Question 3

1. Question 3
What have you learned from your audience feedback?
Music video
Both positive and negative feedback from previousaudience feedbackreviews-
From the mainfinal focusgroup that wasconductedI foundthat a large majorityof these comments
were positive asthe fourmembersof our focus group likedthe musicvideo.Withinourfocus group
panel, we had four girlswho are within the target audience agesrange Theyare all aged 18 and this
meantthat they wouldbe the generation hatthe musicvideoisaimedat specifically.Thiswasgreat
for us as it meantthat we were able toget a good understandingandopinionsof those whoenjoyed
the musicvideo.Before askingthe fivequestionswe madesure thatthe whole panel hadwatchedthe
musicvideo atleast2timessotheywere all able torememberthe contentandforthe mediaproduct
tobe freshintheirminds.Thisaudiencefeedbackhasbeenableto emphasisethe successof ourvideo
and alsogive uswaystotweakthe producttomake it evenmore professional,andforotherproducts
that we create to be even better/improved.
The earlystagesof audience feedbackstartedbefore
the music video was being created. This was done
withthe firstfocusgroupwhere the panel waslarger.
This focus group was primarily used to ask the
audience if they liked the idea of the music video
before we started to create it. This was done so that
the creation of the music video could run smoothly
and the inclusion of audience ideas could be usedto
make sure that the target audience is targeted
correctly.
A link to the first filmed focus group is below:
https://www.youtube.com/watch?v=Cmw-OfpOZq4
The second part of the audience feedback process has been done through an online survey (results
available on my blog) where a larger number of people were asked of their opinions of the plan for
the musicvideo.Thiswasconductedafter the firstfocus group as I did not feel the resultsthatwere
collected were enoughto base our research and production on. The third use of audience feedback
was based on the latest questionnaire process after we had started production and had edited the
footage that was collected to a basic standard. This then offered the audience to see what we had
done with the original ideas and whether they had been changed. This included surveys and
questionnaires that I had carried out when the music video was being edited. This was done by
handinga questionnaire to4 panel members,the same as those whowere chosenforthe final focus
group video. These questionnaires were simple and asked basic questions including:
 Q1: Do you like the use of black and white filter when the female protagonist is dancing?
 Q2: Do you think that the storyline is clear?
 Q3: would you add anymore events to improve the storyline?

2.  Q4: is there anything you would do to improve the video as it is now?
The use of the same 4 panel members as the final focus group meant that we were able to see how
theylikedwhathadbeendonetothe videoclipstoimprovethe final product.The imagesbelow show
the results from the survey that was carried out with the candidate’s answers written in basic and
simplistic English. Here are some screen shots of the online survey conducted at the start of the
production process.

3. I have alsocreated a table belowto show the resultsina more organisedformatfromfeedbackhalf
way through the production process.
Question Candidate 1-
Harriet
Candidate 2-
Hannah
Candidate 3-
Chloe
Candidate 4-
Daisy
Q1: doyou like the use
of black and white
filter when the female
protagonistisdancing?
The black and
white filter looks
effective as it
shows how the
actressis isolated.
Yes, I thinkthat this
filter makes sure
that the audience
understands the
contrasting lives of
the characters.
YeahIthink thatitis
effective.
It helps the
audience to
understand the
two different
locations.
Q2: do you think the
storyline is clear?
Yes, although I
think that there
shouldbe apartin
the music video
where the male
character meets
someone at the
end to make the
audience feel
happier.
The storyline is
confusing because
when the
characters walk
past each other it’s
hard for the
audience to
understand why
this happened.
Yeah because there
is a huge
combination of
camera angles that
highlight the mood
and atmosphere.
Yeah the use of
specific shots has
enabled me to
understand what
is happening.
Q3: would you add
anymore events to
improve the storyline?
The meeting of a
new character to
keepthe audience
involved.
No, I think it is
simplisticandclear.
I would make sure
that there is an
introduction of
happiness towards
the end for the
male actor.
No as I like the
way it has a small
number of events
that are shown in
depth, instead of
having lots of
events and
allowing the
audience to not
understand.
Q4: is there anything
you would do to
improve the videoasit
is now?
I think that the
video is great but
the use of a fade
at the end would
be great.
I would include a
ghosting effect
when the female
dancer is singing to
add a different feel
to the video for the
audience.
I would include a
small groupof short
clipsto look back in
the past and
remind the
audience what has
happened.
I would reduce
the focus on the
male protagonist
bumping into
another man and
only use this as a
small part of the
narrative.
These resultshave made surethatIhave pushedmyability toworkwiththe audienceandtechnology
to create the most effective piece of media. From the comments above it is easy to see that the
audience wantedcertain improvements and this was great as it then enabledme to make sure that
the electronic rock/pop genre was being brought throughand demonstrated throughout the visuals
and lyrics. This also included genre characteristics. From this small audience feedback I was able to
see that there were certain areas that neededto be changed. Because of this feedback I have been
able tomake sure thatthe genreisfollowedmore specificallyandIhave changedthe useof characters
fromthe original storyboards.Ihave changedthe largefocusonthe male protagonistsfallingoutwith
another male character because the audience candidate 4 said that this area was focused on and
emphasisedtoo much. It took away the focus from the female dancer which thenruinedthe whole

