How did your products engage with the audience and how would they

be distributed as real media product?

The engagement of the audience is crucial when is comes to

construction of a media text as it is designed keeping in mind their
preferance and requirements.The codes and conventions of a
media product is largely dependant on the type audience that is being
targeted. 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.This
is because different types of consumers, prefer and engage with different
media texts and products in terms of age, gender and preference.

Therefore before the creation of our media products,name a music

video,digipack and a website,we conducted a survey using google
forms.This established what audience we would target along with the
codes and conventions we would follow.This was also done to get an
insight into the minds of our audience and what they preffered.The
survey 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,we concluded that the our audience is around the age of
13-17 and is largely female. These age groups in today’s day are
diffused and active audiences,they use technology and social media
,making them more socially aware of major issues and causes. They are
also digital natives;people who like their media portable and available
anytime so 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 indicated that our target audience is more drawn towards narrative
music videos;in which lyrics are often reflected within the story.The narrative
builds up interest of the viewer in the music video and it becomes a visual
representation of the song.And the second most liked music videos were those
with a performance.Keeping this in mind we made of a performace and a
narrative based music video.This is also the most common type of music video so
the audience is familiar with it.

Evidently, the majority of our target audience selected R&B as their favourite
genre. With these results of the survey another conclusion we made
was 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 on new media platforms like YouTube on their
phones etc.

Demographics and psychographics are both important elements 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 digital
technologies.

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

personality, values, opinions, attitudes, interests, and lifestyles. With
our survey results at hand,we were able to identify our target
audiences preferences such the type of music video they like watching
and the genre they favor. The demographics and psychographics also
helped us in producing our music promotion package and helped us on
deciding the type of music video we will be producing, that is a hybrid
music video with performance, narrative and concept simultaneously running.

The main idea or purpose behind conducting the audience survey was to
decide on the codes and conventions along with signs and symbols
of the decided genre, so that the audience can closely link with idea,
lyrics and purpose of the music video. The concept behind the music
video was to focus on gender identity and child abuse in Pakistan. The music
video is creating awareness amongst these people in order to ensure to
take such steps to stop such acts and concepts 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 regarding gender identity disorder.

Gender Identity Disorder is a controversial topic in Pakistan.It is

associated with shame and guilt 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.
We have therefore created Raven records to be an independent
record label which 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, global distribution of the music video will
be done through 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 which will create an access an for the
audience with no 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.

followed by this, since we have created a digi-pack, means that CD’s of the
music video will also be available on music and DVD Stores. Lastly, the
music video will also be available on the official website of the artist
which was created along with the music video and the digi-pak. It will
have an audience feedback section and the option to subscribe in order
to get updates. Furthermore, the website will also keep the audience
updates through live concerts, tours, shows and latest news, in order for the
media product to be distributed as real media text