Written By Mashail Aamir

3. How did your products engage with the audience and how
would they be distributed as real media products?

Ans. Engaging the audience in the product is the most important because it is
designed by their preference or requirements. The audience looks for the most
convenient way to consume the music video and only if it fulfills their requirements.
It is necessary to establish a target audience as the codes and conventions of media
products depend on the type of audience. Consumers of any media product engage
and prefer different media texts or products, factors that influence their decision can
include age, preference and gender. Thus it is necessary for creators to produce a
media product after identifying their target audience.

Therefore, before making our media products, that include a music video, digipak
and a website, we conducted a survey using Google forms. This was done to
establish what type of audience we will be targeting and what will the codes and
conventions that must be followed in our media product. It was necessary for this
survey to be carried out, as it would provide us with a clear direction of creating a
media product for the specified audience. Consequently, the questions that were
designed gave us the exact image of our target audience. From the survey results we
were able to identify our audience, they are around the ages of 13-17 and is largely
female. These age groups in today’s day are constantly using technology and are
heavily active on social media making them more socially aware of major issues and
causes. With technology teens know what they want and what they like. From our
survey results we can gather that many use YouTube to watch music video and is a
common site.

The results indicate that many watch music videos on a daily basis and are interested
more in the narrative concept of the videos as many relate to the lyrics and what is
being said in the song. But it also engages them in the music video and creates an
interest. Keeping this in mind, we are now know what our target audience is and
where they prefer to watch music videos as well as the content present in the video
itself.
Written By Mashail Aamir

After thoroughly analyzing our results, we came to the conclusion that evidently
many selected R&B, as their favorite genre. With the results of the survey we were
able to conclude that viewing music videos is still something general audiences does,
since due to technological convergence and the increase in digital technologies
everything is so compact and readily available, audiences watch music videos using
applications like YouTube on their phones which allows them to have an easier
access to such platforms.

Target Audience can be defined as a particular group at which a product such as a

film or advertisement is aimed at. As producers it was necessary for us to identify
our target audience. Demographics and psychographics are both essential aspects of
our research as it is the base of our planning and research decisions.

Demographic is a term used to describe a market segment. This includes gender, age
and class. With the use of our survey, we were able to distinguish the age and
gender of the targeted audience. Therefore it was coherent that our targeted age
group is 13-17, this was no surprise as many people at this age now have access to
Written By Mashail Aamir

digital technologies and thus they would be active on such sites that are a platform
of music video streaming.

Psychographics is way of segmenting market based on the consumer's personality,

values, opinions, attitudes, interests, and lifestyles. With the aid of our survey results
we were able establish our target audiences preferences such the type of music
video they like watching and the genre they favor. We noticed that many opt for
narrative and performance based music videos, this could be because many can
relate to the message being translated through the video, it could be a strong
emotional note that attracts the audience or just an entertaining way to spend their
time.

Conducting a survey allowed us to decide on the codes and conventions along with
representation and symbols of the decided genre, so that the audience can closely
link with concept, lyrics and purpose of the music video. The concept behind our
music video was to focus on Gender Identity Disorder and Child Abuse in Pakistan.
The music video is creating awareness amongst these people in order to create an
environment, which is accepting, and kind to one another as well as take steps to
present any abuse or maltreatment that occurs on a regular basis in Pakistan. With
our concept portrayed in our music video of a young boy struggling to accept
himself, our target audience can relate to idea of our protagonist trying to find
himself and his voice and some might identify with his difficulty with gender identity
disorder. Through our music video we are trying to establish a larger population of
the Pakistani society in the aim of increasing our target audience.

Gender Identity Disorder is a controversial topic in Pakistan and there is a lack of

awareness and help centers but in recent years many NGO's have raised awareness,
social media has been one of the main sources of such a change. The number of
reported child abuse cases in Pakistan has risen by 10 percent in the last year. This
music promotion package along with our record label company, “Raven Records” will
be trying to promote acceptance within our society as well improve and create
awareness amongst people of age 13-17 to take steps and work towards the
betterment of our society.
Written By Mashail Aamir

Our record label, Raven Records will be an independent record label and therefore
will also identify as a distribution company and will be promoting local bands and
artists along with Pakistani culture and music. The ideological structure of our record
label is such that through their artists and bands and the music they produce they
want to highlight societal issues in the society such as Gender Identity Disorder and
Child Abuse.

As we live in the online age, the music video through the distribution company of
our record label will be available on online platforms such as YouTube, the bands
official website and various social media platforms of the both the band and the
record label. Consequently, the music video will be released on local music channels
such as ARY Musik, Geo Kahani, Indus Music and Play Entertainment etc, and thus
creating an access an for the audience that does not have access to the internet.
Along with this, the audio format of the song will be released on local radio channels
such as City FM 89, FM91 and Mast FM 103 etc. Moreover, a poster of the band and
their album 01-05-2017 will also be published in local music magazines for the
promotion of the Music Promotion Package.

Subsequently, our digipak, which includes a CD, will be distributed and accessible in
local music and DVD stores. On that note, the music video will also be available on
the official website of the band which was created along with the music video and
the digipak. It will incorporate an audience feedback and comments section, a follow
up with the bands latest tour dates and stay updated with any change by joining
their mailing listing, in order for the media product to be distributed as real media
text.