTS FROM QUESTIONNAIRE:
- Q7. WHAT RADIO STATIONS/MUSIC CHANNELS DO YOU LISTEN TO?
- Q8. WHAT ARE YOUR INTERESTS/HOBBIES?
- Q9. WHAT SOCIAL MEDIA SITES DO YOU USE THE MOST?
- Q10. WHAT ARE YOUR FAVOURITE CLOTHING BRANDS? &
- Q11. WHAT STORES DO YOU SHOP IN?
- Q3. WHAT DO YOU LIKE ABOUT MUSIC VIDEOS?
This concept map shows the variety of responses of what our target audience enjoys about music videos and why they watch them. It is important, for us to engage our audience to our music video, to reach these responses in every possible way. The responses range from the concept of music videos itself - in that they are a visual way of showing the lyrics of the song, to the physical parts - the costume and make-up, for example.
- Q2. WHO ARE YOUR FAVOURITE POP ARTISTS?
We put this question in the questionnaire to narrow down our music video searching and research. We had come across a wide variety of music videos throughout the research stages, we were drawing inspiration from many different places. By finding out the favourite artists of our target audience, we could narrow this search, and take inspiration from the artists that mean the most to our audience, meaning that our music video should meet their needs to a higher standard. I have used PowToon to create a presentation displaying the most popular artists featured from the results, their most popular songs and number of views, to show which videos we consequently watched once receiving these results.
- Q1. DESCRIBE YOUR MUSIC TASTE IN 3 WORDS.
A way I have taken to visually present the large number of responses to this question is through a word cloud. I have entered all the terms used by our target audience to describe their personal music taste, and the word cloud generator has judges the size of each text judged on how much it had been entered. The most popular responses are therefore the largest, these including 'pop', 'rock', 'punk', 'exciting' and 'indie'. This means that our music video must aim to meet these descriptions.
- Q4. DO YOU PREFER TO WATCH MUSIC VIDEOS THAT ARE PERFORMANCE BASED OR NARRATIVE BASED?
The questionnaire results revealed that our target audience prefers narrative-based music videos to performance-based. Here, I have used PowerPoint Presentation to create a pie chart to show this difference in results. This would mean that our music video should feature a story-line more heavily than the band performing. However, it is worth noting that the difference between the two options is slim, with narrative-based music videos being more popular than just 11%. The questionnaire implied to the target audience that they had to choose one or the other, and so it is worth featuring both at a similar split in order to meet these needs of what the target audience expects to see. way I have taken to visually present the large number of responses to this question is through a word cloud. I have entered all the terms used by our target audience to describe their personal music taste, and the word cloud generator has judges the size of each text judged on how much it had been entered. The most popular responses are therefore the largest, these including 'pop', 'rock', 'punk', 'exciting' and 'indie'. This means that our music video must aim to meet these descriptions.
- Q5. WHAT ARE YOUR FAVOURITE SONG(S)?
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We asked our target audience to list a few of their favourite songs, so we could find out what exactly they look for in a music video. Rather than listing the elements of each music video listed here - as the variety was so wide, we simply gathered the vibe and feel from each to see if there were any correlations. We found that there was a clear divide between our audience as to who listen to recent, up-to-date charted popular music and who listens to 'classics'. There is a difference in how these videos were made, what was featured. In more modern pop music videos, females are sexualised and clothing and make-up can be more expressive. In addition, there is a larger variety of availiable settings and props.
I did not feel a need to interpret the results of this question as similar results had been gathered previously. We've already looked at which artists our audience choose to listen to, and having looked at their favourite music videos we have gathered why they choose to watch them. Therefore, analysising these results would give us very similar results.
- Q6. WHOSE MUSIC VIDEOS DO YOU ENJOY TO WATCH AND WHY? GIVE THREE ARTISTS.
I did not feel a need to interpret the results of this question as similar results had been gathered previously. We've already looked at which artists our audience choose to listen to, and having looked at their favourite music videos we have gathered why they choose to watch them. Therefore, analysising these results would give us very similar results.
We asked this question in order to build a personal connection to our audience. This means they will be more convenient in approaching later on in the project and will give the same quality of feedback. We also used this list to see if we could pluck any inspiration from what hobbies and interests were listed, anything we could build upon in our music video that was appropriate for the theme and concept of the song used.
Twitter was the second most popular, a mere 0.7 behind Tumblr. Twitter allows fans to become much closer with celebrities and their idols than ever before.
This was the most popular for of social media among our audience. Tumblr is a creative way of building fan-bases and sharing common interests amongst friends.
Facebook was mid-table alongside Instagram in most used social media sites. Facebook allows users to share memories, photos and stories, as well as providing a messenger.
Whether or not Youtube is a social media site is debatable, but it was second from bottom of our result for the most used social media site.
Instagram was mid-table alongside Facebook in most used social media sites. A photo-sharing app for keen photographers and for connecting with idols and celebrities.
Although still one of the most popular social media sites, our target audience said they used this the least. Snapchat is a photo sharing app, making communication more creative amongst friends.
We I have merged these two questions as they are very similar. We asked them to see if there were any overwhelmingly popular brands that we should feature in our music video in order to engage with our audience further. We also took inspiration from the favourite stores of our target audience, and went ahead to buy costumes from these. This way, members of our band are in affordable costumes that the audience can go forward to replicate.
- Q12. WHAT DO YOU DO IN YOUR SPARE TIME?
We asked this question in order to build a personal connection to our audience. This means they will be more convenient in approaching later on in the project and will give the same quality of feedback. We also used this list to see if we could pluck any inspiration from what hobbies and interests were listed, anything we could build upon in our music video that was appropriate for the theme and concept of the song used.