From collecting audience feedback through questionnaires, the document's author learned the following: 1) Their target audience fell into lower social classes (D and E) and were likely teenagers in education or part-time work who could relate to the themes in Jay-Z's music. 2) Using media theories around audience classification, their audience was identified as "Aspirers" who follow trends or having "Priority parents-family values" attitudes. 3) Feedback from three questionnaire respondents represented the author's preferred, negotiated, and oppositional readings, with the first respondent understanding the intended messages best.

1. What have you learnt from
your audience feedback?

2. Introduction
Undertaking the process of collecting feedback from my audience I
used the method which I thought was very hands on easy, I also
thought this would be the best way to outline my strengths and
weaknesses. This insisted me giving out an questionnaire which
included demographics, music interests data, music listening
habits and feedback on my digipak and music video. I asked people
that I thought would fit into my preferred, negotiated and
oppositional reading category.

3. Audience Identification
I believe my audience can be identified in terms of class. Class can be defined as
the kind of job the main holder earns.
Class can also be used to identify audience, after analysing this method I believe that my
production will fall under bands “D and E”. After getting to grips with the class structure
it allowed me to create a more accurate questionnaire that would appeal to ideally my
preferred audience.
I believe that my preferred audience would fall under the lowest bracket; one reason is
because they can relate to some of the things Jay-z raps about and will be able to
understand his lyrics in more depth. So the most likely audience are teenagers, who may
be in education or part time work.
I believe that this theory can also be proven to be inaccurate, reasons because the higher
your class doesn’t mean your change in music necessary changes, it may differ but not
massively. So higher class bracket audiences may also be attracted to some aspects of a
Hip Hop video, maybe not by the lyrics but maybe by the visuals

4. Young and Rubicam
My target audience can also be described under four
categories, mainstreamers, aspirers, succeeders and reformers after looking at
an audience model from Young and Rubicam.
My A2 production audience could fit in under the category of Aspirers because I
believe my target audience are materialistic, as they live to follow trends that are
current and what everyone else is doing

5. Life Matrix
The last media theory I looked at was the life matrix. This audience theory looks at focusing on beliefs, values and
attitudes
Once looking into greater detail of the theory I think that my audience falls under
Priority parents-family values, activities, media dominates
Struggling singles- High aspirations, with low economic status
The reason I think my target audience most relate to this theory is because they most reflect Jay-Z’s actual fan base.

6. Candidate 1
CANDIDATE 1
Age: 17
Gender: MALE
Music interestlive: Highbury
Where do you
Level of education: Sixth Form
Hobbies: Dancing, sports and collecting trainers
Major labels, no merchandise.
Preferred reading (Candidate 1)
Music Listening Habits I believe that candidate 1 is my preferred reading. He falls under the
category, and the market which Jay-Z is trying to appeal to which is a good
thing. He also responded well to the digipak which was a bonus as it meant
he understood some of the conventions from the start of the production
My own playlist. and could relate back to the music video as similar themes flow throughout. I
could see this was the case as he was able to identify some of the
messages, which others failed to miss. Which shows me that my ancillary text
benefited my video to some degree. Also I believe I have successfully
portrayed the message I was trying to get across, it also suggest that this
candidate is actively choosing to use my digipak and music video as a
diversion and looking at it as intended.

7. Candidate 2
Candidate 2
Age: 20
Gender: FEMALE
Music interests
Both major and minor labels
, no merchandise
Music listening habits Negotiated reading (Candidate 2)
The second candidate was just outside my preferred reading, and wouldn’t
My own playlist, live music usually be listening to this type of music. None the less the candidate still
understood the wider aspects of my music video and digipak. This is a good
thing as it means I have understood a clear message which others can
understand

8. Candidate 3
Candidate 3
Age: 45
Gender: FEMALE
Music interests
Both major and minor labels, no
merchandise but would buy for a
friend
Oppositional reading (Candidate 3)
Music Listening Habits This type of music was way out of candidate 3’s comfort zone. This
was because candidate 3 was outside my target audience and had an
Playlist already created oppositional response. I feel lie this viewer didn’t the positives from
the video and was looking at the bad issues, this included offending
cultures, this shows that they don’t enjoy the video as I would like
them to and instead found other uses and gratifications from it. As
this candidate could not reflect on any of the characters used in my
video, I believe they fell under surveillance. Initially this was not the
message I want to portray, and shows my video reflecting the mean
world theory.

9. Music
Music Interest
The data, which I gathered is all, quite similar that was a good thing as it allowed me to identify trends
which occurred. It wasn’t such a surprise that not much people don’t follow the music charts as
things are now being done digitally, and a lot of people have no time to keep up to date
Since the introduction of the iPod in 2002 most consumers nowadays own some type of apple
product, using being an iPhone, which can also be seen as convergence as it allows consumers to
use the phone for multiple things such as listening to music. This then moves me onto my next
point, even though people own an iPod/iPhone not everyone uses it for all of its uses. As older
consumers are no as up to date with technology they prefer hard copy CD’s still, instead of storing
music on ITunes.
The music market has branched out and is now appealing to different people from different countries.
Surprisingly its funny how much the US artists dominate in the UK, finding out this information was
very helpful as it gave me some reassurance that people in the UK would watch my video as my
artist Jay-Z is from America. Teenagers and older are not very keen on the idea of synergy, and
wouldn’t buy an artist merchandise as they have grown out of this faze.

10. Music Listening Habits
What I’ve gathered from music listening habits is that its almost an essential that you have iTunes on your computer
nowadays, you can use iTunes for much more then just storing music, you can also download music. Downloading music has
proven to be very popular, and has lead to high street stores such as HMV being put under fire. Music nowadays is much
more easier if you store it on a device, as you can listen to it wherever you go. But saying that storing music can also be a
tricky and so I can understand why some people will rather stream it.
I think if people had the choice they would be much happier seeing a performance live, it’s a better atmosphere and vibe. I think
why people are slightly put off by concerts and festivals is because of the price and number of ticket. This was a good bit of
research to gather, as the website located on my digipakwould help to inform fans when Jay-Zwould be hosting his tour
dates. Like keeping up with the charts, watching music channels are also in decline as people have not got the time to sit in
front of the TV waiting for their favourite song to come on, instead they can go on YouTube and find it instantly. People
prefer the radio as it just fits in with your natural environment and you can play it in the background whilst you engage in
other activities, people also enjoy listening to music whilst doing other stuff.
I’m surprised that most people would rather listen to music out loud then in headphones, and personally I don’t see why, maybe
because they want other people to engage in music with them.
Lastly adding visualisations with a music video can change the way a viewer views the song, you can get a wider message then if
you just listen to the lyrics. I also think video’s have developed in the last 10 years and the message which artist are trying to
portray is much different, so I can see why some viewers wouldn’t like