This is my evaluation task 3 Keynote for my media studies A Level.

1. Evaluation Task 3
What have I learnt from audience feedback?

2. How did I gather my audience feedback?
I gathered my audience feedback using a variety of methods
including Focus Groups, Surveys, Interviews and
Questionnaires.
I used my phone to record the focus group and interviews in
order to analyse the content of the video and gain more
detailed responses.
All the information I gathered can be found on my blog.

3. • I found that the vast majority of people who viewed my video said to
enjoy it. People who weren’t in our target audience still said they
enjoyed the upbeat style of the music and the catchy melodies as well
as the aesthetic looks of the band as a whole. I went to target a more
niche market of people but in the end the mass have ended up liking
the video more than expected due to its positive message of friendship.
Statistics
• The focus group I conducted showed this. I did a focus group with
a number of people in order to create a talkative atmosphere in
which questions could be asked to get some qualitative feedback
on the video.

4. FOCUS GROUP PARTICIPANT PROFILES

5. The target audience for my video was 15-24 year olds who are into the
punk genre. In the focus group that was conducted, only one of the 4
members had an avid knowledge of the punk genre, but the other 3
knew a limited amount about it. The feedback from the knowledgeable
member of the group was very helpful. He suggested that ‘punk is not
about individuals’ but rather the collective. This is why he did not agree
fully with the front cover of the album presenting only the lead singer.
However, once he was informed about why this decision was made and
about the picture of the band on the inside cover, he was more than
convinced.

6. The other three members of the focus group liked the image of
the frontman on the front of the cover. So this means that despite
my thinking that the music video and campaign would be more
interesting to punk rock fans, it’s ended up being more liked by
the mass market. Punk rock fans may expect to see something
more antiestablishment and a more embodied sense of
togetherness against a power as the front image, rather than
promoting what seems like a solo artist.

7. The sources that I used for my research were varied in
reliability. All the people used were members of my school
and so this may have effected their answers as they may
have wanted to avoid too much criticism. However, most
people were fairly truthful about their responses in answer
to my questions and in my opinion are worthwhile having.
A questionnaire was sent out and the results were
anonymised to avoid this type of bias results and it
showed the same result as what the focus groups
showed, therefore meaning the focus group was in fact
reliable.
Reliability:

8. The research that was conducted showed that my video
is appealing to the vast majority of people, which is a
very good thing. It shows that the star image of the
frontman is easy to buy into and suggests a good USP
for the product, meaning it may be able to take a place in
an already saturated market. Unfortunately, the product
isn’t quite as popular with the punk fans as I thought it
would be; however, it seems as though they can still
appreciate the music and the style of the video, but
maybe not enough to invest themselves and their money
into it.
Strengths:

9. The audience mainly seemed to like the digipack and the video. However,
a few weaknesses were pointed out in the form of style errors in the
digipack. Some people questioned suggested that the track names be
rearranged to make it more aesthetically pleasing, which I agree with. It
was also mentioned that the video should have more narrative, as there is a
definite focus on the performance element, and it was not quite enough to
get fully involved in the video.
Weaknesses/Flaws:

10. It was suggested by a few people who were questioned that
the fashion choices in the video reflected mod culture. This
was the sort of style I was trying to achieve so this is a
success. The YouTube Statistics go on to show that this has
led to a large viewing in Italy and Spain as fashion is very
important in that part of Europe and the band members all
have a unique sense of style. It’s also suggested that punk
and mod culture in Italy is still prevalent in the society, so this
video may have reflected their culture.

11. The YouTube analytics also show that our viewers were
of the age that we predicted. Saturated around the
16-25 area. However, what I was surprised by was the
50/50 split between male and female viewers. I would
have expected a much more male dominated
audience

12. The members of focus groups said they very much liked the
logo of the band. It is simple, easy to read, well designed and
eye catching. Some people pointed out that the style of it was
similar to that of the All American Rejects as well as The
Stooges.
The Logo:

13. Encoding and Decoding
Encoding:
I intended to have a number of meanings
behind my music video, the first being the idea
of strong friendship being valued higher than
anything else. The boys in the band all want the
same record, but instead of fighting, they
become friends, thus forming their band.

14. Encoding and Decoding
Encoding:
I also wanted to put across the shame of the
vinyl being replaced. I wanted to put across the
message that vinyl shopping is much more fun
and rewarding than shopping for singles online,
and one can even meet and become friends
with some interesting people whilst doing so.

15. Encoding and Decoding
Encoding:
The idea of ‘Don’t Judge A Book By Its Cover’ is
also prevalent in the video. These boys don’t think
anything of each other at first, but as they get to
know each other they become great friends. Give
everyone a chance is the message.

16. Encoding and Decoding
Decoding:
From the audience feedback we saw that the
people involved actually saw most of the
messages that we intended to put into the
video. It was mentioned in the focus group that
the values of friendship were obvious in the
video.

17. Encoding and Decoding
Decoding:
The audience also noticed that the fact the
video was shot in a record shop promoted the
values of the past, and the fact that shopping
for physical vinyl records looked much more fun
than browsing iTunes or a similar site.
?

18. Encoding and Decoding
Decoding:
The audience didn’t like the original name of
‘Sharma Marmalade’ as they didn’t think it was
serious enough for the nature of the band. This
was obvious from the analysis of the facial
expressions from the focus group after the
name was mentioned for the first time

19. Encoding and Decoding
Decoding:
From the new name of the band, most people
didn't understand the ‘Thin Blue Line’ was a
reference to the Police Force. However, once
explained, everyone thought it was a good
name for the band and helped enforce their
values. They thought it was quite ironic to call a
punk band with an antisocial agenda a
nickname of the police.