After the questionnaires had been done, we then each had to do a focus group. The purpose of this was for us to gain a deeper understanding of our target audience so that we can understand what they look for from a music video. It also allows us to get more in depth and personal answers than a questionnaire would. This is because it allows us to use more detailed questions and because you are face to face with the person you can get an honest response from them as they feel obliged to because they are sat there with you.
Because I undertook the 25-30 questionnaires I had to get some people that took the questionnaires to take part in the focus group.
Some interesting data I found out was that a lot of people that were into indie music also liked other genres such as rock and rap
" I dont just like indie music, I like all different types. I like finding out about new and unusual artists that not many people have heard of before." This was the answer from one recipient when they were asked if they only liked indie music.
Another question we asked was, What do you like to see in music videos?
One recipient gave the answer of: "For me a music video has to be fun, the band or artist can't take themselves to seriously otherwise it just doesn't appeal to me. I cant connect with it.
The second recipient's answer to the same question was, "If I'm being honest I don't really watch music videos for me its all about the song, but if I know that the music video is good through what other people say i'll watch it.
From the answers we gained from our focus group it is important that we have a slightly quirky music video so that it fits with what people who already listen to that genre like. People like music videos that are fun and keep them entertained so it is important we keep with this idea as it will mean that our video is more likely to be successful.
The people in the focus group were also asked what clothes they like the people in the video to be wearing.
One of the people involved gave this answer: " I think that people care too much about what the artists are wearing, obviously there going to go to the shoot and wear the clothes that the stylists give them, its beyond there control so I don't know why people worry about it.
Another answer given was: "I like to see the artists dress quite casually, like there not trying to hard. But if for example theres a storyline involved I don't mind them being in costume.
From these answers we have learnt that the people that took part in our focus group do not view style as important, but given the responses from our questionnaires we know that style is important and that it is important that the style fits the genre of the track. So it would not be good to have a rapper dressed in a gothic style as it would not fit.
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