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.
• https://www.uktribes.com
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.
• Audience research also helps an artist to build up brand identity. Brand
identity is key to good marketing as it is the image you will be
presented as to your audience. You want a brand identity that will
appeal to your target audience.
• Our target audience ‘leading edge’ can be split up into four different
groups. This widens the amount of people in our audience and means
there will be many different branch off interests, hobbies etc.
• Looking at the sub categories of leading edge, I think it is clear our
target audience fits in with the ‘Creatives’. Creatives are described by
Channel 4 to be within the ‘indie’ scene.
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 wider.
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. The survey…
• When we first pitched the overall idea for our music video
we carried out a survey to discover what our audience felt
about our music video.
• The overall narrative we designed for the video seemed to
be a hit with the audience. We chose to follow themes of
having a good time with your friends at the beach driving
away from cliché romance storylines.
• Many people liked this as they felt it was gives a different
meaning to the lyrics. The lyrics say ‘we fell in love, right
by the ocean’.
• We asked our audience for location suggestions other
than the beach however to following Andrew Goodwin's
conventions of links between lyrics and visuals we decided
for the main location of our video to be at the
ocean/beach.
9. 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. Through using colder grey toned colours at the start we produced a
gloomy feel. We then used more pinky toned colours to reflect ideas of happiness and warmth.
• We did receive feedback suggesting to prolong one of the fire shots at the beginning as the
audience didn’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.
• The shots you see at the beginning of the video of a car ignition, and the mini driving away we
refilmed. When we first filmed and uploaded the shots we had a very pixelated image. By refilming
it we were able to achieve a better quality image.
• We also refilmed several shots of the band as we had to rework the intensity of the projection
images of the waves. We filmed the first chorus and when watching it back we found band
members faces were almost blacked out and covered by shadows from microphones. It was quite
difficult to find the perfect position for band members to stand in to avoid harsh shadows and to
make sure the projected waves were placed correctly. This took several attempts, but by using
strobe lights we were able to balance lighting correctly.
10. 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.
• Personally, we liked our use of the same font. To change
things up a bit we simply added a line beneath ‘COASTS’ just
to create a more interesting look to our advert creating
differentiation. Below is the before and after.
11. Digi pak feedback
• Overall the digi pak feedback was very positive. Many people were in favor
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. Here is the before and after.
