Music Pre-test Product Overview TWO SCENARIOS FOR MUSIC PRE-TEST - PowerPoint PPT Presentation

Music Pre-test Product Overview

TWO SCENARIOS FOR MUSIC PRE-TEST With audio stimulus With video stimulus 60 sec audio clips of 60 sec video clips of the songs the songs

MUSIC PRE TEST  Music pre test is conducted to understand the likeability of songs before release, sometimes before shooting them  Stimulus – 60 sec audio or video clips of all the songs depending on the stage at which Music Pre test is being conducted  Songs take time to build up on listeners  The first reaction to a song is often not the eventual reaction  Hence, the approach for the Music Pre-Test research factors this reality

MUSIC PRE TEST – RESEARCH FLOW Respondents are exposed to the music stimulus - 60sec clips of the songs (maximum 6 songs) After each song, they are asked to rate their likeability of the song on a scale of 0- 10 This process is repeated 5 times, with the order of the songs rotated every time, as well as “de -tox ” questions separating each round

LIKEABILITY SCORE BENCHMARKS • Chartbuster material, likely to be one of the biggest songs of the year 80-100 • Likely to be a big hit 60-80 • Likely to do well if promoted aggressively and if the film supports the song through a strong situational appeal 40-60 • Is a non-starter, and may do well only if the film is received exceptionally well and the entire album works as a result <40

COCKTAIL MUSIC PRE-TEST: CASE STUDY  This test was conducted in Mumbai only, using audio stimulus  Following seven songs were tested 1. Tum Hi Ho Bandhu 2. Daaru Desi 3. Yaariyaan 4. Second Hand Jawaani 5. Tera Naam Japdi Phiran 6. Luttna 7. Jugni  Let’s look at the results

COCKTAIL SONGS RATING 96 95 100 93 92 92 80 75 74 73 75 66 60 57 52 50 50 53 49 49 49 47 40 45 44 30 36 28 29 20 16 20 15 12 8 15 6 8 2 7 0 R1 R2 R3 R4 R5 Tum Hi Ho Bandhu Daaru Desi Yaariyaan Tera Naam Japdi Phiran Second Hand Jawaani Luttna (Saif Ul Malook) Jugni

RECOMMENDATIONS Tum Hi Ho Bandhu • Set to be one of the biggest hits of 2012 • It should be used as the lead song of the soundtrack Daaru Desi • Is a strong track which should which take only about 2-3 weeks to become a hit • Hence, it can be promoted closer to the film’s release Yaariyaan • Has very high potential, but will require time to pick up(increases only in R5) • It should be the second track after Tum Hi Ho Bandhu in the promotions

RECOMMENDATIONS Tera Naam Japdi Phiran • Has some potential, but it shows no growth from R1 to R5 • Hence, it should be used either in the week of release to build the story further, or immediately after the release Second Hand Jawaani • Seems to have limited potential purely on the audio • However, if the video has high appeal, the audio scores are at least good enough to boost the song’s chances Luttna & Jugni • Are non-starters, at least for the Mumbai audience, and should not be used for promotions

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