"Music Discovery Still Dominated by Radio, Says Nielsen Music 360 Report"

The following is a small sampling of insights included in the Music 360 report:

Radio is still the dominant way people discover music

• 48% discover music most often through the radio
• 10% discover music most often through friends/relatives
• 7% discover music most often through YouTube

More teens listen to music through YouTube than through any other source

• 64% of teens listen to music through YouTube
• 56% of teens listen to music on the radio
• 53% of teens listen to music through iTunes
• 50% of teens listen to music on CD

Positive recommendations from a friend are most likely to influence purchase decisions

• 54% are more likely to make a purchase based off a positive recommendation from a friend
• 25% are more likely to make a purchase based off a music blog/chat rooms
• 12% are more likely to make a purchase based off an endorsement from a brand
• 8% of all respondents share music on social networking sites, while 6% upload music.

Music player apps are most prevalent, followed by radio and music store apps

• 54% have music player apps on their smartphones
• 47% have radio apps on their smartphones
• 26% have music store apps on their smartphones

Males purchase rock music most often, while females prefer top 40

• 38% of males purchase rock most often
• 15% of females (compared to 9% of males) purchase top 40 most often

Digital music is seen as a slightly better value than a physical CD

• 63% of purchasers identified digital albums as a very or fairly good value
• 61% identified digital tracks as a very or fairly good value
• 55% identified physical CDs as a very or fairly good value

Younger consumers who do buy digital tracks, are more likely to purchase new music immediately after its release

• 33% of teens purchased a digital track within one week of release
• 21% of persons 18+ purchased a digital track within one week of release

36% of teens have bought a CD in the last year; 51% of teens have purchased some kind of music download

18-24 year olds are most likely to attend a music event (among those who attend any type of live event)

• 7% attending once a week or more
• 30% attending once a month

Although 18-24 year olds attend more live events, teens are more likely to purchase T-shirts and posters while there.

• 54% (compared to 46% of 18-24 year olds) of teen attendees purchase concert tees
• 14% (compared to 7% of 18-24 year olds) of teen attendees purchase concert posters

Listeners enjoy hearing movie soundtracks over music related TV shows or video games

• 42% enjoy hearing music via music related TV show
• 59% enjoy hearing music via movie soundtracks
• 28% enjoy hearing music via music related video games

Older consumers have decreased their spending the most during the current economy

• 41% of respondents 55+ reduced their spending to a large degree
• 39% of respondents 45-54 reduced their spending to a large degree
• Only 28% of respondents age 25-34 reduced their spending to a large degree

This servey was produced by the company Nielsen, who have found out what ages tend to download music, how the more aged audience have decreased their spending, and also who tends to purcahse CD's and digital downloads.

This can help with determining how to attract my target audience to my digipak, and also when it comes to the advertisement in the magazine, which will attract the audience, but I also need to catch their eye and give them some form of persuasion, i.e offering digital downloads of the albums (yet still charging a price to do so), this can be done via iTunes, or even Spotify.

The survery produced by Nielsen, can also correlate with my own survey and back up some of my own results, as both surverys prove that the younger audiences are the most likely to listen to newer music, as well as purchasing the music. It also proves that more teens attend concerts, and that more males are most likely to go out and purchase rock music, whereas the females are more likely to listen to the more mainstream music which features on the top 40 charts.

Why I chose this genre?

I have chosen the rock/metal genre of music, as it is what I have been raised to listen to since I was a little child. Starting off with classic bands such as Queen, Bon Jovi and Whitesnake, before I gained my own knowledge which lead to listening to heavier bands. As well as this reason I also chose this genre due to it's ever growing audience. As well as the pop culture, and audience being a large population of the planet. The other genre with a large audience following up to the pop genre is rock and metal music. A lot of the audience that listen to more pop and mainstream music, also listen to rock when it comes to bands such as Aerosmith, Queen, and others from similar time periods.

Feedback from Polls

The above images are print screens of the polls which are placed down the side of my blog. Some are multiple choice questions which can help with the statistics of my target audience, the polls being available to all those who visit the blog. For example; 21 people have answered the gender question, saying that 11 of them were male, and 10 were female. This can be used in evidence to prove that slightly more males often listen to heavy metal/rock music, than females do. As well as this, the average age groups which the public thinks listem to rock music are mainly 18 - 24 and 25 - 34 years old, with the odd exceptions of those aged 12 - 17. This proving how the younger generations are most likely to listen to the heavier genres of music, this can be due to older generations being used to music they listened to when they were younger so they refuse to listen to other new genres.
Another question which some of the public answered was what age group do music videos mainly apply to, in which they answered with the same age demographics. This representing the demographics in the sense that a majority of the younger generations have access to the internet, and also technology that supplies the use of the internet - which means they also know about websites such as Muzu, and YouTube, this allowing them to watch music videos. They're also more in contact with the artists they listen to, due to the use of social networking sites such as Facebook, and Twitter. Which is where the artists often post about new albums, filming new music videos, and also releasing new music videos. With this, people also commented saying what they look for in a music video, when it comes to the use of stylistics, is mainly mise-en-scene. They have voted this the most important, due to the fact mise-en-scene covers costume, lighting, and also the setting. Which can help describe the narrative in music videos, film trailers, and films/television programmes. The costumes can help connote a character's persona, and also his role within the narrative.

