Evaluation Question 3

1. Evaluation Question 3,
What have you learned from your audience feedback?
The viewsof the target audience are important,inordertomake qualityproductsforthemto either
watch, listentoor read. By consideringthe viewsof the targetaudience,I couldappeal directlyto
theirexpectations,desiresand probably, mostimportantly,discovertheirdislikes. Thus,Iwould
have more chance of makinga successful product,if all viewsweretakenintoaccountandwhere
possible actedupon.
Firstly,Ihad to establishwhomytarget was. Thiswas achievedthrough secondaryresearch. I
foundthat mytarget audience wasyoungfemales andthroughpsychographicinformation
discovered thattheylike popularbrandsanduse technologiesandthe internet. Ilookeddeeperinto
my targetaudience byusingprimaryresearch suchas questionnairesandinterviewstogetamore
detailedoutlookof the thingsthattheylike anddislike.
There were a range of ways,I usedtoget feedbackfrommytargetaudience forthe progressionof
my mediatexts,the musicvideo,digipakandadvert.

2. Questionnaires
I useda primaryresearchmethodof questionnairestoachieve more informationonmusicvideos
and the genre that I am doing,whichispop. I sentthisquestionnaire toarange of differentpeople
as I triedto geta balancedmixture of boysandgirls froma range of age groups,so that I couldsee
whattheyhad in common. I sentout14 questionnaires. Thiswouldgiveme some reliabledataas
the participantcouldanswerquestionsanonymously. Ibasedthe questionsonmusicvideostofind
the commonthingsthat my targetaudience likedtosee includedinmusicvideos.
These are the questionsthatIasked:

3. The resultsI receivedwere:
Results showed, overall more people liked a narrative based music video than a performance or a
conceptvideo. However, more femalespreferthe narrative basedvideowhereasmore malesprefer
the performance based video. For this question they were allowed to tick more than one box.
The common thingsthatmy audience likedwas goodediting techniques, a narrative, costumes and
dance pieces. Other people also strongly liked colours and settings. Females, most favoured
inclusion was a dance piece – females being my target audience. However, I didn’t use a dance
piece within my music video due to it not being practical to organise. Also, I did not feel a dance
piece would fit with the theme of the lyrics.
I askeda question,inthe questionnaire,aboutthe things that they may dislike in music videos and
why. The maindislikesthatwere frequentlymentionedwere the visuals don’t match the lyrics, the
music video is over edited, there is too much colour and that women were seen as sex objects.
Withinmymusicvideo,I have tried to match the lyrics with the visuals - so that it matches Andrew
Goodwin’s theory of matching the visuals with the lyrics so that it can either link to amplification,
illustrate or disjuncture.
I avoidedusingthe disliked features so that my target audience are not drawn away from my music
video.
Another question I asked was ‘Why music videos are important?’ and their response was:

4.  Shows the artist
 Entertaining when bored
 Shows the visuals behind the song – understand what the song means
 Good ones sell the song and are memorable
 Understand the song better
 They are not important
This shows that they like seeing the artist within the music video and for the visuals to match the
lyrics of the song.
The results that I received helped me know what to include and what not to include in my music
video.Iused inmy musicvideo some of the features specified from these questionnaires - such as
showingthe artist, using a narrative and including good editing techniques. I also have the visuals
matching the lyrics.
Narrative Editing
Colours Narrative
Narrative Promotesthe artist

