2. In the early stages of our research and planning, we stated that
our target audience will consist of middle-upper class females
ranging between 14-25 years of age. Throughout the production
process we have remained in close contact with our target
audience focus group. This has enabled us to make decisions in
terms of editing and the construction of the music video that will
reach the preferred reading of our target audience. We
maintained contact through the use of social networking sites
such as Facebook and Twitter and also by holding meetings with
a selection of people from the group which we have filmed and
uploaded to our blogs. Both of these methods have proven to be
very effective in terms of efficiently collecting qualitative data.
Our target audience
3. The preferred reading for our music video production is essentially to empathize
with the protagonist, Lucy. The video is centred around a break up which is heavily
emphasized in the lyrics of the soundtrack. To convey a narrative which provokes
this empathy, we filmed on a beach location in gloomy, dull weather which is
considered to be a signifier of sadness. However as well as these aspects of
preferred reading, we also created an interlinking narrative which intends to
provoke our audience into believing that the main subject is also rebellious and
liberated by the breakup as well upset which gives a sense of 'girl power' to the
video in order to create a relatable theme to our female based target audience. The
data collected throughout the production process confirms that generally we have
achieved the intended preferred reading for our specified target audience. Here is
an example of a response from a member of our target audience after watching the
final cut of our music video.
Music Video Feedback
Preferred Reading
4. By the final stages of our production we are confident in saying
that we achieved our preferred reading, however throughout the
process of our production this was not always the case. Included
in our blog is a first cut of our music. Generally the feedback was
positive however we were not confident that our target audience
were receiving the preferred reading. Below is a quote taken from
a target audience discussion we held after the viewing of our first
cut music video.
"Overall I liked the video- I found it visually
enjoyable and loved the chosen location
however there is not an obvious/strong
narrative. I understand that it is about a
breakup due to the lyrics of the song however I
think that the girl needs to be featured in the
video a lot more with more close up shots
showing her emotional state in order for me to
relate to her a lot more."- Lucy Moynan (17
years)
We kept this feedback in mind when
constructing the final cut of our music video.
Negotiated reading
5. Music Video Production- First Cut Feedback
This is the first cut of our music video 'Sorry Dan'. Once we uploaded
this cut onto our YouTube Channel, we held a focus group meeting to
enable our target audience to put across their views and responses
towards the video. The general consensus was very positive and they
believed that the visual imagery corresponded well with the
soundtrack. They liked the understated style of the piece and the
chosen shot location. However of course there was some constructive
criticism brought up throughout the focus group which we have
evaluated further on in this presentation. After holding the discussion
we made the consecutive decision to film additional footage at a
separate location and create a second and final cut of the music
video.
6. Ellie's Feedback
As well as fitting into our target audience demographic, Ellie is a
member of the duo Rhi&Elz and sings the soundtrack used in the music
video therefore has a strong opinion on what she expects to see in the
video in relation to her song. Below are some of the comments she
made in the Focus Group meeting.
"I like the general theme and style of the video however
I believe that the narrative is slightly confused. I'd like
to see some more shots of Lucy looking more emotional
because she has a consist vacant expression throughout
the video which is ok in parts but personally if I had just
broken up with my boyfriend, I'd look a lot more upset.
In relation to the soundtrack I think that style and
imagery synchronizes really well with my song and I
would keep this theme consistent in the second cut of
the video however, as I've said, add more emotional
shots of Lucy." - Ellie Ward (18 years)
What we have learnt from Ellie's Response:
7. Ellie's feedback predominantly helped us
when filming additional footage for our second
cut. Her comments about the narrative were
mutually agreed amongst the focus group and
were also brought up in the comments made
by Lucy Moynan who had a negotiated reading
to the music video. Our main aim that arose
from her comments was to create a stronger
narrative. In order to do so, in the second
stage of filming, we ensured that Lucy
displayed more obvious emotions through
facial expressions as well as increasing the
screen time of our protagonist and editing in a
lot more close up/extreme close up shots of
her face.
8. Ellie M's Feedback
"I loved the music video, it flowed very well and I liked the general
narrative of the piece however if I was to be picky, I would add an
additional one or two beach locations. I like to see a variety of
location shots in a music video and I think this is very restricted
being set at just one location.“
- Ellie McFarlene (15 years)
What we have learnt from Ellie M's response
Ellie M's feedback was extremely useful in terms of making
decisions about where our shot location will be for the second stage
of filming. Initially we were going to visit the same location we used
to shoot the first cut of our video however after receiving this
feedback alongside similar comments we reviewed the idea of
having a separate beach location and came to the conclusion that
we would film the remaining footage at Broadstairs beach.
9. Music Video- Final cut
Here is the final cut of our music video. We have applied
all the feedback we have gathered from our target
audience to this video. By having a focus group we have
learnt that a target audience is essential to achieve the
preferred reading of a media text. Aspects we believed
would be suitable for our target audience sometimes
recieved a negotiated or oppositional reading which we
would have not acknowledged without the assistance of
our target audience.
10. 3a) What have you
learnt from
audience feedback
regarding your
ancillary texts?
11. Throughout the production of my ancillary task, I
went through the same process in terms of target
audience research as I did for the main task. It
was important that I created a brand identity
within my body of work so that the my target
audience can recognise the artist and video from
the digipaks and posters.
Above is the final outcome of my ancillary tasks. I
have made many changes throughout this
production using my focus group as a guideline for
the changes I made.
Above is the first draft of my ancillary task digipak.
I held a focus group meeting to gather feedback
from my target audience which assisted my
decisions on what to change. Below is a comment
taken from the meeting which provided the most
useful feedback.
12.
13. With the front cover, the group
liked the positing of 'WHO'S
NORA?' but felt the 'rhi & elz'
was too small and looked weird
in the right hand corner.
With the back cover they liked
the positioning of the track list
and the right justification, but
thought the attention to detail on
the bottom where the label
information goes was weak and
there is always a lot of small
print here.
I showed my focus group my first draft
of my ancillaries to get some pointers.
They obviously liked the photos as
they had already voted which photos I
should use. They also liked the idea of
using one large photo stretched across
both pages for the inside cover instead
of a photo on each page. However
they felt simply leaving it as a photo
was a bit plain.
14. FOCUS GROUP RESPONSE:
The group really liked this new font,
saying it fitted the
playful/youthfulness of the band and
their music. Again they liked the
colours for the text and how they are
obtained from the colours in the
image. Their criticism was that it
didn't really look like a poster and
that there should be other marketing
information other than just 'debut
album'. They felt some of the text too
small and said the purple at the top
didn't stand out from the lilac
background. I am also unhappy with
the layout so I repositioned it in the
next draft.
15. Above is the final outcome of my ancillary tasks. I
have made many changes throughout this production
using my focus group as a guideline for the changes I
made.
