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Results of Hip-hop questionnaireResults of Hip-hop questionnaire

►By Nathalie BoakyeBy Nathalie Boakye

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IntroductionIntroduction

This presentation is a clear summary that will This presentation is a clear summary that will explain the use of a questionnaire to find out explain the use of a questionnaire to find out relevant information from my target audience, relevant information from my target audience, based on the hip- hop genre and the project I am based on the hip- hop genre and the project I am working on.working on.

The methods used in this questionnaire is The methods used in this questionnaire is quantitative, however, those being interviewed quantitative, however, those being interviewed were given at some stages the opportunity to were given at some stages the opportunity to express any reasoning for their answers. express any reasoning for their answers.

By using this methodology, I will be able to collate By using this methodology, I will be able to collate the data and present it in a suitable format (charts the data and present it in a suitable format (charts and graphs), which allows audience interaction, in and graphs), which allows audience interaction, in order to understand the information presented.order to understand the information presented.

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Audience ProfileAudience Profile When carrying out a research, it is important to identify When carrying out a research, it is important to identify

the audience’s profile to ensure that I am questioning the audience’s profile to ensure that I am questioning those that are part of my target audience and those those that are part of my target audience and those are not. This will help me identify if there are any links are not. This will help me identify if there are any links or variations to particular topics that may be relevant or variations to particular topics that may be relevant to all music genres. to all music genres.

As I had interviewed 16 people, I ensured a balance As I had interviewed 16 people, I ensured a balance between both genders. This is because all of my final between both genders. This is because all of my final products will be aimed at both genders with different products will be aimed at both genders with different backgrounds. Again this could help identify any backgrounds. Again this could help identify any similarities and differences between both perspectives. similarities and differences between both perspectives.

According to the age group bar chart, the majority of According to the age group bar chart, the majority of my interviewees were between the ages of 13-18 my interviewees were between the ages of 13-18 years. This outcome was a result of mostly undertaking years. This outcome was a result of mostly undertaking my questionnaire in college, where there is a strong my questionnaire in college, where there is a strong likelihood that I will find more young people than likelihood that I will find more young people than adults. However, the chart does identify that 7 people adults. However, the chart does identify that 7 people between the ages of 19- 24, and 1 person between 49- between the ages of 19- 24, and 1 person between 49- 52 years were interviewed in this research. Therefore, 52 years were interviewed in this research. Therefore, this indicates that there is a balance between the ages, this indicates that there is a balance between the ages, even though the location was inappropriate.even though the location was inappropriate.

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Audience Profile IIAudience Profile II► The importance of including employment The importance of including employment

status to my research will identify and explain status to my research will identify and explain the work backgrounds of my interviewees.the work backgrounds of my interviewees.

► 50% of those that were questioned said that 50% of those that were questioned said that they are full-time student. This is a reflection of they are full-time student. This is a reflection of their age group as they were between 13-18 their age group as they were between 13-18 years. However, the number of part-time years. However, the number of part-time student was only 11%.student was only 11%.

► The breakdowns also indicate that 17% work The breakdowns also indicate that 17% work part-time as well as another 17% worked full part-time as well as another 17% worked full time as employed). Only a minority of 6% time as employed). Only a minority of 6% declared that they were unemployed. declared that they were unemployed.

► Nevertheless, the questions offered a multiple Nevertheless, the questions offered a multiple choice for people to chose those that are choice for people to chose those that are applicable. Therefore, some students may have applicable. Therefore, some students may have circled unemployed and full-time student, to circled unemployed and full-time student, to represent their employment background.represent their employment background.

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Music Video ConsumptionMusic Video Consumption

Buying music (CD’s and online stores)

The way in which music is being consumed The way in which music is being consumed by the audience, was identified when 63% by the audience, was identified when 63% stated that they would mostly use Youtube stated that they would mostly use Youtube to watch music videos.to watch music videos.

31% preferred consuming music videos via 31% preferred consuming music videos via the various television stations available, the various television stations available, such as MTV, Kiss and Channel AKA.such as MTV, Kiss and Channel AKA.

According to those that chose Itunes as a According to those that chose Itunes as a means of viewing videos, it is known as the means of viewing videos, it is known as the ‘place to go when you want to download ‘place to go when you want to download rather than being a place to search’. This rather than being a place to search’. This also explains why Last Fm was not also explains why Last Fm was not nominated as a popular website to nominated as a popular website to consume music videos.consume music videos.

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Music Video Music Video Consumption IIConsumption II

The average length of an expected The average length of an expected music video was agreed by 14 people to music video was agreed by 14 people to be 3-4 minutes. On the other hand, the be 3-4 minutes. On the other hand, the recurring 2 people believe that the recurring 2 people believe that the music video should be longer than 4 music video should be longer than 4 minutes as an introduction to the song minutes as an introduction to the song will be necessary, before the song will be necessary, before the song starts. According to them, it will make starts. According to them, it will make the video look more attractive and the video look more attractive and interesting if presented well.interesting if presented well.

