2. AUDIENCE RESEARCH
• Throughout the process of creating our
products and after creating the final product
we carried out different types of audience
research.
• UK tribe research
• Pitched are music video to social media sites
• Invited people to give feedback
• Survey
3. UK TRIBES
• According to UK tribes, our target audience is leading edge. They are described as proactive
scene leaders who live for new and now. They share ideas and set the agenda.
• Leading edge can be devised into four different groups:
• Street Artists
• Activists
• Scenester
• Diyer
• Creative
• Activists are passionate about social change and take to social media to protest and get their
views across. Creatives are seen to be top of the social map and only care about creating new
content. They produce music, start indie bands, create festival stages. Urban artists have
urban fashion and music influences. They are into genres such as rap and UK grime. Diyers
are similar to creatives they bring new ideas to culture. They set their aspirations to 'make it'.
Scenesters replace hipsters. They set themselves apart by creating new trends with
influences from fashion and music.
Before making our music video, we researched into target audiences. We were able to
apply our music genre to the different target audiences. We concluded our target
audience would fall into the ‘leading edge’ category.
4. Why is audience research important?
• Carrying out audience research is vital when it
comes to creating media products. You want to
create a product that’s best suited for your
audience. Audience research enables you to gain
an insight into what the vast majority of your
audience enjoys and their interests etc.
• Our target audience ‘leading edge’ can be split up
into four different groups. This definitely widens
the amount of people in our audience and means
there will be many different interests, hobbies
etc.
5. Which form of audience research
worked best?
• Considering the era we live in, and the age range of our target
audience, (young adults) we knew social media would be the best
way to distribute our video and receive the most feedback.
• We distributed our video across Facebook, You Tube, Instagram and
Snapchat. Different age ranges of people use different social media
sites. For example, Snapchat is typically used by teens, Facebook by
adults, whereas Instagram is used across all ages.
• Overall, Facebook was the most successful way of receiving
feedback. We posted the video to Facebook and received messages
and comments of peoples thoughts, opinions and suggestions.
• Using Instagram to distribute our video meant our audience was
wider. On Facebook typically you're only friends with people you
know well however by using Instagram the audience was widened.
7. Taking action…
• Overall the feedback we received was good. We
were able to take action on what was suggested.
As well as distributing our video across social
media, we received verbal feedback from
different people after watching our video.
• Ben Land : P – good narrative. N – jumpy slow mo
– lighting in band parts.
• Emily Cockayne : P – colours, easy message. N –
eyes all together at start, loud sound effects.
• Sam Knot : P – lighting, relatable.
• Toni Harland : P – circular structure.
8. Music video changes…
• Despite the fact we experimented with differentiating
colour schemes in the different locations of our music
video, part of the feedback we received was to balance
colours so the music video flowed and looked more
professional. We did fix the colour scheme in some areas
but not fully as we wanted there to be a clear colour
contrast between at home scenes to being on the beach to
reflect the mood of the narrative.
• We did receive feedback suggesting to prolong one of the
fire shots at the beginning as the audience didn't’t feel it
fitted with the timing. We have now fixed this.
• Many people complemented the actual editing and how it
fitted to the beat and the ideas behind overall narrative.
9. Magazine advert feedback…
• We also received some feedback on our
magazine advert after showing it to a range a
people.
• They said there needed to be some sort of
font variation and possibly a band logo.
• We decided to act upon font variation. This
gave a more interesting look to our advert.
10. Digipak feedback
• Overall the digipak feedback was very positive.
Many people were in favour of the use of
double exposure and the unique effect it
created. However we were advised to include
a bar code, make the Warner logo smaller and
again create font variation.
• We did all of this.
