3. WE HAVE USED AUDIENCE FEEDBACK BOTH BEFORE
AND AFTER CONSTRUCTING OUR MUSIC VIDEO.
WE DID EXTENSIVE TARGET AUDIENCE RESEARCH
PRIOR TO PRODUCING THE VIDEO, AND WE
GATHERED AUDIENCE FEEDBACK TO GAGE
AUDIENCE OPINION OF OUR FINISHED VIDEO.
4. WE CONDUCTED AN INTERVIEW WITH SOME 15 YEAR
OLD STUDENTS FROM LOWER DOWN IN THE SCHOOL
WHO FORM PART OF OUR TARGET AUDIENCE.
WE ASKED THEM FOUR QUALITATIVE QUESTIONS,
RECORDED THE AUDIO AND PODCASTED IT.
W E T H E N A N A LY S E D T H E R E S P O N S E S …
5. #1
WE SHOWED PARTICIPANTS AN EXAMPLE OF
EACH TYPE OF MUSIC VIDEO –
PERFORMANCE, NARRATIVE, AND CONCEPT.
WE EXPLAINED WHAT THEY WERE AND ASKED
PARTICIPANTS WHICH WAS THEIR FAVOURITE.
6. WE FOUND THAT:
• THERE WAS NO STANDALONE FAVOURITE TYPE.
• NARRATIVE VIDEOS WERE PRAISED FOR THEIR STORYTELLING.
• PERFORMANCE VIDEOS WERE LIKED BECAUSE THEY
SIMULATE A LIVE PERFORMANCE, RECREATE ITS
ATMOSPHERE, AND SEEM MOST AUTHENTIC.
• CONCEPT VIDEOS WERE COMPLIMENTED ON
THEIR CLEVERNESS AND SUBTLETY.
7. FROM THIS, WE LEARNT AND DECIDED THAT:
• WE COULD BE FLEXIBLE WITH OUR VIDEO
TYPE WITHOUT IT AFFECTING OUR MUSIC
V I D E O ’ S C O M M E RC I A L V I A B I L I T Y .
• THIS WAS BECAUSE ALL TYPES WERE
EQUALLY AS POPULAR AMONG OUR
TA R G E T AU D I E N C E PA R T I C I PA N T S .
8. #2
WE EXPLAINED OUR SONG’S STORYLINE,
SHOWED PARTICIPANTS THE VIDEO FOR
‘SWEET NOTHING’ TO SHOW HOW IT
HINTS AT DOMESTIC ABUSE, AND ASKED
PARTICIPANTS IF THIS OFFENDED THEM.
9. WE FOUND THAT:
• OUR PARTICIPANTS WERE NOT OFFENDED BY THE SUBTLE
HINTS AT DOMESTIC ABUSE IN ‘SWEET NOTHING’.
FROM THIS, WE LEARNT AND DECIDED THAT:
• WE COULD USE SIMILAR SUBTLE HINTS AT AN ABUSIVE
RELATIONSHIP WITHOUT OFFENDING OUR TARGET AUDIENCE.
• HOWEVER, IN THE END WE DECIDED AGAINST ANYTHING
MORE INTENSE THAN SHOTS ARGUING IN THE FINAL VIDEO.
10. #3
WE EXPLAINED THE LYRICS ALSO REFER TO
HAPPIER TIMES IN THE RELATIONSHIP AND
ASKED PARTICIPANTS WHAT ACTIVITIES
THEY MIGHT DO IF THEY WERE IN A HAPPY
RELATIONSHIP WHICH WE COULD DEPICT
IN OUR MUSIC VIDEO.
11. ACTIVITIES WHICH CAME UP INCLUDED:
• GOING TO THE SEASIDE.
• GOING TO THE CINEMA.
• WALKING TOGETHER – PERHAPS THROUGH LIT UP STREETS AT
NIGHT, DOGWALKING, AND LOTS OF SHOTS OF SMILES AS A COUPLE.
12. FROM THIS, WE LEARNT AND DECIDED THAT:
• WE WOULD SHOW SHOTS OF WALKING
AS A COUPLE AT BOTH DAY AND NIGHT
TO DEPICT THE HAPPY TIMES IN THE VIDEO.
• WE DID THIS IN THE MUSIC VIDEO, BUT WE
DIDN’T SHOW ANY SCENES IN THE CINEMA
OR AT THE SEASIDE FOR PRACTICAL
REASONS (LIGHTING AND PROXIMITY).
13. #4
WE ASKED THEM WHAT WOULD BE THE
BEST PRICE FOR OUR SINGLE/EP. WE
ASKED THEM WHAT THEY THOUGHT
WOULD BE CHEAP AND WHAT WOULD
BE EXPENSIVE – IN AN EFFORT TO
AV O I D P I R A C Y O F T H E R E C O R D .