5. Target Audience Interviews
I continued myprimaryresearchby doinginterviewswithmytargetaudience andother
demographicgroups, tosee whattheylikedanddislikedaboutmusicvideos. Thiswasa great way
to developmyideasformymusicvideo - suchas findingoutif theylikedperformance,narrativeora
conceptbasedmusicvideos. Icouldthengo onto create the storyboardandthe idea/theme of the
musicvideo.
Due to my target audience beingyoung,Iaskedsome of myclassmatesin school whobothfitand
challenge the demographicof gender. Iaskedineachinterviewquestionsonthe genre of pop - and
musicvideosingeneral togetthe bestresults. Ialsoaskedfollow upquestions,if Ifoundthe
answerstheygave were interestingorlackeddetail.
These are the questionsIaskedthemgenerally:
1. Are there any artiststhat youlike,orany musicvideosandwhy?
2. What are the commonthingsthat come up inpop musicvideosthatyoulike,e.g.
Colours,setting,adance piece,editingtechniques,costume?
3. Why are music videosimportanttoyou?
4. Are there any thingsthatyou dislikeinpopmusicvideos?
5. Do youprefera narrative - personal oroutof the ordinary - a performance ora concept
piece?(story,performance of the artistor a single idea)
I didone focusgroup interviewwithmytargetaudience of youngfemalestosee whattheylikedor
disliked.
I got some interestingresults as thisinterview matches my target audiencedemographics. Their
favouriteartists are Bruno Mars, Maroon5 andEd Sheeran as they havecatchy songs. The
conventionsthat they like were a signaturedance - like in Bruno Mars's'UptownFunk' withacting
and dancingincludedsothat they are not bored. They like more brightcolours,however, this
dependson the songand the moodbeing portrayed. They wouldalso like differentediting - like
the 360 camera turn in 'UptownFunk' andslowmotion. They watch musicvideosas a 'relief' and
like visuals creatinga story from the lyrics. They dislikewhen it is justthe artistsingingor the
editingbeingbad. They likea mixture of concept and narrative, which can be personal or
different.
I alsohad anotherinterviewwithyoungmalestosee if theylikedthe same featuresandqualitiesas
my targetaudience. This wasa secondaryaudience thatIcouldaim for.
This interviewchallengesmy demographicsformy target audience. The artiststhat they likewere
Taylor Swift,Ed Sheeran, Bruno Mars,Avicii and One Direction. They like bright,vibrantcolours,

6. catchy dancingandquick pacededitingin musicvideos - and dislikerepetitive videosthat are set
in one place. They like a mixtureof a performance anda narrative that is personal to
them dependingon the lyrics. The reason they watch musicvideos isthat it bringsan image to the
lyricsso that they can visualisethe song.
This hashelped shapemy ideas, asin both interviewsthey likebright colours,a narrativethat is
personal to them, dependingon the lyrics,and differentediting. I can use these in my ownmusic
videoas I wantto use a variety ofcamera and editingtechniquesand developa narrative that can
be personallyrelated. As the first focusgroup ismy target audience,it has givenme an insight
and indepth knowledgeof my target audience andwhat they wouldlike to see in my musicvideo.
The ideasthat I have got fromthis was to use a variety of settingssothat the video wasnot
‘repetitive,’Iusedavarietyof colours, butdidn’tinclude adance piece. Iuseda narrative -
comparedto a mixture of a narrative andperformance asI didn’twantthe focusto be off the
narrative. They saidthey likedwatchingvideos ‘asitbringsanimage to the lyricsso thattheycan
visualise the song’–soI thoughtof visualsthatcan be linkedtothe lyrics.
Thishas shapedmyideasas I includedanarrative thathas visualsmade fromthe lyrics. Iused
editinglike slowmotion. Ieditedtothe bestof my ability andImade the narrative different.
Range of differentsettingswithinmymusicvideo
Helpvisualise the songbymatchingthe lyricstothe visuals

7. Pitches
At the beginningof the project,Ihadchosena differentsongtoproduce amusicvideofor,which
was ‘Eternal Flame’byThe Bangles. AlthoughIwaspresentingideasaboutadifferentsongatthe
time,Ireceivedresultsthat were relevanttothe making of a popvideo,sowere useful tome.
I presentedtwoideasformymusicvideo. Myfirstideawasa narrative basedvideoaboutalove
storywithcutawaysof a performance andmysecondideawasan all performance basedvideoina
studiowitha guitarand drums.
The feedback andideas thatI receivedwas:
 Use a youngcast
 Usingthe artistas the main character inthe narrative as well asthe artistin the studioso
that the audience caneasilyestablishthem.
 Try to breakthe conventions of the popgenre asI spoke aboutusing clichédsettingsforlove
 Usingcreative editingtechniquessuchasthe time lapse ideathatI suggested
 The ideaof showingthe cast,inthe beginning,asyoungpeople andthenshow thematthe
endas olderpeople.
 The character lipsynchsthe song
 Use colourfilterssuchas sepia
The feedbackfromthisresearchhasshownthat theyall likedthe ideaof the narrative and
performance base musicvideowhichhashelpedme formthe ideasformymusicvideo. Itookon
board the feedbackthat wassuggestedandmainlyusedthemall,suchas the youngcast, creative
editingtechniquesandusingthe artistasthe protagonistinthe narrative. Icould thenorganise the
Mise en Scene and ideasforthe storyboard. The feedbackthatIreceivedIhave takeninto
considerationas Ihave met,developedandchallengedthe conventionsinthe popgenre.
Young Cast Artististhe protagonistinthe narrative

