Background Information
The theory of the Long Tail can be boiled down to this: Our Culture and Economy are increasingly shifting away from the focus on a relatively small number of hits ( mainstream products and markets) at the head of the demand curve, and moving toward a huge number of niches in the tail. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare.
The key purpose of the research had been to find out what kind of music, the potential target audience for my music video, are interested in and listen to. The key purpose, however, had been to find out whether the audience is interested more in 'mainstream music' ( genres including RnB and Pop) that has high demand and the artists gain a world wide recognition or 'niche' music which would include artists that are less popular, have low recognition and have 'limited liabilities' to create songs and music videos.
Fifty students have been asked in different age groups, between 12-18, as it is important to cover all potential target audience. As well as different age groups, the students are different nationalities and races- as the result this certainly could play an impact on the results.
There had been plenty of questions asked, including:
The theory of the Long Tail can be boiled down to this: Our Culture and Economy are increasingly shifting away from the focus on a relatively small number of hits ( mainstream products and markets) at the head of the demand curve, and moving toward a huge number of niches in the tail. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare.
The key purpose of the research had been to find out what kind of music, the potential target audience for my music video, are interested in and listen to. The key purpose, however, had been to find out whether the audience is interested more in 'mainstream music' ( genres including RnB and Pop) that has high demand and the artists gain a world wide recognition or 'niche' music which would include artists that are less popular, have low recognition and have 'limited liabilities' to create songs and music videos.
Fifty students have been asked in different age groups, between 12-18, as it is important to cover all potential target audience. As well as different age groups, the students are different nationalities and races- as the result this certainly could play an impact on the results.
There had been plenty of questions asked, including:
- What is your favorite genre?
- List/Name your favorite artist(s)
- Do you use Youtube to listen to the song?
- Does the music video have an affect on the opinion of the song?
- How often do you listen to music?
- Do you purchase/ stream music?
- Do you download music for free through the use of 'piracy' websites?
Results
- As the students become older, their understanding of music changes as well as their taste. As the students progress through school, the older students become more interested in 'niche' market and less well-known artists
- Many younger students, especially between the ages of 12-14, are highly influenced to what music by their friends. For example, had mentioned 'I listen to music, that my friends are interested in. Why? I do not know' This certainly shows lack of knowledge of potential music that could be listened to.
- Amongst the girls- Katy Perry, Beyonce and Rihanna are the favorite artists
- Amongst the boys- the most popular genre would be Rap and Hip- Hop, which consists of artists like Lil Wayne, Drake and Eminem
- Music that the students listen to reflect on the cultural backgrounds of the students. For example, Bulgarians prefer listening to their traditional music because it had been something that they had been brought up with.
- Over 60 per cent of students do not only stream music online but also prefer to download rather than purchase the songs
- Through the research, I have found out that platforms including Vimeo and especially YouTube, have massive popularity amongst the younger generations.
- The question about the influence of music video had been asked, and most of the students had answered that the video does not affect the opinion of the song.
Conclusion
The research why I have carried out Long Tail Research had been to find out the importance of platforms including YouTube. As the result, in the 21st. century, large finance is not required in order to achieve high demand products, but actually its the process of attracting the users. Furthermore, dance routine would not be required in order to create a high quality product.
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