The document summarizes feedback received on drafts of a student music video and the resulting changes made. Key points: - Feedback on the first draft noted that a slow motion eye shot did not fit the style and was moved to sync with lyrics. Lip syncing in some clips was improved. - Further feedback provided extensive positive analysis and suggestions, including cutting clips to the beat of the music, linking effects to characters, and removing discontinuities. - Changes made for the second draft included cutting the opening clip to the start of the song, using an effect consistently linked to a character, removing an out of sync singing clip, and timing slow motion shots to the music.

1. Evaluation: Question 3
What have you learned from your
audience feedback?

2. Survey
• From the outset we knew that even before we had decided on a video, we needed to create a survey that
would aid us in understanding our target audience and which genre to pick in relation to this.
• Our survey featured 10 questions:
• 1. What is your age?
• 2. What is your gender?
• 3. What is your favourite music genre?
• 4. Would you rather a: Band, storyline, representation of lyrics, or all of the above?
• 5. Would the feature of an attractive woman draw you to a video?
• 6. Would black and white footage be useful in an arctic monkeys video?
• 7. How often do you watch music videos?
• 8. Where do you watch music videos?
• 9. What operating system do your devices run on?
• 10. Which devices do you own (from list) if any?
• The four questions we highlighted as the most important were 3, 4, 5 and 6. This is because they would
have a direct effect on how we went about planning the structure, content and aesthetic of our video.

3. Question 3
The results showed that the majority of people we asked,
preferred indie and rock music to the other Genres.
Initially we had three main ideas: an arctic monkeys
video, a C2C video and a KONGOS video. We used the
results to narrow down our choices. Due to C2C being an
electro/DJ artist we thought it may not appeal to the
audience of our school as much as an indie video.
We thought it was important to match the needs of the
school audience because this is who would watch the
video. Because the school holds many younger years, we
made the decision to choose indie over rock, as the
people who were younger picked indie more often than
not.
Arctic Monkeys are Indie, with aspects of rock throughout
also, and so were a perfect fit for our audience in terms of
genre. Through asking members of the school
community, we also got an idea of whether individuals
liked the band. We found that people were very into
Arctic Monkeys at the time, due to the recent release of
their 5th studio album ‘AM’.

4. Question 4
The feedback showed that the majority vote was
in favour of a story line. We considered this
option but decided that because of the
importance of the band aspect in Arctic Monkeys,
we would focus on performance.
Although we did not go with the verdict of a
storyline, 34% of people asked picked either the
band performance or a visual representation of
the lyrics. Because of this, we decided to marry
the two up, planning to create a music video that
intertwines performance with conceptual
footage.
We believed strongly that because of the emotive
and imaginative lyrics of arctic monkeys, we
needed to show them in video form. Also, a big
part of arctic monkeys is the image, leading some
people to label them as ‘style over substance.’
Because of this, we knew it was important to
keep a band identity and focus on the lead singer.

5. Question 5
65% of the audience said that it would benefit the video
if there was an attractive woman featured. We took this
on board and aimed to use an actress to play the part of
‘Arabella’. However, unfortunately we did not find an
actress that met our needs in time for filming. We then
used feedback from the previous question which
showed that conceptual footage could be effective.
We then made the decision to represent Arabella
metaphorically and with imaginary, instead of actually
featuring her. We believe this to be in fact more
effective as it gives less away, allowing the lyrics to
speak for themselves and not be ruined by trying to
captivate exactly what the lyrics say, but playing on his
words with metaphor.
For example, we filmed Fire, and put this in slow motion
to draw attention to its beauty and to allow audiences
to be captivated by it. This fire represents Arabella, as
fire I also ‘hot’ linking to ideas suggested in the lyrics
that she is attractive. Another lyric brings forward the
idea of magic and compares her to it. We took this and
represented it with smoky shots and clips showing
sparks, adding a sense of enigma and mystery.

6. First draft of Music Video
We posted the first draft of our music
video onto the group page for our
school. This meant a large section of
our target audience would see it. We
received a fair amount of feedback,
with some very useful opinions.

7. Continued
From a number of people, we were told that the eye did not fit, and that
it was a nice shot, but did not keep in with the style and aesthetics of
previous clips. From this we were given a choice, to remove it entirely or
better implement it. Initially we chose the latter. This is because we
knew that once we had applied grungy effects to it and darkened it, it
may fit more effectively.
Furthermore, we agreed with the feedback that it was not in the right
place and subsequently moved it along the timeline to a point where the
lyrics mention an eye. We also timed it with the music, cutting it on the
beat, which lead to a more seamless transition and the eye fitting in with
the video more effectively.
We also received feedback that the lip syncing was not quite on point on
certain clips. This was due to the fact that we had not fine tuned it yet
and were focusing on filling blank spaces. We re watched the video and
found the clip where lip syncing was particularly off and corrected it.
This lack of continuity between visuals and sound really distracts and
completely ruins the professional look of the whole thing.
We ensured from then on that lip syncing was as close as it can be, by
zooming in on the soundtrack and finding raises and bumps in levels on
both the soundtrack and clips, and then aligning them up as closely as
possible. In some cases the footage was slightly off, and so we decided
to speed up the shot by a few percent of slow it down in order for the
lead singer’s lips to move at the pace of the song.

