The survey was answered by both females and males of different ethnicities who were aged 15-23. The variety within our sample means that we can cater to our target audience’s needs, using their feedback about their interests and ideal artist as help to make products they will enjoy because they can relate to it.
The most popular genre of music seemed to be R&B as well as Pop and Rap. This makes sense as these are the genres that get the most attention within the music industry – they are the most recommended on music platforms such as iTunes and YouTube etc. Therefore the audience know of it and listen to it. Furthermore, my sample is quite young and young people are typically known to favour mainstream genres such as R&B because it’s fun, upbeat and they can personally relate to the artist(s) as they sing about issues that the audience may have experienced, for instance themes such as love. This works in our favour because our chosen artists music solely focuses on the genres of R&B/Soul, therefore Kim King will appeal to it target audience as she produces similar music.- Male artists such as Kendrick Lamar, Drake, ASAP Rocky, Miguel and Chris Brown seemed to be the most popular, whilst Katy Perry, Lady Gaga, Beyoncé, Sevyen Streeter, Aaliyah and Keyshia Cole were the most popular female artists. These artists focus on either the genre of R&B, Rap or Pop. Furthermore the target audience is from the UK but interestingly, American artists seem to appeal to them more then British artists. This works in mine and my partners favour as our artist Kim King is American and is also an R&B/Soul musician – our artist fits the criteria of our target audience’s favourite artist as she is very similar to the ones which they mentioned.
The female audience seemed to prefer shopping at places like Topshop, River Island and H&M, whilst the male audience liked shopping at places such as Superdry, JD and Footlocker. These are all high-street brands therefore when dressing our artist we will make sure she wears clothing from the high-street. This may appeal to the audience as they will recognise the clothing and therefore buy it because it’s affordable - they see her as a fashion icon and may want to aspire to be like her.
The target audience have many outside interests. Females seem to like activities such as shopping and males like sporting activities, specifically football. When it comes to making our music video I will try to include these interests so that the audience have something they can personally identify with. For example, I may have Kim King (my female artist) going shopping or even just chilling with her friends. Alternatively, I could I have the artists love interest playing sports while Kim King is watching him on the side-lines. Doing this will make the audience think ‘oh, I play sports too’ or ‘wow, she loves shopping so do I’, therefore they will connect with the artist as they have common interest.
The target audience preferred watching music videos on their phones and on platforms such as YouTube. Since my sample is young, it is not a surprise that phones seem to be the most popular option to watch their content on. Additionally, in mine and my partner’s idea we plan to include a scene where Kim King talks on the phone to her boyfriend.
The female audience watched music videos approximately 6-8 times a week and the male audience watched music videos 0-2 times a week. These results are very surprising especially the males. Therefore when it comes to making our product, in particular the music video, we have to be very creative and unique so that the male audience will really want to see the video for out chosen song ‘Amazing’. This will be difficult as our chosen song highlights themes such as love and romance which males might find sappy. Therefore we have to steer away from the cliché love music video and make sure that we think outside of the box. 
The theme of romance was popular amongst the female audience and partying was favoured by the male audience. This is not surprising as females are known to be hopeless romantics and males are typically known to live the fast and exciting lifestyle. In order to satisfy both genders interests, we may include flashbacks of when the couple first met at a party and how it was love at first sight, therefore appealing to both genders of out target audience.
Both performance and narrative were liked, however when taking a closer look males liked performance more whereas females seem to like narrative more. Our idea consists of possibly having the artist dancing in a studio (performance) this was inspired by the music video for ‘Halo’ by Beyoncé and at the same time there will also be a story through the use of flashbacks (Narrative), which was inspired by Keyshia Cole’s music video for her song ‘Trust and Believe’, which also uses the technique of a flashback effectively.
When asked to describe their ideal artist in five words, words such as cool, young, fashionable, diva and fun were very common. I have to consider these words when constructing my artists brand as this is what will attract the audience to Kim King. We will also attempt to further connote these words in our products, in particular through the mise-en-scene, for example our chosen artist will be very fashionable and will be positioned in vibrant settings which are exciting and cool. Moreover, the performance will establish the artist as being a diva as her body language and facial expressions will connote her fierce personality.
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