The first question was 'What Is Your Gender?'. Out of the 23 responses we gained in total, 16 of them were from females and only 7 were from males. This tells me that females may enjoy the indie genre more than males. Also, of these females 13 out of the 16 were within the 16-21 age range category, along with 4 out of the 7 males. Overall, this shows me that the primary target audience that appeal to the indie genre the most, are within the 16-21 age range.
The third question was 'Who Is Your Favourite Indie Artist?' and to make sure that our feedback is relevant to what appeared to be the primary audience of the indie genre, we filtered the results to only see the 16-21 age category. This left us with a total of 17 out of 23 responses. For this question we received answers of: Lana Del Rey (5), Lorde (3), Sia, Amy Winehouse, The Kooks, The 1975, The Arctic Monkeys and Hozier. When we looked at which gender had chosen which artists there was a very clear correlation between the gender of the respondent and the artist they’d chosen; females picked female single artists and males picked male bands.
Question four was 'What Is Your Favourite Indie Sub-genre?'. The options for this question were: pop, rock, folk, alternative and other. The most popular option was 'pop' with 8 responses. However, the distribution was still fairly even between 'rock' and 'alternative' gaining 4 and 5 votes each. the other two options gained no votes. This shows that pop is the most favourable however, it is very varied.
Question five was 'What Type of Artist Do You Prefer?'. For this question there were five options: single female artist, single male artist, female band, male band, mixed band. Out of these options, 'female single artist' was by far the most popular with 11 out of 17 votes. This is consistent with the answers for favourite indie artist; ten of the responses were female single artists. The other popular options were a male band with three votes (again conforming to question three’s responses), and all other options got one choice each.
Question 6 was 'Do You Prefer a Music Video That...' with the options being: features mainly a live performance, features mainly a narrative including the artist, features mainly a narrative with other actors, features a mixture of both live performance and narrative. The most common answer was, 'features mainly a narrative including the artist'. The options, ' features mainly a narrative including other actors' and ' features a mixture of both live and narrative performance' received four and five votes each. The least common was 'features mainly live performance'. This shows me that the audience prefer a music video that features some sort of narrative performance instead of just live performance. They also prefer for the artist to be within the music video themselves.
Question seven was, 'Do You Prefer a Complex or Simple Narrative?'. The 'complex' option for this question received 13 out of the 17 votes. This was expected as typically, the target audience for the indie genre has psychographics of enjoying intellectual topics, things with complex and deep meaning, and controversial topics.
Question 8 was, 'Do You Prefer a Narrative with a: sad ending, a happy ending or a narrative that isn’t resolved.' This question refers to Todorov’s narrative theory and after analysing existing music videos, there is a mixture of all three options. This was reflected in the answers as the 17 responses were split fairly evenly through the three options, with 'a happy ending' being the most popular with 7 votes.
Question 9: 'What Tone(s) Would You Like to See Whilst Watching an Indie Music Video?', showed a variety of different responses. This question was a multiple choice option meaning that the person could pick any option they wanted. This means that the options were fairly even as people could pick more than one. However, the most popular with 10 votes was 'emotional'. This was also expected as indie music videos conform to Barthes codes theory suggesting that there are semiotic and symbolic codes throughout creating a deeper meaning. Also, as indie artists are typically represented as 'normal' and as social mediators (Deborah Holdsteins theory), they become more relatable and explore topics that the audience may have gone through themselves or can relate to on an emotional level. The least popular option was 'humour' which is also expected as it is not a code or convention of the genre.
The final question: ‘What Do You Expect to See in an Indie Music Video? was a comment box. Some answers were:
• Black and white because a lot of indie music videos have black and white in them
• I want to be able to watch the artist because I like them and want to emphasise with their life.
• Something that other artists won’t do like referencing controversial topics.
• I like it when you don’t see the artist and they’re trying to deliver a message instead of having the audience just focus on them. For example, in Chandelier when the actress dances to represent poverty.
• Something that has a deep meaning and not something materialistic and stupid like in pop videos
All of the responses conform to the codes and conventions of the indie genre and are what you would expect to see in a music video. The answers can help me to decide what to include in my video when I create it.
How can this help me?
Overall, the responses have played a big part in choosing my target audience for my music video. I have learnt that the gender that enjoys the indie genre the most is female and the primary target audience should be 15-21. The fact the majority of the responses throughout the rest of the survey were from these two categories, the responses will help me decide further details about my music video as I can use this survey as a reference point when making decisions.
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