4. narrative thatwasoriginallyplanned. Anotherareathathasbeenchangedisause of a fade transition
atthe endof the musicvideo.Thisintroductionof afade toblackwill allowthe audience tounderstand
that the video has now come to an end and allows the audio to fade out at the same time.
Final Focus group
The final focusgroupwasone of the most important piecesof feedbackforme asitshowedhow well
or notwell the processhasbeenandwhetherthe amountoftimeputintothe producthasbeenworth
it.The final focusgroupwascarriedoutafterthe research,productionand editingprocesses hadbeen
completed. It acts as a final evaluationof the success and effectivenessof the video and how it has
targetedthe audience.Fromthe focus group, we hadbothpositiveandnegativecomments,firstIam
going to look at the positive comments from the focus group.
Positive Questionsandcommentsfromthe Final focusgroup: Whatpositive commentswere made.
Q1-What did you like about our music video?
“I reallylikehowyoucutonthe beatasitreallyfitswith
the musicand the visuals”Thiscommentwas made by
Harriet and focuses on how well the editing has been
done. The cut on the beat was used deliberately to
make sure that the visuals and audio link together to
followAndrew Goodwin’sconventionsandtheorytobe
applied. This is good whenwanting the music video to
make sure that the music video is able to have
continuity throughout.
‘” I like the contrast withthe black and white theme”Thiscommentwas made by Hannah and point
outs out the use of filters in the music video. The use of black and white filters has been used to
highlightwhenthefemaleprotagonistis dancingandperformingtothe camera.Thishelpstohighlight
a large emphasisonthe narrative andshowshow the livesof the twocharactersare verydifferent,It
is able to alsoshowthe Levi StraussBinary oppositesbetweenherlife inside andthe male actors life
outside. From this comment, the use of the black and white filter is effective.
“I like the contrast between the narratives in the music video” Daisy commented on the video and
said that she liked the use of narrative throughoutthe video due to the way it was bene filmed and
the shots that have been used. The use of different mise en scene has enabled the video to show
different areas of life and how people can be different.
Q3- Favourite parts and why?
‘I reallylike the use of differentlocationswithlotsof
mise en scenes being introduced regularly’ Harriet
mentioned this comment which allowed me to
understand that the choices of mise en scene are
correct and they are effective for the audience. It is
important and I’m glad that a member of the panel
likesthe use of differentlocationsasthisshows they
have beentargetedandhave beencontinuouslyentertainedthroughoutthe musicvideo.Ialsothink
that thiscommenthasenabledme tobe positiveaboutfutureproductionsasitencouragesme touse
a large amountof locations.Iam gladthat I have useddifferentlocationsasitallowsthe narrative of
the musicvideotobe highlighted,forexamplethe isolationof the female dancerisemphasisedusing

