The document discusses research conducted to identify the target audience for J. Cole's song "Crooked Smile". Through social media research, the target audience was identified as teenagers aged 14-19. Focus groups with this demographic provided feedback on music video expectations. Scenes depicting struggles at school aligned better with the song's message than an initial skate park scene. Further audience feedback helped improve the music video and design an effective magazine advertisement and CD digipak cover that would appeal to the target group.

1. Evaluation
Question
3

2. We used the internet via
convergence to find out
who J.Cole’s music was
aimed to
Using social networking
sites such as Facebook,
Twitter and YouTube, we
were able to easily find
out who our target
audience would be.Using hash tags such as
#CrookedSmile and
#ColeWorld on Twitter, and
looking at a range of his
subscribers on YouTube
as well as fan pages on
Facebook, we were able to
identify TEENAGERS,
ranging from 14- 19 year
olds, as our main target
audience.
The images show
how we were able to
create our target
audience.

3. Our research
We conducted a short amount of questions asking a boy and a
girl on their favourite genre of music, favourite artist,
expectations in a hip-hop video, expectations of a J.Cole
video, expectations for a ‘Crooked Smile’ video and whether
they prefer narrative or performance based music videos.
Here are their answers:
,
http://youtu.be/ItTEmzPOjiY

4. From our research we found that many of our target audience
would expect to see women and flash clothing within a hip-
hop video. Man would suppose that there would be a lot of
hype in a hip-hop video as well as a club as a key location,
where the artist would be showing off their lavish lifestyle.
With regard to a J.Cole music video,
many members of our target audience
would expect to see a relationship
based theme throughout the video,
due to the nature of many previous
J.Cole videos. A female figure of
some sort was furthermore associated
with a J.Cole music video, by our
audience.

5. Our target audience feedback was essential when creating our
media products as they were able to guide us through their
expectations. When we created our animatic storyboard, we
received feedback from a male and female perspective.
http://www.youtube.com/watch?feature=player_embedded&v=
KvG7HKcebns

6. The skate park scene caused
much confusion to our audience
as they did not feel it worked
with the story of our protagonist.
We intended to show members
of the skate park failing at their
tricks and then succeeding,
which would fit in with the
‘embrace your imperfections’
message.
When screening our rough cut to a focus group, many of them
identified a key problem/confusion that was caused with our
music video.
Throughout the video, our protagonist does not seem to fit in
with particular groups. With the skate park scene, we wanted
to show how when certain groups are put together they can
embrace their imperfections and express their talents.
This message was difficult to convey with our audience and
was therefore removed from our music video.

7. We changed this scene to more scenes of our protagonist
having a tough time at school: fails exam; lonely in school;
rejected by boy and has a fight with a friend.
These scenes were more fitting
with the whole music video. The
scenes in our music video were
more clearer to our target
audience. They were able to
understand why these scenes
were put in in comparison to the
skate park scene.
In order to keep the authenticity levels of our feedback
consistent, we asked the same people that viewed the skate
park in our music video to analyse the improvements made.
The changes made were because of their feedback and
receiving their feedback for our improvements would be more
coherent.

8. In order to reach a mainstream
audience for our music video we could
perhaps post our video on Twitter,
hash tagging #ColeWorld and
#CrookedSmile to get out to the J.Cole
fans. Many fan sites on Facebook on
Twitter could furthermore post the
video on there pages in order to also
get out to mass audience.
Our music video targeted a specific target audience, 14-19
year old girls. In modern day society, many girls seem to face
difficulties. Our music video, after the changes, sent a clear
message to our audience and many of our female target
audience were able to relate to our protagonist’s problems.

9. Audience feedback was also
essential when creating our
magazine advert. Many felt that
the advert we created worked
well when engaging its target
audience.
Feedback told us that they liked
the way the text was positioned
and the idea of having the devils
head as an image.
Not many people disagreed with
the advert as many of them felt
that it was a clear and
understandable magazine
advert and had many elements
that relates to the artist,
Magazine Advert

10. A lot of our target audience liked our
devils head image on the advert.
Some thought it was a bit too similar
to the born sinner image however
they felt it worked well as the addition
of the crooked smile made it a little
more unique.
This was an initial idea for our
magazine advert. It featured a
silhouette image of a female with a
broken glass behind. From audience
feedback, many of them suggested
that there was a spiders web behind
which made it unclear to an
audience. Therefore, we settled for
our other design.

11. Digipak
Here is the front cover for our
digipak. This image would be the
main image when people would
look at a cd cover. Therefore it
was important that the image on
the front was appealing to an
audience.
The idea behind the image is a
broken face which implies a sort
of crookedness and
imperfections to people that they
should embrace.

12. The image was critically
acclaimed by our target
audience. Many felt the colour
white on a black background is
effective.
Others felt that the shattered
mirror pieces was a clever
image as our music video is
focused upon insecurities, and
therefore a shattered mirror
would be a common image
when considering insecurities
upon women.