1. What have you learnt from your audience feedback?
We had both positive and negative responses to our final music video but overall I would
say the positive outweighed the negative.
When deciding on which genre to pick my audience research helped me make that
fundamental choice. Our questionnaire results were the most significant aspect of our
audience research at the beginning of our project. We needed to find a target audience as
well as understand their wants and needs. When we first received back the data from the
questionnaire we realised that that the age range between 15 – 24 greatly appreciated the
indie genre. This information stood out to us. In comparison to the rest of the ages there
was no real steady correlation between genre and age apart from this particular age range
(15-24). This was the starting point for planning our project.
After we knew our target audience we didn’t hesitate to plan our project we came up with a
few soundtrack ideas and decided to present the best to our target audience. Although we
had many choices are target audience didn’t really seem satisfied or excited by them and so
we asked them more developed questions about what artist the support and why.
In conclusion we found out when it comes to artist and fan base it can often be quite
ambiguous, music videos are meant as a marketing tool which enhances your fan base and
fan base loyalty. What I found out combined with the other marketing tools being the
digipaks and magazine advert is the artist is creative either stepping out of their hardcore
genre for instance Hip hop and being more commercial or taking a risk and being more
abstract while promoting this well you can gain a larger target audience overall increasing
demand and therefore sales.
When asked about artists who are popular within their genres I was getting examples such
as Kanye West who is a well known artist within the Hip hop genre. He gained larger target
audience when he took the risk of becoming more commercial when he released his track
Stronger. My target audience allowed my group and I
I developed my research on the promotional aspects of this music video. Focusing on the
music video and the digi pack to see what appealed to audience which were not previously
fans.
I found that Kanye west had a more futuristic feel to his music video. His visual linked to his
lyrics which is an aspect of the Andrew Goodwin theory but also the aspect of the visuals
illustrating the meaning of lyrics and genre, providing a sometimes over literal set of images
which seemed to engage the audience. He intertwined a dance/party track with his usual
Hip hop elements this seemed to be his unique selling point, the images were also conveyed
onto his Digipak which was also very different and engaging.

2. With this research information my group and I decided to go with the soundtrack Aint no
sunshine sung my Indie group Liz Hudson and Josiah the main vocals were done by a female
which was different as the original was sung by a man. As the original was so well known
this female version you could say had a unique quality which my group and I decided to
make use of. As well as this element the version of the song was more up tempo with
added instruments including a very specific drum sound.
We decided to create something more abstract thanks to our target audience feedback after
that we created our first rough cut. We decided to show this to our target audience. The
loved the use of our protagonist, the contrasting emotions and the mise-en-scene. The one
element they didn’t really warm up to was the location of the school building they said we
have suggesting the narrative as leading us to believe its bulling which takes away from the
enigma in the video which is one of the reasons our video is so engaging. We took that into
consideration and made the appropriate changes.
Finally we had created our final project, Digipak and Magazine Advert. The audience
feedback was overall good. we relied on the social networking sites such as Facebook which
allowed us to upload our final project from Youtube directly on our site. One of the
comments was:
The beginning was slightly long; I was worried that YouTube had deleted your
soundtrack due to copyright. However when the video did start is definitely made up
for the long introduction because it was so fast paced.
We knew that the long introduction cold have hindered us a little with some people
being impatient however we strongly believe that the introduction contributed to
our narrative. With our narrative being as ambiguous as it is, it’s necessary that the
introduction guided our target audience in the right direction regarding the
narrative.