What I have learned from my audience Feedback

1. What Have you Learned
From Your Audience
Feedback ?

2. Introduction
• We saw our audience feedback as a vital stage in the production process of
our music video.
• Seeing that our work is intended for our audience we found it crucial that we
got some opinions about our work before finalizing the video.
• This feedback gave us an idea of what conventions were fitting and what
area’s of our video could have been improved.

3. Conventions
• With our audience feedback we were revealed what our audience expected to get from a hip-hop music video. We
put a lot of trust into asking hip hop fans due to them being fans of the genre and having an idea of what
conventions are relevant.
• When asking our audience what brands they feel should be in our video they reveled that we should implement
skate brands E.g. Diamond Supply and Carhartt. They also felt that we should add the brand North Face to give a
wider range of brands. Seeing that our intentions were to give our target audience what they wanted we
implemented this brand as a result of the feedback we received. This shows us considering the uses and gratification
theory by trying to give the audience a sense of fulfillment by watching our work
• From the feedback that we got from our audience was that we should incorporate a mix of both urban and rural
locations. In our first video we limited our work only to urban locations which was clearly not what our audience
were after. For this reason we went back and added location in woodland areas as well as other urban areas such a
the bedroom scene.

4. Conventions Pt 2
• 100% of our audience that took our survey stated that they would like to have skateboarding feature a part in our work.
Skateboarding is a very relevant theme for our work due to the fact that Earl Sweatshirt personally skateboards. As well as
this hip hop music and skateboarding both come under street culture and both intertwine in a number of examples, an
example of this can be the skate NarKel of rides for Supreme and also features in Earl Sweatshirt's videos and is a part of
OFWGKTA.
• When it came down to the lighting we asked our audience wither they would like to darker lighting in our work or lighter
lighting, they felt that darker lighting would be appropriate. This was the response that I anticipated from our audience due
to the atmosphere and pace of the song. The darker lighting is much more accommodation to the themes and lyrics.
• With camera angles our audience wanted us to include a number of different camera angles throughout our production of
our music video. This gave me the impression that our audience wanted a more complex production level which featured a
wide vary of shots, this was to show a wider understanding of the range of potential shots. This feedback also allowed us
to implement a very unique camera shot of filming through a windscreen, this came about due to our audience pushing us
to be more creative with our work.

5. Restarting
• Audience feedback identified a pretty serious problem with our work
• Initially we had completed a video to the song ‘Chum’ By Earl Sweatshirt. We tried to implement a
narrative to our video , but when going back and making a more detailed video research we soon
realized that it is uncommon that videos of this genre have a narrative.
• Examples of videos which don’t feature a narrative is ‘Chum’ by Earl Sweatshirt and ’Alright’ by
Kendrick Lamar
• For this reason we felt that we were pushing a narrative on a song that it didn't necessarily need one.
This made our work seem unnatural and not the kind of work my group wanted to their name on as
we felt we were capable of better
• By doing this we have conformed stronger to the stereotypical features of a underground hip hop
music video.
• If it wasn't for the audience feedback we wouldn't have noticed that our video was not as relevant as it
could have been which highlights the importance of audience feedback in the production of our work.

6. Attention To Lyrics
• In our first draft of our music video we didn't include a huge amount of lip synching due to us
trying to push our narrative.
• A backlash of this is that it is hard for our audience to focus a lot on the lyrics of the song due to
them not paying a vital role in the video.
• Therefor in the second video we created we decided that lip synching should be the main focus
of our video so that we are able to portray the artists intended message from the lyrics.
• The lyrics of this song is how Earl Sweatshirt is being perceived by society. Therefore we needed
to add a character which represented Earl or the video would be vague and confusing.
• This is another example where our audience feedback has helped us to develop our work to a
much stronger standard.

7. Ancillary Task
• Our audience feedback was deterred by the feedback we received for our audience. A
Combination of the questions for our questionnaires revealed that we should feature
a small amount of textural information to establish the name of the song, artist and
the release date of the project. Our questionnaires also identified that our audience
wanted the model to be the main focus of our work. If we look at the drafts below
we see that in the middle one, we see that the actor doesn't play a big enough role in
the advertisement. As a result of this being brought to our attention we also agreed
that the model should be the main focus and as a result implemented this into our
work. We also found out that our audience would prefer a camouflage background,
this coincidently links with the fact that camouflage is very popular with
contemporary hip hop music.
Mock up’s
Final Product

8. Stuart Hall’s Reception Theory
• By allowing our audience to influence our decisions we have conformed to the
Stuart Hall’s reception theory
• Previously, our work had influenced an oppositional reading for our audience. This
means that the audience has no relationship to our content, this results in them
naturally being resistant to it.
• But we wanted our audience to play a part in our work. Therefore we went back and
made changes in relation to the feedback from our audience. Therefore we reignited
the connection between our audience and our content

9. Conclusion
• In conclusion audience feedback played a vital role in our production process, this is
because it allowed us to acknowledge that our video didn't require a narrative and
wasn't up to the standard we were capable of.
• With the help of the software Survey Monkey we were able to undertake our own
primary research through the use of questionnaires. This allowed us to bring any
conventions that didn't fit our work to light and make changes accordingly.
• With audience feedback we also helped us to create a magazine advertisement that is
relevant and to a high enough quality for our work