What have you learnt from your audience feedback?
Initial audience researchFor our feedback we decided on a target audienceto aim our product. We used GRASS to help usoutline our target audience.,G - both male and femaleR- mainly of white ethnicity, but our productcould really appeal to people of any raceA – 12- 21S- C1 to E ( lower middle class through toSubsidence)S – mainstreamers
Demographic and psychographic profilingWe used demographic and psychographic profiling to help us todetermine what audience our product would target.From using the socio economic scale of demographic profiling we hadworked out that our target would be grouped from C1 through toE, this includes: Lower middle class(skilled non manual eg. Salesassistants, shop floor advisors), Skilled working class (skilledmanual eg. Electrician, plumber), Lower working class (semi skilledeg. Assembly line workers, cleaners), Subsidence(unskilled, pensioners and the unemployed)Psychographic profiling assumes the audience to be complex and tohave certain needs which must be gratified. We used Young andRubicams crosss-cultural consumer characteristics whichcharacterises people in terms of their own personal aspirations. Thegroup we decided our audience belonged to was the mainstreamers;which is basically 40% of the market, which is the largest sectionof the market. This is a group that seeks security in conformity and‘fitting in’, tending to go along with the masses.
Maslows’ hierarchy of needs We looked at Maslows’ hiearchy of needs which is his theory on audiences’ needs, which links in with the uses and gratifications theory of how audiences use media texts to fulfil their basic needs. The theory basically outlines how humans strive for ‘self actualisation’ to be unique from others and fulfil their own potential in life. There are physiological needs, safety and security needs, belonging needs and esteem needs. I think our media product successfully fulfils these needs, which important for any media text, if they want to reach their audience.
How did we set out to appeal to our audience?We had used a variety of techniques when producing ourproduct, in order to help our product appeal to our audienceand visibly attr,acting.This included, green screen, splitscreen, a variety of different shots, colour grading andediting effects. These all helped to make our productvisibly attractive and look like a professional video.
Colour grading and editing To keep our video visually interesting and to keep it looking professional we used appropriate editing techniques in final cut to produce our final product. We used colour grading, which helped to give the video the retro look we wanted on the narrative, also the fact that somne of the narrative illustrates past tense events, the colour grading makes it easier for the audience to establish that these are events that occured in the past and can be seen as flashbacks. We also experimented with the pace in order to keep the visuals in correspondance with the beat of the music; speeding up parts as well as slowing down parts of the vide. Near the end of the video, we rewind time to the present tense of the narrative, this helps make the whole story in the narrative much more interesting and keeps the audience entertained.
ShotsIt was important we used a wide variety of differentshots to keep our audience visually engaged on the musicvideo. Shots like the close-up shots were particularlyimportant in able for the lead singer to gain aconnection with the audience.We had medium shots of the whole band, in able toestablish them as a band and show them all together .We included low angle shots and high angle shots thatkept the video visually interesting and constantlychanging so that audience wouldn’t become bored.One ofthe high angle shots in particular of the fox on thepark, works really well as we can tell this is a shotwere the fox is upset and lonely and high angle shotswork well at almost demeaning the subject. All in allthis would make the video look much more professional.
Shots MediumClose up, Shot ofTwo shot Whole bandClose up Low angleOf lead shotsingerLong shot High Angle shot
Split screen Towards the end of the music video, we knew we needed to keep the audience engaged as they could get bored, we used split screen using a variety of shots, some split screens with close up or medium shots and a variety of angles, this would keep the audience entertained and again, increase the professional look to our video. The audience can watch whats going on on both sides of the screens and this looks visually interesting and appealing to the eye.
Green screenGreen screening was really important in our music video;with the performance shots we could really establish themas a band, especially the shots of the whole band withthe logo in the background. Using green screen workedreally successfully with our music video and definitelygave it more of a professional quality.
Audience testingBefore publishing the final edit of ourmusic video we knew that audience testingwould help to give us an insight intowhat our chosen audience did actuallythink of the video. We asked themquestions related to the video. Wevideoed students in the studio and filmedtheir responses, the videos are on theaudience testing of the evaluation.Questions included: what aspects of thevideo made it unique or stand out toother music video?, we found out thatthe main aspect that they found uniquewas the ‘dancing fox’ which they thoughtgave the video a ‘fun and bubbly’ feel toit. This is something we had set out todo from deciding on the branding of ourband and how we would reflect thatthrough the video.
Another question: Do you think the product lookstypical of a music video? And what aspects of itwere most convincing? An answer we got to that thenarrative worked really well and helped the videoto look convincing. Another answer was that themain singer worked well, with accurate lipsynching.We also asked: Do you think the music videocorresponds well with the music pace and genre?We were told that yes it did, what mainly helpedwas the shots of the instruments in time with thebeat, which we knew would be important as for ourband belonging to the indie-pop genre, performacewith instruments was an important aspect.
With our ancilary task feedback we found that theythought using a theme (the mug shot theme) workedbest and made it much more appealing and eyecatching to look at, like it would grab yourattention if you were to see it on a shelf.
We found the audience testing very successful and usefulbefore the publishing of our music video. We were able tobe sure that things that we had specifically done in ourmusic video, like for instance the fox had worked welland in the way that we intended; we could be sure thatour decisions in the production of our music video weregood decisions and had the desired effect on the audiencethat we wanted them to. We asked if there anyimprovements that they personally thought could be madeto the video and they replied that there wasn’t anyimprovements that they felt should have been made, whichwas a very pleasing answer.
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