5. a blank/simplisticindoordance studio.Thisenablesthe audience tosee the feelingsof the dancerin
more depth and means that there is a link between lyrics and visuals.
‘I like the performance bits with the dancing’ Chloe. From this comment, I have been able to
understandthatone of the candidate membersisentertainedbythe performanceareasof the music
video.Itisimportantbecauseit’sgoodtosee how the sceneshave beenviewedbythe audience.This
enablesme toinclude the use of performance inlatermusicvideosasitfollowsgenre characteristics
and common conventions of music videos, entertaining the audience correctly.
‘goodhowit keptoncuttingback to earlierbits’daisy.Thiscommentismainlyfocusedonthe editing
skills that have been applied to the music video. It is important that all parts of the process work
together. I like the fact that candidate 4 has enjoyedthe use of editorial skills and how the clips are
usedtogetherwithcuttingback to previousclips.Thisenablesthe audience tobe remindedonwhat
has happened earlier on in the video and the use of black and white filters has been able to make it
clearto the audience thatthese clipsare frommemories.The montage isusedtoshow how time has
passed and the characters’ lives have progressed.
Q4- What image do you think we have given the audience and why?
‘I like howyou have followedthe conventionsof electronicrock genre and it alsocan relate to some
indie videos as well’ Harriet. This positive comment shows how the audience have seen the use of
genre characteristics included within the music video. These common conventions and genre
characteristics are demonstrated using black and white filters, performance, costume and mise en
scene.One of the maimusesof genrecharacteristicswastheuse oflocation,withurbanmise enscene
representing a rock aspect of the music video and the use of costume. The costume of the male
protagonistwaschosenspecificallywithdarkcoloursincludingburgundy,black,whiteandgreywhich
are common coloursof electronicrock/popgenre,andthis has enabledthe audience,andmembers
of the panel to compliment and be targeted correctly by the music video.
‘I think the image of don’t judge a book by its cover is good between the two characters’ contrast’
Hannah. This image has been demonstratedwell and this has meant that the original plan has been
successful.Ilike howone of our candidatespointedoutone of the keyaspectsof the narrative andI
have appliedthe use of Levi StraussBinary opposites withinthe musicvideotomake sure that there
isa more detailedmeaningtothe storyline. The contrastbetweenthetwocharactershave madesure
that the audience can relate to at least one of the characters’ lives through close up camera angles
showing emotion.
Q5-Would you buy this album and why?
 ‘yeah I would buy it as I really like the song’ Hannah
 ‘yeah I think the music video really helps as its really good and promotes the song’ Harriet
 ‘yeah its good I like the genre of it’ daisy
 ‘I would buy it as it relates to the younger generations’ Chloe.
Fromall the commentsabove ithasbeenshownthat the candidateswouldbuythe album‘Megalithic
Symphony’fromthe promotionthatthe musicvideohascreated.Itisimportantthatthe musicvideo
has beensuccessfulandthiscanshowthatthe filmsandaudiothatIhave usedhave beenthe correct
choice. From the feedback that has been collected from the candidates the music video has been
enjoyedandseenasa goodsource of entertainment.Thiswasthe mainaimof the productionandto
know that the candidates want to buy the album is very important.