14. WE FOUND THAT:
• NOT MANY OF OUR TARGET AUDIENCE ACTUALLY BUY
PHYSICAL MUSIC, INSTEAD BUYING DIGITALLY OR PIRATING IT.
• THE MAXIMUM ‘GOOD’ PRICE FOR AN ALBUM WAS £5, and
THE MAXIMUM ‘GOOD’ PRICE FOR A SINGLE TRACK WAS 50p.
• ALL PARTICIPANTS AGREED THAT IF MUSIC WAS PRICED CHEAPER,
PEOPLE WOULD BE MORE LIKELY TO PURCHASE MUSIC.
• THERE WAS A REFERENCE TO A THROWAY CULTURE WITH
ONE 16 YEAR OLD COMMENTING THAT “79p FOR
SOMETHING THAT LASTS 3 MINUTES IS NOT GOOD VALUE.”
15. FROM THIS, WE LEARNT AND DECIDED THAT:
• W E WO U L D S E L L O U R S I N G L E / E P
D I G I TA L LY A S W E L L A S P H Y S I C A L LY
– T O C O V E R B O T H M A R K E T P L AC E S .
• WE WOULD PRICE OUR EP AT £5 OR
A SINGLE AT 50P. THEORETICALLY,
THE SMALLER THAN NORMAL PROFIT
PER SALE SHOULD BE COUNTERED BY
AN INCREASE IN EP/SINGLE SALES.
16. WE ALSO PLACED A QUICK POLL ON OUR TARGET
AUDIENCE RESEARCH POST, AND ASKED MEMBERS OF
OUR TARGET AUDIENCE TO RESPOND TO IT VIA
SOCIAL MEDIA SITES. THE POLL ASKED PARTICIPANTS
WHERE THEY CONSUME MOST OF THEIR MUSIC VIDEOS.
YOUTUBE.COM CAME FIRST BY A LANDSLIDE
MAJORITY, SO WE ENSURED OUR FINAL VIDEO WAS
ON THE VIDEO SHARING SITE TO GENERATE PUBLICITY.
17. AFTER CREATING OUR MUSIC VIDEO WE PRODUCED
A QUESTIONNAIRE THAT WE DISTRIBUTED TO
MEMBERS OF OUR TARGET AUDIENCE VIA OUR
MEDIA TEACHER. THE QUESTIONNAIRES WERE GIVEN
TO 15 YEAR OLDS AND WERE ANONYMOUS – SO AS
TO REMOVE BIASED ANSWERS. THE
QUESTIONNAIRES WERE ALSO GIVEN TO OUR MEDIA
CLASSMATES, SO THAT WE COULD GATHER
FEEDBACK FROM A RANGE O F A G E S W I T H I N
OUR TARGET AUDIENCE.
20. ONLY ONE PARTICIPANT SAID THEY DIDN’T
UNDERSTAND – ALL OTHERS SAID THEY DID. ONE
PARTICIPANT COMMENTED THAT THEY THOUGHT THE
SMOKING SCENES WERE ‘BORING’.
FROM THIS FEEDBACK, WE HAVE LEARNT THAT WE HAVE
MANAGED TO CONVEY OUR STORY SUCCESSULLY, BUT
PERHAPS WOULDN’T SHOW SMOKING IF WE MADE A
SIMILAR VIDEO IN FUTURE.
21. QUESTION #2:
COULD YOU SEE A
A CLEAR CONTRAST
WITHIN THE VIDEO
BETWEEN THE SAD
AND HAPPY TIMES?
22.
23. EVERY RESPONDENT SAID THEY COULD SEE A CLEAR
CONTRAST WITHIN THE VIDEO’S SAD AND HAPPY TIMES
– WHICH IS A CRUCIAL ELEMENT OF THE VIDEO’S PLOT.
FROM THE RESULTS OF THIS QUESTION, OUR VIDEO
WAS CLEARLY SUCCESSFUL IN CONVEYING THE
CONTRAST WITHIN THE VIDEO. WE ALSO RECEIVED
OTHER FEEDBACK IN THIS SECTION SIMPLY SAYING
“ G R E AT WO R K ” W H I C H I S V E RY P O S I T I V E .
24. QUESTION #3:
DID YOU PICK UP
ON THE DEVELOPMENT
OF THE CHARACTER
AS SHE BECAME
MORE AND MORE
INFLUENCED BY
HER PARTNER?
25.
26. THE MAJORITY OF RESPONDENTS ANSWERED YES, HOWEVER A
COUPLE OF PEOPLE COMMENTED THAT SOME CLIPS CONFUSED
THEM, AND ANOTHER PERSON STATED THE VIDEO WAS TOO LONG.
