The student learned valuable feedback from their audience at multiple stages of creating their music video and ancillary texts. During initial research, audience interviews provided guidance on preferred genres and narrative elements. Later feedback on draft ideas and pitches helped refine concepts. Audience viewings of rough cuts gave direction on pacing, editing, and technical elements. Final feedback affirmed that the filters and narrative were effective but suggested areas for improvement, such as including more artist performance or reworking one storyline element. Overall, iterative audience feedback at planning and production stages helped the student create work that effectively engaged their target viewers.

1. AmyClarke
Evaluation Question 3
What Have You Learned from Your Audience Feedback?
Throughout this project, audience feedback has been essential from the research and
planning stages, right through the final feedback once our music video and ancillary texts
were complete.
The first piece of feedback that we received was in the
research and planning stage. This was within the target
audience interviews that we carried out. Within the target
audience interviews we interviewed people within both
our primary target audience, females between 15 and 25,
and secondary target audience, males between 15 and 25.
We then asked them questions that would be useful for
us and our ideas and their answers to their questions gave
us feedback on what to include and what not to include in our ideas. The
audience said that they liked the acoustic pop genre because they felt it
was more real and personal, they liked to see narrative and
performance within a music video. They also liked it when the music
video amplifies the lyrics rather than illustrating them or ignoring them
completely and that they liked to watch music videos to relate and
identify with the characters and the narrative. This feedback was useful
for us because this linked to the idea that we had come up with and we
then took the feedback into consideration and came up with a final idea.
Once we decided on our final ideas for our music, we pitched them to our target audience in
order to get feedback on what was good and what could be changed. The audience said that
they liked that our idea has a clear concept and that it was
creative and achievable. They said that we should include an
introduction to express the idea and that we needed finer
detail like time and places and we needed to think about
specific settings for our music video. We considered this
feedback and decided on our final ideas in order to
complete our music video.

2. AmyClarke
We took our final ideas, and planned and filmed our music
video. We began to edit our music video and once we had a
basic edit of what we wanted our music video to look like, we
then showed our class, who was part of our target audience,
our music video in order to get feedback. At this point, we
hadn’t completely finished our music video so being able to
get feedback helped us to finish our music video but also to
improve it to so that it met what our target audience wanted.
Once our target audience has watched this edit of our music
video, they gave us feedback on what they thought was good but what could also be
improved. They said they liked the pace of our editing as it matched the tempo of the song
and that the overlay shots we used helped to make our music video more unique which
they really liked. They also liked the framing at the beginning of the video and they liked the
concept of the photos disappearing as it helps to give the audience an insight of what the
narrative within the music video may be about. They said that the guitar playing could be
improved, as it did not actually look like the actor was playing the guitar. We were also told
filters needed to be added so the past and present could be distinguished in order to
improve it and that we needed something at the end of the video in order to make the
ending more interesting for the audience. We took this feedback in consideration and
finished the editing for our music video. We learned from this feedback and decided to add
black and white filters over the footage that was shown to be in the past to make it easier
for the audience to distinguish between the two. We decided to mash up the memories of
the ex-boyfriend and girl for the ending in order to make it more interesting for the
audience. We also re-filmed some of the guitar parts to someone who could actually play
the guitar to make it look more realistic.
Once the music video was finished, we then started to think of
ideas for our digipaks. We created six different ideas, of a
mixture of inside and outside panels, as well as including font
ideas that we may use within out digipak. We presented these
ideas to our class, again part of our target audience, in order to
get feedback of what they liked and what they did not like.
They then put arrows on the ideas that they liked the most and
explained why they liked these ideas. This was useful for us, so
that we know what our target audience liked to see on a
digipak. They said that they liked the back panel of the first
idea they thought it was effective of the genre however, we
were told that they feel like for the back panel there should
be some graffiti or a newspaper on the wall just to make it
look more interesting. We were also told the first idea was
simple but effective of the genre and that they really liked
this idea. Someone said they didn’t like the close up of the
guitar on the fifth idea because they didn’t know what it
was until we explained it to them so we should replace this