8. Feedbackfrom storyboards
Aftermakingthe storyboards, describingthe camerashotsandthe narrative of the music videoI
showedthe ideatomy class. I presentedthistomyclassfor a group discussion onwhatwasgood
and whatwas neededtoimprove the storyboard. Thishelpedme asmyclass know about media
language,soknowledgeablyrecognised the improvementsthat couldbe made. They critically
analysedthe storyboard, comparedtosomeone whoisnotmedialiterate. Also,asmytarget
audience are youngfemales, half myclassmetthiscriteria,sothis furtherhelpedme meetthe
requirementsformytargetaudience. Ireceivedsome positive feedbackaboutmystoryboard.
The resultsI got frommy feedbackwere:
Positive
 Theylikedthe concept
 Theylikedthe cameraanglesmentionned
 Some goodediting techniquesdescribed
Constructive Criticism
There were some questionsaskedaboutthe makingof mymusicvideo
 Casting – who’s involved?/Youhave a bigcast – do you have ideas of who you’ll choose?
At the time of the feedbacksession,Ididn’tknow who Iwas goingtocast apart fromthe
fact that the I was goingto playthe maincharacter/artist. For mymusicvideo,Iwas the
maincharacter/artist,Calumwasthe innerconscience characterandI usedsome students
inschool to filmthe disagreementscene. These are all youngcastmembersthatI wantedto
use as thisis a conventioninpopmusicvideos.
 Editingof the TV to woodssectionhow?/How will she get through TV?/How are you going
to do the jumpingout of TV scene?/Howwill you go through TV?
At the time,Iwas goingto use clevercameratechniquesandeditingtechniquestoshow the
character enteringthe TV screen. Duringediting,Iusedtransitionstoshow thiseffect. This
wasn’twhatI thoughtof,as the ideaI hadwas difficulttoexecute. The effectusedstill
worksinthe same way.
 Where are you goingto filminorder to getso many people todo the fast editingpeople
scene?
I filmedthe fasteditingpeople scene onLincoln HighStreetonaSaturdayas thiswas where
lotsof people were walkingaround. The shotworked well inthe musicvideo.

9.  Can you cast the spedup high streetshot?
As the above shotisjust of everydaylife,thisshotcouldnotbe cast.
 Where will it be shot?
I useda range of settings tomake the musicvideointeresting. Iusedthe scenesthatI
specifiedatthe feedbacksessionsuchasthe woods,highstreet andchurch withgraveyard,
but I filmedinsome otherplacessuchasina school settingandthe livingroomscenes.
 Any close ups?
I usedthe close upshots thatI specifiedatthe feedbacksessionasIwantedtoshow the
detail of the subjects. Idida close up shotof the TV remote toshow the movementof the
character turningonthe TV. The close upof the eyes showsthe focusison the eyesasthey
close andopen again.
 You will have to get cutaways if you’re going to time the shots.
At the time,thiswasa good pointasI hadn’t fullyorganisedthe timingsof the shots. When
I had all the shots filmedthatIhad on my storyboardinplace ineditingsothatit matched
the lyrics,there were some gapsinthe videothatI didn’tmeantoleave - so I filmedsome
cutawayswhenI wasat the settingsforthispurpose.

10.  Enough narrative to stay fresh/interesting?
The narrative containssome subnarrativestoshow the commontheme of peace.
 Maybe rather than ‘fixing’thingsshe just looksand things change for better?
I tookon board thisfeedback, asIjust showedthe maincharacter’seyesclosing andthe sub
narrative changes. Thiswaseasierandbetterforthe narrative asit makesthe narrative
more mystical.

