Results of Hip-hop questionnaire ► By Nathalie Boakye

Introduction  This presentation is a clear summary that will explain the use of a questionnaire to find out relevant information from my target audience, based on the hip- hop genre and the project I am working on.  The method used in this questionnaire is quantitative, however, those being interviewed were given, at some stages, the opportunity to express any reasoning for their answers.  By using this methodology, I will be able to collate the data and present it in a suitable format (charts and graphs), which allows audience interaction, in order to understand the information presented.

Audience Profile  When carrying out research, it is important to identify the audience’s profile to ensure that I am questioning those that are part of my target audience and those who are not. This will help me identify if there are any links or variations to particular topics that may be relevant to all music genres.  As I had interviewed 16 people, I ensured a balance between both genders. This is because all of my final products will be aimed at both genders with different backgrounds. Again this could help identify any similarities and differences between both perspectives.  According to the age group bar chart, the majority of my interviewees were between the ages of years. This outcome was a result of mostly undertaking my questionnaire in college, where there is a strong likelihood that I will find more young people than adults. However, the chart does identify that 7 people between the ages of , and 1 person between years were interviewed in this research. Therefore, this indicates that there is a balance between the ages, even though the location was inappropriate.

Audience Profile II ► The importance of including employment status to my research will identify and explain the work backgrounds of my interviewees. ► 50% of those who were questioned said that they are full-time students. This is a reflection of their age group as they were between years. However, the number of part-time students was only 11%. ► The breakdowns also indicate that 17% work part- time as well as another 17% worked full time. Only a minority of 6% declared that they were unemployed. ► Nevertheless, the questions offered a multiple choice for people to choose more than one category. For example, some students may have circled unemployed and full-time student, to represent their employment background.

Music Video Consumption Buying music (CD’s and online stores)  The way in which music is being consumed by the audience, was identified when 63% stated that they would mostly use Youtube to watch music videos.  31% preferred consuming music videos via the various television stations available, such as MTV, Kiss and Channel AKA.  According to those that chose Itunes as a means of viewing videos, it is known as the ‘place to go when you want to download rather than being a place to search’. This also explains why Last Fm was not nominated as a popular website to consume music videos.

Music Video Consumption II  The average length of an expected music video was agreed by 14 people to be 3-4 minutes. On the other hand, the recurring 2 people believe that the music video should be longer than 4 minutes as an introduction to the song will be necessary, before the song starts. According to them, it will make the video look more attractive and interesting if presented well.  Furthermore, the person who selected more than 7 minutes continued from the point mentioned that ‘half way through the song the music can stop and that specific scene continues to build up to the climax of the song and then returns back to the song. The video should also end with a 10 second finish, which will close the music video’.

Music Video Consumption III ► 11 out of 16 stated that they would only pay a maximum of £5.99 for my CD single, while 9 out of 16 said that they would pay the same maximum price for a general CD or for downloading. ► The diagram above indicates that none of those asked would spend more than £12 on my single but there was a different response when they were asked how much they would spend on average per month on legally downloading and buying CD’s. Most of them agreed that they would prefer not to spend more than £27.

Hip-hop Correlation and Production  To identify any correlations to hip-hop, I asked my 16 candidates who their favourite artist was. More than half indicated that they preferred a different artist than the ones that are mentioned. 4 out of those 7, mentioned an artist by the name of Trey Songz, to be their favourite artist. 4 out of 16 stated that they enjoyed listening to Wiz Khalifa who is a new and very popular hip-hop artist.

Hip-hop Correlation and Production II  The evolution of Hip-hop has formed its own culture and therefore, has created a language that best suits the style of the genre. “It is colloquial, urban and metaphoric, which can be decoded” according to Jay-Z, king of rap. Hip- hop is primarily known for using informal language. This is because it is created to reflect the rhythm of the song. The results to this question show that 6/10 believe that the use of informal language is more associated to Hip- hop.  The importance of portraying certain props in an advertisement or CD cover has been considered as very important, according to 10 people. This is because the representation of the genre, through the images speaks out to the audience without having to add any words to the display. In order to establish this notion, another question was asked; the participants were to select as many images which they would relate to as hip-hop. The importance of maintaining Mise- en Scene through props to correlate to Hip- hop

Hip-hop Correlation and Production II  Over the years, the colour scheme of hip- hop has remained as vibrant as it has been from the start of its journey. In fast beat songs, most scenes are displayed with various colourful lightings, props and outfits. Again this can be linked to mise- en-scene because it is correlating to the song. Some artists, therefore, use bright colours extensively to create a fashion statement. This becomes a signature to artists like Nicki Minaj, who is recognized for her Barbie pink and print style.  63% of my participants agreed that the use of patterns, vibrant and wild colours such as Neon should be represented in an up-beat love song.

Comparisons  From what I have gathered from all my participants, Chris Brown, Jason Derulo, Mario and Keyshia Cole have all gained a reputation for producing songs related to stories about a broken hearted person.  Moreover, when asked whether it was essential for a music video about love (Mario’s song ‘Let me love you’), to illustrate scenes of passion, 13 out of 16 partakers claimed that this aspect was indeed important. When asked to elaborate their response, I was informed that the video will be more relevant to the lyrics of the song if the imagery is reflecting them. Another explanation given to me was that ‘ if the video was not relevant, you wouldn’t even watch it’.

Summary  By creating this presentation, it can be concluded through the results shown, that most interviewees have responded to what was primarily predicted.  From the responses and suggestions made by the participants, I have been able to establish some useful ideas that can be used for my projects, such as:  - Introductory scene before the song starts  - Uploading the music video to YouTube  - Reasonable Price  - Relevant props (clothing/ make-up etc)  - Relevant narrative  - Credible mise-en-scene (bright colours)