1) The audience provided feedback that supported the clothing style and setting the filmmakers had envisioned. 2) Showing a rough cut to classmates provided useful feedback, such as making the London shots seem more fantastical and clarifying the narrative. 3) Final audience research with a focus group matching the target demographic provided positive feedback on the emotions, narrative, and character conveyed in the music video and print work. Their interpretations aligned with most of the intended encodings.

1. Q3) What have you learnt
from your audience feedback?

2. One of our questions was "What style of clothing would you imagine the characters to be
wearing?" The most popular choices were trainers, Adidas brands ect and also bright
colours. These are the look we were planning to go for so that was a success. Another
question was Our most popular answer for "What setting would our video expect to be
shot in?" was the one we aimed for "early in the morning when it's sunny".
Initial Audience research
This is the link to our 9 question
questionnaire
https://www.surveymonkey.com/s/7K3YW
LV, we shared it with our friends on the
social media networking site Facebook
and got a total of 43 responses, this
utilizes web 2.0.
The target audience for the album/artist
is 15-30. Therefore we chose people
within this age bracket for our focus
group.

3. We wanted to include some closed questions in our questionnaire because we wanted to
find out specific things we were in conflict about for example, which clothing style we
wanted the characters to wear and what time of day we should film.
However we mostly used open ended qualitative questions so that people could give
several answers with possible explanations with their answers without any restrictions of
their opinions. For example, "When listening to the track what visually first comes to
mind?" We had some really good answers which backed up what we imagined. A lot of
people said 'dancing and bright colours' and also 'kaleidoscopes' which we are using as our
digipak. Our favourite answer was "vibrancy but also a sense of sadness and depression"
because this is exactly the aim we are going for.

4. Rough Cut
We showed our rough cut to our class to enable us to receive feedback from our
target audience and teachers on our communication of the narrative and our
initial ideas. We also exported 50 seconds once we finished the beginning.
It is important to test our concept in pre-production to an audience because it
enables us to gather feedback to change and develop any aspects of our
concept which may not be suitable. This also means we get a third party
perspective allowing us to try and see it from the point of view of someone who
doesn’t know the concept.
This is the link that will take you to our
rough cut,
https://www.youtube.com/watch?v=Ryo
4JxavlBY. We used YouTube as a
platform to export and share the video.

5. Negatives
- The group was quite small so we didn’t get a
wide range of opinions.
- The demographic of the audience was quite
narrow
- They were all the same age 17-18, so we didn’t
therefore get a feedback from a range of ages.
This was our feedback:
 The lip-syncing should not be at the beginning
because the audience should feel distant from
him at this point.
> The narrative is slightly unclear.
 The beginning shots seem out of place
because he is at the edge of the roof
and then he is walking away from the
edge and then back at the edge.

6.  The London shots are not clear that they
are in his mind. They need to be more
fantastical.
 On the rooftop it would be a good
transition if we juxtapose shots of him
closing his eyes on the rooftop and then
he opens his eyes in London.
 The colour is too bright in London it
needs to be richer.
 The ending shot could be one of him
walking away from the edge so the
conclusion is he walks away.

7. Solutions
We got rid of the miming as we didn’t think it would be appropriate for him to connect
to the audience in this way, because we wanted him to be enigmatic. As we got rid of
this first miming shot we had to get rid of the one included later in the video
otherwise it would look out of place and unplanned.
It was suggested that we should make the London shots and the girls look
more fantastical, so to achieve this we put a lined affect on all of the shots with
all three characters in and added a colourful overlay.

8. We didn’t want the clips to be in a
chronological order to portray his
unease and discomfort as well as his
disillusion with reality. This is why the
video does not completely follow the
rules of continuity. We therefore made
this look more deliberate by
continuing this technique through out
the entirety of the video.
The narrative that the London
and the girls are in his mind
and not real is not completely
clear in the rough cut. To fix
this we then cut back to the
scenes of him on the roof more
interspersed with the London
scenes.

9. Final audience research
We uploaded our final music video onto YouTube, and showed it to a focus group.
Our focus group had a specific demographic that matched the target audience of
our track (15-25) to get feedback for our final video.
We showed the focus group our print work and asked them these questions:
1) What do you think the genre is?
Emily- Alternative
Claire- EDM
Amber- Hip hop , techno dancer

10. 4) Name two emotions you get
from looking at the advertisements
Emily- excited, apprehensive
Becky- funky fresh
Amber vibrant, incoherence,
melancholy,
Maddy- cool, dark, mysterious,
magical
3) What are your first impressions of the main character?
All of them knew the main character was the guy in all 3 print works.
Becky- Hip hop
Claire- looks individual and wouldn’t have any friends
Amber- a bit lost, lonely, face looks hollow
Maddy- he looks like he’s having fun- smiling, stylish, mysterious
2) Can you think of what the music video could be about?
Emily - Alternative reality, happy,
Becky - Cool effects
Amber - Creative, colourful, movement and dancing given there moving, and its
called Snakehips.
Maddy- Drug use, in an imaginative world

11. We then showed the focus group our music
video, and asked questions these were the
responses:
6) What do you think the narrative is?
Emily- The music made him happy and
alive, in his imagination.
Amber- He was lonely, the music was
in his head and not real, never saw
him get to the graffiti area so in his
head, the girls were flickering so also
in his head
5) What are 2 things that are memorable to
you…
Emily - like when she blows the glitter
Beth- I like the title, with the gold
Becky - contrast between the colour and
black and white, it keeps flicking between
the two
Claire-likes the tracking back shot
Maddy- visual effects, likes the green
screen

12. 8) How do you perceive the main characters emotions?
Amber- he was happy at the end
Maddy- down at the beginning, quite depressed, then he gets happy when he’s with
the girls, music the girls got him through the tough times,
9) In what way is the video related to the lyrics?
Emily - money doesn’t equal happiness.
Beth - the bracelet is a tangible object that the girls left behind and he takes it with
him.
Becky - gold is not enough.
Claire- I want to watch it again to find out if he had the gold bracelet at the beginning.
Amber- The gold bracelet and face paint linked to gold lyric.
7) What do you think the
purpose of the girls are?
Becky- they appear and
disappear because he’s
happy and unhappy
Claire- they are his
conscience
Amber- make him feel happy
Maddy-that he wants the girls

13. We encoded the texts to show that the main character has a mental illness and
it was clear that the preferred reading was largely taken for example when we
asked the focus group what they perceived from the narrative their response
was that the London scenes and the girls were only in his mind.
A negotiated reading that
they all agreed upon was
that the music made him
happy. This wasn’t exactly
as we intended but it still
proves our video to be
successful from the fact that
the London scenes are a
physical embodiment of his
happiness rather than the
music is the cause of his
happiness.

14. The advertisement
was intended to give
prevalence to the
main character as
well as follow the
conventions of the
joyous and energetic
mood that Electronic
Dance music genre.
This was so that the
consumers would be
able to tell the genre
of the track without
having to listen to it.
When we showed them the digipak
they instantly got the preferred
reading that the outside is connoting
his appearance of being joyous and
happy but on the inside he is sad and
melancholy.