6. Above is a screen shot of a like on Tumblr that has been made by a follower.
Negative: questions and comments from the final focus group: what negative comments were
made.
What can be improved?
‘I thinkthat the two characters couldbe made more clearin how theyrelate to each other’Hannah.
This comment shows how there should be a clearer storyline when it comes to how the characters
now relate intermsof lifestyle.The use of a clearerstoryline wouldbenefitthe videoasit will mean
thatthe audience are able tounderstandwhathashappenedtothe twocharacterstomake themfeel
the way they do. These feelings are shown during the music video but the catalyst is not shown in
detail.The focusonthispart of the narrative wouldbe beneficial andallowsthe audiencetorelate to
the bad events in the characters’ lives and allows the link between visuals and lyrics to be clearer.
‘I think maybe they should sing more of the lyrics’ Chloe.To lip sync more of the lyrics would make
sure that the entire piece of audiohasmore of a connectionwiththe characters and the visuals.The
audioandthe characterswouldrelate moreasitwouldlooklike the lyricsare relatingtothe emotions
of the mainmale andfemalecharacteristics.Ialsothinkthatitwouldbe importantthatboththe main
characters sing the lyrics so that the audience can see that they are both similar emotionally.
‘start singing towards the beginningand then stops towards the end so maybe maintainthe singing
all of the waythrough’daisy.The continuationof singingthe lyrics willmake surethatthe musicvideo
has more continuity and will maintain the emotions of the characters throughout. This will increase
the amount of understanding for the audience and allow this to make them want to continue
watching.Byusingthe lipsyncingtowardsthe enditcanalsoallow the audiencetofeel asthoughthe
music video is well plannedand throughout withperformance being one of the main focuses of the
video.
How these comments may change the way you work in the future?
Both the negative andpositive commentsmade bypeers,teachersandthe audience have beenable
to shape the way I produce content and make sure the content that I am creating is effective and
targetsthe correct audience.Fromthe negative comments,Ihave learntthat criticismiskeyand the
need for improvement is always necessary. For example, comments about the music video which
suggest improvement have allowed me to understand the needsof the audience and what kind of t
entertainmenttheywanttosee.The audience feedbackwill meanthatinthe future,I will be able to
do things in a better and improved way. These areas are listed below:
 The way I work in a group
 The way I use technology
 Editing skills

7. These skillsabove will be improved due to the amount of audience feedback that I have collected.I
will be able to work in a group successfully through developing the skills of teamwork, making sure
that everyone istreatedfairly andallocatingrolesthatsuitthe groupmemberandthat will be putto
the bestuse possible.The wayI use technology hasbeenimprovedoverthisprojectas I have learnt
that there is a certain way of using hardware. This includes cameras,tripods and sliders etc. All this
equipmenthasbeenusedinthelatestprojectandIhave madesurethatthe correctlensof thecamera
is usedand the correct tripod.Whenfilminginthe urban settingI made sure that a tripod was used
to create clearand stable footage.The use of editing will alsobe a lotbetteras I have had time over
the productionof the musicvideo to developthese specificskills.Ihave beenable tomaster the use
of Premiere Prothroughaddingablack andwhite filter.Thisskill hasalwaysbeenratherhardforme
as itneededalotof focusandthe abilitytobrightenandhighlightcertainareasof the images.Overall
this project has enabled me to improve all skills including team building and more practical camera
skillsandwill enablefutureprojectstobe well planned.Thiswill meanthatthe workwillbe of abetter
standard(more professional) andwill Increase the likelihoodof people wantingtoworkwithme in a
team.
What the comments taught you about the process of producing and Editing a music video?
The commentshave meantthatthe processhasbecomeharderandthere hasbeenmore pressure on
whatthe musicvideowouldturnoutlike(whatthe finalproductwouldlooklike). Because theproduct
isbeingmarkeditisimportantthatitlooksprofessionalandhasthe rightfinish.Thisincludesmeeting
all genre characteristics and common conventions that should be involved to target the audience
effectively. Both production and editing have both been important and along the way I have made
sure that the audience were keptupdatedwiththe latestideasandresearchaboutthe chosengenre.
Thisupdatingcanbe shownthroughmyA levelTumblrblogwhereIhave postedeachandeverystage
of the project to keep the audience updated. This has enabled me to then collect feedback before,
duringand afterthe projectiscompleted.Fromearlycomments,IhadwaysinwhichI couldimprove
the storyline, which then meant that production areas needed to be changed including the
storyboards and shooting schedules. The audience comments have also enabled me to improve my
editingskillsbyshowingthemearlycutsof filmandaskingforopinionsonthe use of transitionssuch
as fadesof dipto black. The commentsoverall have made me see thatthe processisa lotharder and
precise than I first thought. This is because of the need to please the audience as well as following
common conventions. I think that it is important to take into consideration the comments that the
audience make as it increases the likelihood that people will buy the album that I have created.