A2 Evaluation - Question 3

2. Our Target Audience
Our target audience for our music video was 16-24 year old
females.
We chose this demographic due to information that we gained
from a survey that we created using ‘Survey Monkey’.We
designed the survey after choosing our song as we wanted to
know which demographic it was best suited to.
We discovered that the preferred genres of 16-
24 year olds were ‘indie’ and ‘pop’ which was
perfect as our song is described as ‘indie pop’.
90% of the survey participants were female so
we decided to target this gender.

3. We held a showcase so that we could
obtain audience feedback.We distributed a
written feedback sheet and we also filmed
responses.
Showcase
Feedback Sheet

4. Here is a vlog where we address the written
feedback:

5. Here is our verbal feedback:

6. Target Audience
From our written feedback we learned that the majority of
people (16/24) thought that the target audience for our music
video was teenagers and youth, with some (6 people) specifying
a female audience.This shows that our music video successfully
targeted our audience.The creative decisions that we made in
order to cater to a young audience, such as having a young
performer and fashionable locations and costumes, paid off as
these made it clear what demographic we were targeting.
An answer that stood out, however, was someone saying that
they thought that the audience could be ‘anyone’, which I think
demonstrates the versatility of our video.

7. Catering to Our Audience
In order to make our music video more appealing to our target audience, we looked at
their likes and dislikes.
From our ‘Survey Monkey’ survey, we found that participants
valued ‘editing techniques’ and ‘mise-en-scene’ the most in a
music video. For this reason we used various interesting
editing techniques, such as layering shots and using a
kaleidoscope effect.We also focused heavily on our locations
and costumes.As ‘performance’ and ‘narrative’ were
favoured equally, we incorporated both of these elements in
our music video, making it more appealing to a wider range
of tastes.
According toYoung and Rubicam’s psychographics theory, our target audience are
classed as aspirers, meaning that they are more materialistic and are orientated
towards image and fashion.This is another reason why we focused on our mise-en-
scene, using fashionable locations such as Brick Lane and Camden.
Survey Results
Layered ShotsKaleidoscope Brick Lane Location

8. Editing Style
Everyone (24 people) that answered the question
‘Does the track fit the editing style?’ answered ‘Yes’,
with people adding that the ‘lyrics fit the shots’ and
that the pace was ‘suitable’.This proves that we were
successful in conforming to Andrew Goodwin’s theory
that describes a link between the music and visuals
and the lyrics and visuals.

9. Lip-Synching
The majority of those who gave verbal feedback stated
that the lip-synching was very good, with the
exception of one saying that it was ‘slightly off’ (but
this was due more so to technical difficulties than our
editing).This positive response is important as it
means that our music video looks more natural, this
makes it more enjoyable for the audience as they are
not distracted by out-of-synch audio.

10. Narrative
The most difficult question from our audience feedback was whether they
had understood the narrative. Many people left this question blank,
suggesting that they did not understand, 1 person wrote that they were ‘not
sure’ and 1 audience member that was filmed said that it was quite
‘confusing’.
Despite this confusion, many people did
answer the question.The answers were very
vague, such as ‘crazy’, ‘escapism’ and ‘internal
struggle’. However, this proves that the
audience understood the basic themes of our
music video.
I thought that this response was quite predictable due to the ambiguous
nature of our music video.We didn’t focus on a specific narrative, instead
choosing to explore various themes, the main being ‘escapism’ – this was also
the most common (31%) answer from our audience feedback.
Narrative
Mental Instability
Drugs
Escapism/Lost
Love/Heartbreak
Internal Struggle
Not Sure

11. Improvements
One of the questions that we asked our audience was whether they
had any suggestions for improvements should we re-shoot our music
video. I found this to be a very important question as I could gain an
unbiased opinion on our video in order to see its weaknesses that I may
have overlooked.
Most of the feedback sheets were either left blank for this question or
answered with ‘No’. However, a few did have some suggestions. One
being to ‘add another character’ to make the narrative clearer. Another
suggested the inclusion of a shot of the dead-ends in the maze
location, again, to make the theme of escapism clearer.These
responses support the general feedback of our narrative being too
vague. In my opinion, this was our biggest ‘weakness’. Whilst we did
not want an explicit narrative, it is clearly something that our audience
would want. Strengthening our narrative would therefore make our
music video more popular and successful.

12. Conclusion
Overall, I learned that the audience enjoyed our music video as
there were very few recommendations for improvement. I also
learned that the target audience for our product was very clear.
This shows that we were successful in targeting our audience’s
specific needs, meaning that our music video was a success.
It was very beneficial to receive this feedback as it has allowed
me to evaluate the success of our product in more depth. By
gaining real opinions on our video I was able to look at the video
more objectively, understanding what worked well and what
needed improvement, such as making the narrative clearer.