Audience Research

Gender
Demographics may change when it comes to gender, as different genders may prefer different genres of music. Males may prefer more dominant and heavy music like rock, whilst females may prefer to listen to music from the charts like pop music.

Age
Age may vary when it comes to demographics of music videos, as an older audience may prefer an older artist or an older song or a slowed down song, unlike a younger audience who may prefer a younger artist who are more their age and can represent that particular age category, or an artist who produces a more upbeat song.

Education
People with lower education are more likely to listen to music that is in the charts rather than people with a higher education or those of the upper middle class who may have attended private school etc. who might prefer to listen to classical music because their parents or other family members listen to it.

Geographical location
People who live in urban area's may prefer to listen to rap/dance music as they can associate with the artist. People who live in a rural area may prefer to listen to more slower songs instead of upbeat songs. Also those who live in a popular farming area such as, Texas tend to listen to country music.

Lifestyle
Different people with different backgrounds will have different lifestyles. This could be impacted when it comes to music choices. For example, people who are upper middle class and who lead a rich lifestyle may listen to classical music and not like chart music which contains a variety of genres like the working class.

Institution Profile
Different institutions air different genres of music. Institutions are large companies that control markets of the products they distribute this can be anything that airs music such as, television, radio, the internet etc. Channels that air music include Viva, MTV, 4Music, Smash Hits, Magic, Heat, Scuzz, Kerrang, Capital TV. Radio stations include BBC Radio1, BBC Radio1xtra, BBC Radio 2, BBC Radio 3, BBC Radio 6, Capital Xtra, Classic FM, Kiss FM etc.

BBC Radio 1
Aims to entertain and engage a broad range of young listeners with a distinctive mix of contemporary music and speech. It's main audience is 15-29 year olds. This is similar to Ben Howard's audience as he targets a younger audience of this age range rather than a older audience.
BBC Radio 1extra
Is a spin off from BBC Radio 1 it tends to feature Hip-Hop music, R&B and grime. It plays songs that don't feature or get played on BBC Radio 1.
BBC Radio 3
Plays Jazz music as well as centres on classical, world music and opera music which will be aimed at the upper-middle classes rather than lower classes.
BBC Radio 6
Features songs from the last 40 years which are popular among many social classes, particularly the working classes, but some middle classes may also listen to these as well.
Capital Xtra
Like BBC Radio 1xtra, Capital Xtra is a spin off from Capital FM and similar they play the same genres of music which don't feature on the leading radio channel. The genre's include hip-hop, R&B, dance, and rap. They play the biggest songs of that moment.
Classic FM
Is the UK's favourite classical music streaming station. It plays the biggest songs produced by classical music composers.
Kiss FM
Specialises in hip-hop, R&B, urban and electronic dance music. It also broadcasts on DAB Digital Radio around the UK and nationally on Freeview, Sky and Virgin media.

Viva
Is one of the UK's leading music channel for new music and entertainment. It airs the UK Top 40 and shows exclusive videos for new music.
MTV
Is a 24hour entertainment channel. Not only does it play music it also airs popular TV shows and is one of the worlds leading networks for music.
4Music
Airs the latest music that is in the charts and like Viva features brand new never seen before music videos.
Smash Hits
Is aimed at teenagers and young adults, and plays Pop music. As well as a TV channel they also have a magazine which is published for the same age target audience as they do for their TV channel.
Magic
Plays mainly easy listening music and is based on their radio station magic radio.
Heat
Plays chart music and is based on their radio station Heat Radio.
Kerrang
Is the worlds number one Rock Music TV channel. It does not air any other music other than rock.
Capital Tv
Is like Capital radio and plays the latest chart music and videos.

The song that i am making my video for will feature on specific radio stations and music channels. As Ben Howard is in the singer/songwriter genre, he only has a niche audience and does not appeal to the mass audience. Therefore he will only appear on certain channels and radio stations. The song that i am doing by Ben Howard is Depth Over Distance, he frequently appears on Radio One Live Lounge this means he will feature on Radio 1 more than any other radio station. Radio One is known for covers of other songs done by famous and upcoming artists. The music of the songs which are played on the Live Lounge tend to be purely instrumental based, very rarely are they upbeat. As Ben Howards audience is mainly aged between 15-30, and the audience for Radio One is aged between 15-29 it is ideal for his songs to be played on this station. None of the other radio stations listed appeal to this particular genre. Also he would be played on this station as they tend to cover a lot of live festivals/performances from them, and he is known for doing festivals as many of his songs are instrumental based.

The music channels that would feature Ben Howard would be Viva and 4Music. This is because he rarely features in the charts he only features in the charts of his genre on Itunes. Similar artists to Ben Howard include; Ed Sheeran and Jamie Lawson, however these two artists are more popular and have a bigger audience/fan base, therefore they appear on different radio stations like capital and music channels like capital TV.

The demographic group of Ben Howards audience would be the working class, as the age range is between 15-30. Also as he would only appear on Viva and 4Music, it means he will only appear on Freeview channels as these two music channels are the leading ones on there. But you can also get these channels if you have Sky etc, which means different classes may listen to him but it is very unlikely. Typically people have Freeview if they cannot afford different TV brands, and in most cases it is aimed at the working class as it is cheaper for those who are on a lower income.

Questions

1. Where do you watch music videos?
2. What genres do you listen to and why?
3. What would encourage you to watch more music videos?
4. What do you enjoy about music videos?
5. Do you prefer narrative that follows a story of the song lyrics or abstract music videos and why? 
6. What music video did you last watch, and what did you enjoy about it?
7. How do you discover music?
8. How often do you watch music video's? Everyday, 2-3days, 4-5days, every week, every month, never.
9. Do you feel that music videos contribute to the songs success?
10. Do you prefer music videos with special effects?