Audience Research

Who? Teenagers and Young Adults.

Age? 16-25 because they can relate to the characters more than an older
generation as the music video revolves around a young couple, and young love.
Youths/young people tend to be stereotypically hopeful towards young romances
due to the common ideology portrayed in most movies that to have a romantic
relationship at a young age is the norm.
Other types of media consumption? Other types of media that our audience
consume are movies, magazines, social media, radio and television programs/
television adverts. Access to a variety of media forms is important because it
gives them a larger insight into society. Young people often use a variety of
media specifically to gratify their musical desires. For example, internet sites
such as YouTube promote music from all around the world through formats such
as music videos, lyric videos, vlogs and artist interviews. In the first quarter of
2015, more than 80 percent of global internet users had visited YouTube in the last
month. Applications such as Spotify, Tidal, Deezer, Apple Music and SoundCloud are
frequently used on an international scale to promote and distribute music by giving
people contracts and deals where they can listen to as much music as they want for
a certain price, e.g. Apple Music is 9.99 a month. The majority of these apps also
provide the music video for the songs being listened to so that they have the option
on how they consume their music either just audibly or with visuals as well.
Who do they identify themselves with? Artists, music producers, music
video directors, and music labels. Music is associated to its artist. For example,
Taylor Swifts single Out of the Woods was produced by Taylor Swift, Jack Antoff,
and Max Martin, and the music video was directed by Joseph Kahn. Our music
video is identified with Yasmin and I because we are the directors, Gabrielle Aplin
as she performed the song and wrote it with Nick Atkinson, and Mike Spencer
because he produced the single and video. The song is also associated with the
Academy Award-nominated dramatic film Brooklyn, as the track was featured in
the main film trailer. Music artists also identify themselves with their record
labels, for example Gabrielle Aplin is with, and has had contracts with,
Parlophone, Warner Bros. Records, EMI, and Never Fade Records.
How much do they consume? In 2015, overall music consumption tracked by
Nielsen Music grew 15.2 percent to 549.4 million track equivalent albums and
streaming equivalent albums. These are metrics that convert digital purchases
and streaming activity into albums for purposes of comparing consumer activity
over time. It is apparent that as the years have progressed music has been
consumed more through online sources such as YouTube and Streaming sites,
like Spotify and SoundCloud. According to Nielsens Music 360 2014 study, 75%
of Americans say they actively choose to listen to music, which is more than they
claim to actively choose to watch TV. When it comes to how were listening, the
story is largely a digital one. Americans streamed 164 billion on-demand tracks
across audio and video platforms in 2014, up from 106 billion in 2013. Not only
did the number of streams in 2014 exceed the number a year earlier, but the
pace of weekly streams hit new heights. For example, the week ending Nov. 9,
2014, marked the first time that total streams for one week surpassed 4 billion.

Through these statistics it is evident that the majority of music is now consumed
online, which enforced the idea that Music Videos have increased in popularity.
Who do they consume it with? It is evident that as technology is advancing,
more people are consuming music in different ways. The advantage of speakers,
such as a Bose speaker, is that people can share their music with family and
friends easier through music projection. Also, just by sending a link to a music
video on YouTube, through social media or via text message, individuals can
easily share and consume music with a variety of people. However, in contrast
the widespread use of earphones can encourage someone to listen to music
independently.
When sharing music young people are especially good at this as they are usually
more familiar with internet usage. They often share links with friends to songs on
Facebook, show each other YouTube videos, and so promote song through word
of mouth. They also use applications such as Deezer, Tidal, Apple Music, Spotify
and SoundCloud.
The effect it is having on them and the effect they have on it? Different
music genres appeal to different people, different age groups, and satisfy various
gratifications. For example, people often listen to calming and sorrowful songs,
usually with a more acoustic vibe, to relate to when they are feeling down - they
will often consume this alone. Songs that fit this category would be Dancing On
My Own by Calum Scott, and When I Was Your Man by Bruno Mars. A happier
song would be rise by Katy Perry as it is empowering. In addition, a rave song
often heard at parties, and played more by youths as they are aired on radio
stations such as Radio 1 which have a mainly younger audience, is One Dance
by Drake as it has an upbeat synthesised rhythm and a bassline that is simple to
move to. Rave songs are simple to interpret which means that a wider variety of
people can enjoy them and listen to them at parties and in social situations.
Music videos can also be influential to peoples style they may dress similarly
to artists as they think it is cool, this is often how new fashion trends arise. Music
videos can also change peoples perspective about the song or their views on
something, as it can give them a different outlook on the lyrics or beat to how
they originally interpreted it, this makes music more interesting. The variety of
radio stations and also music downloads cater for all music genres for example,
Classic FM plays classical music whereas Radio 1 plays recent chart tracks; the
contrast in radio station shows how music has evolved over time and how older
and niche music still makes enough revenue to continue playing when competing
with modern pieces as all music is more accessible through most media formats,
e.g. radio, TV, music apps such as iTunes and Spotify, the internet and social
media.
Case Study Research Tortoise in Love