FROM THIS WE HAVE LEARNED THAT IF WE WERE TO DO A SIMILAR
MUSIC VIDEO IN FUTURE WE SHOULD TRY HARDER TO CONVEY
THE CLIPS WITHOUT CONFUSING OUR AUDIENCE. WE WOULD
ALSO CHOOSE A SHORTER SONG, AS IT’S THE SONGS LENGTH
WHICH DETERMINED THE LENGTH OF THE MUSIC VIDEO. IF WE WERE
TO REMAKE THIS SPECIFIC VIDEO WE WOULD USE A SHORTER
RADIO EDIT OF THE SONG, THOUGH THIS WOULD MEAN THE
STORYLINE WOULD HAVE TO BE LESS COMPLEX. OVERALL THOUGH
THE RESPONSES WERE POSITIVE, AND ONE PERSON COMMENTED
THAT THE DEVELOPMENT WAS “SUBTLE BUT EFFECTIVE”.
29. AGAIN THE FEEDBACK WAS HIGHLY POSITIVE, PEOPLE GENERALLY
THOUGHT IT MATCHED WELL. POSITIVE COMMENTS INCLUDED “THE
TONE AND MOOD FIT WELL, GREAT CONTRAST”. “THE ASL
MATCHED THE BEATS OF THE MUSIC AND EVERYTHING WAS IN
TIME.”
THE ONLY FEW NEGATIVE COMMENTS SAID THAT BECAUSE SOME
OF THE SHOTS WERE REPEATED THE EFFECT OF THE VIDEO WAS
LOST SLIGHTLY. THIS WAS BECAUSE WE SLIGHTLY
UNDERESTIMATED JUST HOW MANY SHOTS WE WOULD NEED
FOR A FIVE MINUTE VIDEO, AND HAD TO PAD OUT THE VIDEO A
LITTLE WITH EXTRA SHOTS. IF WE WERE TO MAKE A MUSIC VIDEO IN
FUTURE THOUGH WE WOULD (IF ANYTHING) OVERESTIMATE
SHOTS – AND USE A SHORTER SONG.
32. ONCE MORE WE RECEIVED MAINLY POSITIVE FEEDBACK, WITH
PEOPLE COMMENTING THAT IT MATCHED THE LYRICS VERY, QUITE OR
REALLY WELL. AGAIN, THIS CLEARLY SHOWS WE WERE SUCCESSFUL
WITH OUR MUSIC VIDEO AS WE CLEARLY GOT THE STORY ACROSS.
HOWEVER A FEW PEOPLE COMMENTED AGAIN THAT IT WAS TOO LONG
AND THAT OCCASIONALLY THE VIDEO WAS TOO LITERAL. IF WE WERE
TO MAKE A MUSIC VIDEO IN FUTURE WE WOULD BE CERTAIN TO USE A
SHORTER SONG OR A ‘RADIO EDIT’ OF A SONG. ALSO, WE WOULD TRY
AND BE A LITTLE MORE SUBTLE WITH THE CHANGE IN THE CHARACTERS.
35. THE OVERALL RESPONSE WAS THAT THE EDITING MADE THE STORY
OF THE VIDEO VERY CLEAR (AS YOU CAN SEE FROM THE THOUGHT
CLOUD). HOWEVER THERE WERE A FEW EXTRA COMMENTS WHICH
SAID “APART FROM A FEW PARTS” “SMOKING SHOTS WEREN’T
EFFECTIVE” AND CLOTHES DIDN’T SHOW GRADUAL PRGRESSION.
FROM THIS WE HAVE LEARNED THAT WE WOULDN’T PLACE AS
MUCH EMPHASIS ON SMOKING SHOTS TO SHOW DEVELOPMENT
AS WE DID AND WOULD USE MORE COSTUMES. WE WOULD HAVE
USED MORE COSTUMES BUT THIS WOULD HAVE REQUIRED A
BIGGER BUDGET, WHICH IS WHY WE ONLY USED A FEW DIFFERENT
ONES. THOUGH THERE WERE NO CRITICISMS ABOUT THE EDITING
ITSELF SO THIS WE OBVIOUSLY DID VERY WELL.
36. WE POSTED OUR VIDEO TO YOUTUBE AS WELL AND
SHARED ON SOCIAL MEDIA SITES FACEBOOK AND TWITTER
TO OUR PEERS. WE HAVE HAD OVER 1000 VIEWS (WHICH IS
A SLIGHT MEASURE OF SUCCESS) YET VERY FEW
CONSTRUCTIVE CRITICISM OR PRAISE. ONE COMMENTER
THOUGH SAID “I LOVE THE DIRECTING AND THE SONG”.
THIS IS GREAT POSITIVE FEEDBACK WHICH WE ARE PROUD OF.
