To learn more about the consumption habits of my main target audience I interviewed a random selection of people from the age demographic I would be targeting. The answers they provided were interesting and helped me to gain a better understanding of my target audience generally and specifically in the area of music video consumption.
Evaluation of results
When do you watch music videos?The majority of the participants said that they usually watched music videos after they had been to school, mainly at night or in the evening. This is an example of music videos being used for a sense of escapism, when the theory of Uses and Gratifications is applied which is unsurprising as much of video production is used for this purpose. Additionally, however two of the participants said that they usually watch music video mainly because one of their friends has shown them it and told them to watch during their free time in school. This shows how music videos can also be used for social purposes and therefore the answers can be again related to uses and gratifications in this respect as they are being used to enhance social interaction which is one of the uses described in the theory.
Where do you watch music videos?
The main place that the participants said they liked to watch videos was at home or school using the school Wi-Fi. The main negative point that was raised fairly regularly was that the videos used up too much mobile data when on the move and so watching them when traveling wasn't practical. For traveling it was the preference of the participants to just listen to the song rather than watch the videos from their favourite artists. Overall there was a preference of viewing music videos at home or at school where the internet can be connected to easily and with no additional costs.
What devices do you use to watch music videos?
In response to this question I received three answers, that it was either by using a phone, a computer or by using the a TV. My expectation was that the main method of viewing music videos was via a mobile phone as this is something I have seen in my own everyday experiences, however the findings subvert this view substantially as 2 out of 4 preferred using the TV or computer to their phones, this more than likely being because of the larger screens. Even more surprisingly 2 said that for the most part they watched music videos on music channels rather than the internet. This is surprising to me as the internet's audiences are constantly increasing whereas television viewers are steadily decreasing, however this 50/50 split supports that TV is still a likely device to be used in music video viewing.
How much does an album cover factor into the buying of/ not buying of, an album?
When faced with this question a lot of the participants saw that it was inconsequential how good an artist's album covers where if they already knew them however one person saw the need for a house style to be present in artists cover art. This may be because the customers of albums want to be able to identify with an artist and if they varied their art styles too much some of this use, spoken of in Uses and Gratification theory, could be lost to the audience. It is also practical as it helps the customer to recognise their favourite artists in a shop. As well as this some participants said that when looking for new artists in shops then the art on album covers can help persuade them to purchase an album if it is eye catching and interesting.
How likely are you to spend time on an artists websites?
Most participants only went on artists websites if they knew the artist well and wanted to find out more information about them and occasionally search for new from them. One point that arose was that social media was just as effective however for them to find out about their artists. Most also agreed that it was more likely for them to go on the websites of the artists if the link to the website was provided in YouTube videos etc. and therefore that it was convenient for them.
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