LT - Focus Group

Over this weekend Kris and I did our focus group which consisted of five friends of the age 17 or 18 who were already fans of Kings of Leon and other bands within the genre. We played them our track, gave them a sheet of questions to answer in response to it and then pitched them our idea, asking for feedback. Here is an example of the questions:

Age?
Favourite band/artist?
1) In three words, describe how the song makes you feel.
2) In what sort of location would you expect the video for this track to take place? E.g. urban, rural…
3) What sort of music video would you expect to see for this song - performance, narrative or conceptual?
4) What sort of clothing do you imagine the people who sing the song to be wearing?
5) When you consume music videos, do you prefer to watch them with your full attention or are they generally something to put on in the background?
6) If you have any other suggestions about how we could improve our concept for the music video, please state them below.

From this focus group we have found out the following about our target audience:

• All five of people questioned said that an urban location would be suitable.
• Four out of five said there should be a performance element, three out of five said there should be a narrative element and only two suggested a conceptual video.
• The audience expectations of the band image is an 'indie' style, with skinny jeans, dark colours, casual style, shirts (and leather?).
• Four out of five said that they watch music videos mainly as background music whilst doing other activities.
• The group also collaboratively felt that using stop-motion would add another interesting element to the narrative part of the video, and that shooting in black and white would be a good idea. They also decided that although there should be a noir element to the video, it should not take over the narrative as this might just turn into a complete copy of an old noir film, which would not be an original or interesting idea. The group decided that just to reference film noir with some shot styles and use of black and white and noir motifs would be enough.