The document discusses how audience feedback informed decisions made during production of a music video, digipak, and magazine advertisement. Feedback revealed that the target audience of 16-20 year olds preferred a performance-based video set in locations like woods, barns, and fields. Screenings provided feedback that improved the pacing of shots in the video. Prototypes of digipak designs helped gather feedback indicating preferences for the doodle design and handwritten font. Feedback also suggested including reviews and ratings, which were incorporated into the advertisement. In conclusion, audience feedback helped create more appealing final products that better met the expectations of the target demographic.

1. What have you learnt from your audience feedback?
Audience feedback played a vital part in the decisions made during the
production stage of the music video and in creating the digipak and
magazine advertisement.
Firstly, we needed to look at who our target audience would be. We
decided that we would aim for teenagers from around the age of 16-20. We
chose this as in our research into the music industry, when looking at rock
bands, we discovered that the main audience is usually around a similar
age to that of the band. With this in mind, we created some questionnaires
in order to find out what the audience's general ideas are in relation to
aspects of music videos for alternative rock bands.
We asked a small
representative group from
our target audience about
the genre most associated
with concept based music
videos. The results show
that the alternative and
rock genres are both least
associated with a concept
based music video. This shows us that our initial decision of having a
performance based video for the band was a good choice and is in keeping
with the genre conventions and therefore shows that the reader will be
more easily able to relate to the text.
We also asked what kind
of setting would be most
associated with a music
video for the band's
genre. We found that the
most popular settings
were woods, a barn and a
field. We initially
intended to shoot some
of the video in a woods but that plan had to be changed and we finally

2. settled on shooting the video in an abandoned barn and a corn field, again
showing that we are conforming to conventions of the band's genre.
We also staged a screening for the first cut of the music video. We invited
20 people from our target audience bracket (aged 16-18) to view the video
and fill in a short form about it.
From the results we got, we found that there were improvements to be
made to the music video. For example we had a clip of the drummer near
the beginning shot from a tripod near
the beginning of the video, which
people from the screening session
said felt was too static and dull when
compared to the hand-held shots
immediately before and after it... We
felt that it was still important to
include this shot, as the beginning of
the video is sort of setting the scene
and introducing the band. So in response to the feedback we shortened the
clip and included lots of quick cuts directly after the static shot in order to
maintain the attention of the audience and keep the pace of the video up.
In relation to the digipak design, the audience feedback was an integral
part of the production. I created two potential designs for the digipak and
so the people taking part in the
feedback could get the most
accurate idea of the digipak, I made
a prototype from each design.
People found that this really helped
them get a feel for the design as it
is difficult to visualise it as a
product when only given the images. I then chose members of my target
audience and gave them a copy of each digipak prototype and a form to fill
in.
From this feedback, I gathered that exactly half of the people asked liked
each design, which was not very useful as I was having really difficulty
deciding on which one to use. In the end I decided to use the doodle design
as many people in the feedback session said that it related to them (the
target audience) more due to the notepad doodle aspect having

3. connotations to college. Many people also preferred the font used on the
doodle design as they liked the handwritten look of it.
When designing the advert for the
digipak, I found that many people
asked in the feedback stages said
that they would like to see quotes
from reviews of the album. I
decided to add quotes and ratings
from the magazines MOJO and
Kerrang! as these are both
magazines which feature bands of a
similar genre to And The Winner
Is... I also included Zane Lowe as
he has a great interest in new
bands. An example if this is the
part of his BBC Radio 1 show
named “Fresh Meat” where he and
his guests rate three tracks from
upcoming bands and the winning
song is played throughout the rest of the week.
In conclusion, the various audience feedback sessions were tremendously
helpful in completing the designs of the digipak and magazine advert and
the music video. It allowed us to create a better and more finely tuned
video for the band and gave me the opportunity to add and change aspects
of the digipak and advertisement to create more appealing end products.