12. Feedbackfrom editingso far
At some pointinmyediting,the whole of myclassgottogetherfora class discussiontosee how the
videoswere lookingsofar- andto see what could be done to improve the musicvideos. Asthiswas
withmediastudents,Icouldgetdetailedresultsregardingmymusicvideo - andbe provided with
feedback forimprovements forthe video.
The feedbackthatI receivedwasthat:
Positive
 Amazingcinematography
 Good Mise enScene
 Good conceptfor the musicvideo
 Lots of good cutaways
 The shots fittedtothe music
Constructive Criticism
 Some membersof myclassthinkthat I may needtoinclude filterstomake the shotsseem
more interesting.
 Use a varietyof transitions
 The argumentscene had badcompositionandacting - as one of the actors wassmilingin
one of the shots. Theythoughtthat I may needtoeitherredo;or improve the shotsthatI
currentlyhad.
 As I hadn’tfinishedthe videoyettherewasstill some gapswithinit;sotheycouldnotget a
full ideaof whatthe finishedmusicvideowouldbe like.
 To separate the differentworldsImade the livingroomscene blackandwhite. Ionlyuseda
75% blackand white filter–but my classthoughtthat itneededtobe 100% black andwhite
to tell the difference betweenthe twoworlds.
 In the woodsscene,Ihave a peace symbol ona tree and my classthoughtof the ideaof
usingthe peace symbol repeatedly –sothat it isa common theme throughoutthe music
video.
 On mystoryboard,I includedaperformance piece thatIdidn’tinclude withinmymusic
video. Ifeltthatthe musicvideowasstrongenoughwithjusta narrative – once I had
startedshootingthese scenes.Myclasswasn’tsure if the musicvideoneededthe
performance piece whenIbroughtupthe questionaboutitsomission.

13. Thishas givenme feedbackinordertoimprove mymusicvideo,sothatI can engage my target
audience asmuchas possible. Ihave improvedall of the criticismspecified,withthe exceptionof
includingaperformance piece.
Addingmore peace symbolstothe musicvideotogeta commontheme.
Usingfiltersonsome of the shots.
I re-filmedthe disagreementscenedue tothe previousfilminghadbadcompositionandmise en
scene.

14. Feedbackfrom ancillary tasks
For the ideasof my digipakandadvert,Icreatedthree ideasthatwouldbe for my artist,Emeli Sandé
that I presentedtomyclassto findoutothers’opinionsonthe ideas. Thisalsohelpedseeif whatI
had producedsuitedmygenre. Eachof our groupspresentedatleast3 draftsof digipakcoversand
advertsto see whatwasgood and whatwas badabout eachof the designs. Ipresented3different
designs,eachtryingtomeetthe conventionsof adverts,digipaksandthe genericconventionsof
pop. I alsotookinspiration fromthe style of the artist. Thishelpedme toimprove myworkandsee
whatfeaturesfromthe digipaksandmagazine advertswere best.
The feedbackthatI receivedwasinteresting,asthere were mixedopinions oneachdesign. The
ideas
I Idea3
Idea2

15. Idea1
The group likedideas2and 3 the bestas itlinkedbestto the musicvideothatI made. I didn’tuse
the idea- or anyof the featuresshownfromidea1 - as my group didn’tlike the ideaas theyfeltit
didn’tsuitthe musicvideo. Thiswasbecause the musicvideowassetinthe daytime andthe digipak
and advertwasset onthe theme of nighttime,soItook thissuggestiononboard. The ideafor(1)
was of the artist withherheadinher handswitha thoughtbubble withthe word‘Imagine’withinit.
It included starsanda moon againsta blacksky. The ideadidn’tgrabthe attentionof my target
audience soIdidn’tuse any of the features.
The secondideawasthe one I basedmostof the final digipakandadverton;as the mainimage isof
the artist inblackand white tones. ThiswasinspiredbylookingatEmeli Sandé’spastalbumcovers
as she usesblackand white imagescreatedwithina studio. Iuseda similarfontstyle andmygroup
thoughtthat thiswasbestsuitedtomy musicvideo - and the genre of pop.
The third ideawasof the artistwithherheadin herhands,as if she was inthought. From herhead
isan explosionof small imagesthatresemble the theme of ‘Imagine’ - whichisthe songtitle formy

16. musicvideo. My classthoughtthiswas a goodideabut theythoughtthatit may be time consuming
for me to complete. Theylikedsome of the features,whichIused,suchas the back coverwiththe
borderand the peace symbol onthe CD.
The final piece isa mixture of some of these features from(2) and(3) as suggestedbythe group.
Thisgroup discussionhashelpedme developthe visual lookof the digipakandadvertandhas
helpedme rule outwhatisnot consideredworthy forthe endproduct.
Front Cover from
Idea 2
Border from idea 3 on back
cover
Idea for CD suggested
from idea 3 from
audience feedback