8. Second draft of Music Video
• For our second draft, we received two pieces of extensive feedback, both of which we found very useful,
especially the email from Mrs Hill.
Callum George:
Positive Elements:
Wide variety of camera angles, at varying focal lengths.
Nice use of camera dolly to create moving shots.
Stylistic monochrome effect applied to all shots is in
keeping with the bands preferred style.
The use of a band and vocalist helps to sell the illusion of
musicians performing the song in the music video.
The slow motion shots of different objects (such as the fire
and gasmask) help to break up the long periods of vocals.
Improvements:
At times the use of slow motion seemed unnecessary and
unfitting with the pace of the vocals and instruments.
There were a few incidences where the lip syncing did not
quite match up with the intensity of Alex Turners singing
voice. Consider cutting to a different angle or shot all
together.
At The beginning of the video there is a rather long pause
before the song begins to play. Maybe this could be
improved by increasing or adding a sound clip of a record
spinning.
Consider linking the context of the filler shot to the vocals
in the song.
Mrs Hill:
At the start of the video there is a strong beat that starts the song at 4 sec in. I think
that you need to cut to that beat - so cut from the record player to the lead singer at
the point.
At around 45 sec in you use an effect - kind of like it is aged footage with scratches and
a white line that appears to run through the middle of the clip. I like the effect but I
think this is the only time you use it. It is a good idea to use effect more than once (to
show that you have not just included them because you could.) Maybe every time we
that sort of mid shot of the lead singer you should have that effect - then we link the
effect to that character. You could add it in to the shot at 1:18. If there are other
effects that you have used only once try to incorporate them in somewhere else as
well (but with a reason)
At 48 sec in the lead singer stops singing - I think it looks like an error. I would remove
that portion of the clip
Not sure some of the slow motions work e.g. at 1:36 - there is a very strong series of
guitar notes that is not matched by action. maybe cut to the light at that point -
cutting to the beat of the music is a good technique to use and if you use it here you
can keep most of the slow motion
Not sure about the shot at 2:08 where you have used a MLS of the lead and
drummer. The lead is playing with his hair but we here singing. It kind of break the
continuity of the performance. This shot would be better in an instrumental moment
When we see the bass guitarist again at around 2:50 I think you should use the
ghosting effect that you used in an early shot with him - again this shows that the
effect is linked to the bass player and not just used because it was cool.
And obviously no black patches in the final one...

9. Continued
We received note that the first shot did not quite work. This is
because the music initiates halfway through the shot and there is
no physical indication as to why the sound starts like a drop of the
vinyl needle for example. We considered Mrs Hill’s advice and
made sure to cut the clip on the first beat of the song, creating a
more definite beginning. We also added diegetic, post production
added sound of a record player and film roll, ensuring the first clip
was not complete silence and giving it purpose, whilst maintaining
focus on the record player alone.
We received feedback that the ultra slow motion shot seen to
the left did not work because of a lack of continuity. We were
very fond of this shot and so did anything we could to keep it.
Instead of using jump cutting or juddering between clips, which
we thought wold ruin the smoothness of the shot, we timed
light flashes to the guitar lick. This guitar riff is very prominent
in the clip and it was the main reason as to why the shot did not
appear to be right.
We also gained feedback regarding effects. With particular attention to
the fact that we had added a few, but not really committed to any, not
featuring them throughout. We agreed with this a lot, and we realised
it stopped the video from flowing. We took this advice and decided to
explore for more effects online, and watched tutorials on how to create
vintage sequences like rolling and stuttering. By adding more effects,
we feel that the video became more flowing and interesting, because
some of the latter clips became a bit similar to the start.

10. Ancillary Feedback• From our Vinyl, CD cover and Website, we
gained great feedback, with little room for
improvement. We feel this is because of the
extent to which we ensured they kept in
with the style and format of the video.
• We were informed that the vinyl cover may
need a title. However we maintained that
we wanted to keep it as retro as possible,
relating with the arctic monkeys theme. Not
having the album title gives it a vintage
quality and keeps in with the style we kept
throughout the whole process. Once we
explained this to the teacher, it was
understood that it was good as long as there
is reason for it.
• We were however told to create more of a
booklet based item for the CD cover. This is
because the vinyl did not need this as it is a
retro item but the CD needed information to
draw the audience in. We acted upon this,
creating a folding booklet that consisted of
lyrics on each page for each song. In
addition to this, a different band photo was
added onto each page. We felt that this
added excitement to reading it because of
the way a different, new image is displayed
on each and every page, giving it the
qualities of a calendar.