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 60 sec audio clips of the songs With video stimulus 60 sec video clips of the songs

• 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

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

• rder of the songs rotated every time, as

well as “de-tox” questions separating each round

80-100

• Chartbuster material, likely to be one of the biggest songs of

the year

60-80

• Likely to be a big hit

40-60

• Likely to do well if promoted aggressively and if the film

supports the song through a strong situational appeal

<40

• Is a non-starter, and may do well only if the film is received

exceptionally well and the entire album works as a result

LIKEABILITY SCORE BENCHMARKS

• 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 MUSIC PRE-TEST: CASE STUDY

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

COCKTAIL SONGS RATING

RECOMMENDATIONS

• Set to be one of the biggest hits of 2012
• It should be used as the lead song of the soundtrack

Tum Hi Ho Bandhu

• 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

Daaru Desi

• 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 Yaariyaan

RECOMMENDATIONS

• 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 Tera Naam Japdi Phiran

• 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 Second Hand Jawaani

• Are non-starters, at least for the Mumbai audience, and

should not be used for promotions Luttna & Jugni

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