1) The group interviewed people in their target audience to understand preferences for music videos. They learned that most preferred a narrative to just a performance, so included both. 2) Feedback on their initial video suggested improving the guitar playing scene. They re-filmed with a better player but at an angle to disguise this. Feedback also led them to add more footage to lengthen the video. 3) Overall feedback on the finished video was positive, praising the editing, acting, and professionalism. However, some suggested another filter for performance scenes, which the group opted not to include to maintain realism.

1. Evaluation Question 3 – What have you learned from your audience
feedback?
Near the start of the coursework, when finding out ideas for our music video, we interviewed
several people that were seen in our target audience to find out some of their likes and
dislikes and what they prefer to see in a music video for fitting for our chosen genre. By doing
these interviews, our group had a much more clear idea as to what to include in the video
and why it is effective. From this we discovered that the majority preferred a narrative based
video as they thought it enhanced the video more although one did prefer having just the
artist with no narrative at all, we went with the majority and instead of just a performance
based video, we included a narrative as well as we thought this would fit better with the song
as it is slow and mellow which is what our audience preferred and would most likelyto watch.
We also found out that they prefer videos, which the artist is capable of doing and something
the audience can relate to therefore we included the artist within the video to do this so it
makes it clear that situations such as this one can happen to anyone. Within the target
interviews, they did not like irrelevant content, which had nothing to do with the video,
therefore we kept it linked and easy to follow so the audience stay interested and isn’t going
to put them off. When asking the question “What do you like about Ed Sheeran’s music
videos?” the majority preferred how he uses actors, which is what we listened to therefore
including them ourselves. Doing these interviews helped our group a lot as we then knew
what the audience wanted to see and what they didn’t want to see, it was useful to see how
many preferred narrative based and less performance however we decided to include a
mixture of both which pleased the audience due to them saying how much they liked a
mixture of both performance and narrative. We listened to the feedback and decided to use
the artist as well as other actors for the video so it looks more interesting rather than having
just the artist in the video. However the interviews preferred to see the videos, which had
more uplifting stories however due to the song we chose, it is very slow paced and not a very
uplifting song therefore we could not add a narrative which fitted an upbeat song as it
wouldn’t o and wouldn’t look right.

2. When creating and designing our digipak, we needed to share ideas with the rest of the group
and therefore getting feedback to help us decide our final ideas We took all the feedback into
consideration to then be able to create a digipak that was appealing and attractive for the
audience. In the photo below, we were told that using the back panel would be good and
effective however if something else was included on the back, for example on the brickwork
it would be more interesting. However, we went againstthis and did not include anything else
as we wanted the look to be on the artistand the tracklist rather than any other writing, which
would take away the attention of it. Although the majority preferred the inside panel of the
stool and guitar, we went against this image as well even though we did take it in concern
however we wanted more close up images and that’s where we got the idea of the music
sheets and the centre of the guitar photo, we thought this would work better due to it being
close up so it is more full and out there rather than having a long shot which won’t really be
focused on. Everyone liked the music sheet idea as an inside panel, especially in black and
white as this looks like it would fit the genre correctly and looks like an album Ed Sheeran
could possibly release and that is what we went for, we learned that this would be more
appealing and pleasing rather than a long shot image and we wanted the attention on the
images and I don’t think personally it would be much more appealing if it was an image from
a distance. All the feedback helped us as the people who gave it were within the target
audience and therefore we were able to have their views and opinions, which helped a lot so
we knew what would look good and what, would not.
Before our video was fully completed, we had a feedback session and this is when everyone
saw what we had done so far which was very helpful as we could add more things in which
would make it better and because the feedback was from people within our target audience
this gave us more confidence that the video will be good as they were giving feedback and
comments which we could improve on. Feedback came both positive and negative from our
video at this point, everybody liked the pace of the video and how the editing matched the
speed of the song, they liked the different shots, especially the overlay shot when they both
eventually merge into one shot. Most liked the framing at the start of the video and the fading
throughout as this made it look very effective. However, we were told that it was clear that
Tom could not play the guitar and this showed especially when seeing the performance part
of the video. We considered this feedback and therefore we decided to film again however
using someone else who could play the guitar and who knew the song. We decided to film Mr
Higgins playing the whole song however at a specific angle, a close up shot so you can only
see the guitar and his arms, therefore it wasn’t obvious that we re-filmed and that it is

3. someone else, we only wanted to do this so we didn’t have to change characters and because
this was seen very latethroughout the editing process, we couldn’t go out and filmeverything
again. We also got told that filters would look good when watching the flashback scenes, we
listened to this advice as we had planned to do this anyway so it is easier for the audience to
establishwhat is the past and what is the present. We got criticismdue to the song being slow
therefore we needed a bit more footage to stretch it out a bit more so it looked more
professional. We took this criticismwell and decided to get more footage to make the video
look more finished and to look like there is more of a narrative. Due to this, we filmed more
of Molly on her own as this would fill more of the song due to it being slow paced.
When our music video was completely finished, we shared it on Youtube, Facebook, sent it
to several people, and asked if they could watch it so we can get more feedback. By sending
to people I know, which are roughly my age, some a bit younger and some a bit older means
they fit the target audience we have and as we know them, they willmore than likely be more
honest and critical rather than pretending to be nice about it. We got some feedback from a
couple of teachers and some friends outside of school, therefore we are getting a variety of
criticismfrom different people which I personally think is a good thing as we can get different
opinions and different people’s views. One teacher pointed out
that we could have used another filter when showing the
performance parts of the video however we went against this
as I thought it would be too much, as we have a lot of shots and
different effects and editing techniques and a black and white
filter, we thought we needed something natural in the video
and we thought having more natural lighting helps the idea of
the song, the thought that it can happen naturally and it can
happen in everyday life. However, we also got a lot of positive
feedback therefore letting us know that we are meeting
conventions and making it suitable and appealing for the
audience, even people who are not in our target audience. We
were told it was very professional and well-acted which is what
we wanted, we wanted it to be realistic and not put on. We

4. were questioned about the second half of the video and how the singer isn’t included much,
we did this to let the audience know and establishhow ‘happier’ Molly is with Will rather than
Tom even though there is a scene where Molly is upset and crying over Tom which doesn’t
make sense as she is meant to be happier with Will and Tom should now be irrelevant to her.
We were also told that the editing was nicely done and how it matched with the beats,
especiallyatthe end where we inserted severalclips to refer back to the relationship however
matches each beat in the quick timing. Looking back at this feedback, all the positive
comments gives us confidence that we met a lot of conventions and with it fitting with our
target audience.
To conclude, overall our feedback was positive especially when coming across the filters as it
was easy to establish the past and present which is what we wanted. Also the overlaying shot
of Molly and Tom arguing then merging in to Tom playing the guitar worked well, as well as
the slow motion parts, we wanted this to be effective to the audience to show their
relationship and what happens. The audience seemed to want another filter when showing
the performance shots of the video however we didn’t do this as we wanted to have a little
bit of natural lighting somewhere to keep it realistic and not too full on. However if we were
to film this again, filming more shots and various situations could perhaps add more of a
narrative and make the audience more interested and hooked into the video.