Furthermore, the person who selected Furthermore, the person who selected more than 7 minutes continued from the more than 7 minutes continued from the point mentioned that ‘half way through point mentioned that ‘half way through the song the music can stop and that the song the music can stop and that specific scene continues to build up to specific scene continues to build up to the climax of the song and then returns the climax of the song and then returns back to the song. The video should also back to the song. The video should also end with a 10 second finish, which will end with a 10 second finish, which will close the music video’.close the music video’.

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Music Video Consumption IIIMusic Video Consumption III► 11 out of 16 stated that they would 11 out of 16 stated that they would

only pay a maximum of £5.99 for my only pay a maximum of £5.99 for my CD single, while 9 out of 16 said that CD single, while 9 out of 16 said that they would pay the same maximum they would pay the same maximum price for a general CD or for price for a general CD or for downloading.downloading.

► The diagram above indicates that The diagram above indicates that none of those asked for this none of those asked for this questionnaire would spend more than questionnaire would spend more than £12 on my single but there was a £12 on my single but there was a different response when they were different response when they were asked how much they would spend asked how much they would spend on average per month on legally on average per month on legally downloading and buying CD’s. Most downloading and buying CD’s. Most of them agreed that they would of them agreed that they would prefer not spend more than £27. prefer not spend more than £27.

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Hip-hop Correlation and Hip-hop Correlation and ProductionProduction

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

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Hip-hop Correlation and Hip-hop Correlation and Production IIProduction II

The evolution of Hip-hop has formed its The evolution of Hip-hop has formed its own cultures and therefore, has created a own cultures and therefore, has created a language that best suits the style of the language that best suits the style of the genre. “It is colloquial, urban and genre. “It is colloquial, urban and metaphoric, which can be decoded” metaphoric, which can be decoded” according to Jay-Z, king of rap. Hip-hop is according to Jay-Z, king of rap. Hip-hop is primarily known for using informal primarily known for using informal language. This is because it is created to language. This is because it is created to reflect the rhythm of the song. The results reflect the rhythm of the song. The results to this question show that 6/10, believe to this question show that 6/10, believe that the use of informal language is more that the use of informal language is more associated to Hip-hop.associated to Hip-hop.

The importance of portraying certain props The importance of portraying certain props in an advertisement or CD cover has been in an advertisement or CD cover has been considered as very important, according to considered as very important, according to 10 people. This is because the 10 people. This is because the representation of the genre, through the representation of the genre, through the images speaks out to the audience without images speaks out to the audience without having to add any words to the display. In having to add any words to the display. In order to believe this notion, another order to believe this notion, another question was asked for the participants to question was asked for the participants to select as many images, which they would select as many images, which they would relate to as hip-hop.relate to as hip-hop.

The importance of maintaining Mise- en Scene through props to correlate to Hip-hop

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Hip-hop Correlation and Hip-hop Correlation and Production IIProduction II

Over the years, the colour scheme of Over the years, the colour scheme of hip-hop has remained as vibrant as it hip-hop has remained as vibrant as it has been from the start of its journey. In has been from the start of its journey. In fast beat songs, most scenes are fast beat songs, most scenes are displayed with various colourful displayed with various colourful lightings, props and outfits. Again this lightings, props and outfits. Again this can be linked to mise-en-scene because can be linked to mise-en-scene because it is correlating to the song. Some it is correlating to the song. Some artists therefore, use bright colours artists therefore, use bright colours exceedingly, to create a fashion exceedingly, to create a fashion statement. This becomes a signature to statement. This becomes a signature to cases like Nicki Minaj, who is recognized cases like Nicki Minaj, who is recognized for her Barbie pink and print style.for her Barbie pink and print style.

63% of my participants agreed that the 63% of my participants agreed that the use of patterns, vibrant and wild colours use of patterns, vibrant and wild colours such as Neon should be represented in such as Neon should be represented in an up-beat love song.an up-beat love song.

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ComparisonsComparisons

From what I have gathered from all my From what I have gathered from all my participants, Chris Brown, Jason Derulo, Mario participants, Chris Brown, Jason Derulo, Mario and Keyshia Cole have all gained a reputation of and Keyshia Cole have all gained a reputation of producing songs related to stories about a producing songs related to stories about a broken hearted person.broken hearted person.

Moreover, when asked whether it was essential Moreover, when asked whether it was essential for a music video about love (Mario’s song ‘Let for a music video about love (Mario’s song ‘Let me love you’), to illustrate scenes of passion, 13 me love you’), to illustrate scenes of passion, 13 out of 16 partakers claimed that this aspect was out of 16 partakers claimed that this aspect was indeed important. When asked to elaborate their indeed important. When asked to elaborate their response, I was informed that the video will be response, I was informed that the video will be more relevant to the lyrics to the song if the more relevant to the lyrics to the song if the imagery is reflecting. Another explanation given imagery is reflecting. Another explanation given to me was that ‘ if the video was not relevant, to me was that ‘ if the video was not relevant, you wouldn’t even watch it’.you wouldn’t even watch it’.

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SummarySummary

By creating this presentation, it can be By creating this presentation, it can be concluded through the results shown, concluded through the results shown, that most interviewees have that most interviewees have responded to what was primarily responded to what was primarily predicted. predicted.

From the responses and suggestions From the responses and suggestions made by the participants, I have been made by the participants, I have been able to establish some useful ideas able to establish some useful ideas that can be used for my projects.that can be used for my projects.