What Themes and Ideas are portrayed? Themes and ideas that are
presented in Tortoise in Love are romance, hope, and relationships. The genre of
the film is a British romantic comedy. The idea at Britain is small and rural is
emphasised through the fact that the protagonist Tom is helped by his local
community when wooing Anya.
How did the promote their text to their audience? They went on radio
shows, such as Heart FM and BBC Oxford News. They also promoted the film
through TV interviews, and they held a premiere at West End Odeon in London it was broadcast live on the BBCs One Show to over 4 million people. There were
articles placed on the online versions of SoGlos, The Cornish Guardian, The
Oxford Mail, The Buckingham Advertiser, Lynn News, and The North Somerset
Times amongst others.
What platforms did they use? Social media platform such as Facebook pages
and Twitter feeds were created to help promote the Tortoise in Love more widely
so that a larger audience range would be aware of the upcoming feature film.

These articles are from:

http://www.bfi.org.uk/sites/bfi.org.uk/files/downloads/bfi-case-study-tortoise-inlove.pdf.

Guy Brownings answers:

1. What experience did you originally want the audience to have when watching the film?
I wanted the film to be a gentle romantic comedy that everyone could enjoy. I knew that a lot of different
people would be involved in the making of the film - from children to retired people - and I wanted to make
sure we had a film that appealed to everyone. I also wanted everyone involved on screen and off to have
a sense of achievement - that we'd all made a film together that we could be proud of.
2. What inspired your initial idea for 'Tortoise in Love'?
In general I was inspired by the films of Richard Curtis such as Love Actually and Notting Hill. These are
very popular romantic comedies that most people love. It's very easy to make depressing films or horror
films or violent films but much harder to make ones that are about generally nice people doing generally
nice things.
Specifically, the village fete was the inspiration - every year we did fantastic things for the main event at the
fete which made everyone laugh and that everyone liked being involved in. I thought that could be the
backdrop for our love story.
3. Who do you perceive to be your main target audience?
My first audience was everyone in the village. Then we wanted to get as wide as possible audience across
the country. We ended up selling it as far afield as Australia and the USA.
Lots of people seem to enjoy it but most especially younger and older people.

Final Part of Audience Research

Identify your core audience Our core audience are teenagers. As we have a
story involving growing up into teen years, we feel that the age group of 12-18 is
most suitable for our music video as they can engage with the story more.
Identify your broader audience Our broader audience would involve adults.
Even though the narrative involves young children growing into teenagers, adults
could engage with a similar memory of their youth and it could trigger a sense of
nostalgia for the wider audience.
Collect feedback from your audience that will affect your text using

Surveys/polls/questionnaires

The overall
outcome of our
poll was that
the most
preferred music
video is those
that are
performance
based. The
second
favourite was
narrative and the last was concept based. Although our music video will be
narrative, we will take on board the fact that people chose the performance
because of the emotion and expression it adds to the music and ensure that we
can enforce that same emotion into our video. This has therefore influenced our
production as we will work to produce a video that can provide the same emotion
the audience get in a performance, through an engaging story.
Decide who this will effect/change your ancillary texts and if they are
the right platforms for your target audience.
Our narrative production is aimed at teenagers and young adults, as they can
relate to the young characters well, and so our ancillary texts will also be aimed
at this target audience. The magazine article we will create is an effective choice
because many teenagers especially and stereotypically females read
magazines, therefore they will come across a review of Home. In addition, the
album cover is a significant ancillary text as it will promote our music video well
and to both genders because the vast majority of young adults listen to and
buy/source music. Both of these platforms will promote our music video to not
only our target audience, but to a wider market.