3. AmyClarke
with something else. Someone also said that they didn’t mind the pink background on the
second idea as they though it was conventional of the genre. Another person said that they
didn’t like the black and white and that we should use bolder colours to keep the digipak
more conventional. We learned from this feedback and decided to make some changes. We
decided that we liked the first idea and that were going to use this for our digipak however
we were going to swap the picture of the artist playing the guitar on the back panel, to the
pictures of the guitar standing against the chair on the inside panel of our third idea. We
then decided that we were going to use the inside panel of the fifth idea because we really
liked the idea of them music sheets, however we are going to change the close up of the
guitar to something that will represent our genre more and so that the audience can
identify what it is rather than getting confused.
We then came up with some ideas for our magazine
adverts and presented them to our class in order to
get feedback. We explained our ideas to them and
they then chose which ones they liked best using
the arrows shown on the picture, and gave us some
feedback. We were told that they liked how most of
the ideas linked to the digipak and they would be
easily identified as adverts for the digipak. Most
people preferred our second idea due to it linking to
the front cover of our digipak and how it symbolises
Ed Sheeran as an artist. They also quite liked the
black and white theme on one of ideas as they thought this suited the genre well. They also
liked the fact that the name of the artist stands out more than the name of the album so
that the audience know whom the album is for. We then learned from this feedback and
made some decisions with our ideas. we decided that we were going to go with the second
idea in order for it to link to the digipak. We feel the idea best suits the digipak and will
allow the audience to identify what the magazine advert is for. We liked the simple design
and the fact that it is still conventional. We also quite liked the idea of our unconventional
idea so we have decided to incorporate this and use bolder colours for the background for
our magazine advert.
Once our music video and ancillary texts were complete, we sent and showed them to
different people within our target audience but also people who weren’t our target
audience. By doing this, we go a range of positive feedback on what they liked about our
music video and ancillary texts but also constructive feedback on what we could do to
improve them if we were to do them again. We gained feedback from 4 different people
which was important as it gave us an idea of how to improve it if we were to do it again but
also to whether our music video and ancillary texts appealed to our target audience. We
posted our music video onto YouTube I order to receive feedback from our target audience,
we thought this would be a good platform to post our music video as it is widely used,
especially by our target audience which were females in their mid-teens and early twenties.
By doing this we received one comment which gave us some positive feedback on our music
video. In this comment we were told that the video relates to the lyrics really well and that

4. AmyClarke
the clips flowed well together.
This was positive feedback as
it shows we have met what
our audience wanted within our music video. We also
received feedback from one of our teachers, Miss
Greenwood, who although is not within our target
audience gave us some positive and constructive feedback
for our music video. She said that she liked the establishing
of the relationship at the start of the music video through
the pictures and the use of colour help to distinguish
between the past and the present. She loved the fades and
the ghosts of people within the video and she said it looked
very professional. However, she said there could be more
of the artist singing within the second half. Another piece
of feedback was from someone within the sixth form who
watched our music video and gave us feedback. She said
that she liked how the song and the setting were well
thought out and that the cover of
the music video is creative and
reflects Ed Sheeran’s style.
However, she didn’t understand
who the person was checking on
the girl crying and that it didn’t
make sense. Also the fact that
sometimes the music was out of
sync with the artist singing. We also
got some feedback from a tutor set within the sixth form who was within our target
audience. As a group, they said that the music video was nicely edited, especially at the end
of the song to the beat of the music. They said that it had a very sad narrative but overall it
was very good. This feedback was important in order to reflect on our work to what we
could have done in order to improve our work but also what was good about it.
Overall, I think our music video and ancillary text went down well. From the feedback, it has
shown that the filters and the narrative of the music video went down best. Most people
that gave us feedback seemed to comment on the filters and that they were useful when
distinguishing between the past and present. Within the feedback we got, the audience
mainly focused on these aspects of the video due to them being effective and the audience
really liking them. The audience tended to comment on the person that checks on the girl
and said that this wasn’t needed or that it didn’t make sense to them. They also said that
the artist needed to be shown performing more in order to promote him. Going by this
feedback, if I was to create this product again, I wouldn’t definitely take the clip of the
girlfriends being checked on as I didn’t feel this was necessary and made the video look less
professional Finally, would also make sure that we included the artist more and maybe

5. AmyClarke
included some more footage of the new couple to exaggerate the concept of the girlfriend
being happier.