JB - Emap Questions

How do audiences consume music videos

There are different ways in which audiences consume music videos, one of the ways si that they are a casual viewer, which means that they only watch it during an advertisement, only for a few minutes, or are just menu rotating. Passive however is when there is a commitment to the music channel they are watching, whether it is a certain programme they like, or a certain artist, so they have a passion for the music which is being played. There are also people who are called focused and ambient, focused is similar to causal, however, the consumer is more attentive and there is a deeper relationship towards this. Ambient is similar to passive, but there is less surfing, a larger audio appeal, mass appeal and impact repetition. Focused viewing largely attributed to, new songs, favourite artists or a specific programme they are watching. Ambient viewing occurs when there is music in the background, non stop music and to match the mood someone is on. There are also communal and solo consumers, and they also can be ambient and focused. Ambient communal takes place when there are pre-social events or the workplace, ambient solo multimedia sharing, multi tasking and using the TV as radio. With focused communal is dance routines and cheesy favourites, for solo focused it is ‘quick hit’ commercial focus, video hunting and youth magazine.

What considerations has this research raised in terms of planning your production.

This has raised the question in how cheese want it to appeal to your audience, for an ambient audience, our music video will mainly have to be performance based, as it will be easy to flick through the channels for, it would be also good for people in a communal pre social meeting, also in solo ambient people could listen to it like radio as they are multi tasking. However if we wanted to do a narrative emusic video, it would be targest towards the focused group as it has to be watched from the start as the ambient audience will flick to the channel halfway through and would understand the whole meaning of the song. Also if we wanted to produce a dance music video, it would be there would be dance routines involved, this would be appeal more to the communal ambient audience as they would want to learn the dance routines.