Target Audience

When it comes to the target audience of the song/genre I have chosen to create a music video for, the audience are mainly those who stand out from mainstream groups. This meaning they dress differently, act differently, and also listen to different music. The target audience can be classed as niche, as they differ from mainstream audiences in many ways. The artists themselves are also clashed as niche, in the fact they don't follow the 'norm' that is expected in society.
The age groups which are often seen listening to rock music are 18 - 24, and also 25 - 34 years of age, with some groups of people from the ages of 12 - 17 also listening to this genre of music. This meaning that more people of a younger age are listening to heavier styled music, whereas those of an older age either listen to more mainstream music, or more aged music such as The Beatles, or even Queen in some circumstances.

The age groups for the target audience are those listed above, due to the fact they're mainly the ones who have time to listen to music, especially of that genre. Although they may not have a high income, they are more in contact with technology than those of an older age. This meaning they most probably have their own computer, or mobile phone, most likely both. They will also have a better understanding of the internet, than those who are older will. With their knowledge of the internet, they can stream music online, as well as downloading the music off torrent sites such as piratebay. They also know how to use iTunes, which is a site created by the company Apple, where if owning an Apple product, you can purchase songs at any time. This can relate to miniaturisation, and also how portable technology has become, if it is updated. The younger age groups often owning the latest phones, and other technologies, due to their parents, and saving up from jobs.

Chosen Video/Song

The song I have chosen to make a music video for is All I Want by the American band A Day To Remember. I have chosen this as it is one of my all time favourite songs, written by one of my favourite bands. This song being off their latest album 'What Separates Me From You', my favourite album of theirs. 

I also chose this song due to the video itself. I enjoy watching the video as the band have gotten other bands to join in from all around the world, who are filmed singing the lyrics. This can give a great atmosphere to the video itself, as well as giving the impression that the bands are all friends, and are their for the audience. Which fits in with the lyrics "All I want is a place to call my own, to mend the hearts of everyone who feels alone." Which backs up the idea of all the bands performing in the video, making out that they are their for the fans who need them, and listen to their music. Representing how support from the fans is there for the bands, and support from the bands is there for the fans.

The use of editing when it comes to the words and images on screen also represent the band themselves, as their style is quirky and also different when it comes to their other music videos. This can represent how their music style has changed ever so slightly, and isn't as heavy as it used to be on their old albums. But it still shows that they are the same band, and that themselves personally haven't altered or changed in any way.

The use of mise-en-scene within the video is continuous as all the bands are wearing similar styled clothing, and also roughly the same colours each time. They also match the stereotype of this genre, as some have long black hair, some are wearing eyeliner and skinny jeans, and others have a more aggressive appearance due to the mass of tattoos on their skin. This also representing how the fan base can also dress, once again letting them know that the bands are there for them no matter what.

The use of cinematography also gives an impression within this music video, as a lot of the shots are used as close ups, and low angles looking up at the different bands and band members. This making them look dominant, which can also fit in with the beat and pace of the song. The fast pace making the song sound rough, and also slightly violent yet strong at the same time.

Initial Ideas

These are the three initial ideas for the narrative/planning of my music, two of the ideas fitting with the lyrics, and the other idea being classed as an abstract video, this meaning it has no relation to the meaning behind the lyrics. With these, I can get a better understanding of what needs to be done for my music video, as well as what can feature in the music video. It will also help with planning out the actors costumes, makeup, actions, and movements.

Screamo Music Genre

The screamo genre is a sub-genre of hardcore punk, as well as the heavy metal genre, as well as emo music. The genre came around in the 1990's and since then has gained popularity throughout the years. Due to the quick increase in people listening to the music, a new name was actually created for the first wave of popularity, this being skramz.

        Screamo music generally uses typical rock instruments such as guitars, drums, bass - as well as featuring a brief compositions, chaotic rhythm and execution and also of course, the screaming vocals. The screamo vocals obviously giving the style of music it's name. A lot of screamo genre music does change, and they are all actually different. This being due to the fact when the singers are in fact screaming, no-one can ever match the sound to the same pitch and depth, it always has a variation with each singer. Some may have higher pitched screams, and the others may have a deeper scream.
      Image
When it comes to the image of the band members in screamo themed bands, their looks can often vary especially when it comes to the clothing, hairstyles and also makeup. Although the looks can vary, the members also seem to find a right look which expresses their style of music, and more often than not their feelings.
     Makeup
Screamo bands don't always have the image of makeup, featuring on their face or even just around their eyes. Although some bands have continued to carry on the style of glam rock, although their music may be very different from that style. One recent band which is famous for their makeup is a band going by the name of Black Veil Brides. They're famous for having simple, yet memorable makeup styles. Such as, black stitches coming from the corner of their lips, diamonds which stretch over their eyes and down their face, and also simple over exaggerated eye liner. Another band being Motionless in White, one of their members having the side of their face painted to look like a cliff side, which features a tree upon the top.
      Clothing
The clothing in the screamo genre can range from one thing to another, in today's age it's often difficult to determine who does actually listen to this genre - a lot of people often wear normal jeans or even track suit bottoms and tend to wear whatever tops they wish. But going with the theme of the fans, and sticking to the stereotypical views. Most screamo band fans, tend to wear band shirts, big boots or high top sneaker brands, skinny jeans and hoodies - sometimes the clothing may consist of having 'taboo' words featuring on it, or even violent scenes. The band members of the screamo genre roughly wearing similar styled clothing, or tight leather pants, or odd looking jackets and other items of clothing.
      Concert Performance
When it comes to the concerts performance from the audience's eyes, the usual thing to do would be to either headbang. Which consists of throwing your head back and forth, to the beat of the song. Or the "devil horns" which is a hand symbol, it's other more common name being the "rock on" hand gesture. Which is when the audience creates a fist, and then sticks out the two fingers which feature on either end of their hand.
The band members can basically do anything they want on stage, and literally do anything they want. From crowd surfing, to climbing up the railings of the stage which they're playing on.