1. Audience feedback was crucial throughout the project and allowed the creators to receive constructive criticism and improve their work before deadlines. 2. Research identified the target audience as "Indie Scenesters" and "Creatives" who are influenced by opinion leaders and develop style based on music genres. 3. An online survey of students received feedback on how audiences access music and opinions on marketing techniques, which informed the design of mock album covers.

1. EVALUATION QUESTION 3 Aran Wilkinson

2. Audience feedback was an extremely crucial part of the production of
the main product and the ancillary texts. Using audience feedback
allowed us to receive constructive criticism throughout the project.
We were then able to react to this feedback accordingly before any
deadlines meaning our work was always up to standard. We used
several methods to receive audience feedback including online
surveys and comments on several of our draft blog posts.
During the research and planning stage of the project we used
information from several sources such as UK tribes or google. Using
UK tribes allowed us to identify our more specific target audience
which was indie and alternative. The two groups which we identified
as our main target audience were the Indie Scenesters and the
Creatives which where the two groups we wanted our ideal target
audience to be portrayed. Our product should appeal to an active
audience who are lead mainly by opinion leaders which is argued by
Katz and lazafeld. These opinion leaders will often resemble
individual choice however still develop a style based on a leader of a
group.

3. Stuart hall states there are three reading preferences for an audience
to use. I believe that most of our target audience should take the
preferred reading stance because they will respond to the product the
way we wanted them to by appreciating our simplistic music video
and all the ancillary texts due to the similarities to other texts from
the indie-rock genre. Although I think a large portion of the target
audience will take the preferred view I must also consider the idea
that some of my audience will take the negotiated view because of
some of the creative decisions we made such as the diverse colour
pallets used throughout the video (earthy green and brown colours, a
black and white filter and bright purple and blue back lighting.) We
were then able to evaluate the other stages of designing.
Before we created any of our final pieces we first created an online
questionnaire using the website survey monkey. We asked our target
audience questions about how they interact with other media
products and how successful they think marketing has been for other
products currently available to them.

4. The people who took part in this survey where students from my
media class or from several other subjects around the school. I think
this gave us a wide range of opinions whilst keeping the participants
within the target audience allowing for more reliable results. The
results from the questionnaire where similar to what we expected,
most of the participants used a wide range of media technologies to
access their favourite music, videos etc. However, the response to the
other question regarding the success of marketing, with many
different responses. Some people mentioned the use of consistency
and identifiable structure which allow marketing to spread a viral
brand. Because we had a wider range of responses we decided that a
more specific survey would be appropriate for evaluating current
Digipaks. Because of this we created two more questions asking what
the participants thought of the two digipak covers for
‘TwentyOnePiolts Blury faces’ and ‘TheFoals Total life forever’. Both of
these Digipaks conformed to several conventions of branding by
using a simple layout. But they differ when Blury Faces uses digitally
designed patterns and Total life forever uses photography. This
survey gave us a wide range of opinions which we used to evaluate
our Digipaks. Using these opinions we created a draft for each of our

5. Whilst we were filming our music video we were fully aware of how
importance of the audience feedback and how it would affect our
final product and its professionalism. Because of this we spent
several hours practicing lighting and camera framing in the schools
white room. We used this time to film some test shots which were
later posted onto our blog and used it to receive more audience
feedback. We then checked the comments on the blog post and found
that we needed to improve (camera angles and shots), and that we
should research how to improve them. We then went away and used
websites such as YouTube or Vimeo and looked at how we could
improve. We then posted a draft for our final video and waited for
more feedback on things such as the narrative or the use of vibrant
colours. We then received feedback and responded by correcting the
issues mentioned within the feedback.