1. Jade Paul Media Studies Mr Benzie
Evaluation Question 3
What have you learned from your audience feedback?
To produce the best music video possible, it was extremely important for us to gather a
substantial amount of feedback. Feedback allowed us know the areas our target audience
didn’t like but also really liked so we knew how to improve and what type of thing they liked
to see.
Within the initial part of the research stage we conducted
target audience interviews with four different individuals’ all
within the age of the target audience for the EDM genre.
From this we gathered a substantial amount of feedback
regarding what they like to see in music videos and what
they think about the EDM genre as well as their thoughts
behind the lyrics of our chosen song. The overall view on EDM is that the upbeat tempo of
the music creates a happy feel and makes people want to dance and when dancing, people
tend to be happy. There was quite a diverse opinion regarding the
type of video people wanted to see in terms of narrative, concept
or performance. There was a split decision between the three but
the majority said they prefer narrative based because they like to
be able to follow a storyline when watching music videos. From
this feedback and generic conventions of EDM we decided to
create a storyline for our video that had an association with the lyrics of the song. When
asked what our target audience didn’t like to see in music videos we got responses
regarding no drugs or violence, no strobes and constant flashing and no lyrics because lyrics
aren’t like a visual story and don’t provide the audience with anything to watch. We took
this into account and stuck with the idea of producing a storyline that had an association
with the lyrics, this being love and being better off alone out of the relationship.
Following the target audience interviews we generated an idea
for our music video then presented it to the teacher and class
for opinions on our initial ideas. After presenting the pitch it
was clear the audience were fond of the idea. The overall
opinion was that the video idea fitted the genre and was
suitable for the target audience. We received no negative
feedback, on regarding the filming process and having to get
excess footage, so got no new ideas to make our video better.
Once the production of our first draft was complete, the video was shown to our class. From
this we wanted to receive constructive criticismin order for us to improve our video even
further. The positive points included the transitions, pace, shots and choice of locations in
the video. The bike parade at the end of the video was the main area for improvement. A lot
of the feedback received commented on how the part did not link to the rest of the video so
seemed out of place. Another person commented on the font and how it could be improved
to suit the genre. With both these bits of feedback, we then went on to create a second
2. Jade Paul Media Studies Mr Benzie
draft that saw a change to the font so it was more conventional with the genre and we
added footage to the video so the bike parade part fitted better.
After showing the class our first draft, we then sent the music video around the school via
email so we could receive feedback and the general opinion of students and teachers. The
positive points were similar to that received from our classmates. The comments included
how good the transitions and visuals were, how the story was well explained throughout
and how the visuals fitted with the song. The criticism we received from teachers and
students was how the bikes were out of place, how the camera was shaky at times and that
the font was not the best choice. We again took this criticism, eradicated the shakes of the
camera, and changed the font as well as adding footage to go with the bike sequence.
After completing our music video to a standard we were extremely pleased with, we then
started drafting our ancillary tasks, these including a CD cover and a magazine advert. After
both Callum and I created a number of drafts, we shared our ideas with the class to
generate a general opinion on which idea best suited our genre. One draft was an
unconventional ideas and surprisingly, it was liked amongst the group. The idea was using a
head but half of it being the artist with the other half being the character from the music
video. Although the idea was like it was decided that if it was used it would be better on an
inside panel due to it being unconventional. Those we were pitching our drafts to liked
another idea that suggested purple being the main colour of our products. Someone also
said that “simplicity is effective” and for this reason they liked the idea of not
overcomplicating the products and keeping colour to a minimum. Although the drawing
didn’t put the effect to justice, the idea of using the double exposure image on the digipak
was liked. With this feedback we decided to combine the simple ideas with the double
exposure by using this image on its own on a plain white background with purple writing for
the titles. This then lead to the creation of our digipak.
For brand identity we had the idea of keeping the advertisement poster similar to the CD
cover. We produced a few different drafts on the computer that had the font, font colour
and main image but designed and set out in different ways. With these draft we asked the
class to vote for their favourite so we knew what our target audience liked. This then helped
us decide what we wanted for our final product.