17. Based on idea 2

18. Post Production
Once the videowas completed,Isharedmyvideo onmanysourcesand sitestogetas much
feedbackasI couldto see whatI couldhave done better andto share the video withmytarget
audience.
YouTube
YouTube isa site thatmy demographicuse intheirspare time soIsharedthisonline tosee the
commentsthatI wouldreceive. Asvideoscanbe distributedglobally,Icanshare mymusicvideo
witha wide varietyof people togettheirfeedback. Thiscanhelp,inthe future,toimprove my
musicvideoas theywouldgive bothpositiveandnegative feedback.
I receivedacommentfrom Billy whofitsmydemographicof beingyoung thathe likedthe
iconographyof lostsoldiers,editingthatfitsthe pace of the musicand the graphics. He thoughtto
improve the musicvideowastohave more colour. Thisis helpful information asitstatesboth
positive andnegativefeedbackaboutthe video. The commentaboutthe editingstayingwiththe
pace of the song fitsthe musicconventionthatIwas hopingfor.

19. Facebook
Social mediasitesare anothersource that my demographicwoulduse intheirspare time,soisa
great wayto share my musicvideo andgetconstructive feedbackaboutit.
His response hasgivenfeedbackthat the videoprovides positive feedback andhe ispart of my
target demographicof young sohisresponse isworthnoting.

20. Email friend
I alsosharedthe videothatI uploadedtoYouTube to membersof mytargetaudience sothat I can
getan honestopiniononmymusicvideo.
I sentan email toChloe whofitsmytarget audience demographic andherresponse wasmainly
positive. She saiditwas enjoyabletowatch. She liked:
 Differentshots
 Editingtechniques,forexample the blackandwhite filters
 Time lapses – to keepthe audience entertained
 Slowmotion
One thingto improve
 Maybe includingaperformance tobreakupthe narrative andto see the artist herself which
may appeal tosome targetaudience memberssuchasherself
Thishas givenme inspirational ideas forthe future withregardtopositivefeedbackandalsowith
regardto constructive criticism. The recurringtheme throughoutmyfeedback wasthe lackof a
performance piece,soIthinkthisisthe strongestpiece of advice whichhasbeenfedbacktome. I
have learnedthatmytarget audience like tosee the artistperformingandwouldstronglyconsider
this- if I were to make anothermusicvideo. The positive feedbackhasbeentakenonboardbutI
realise thatImust alwaysstrive toimprove onthe pointsthatwere raised.

21. Final Product withclass
29.1.2016
Today we viewedeachother’s musicvideosforthe final time tosee whatwasgoodor bad about
theminorder to improve ontheminthe future. Thisisaudience feedbackthatwould benefitme in
the future if I were toimprove thisvideoagain.
The response Igot frommy videowas -
Good featuresof mymusicvideo:
 Timelapse of people andlake
 The Mise enScene – all white clothing
 Connectswithsong – poppy
 Range of Shots
 Black andWhite filtersto colour
 The graphics
 Range of settings
 Actors
 Diegeticsoundatthe beginning
Improve:
 The jumpcut of the innerconscience characterisa bit outof time
 Transitions toblackand to white
 More colour/filters
 As the clothingiswhite,the coloursmake the shotbrightandhighkey
 The transitionsare a bit abrupt.
Thisis more feedbackfrommytargetaudience where theyhave providedtheirinputintowhat
needstobe improvedforthe musicvideo. The improvementsare notmajorthings suchas some
shotsneedtobe redone orthe shots are in the wrongorder - but the improvementsare minor
thingswhichwould make aqualitymusicvideo.

22. Conclusion
I believethatif conductedcorrectly,targetaudience researchallowsthe artisttoconnectwiththeir
audience. The resultsyouare fedbackallowsyouto tap intotheirdreams,discoverthe waythey
wishthe artistto presentthemselvesandthereforeallow themtobe deliveredaproductwhich
appealstothemboth auditoryandvisually.
I have come to the conclusion,Iwouldhave made productsof an inferiorqualityif Ihadn’thad
feedbackasI wouldhave beenfollowingmyownideasandwouldhave nottakenintoaccountthe
ideasof the verypeople whoIneededtotarget. Thiswouldhave resultedinme wastingmytime in
targetingthe wrongpeople andnotdeliveringproductswithawide appeal.