Presentation for school

1. Evaluation Task 3
What have you learned from your Audience Feedback?

2. Introduction

3. Audience feedback is the response which is received from an audience in correlation
with a product. This tells the creator/producer of the product whether it was successful
or not, and what to improve in order to make it more successful for the consumer.
Audience feedback was important for our product due to the fact that we had to build
a product which would attract an audience, and market it accordingly. The success of
our product wasn’t only determined by whether people liked or disregarded our
product, but whether we could successfully attract a larger audience.
After we had conducted the audience feedback, we were able to make adjustments to
make our product more successful.

4. How did you get
the Feedback?

5. We conducted the research by asking the following variety of people:
- Peers
- Teachers
- Other students
- Family
- Friends from outside of school
- Members from my production group
This research was conducted in a variety of different formats, namely in a video
format, voice notes, and in a written format.

6. What were the key aspects
of the feedback you
received?

7. The general feedback which was related to our website was the fact that it is very
conventional and easy to navigate around, which would make it attractive for the
audiences. We also got feedback on some of the negative aspects of our website in its
first draft-stages, and therefore we were able to make the changes accordingly.
Overall, the feedback which we received for our music publicity campaign helped us to
understand that we created a cohesive campaign which worked well together, and
helped to convey the brand/star image. We also successfully conveyed our USP,
namely turning the old into something new.

8. How did you use
the Feedback?

9. The feedback was useful to us because it helped us to see what elements from our
website, music video, or digipak were successful. Therefore, we were able to create a
strong music publicity campaign in which the products work well together and help to
properly engage the target audience in what we were trying to achieve in the first
place. We used a range of different people when conducting audience research and
feedback, which therefore gave us a large diversity (as our target audience is also
essentially a large range (or so we thought, looking at the YouTube statistics may tell
us otherwise).
Most of the audience feedback conducted in correlation with the music video did not
have any effect on the final outcome due to the fact that the research was conducted
after the video had been created. However, this is alright as it helps us to reflect on the
work we have created, and helped us to create a digipak and website which targeted
the audience properly.
Overall, we did end up making changes to elements within the website and on the

10. Presenting your
Initial Ideas

11. The first kind of audience feedback which we
conducted and received was in correlation with
presenting our initial ideas to the class, and
seeing what they thought. Once we got into
groups, we gave feedback to each others ideas
(presented to the right) and evaluated which
ones would be the best, and which ones would
have to be eliminated due to the fact that some of
them would be too difficult to create. We
discussed and came up with three concepts for
the tracks Scarlet, Big Yellow Taxi, and Home, of
which we never used any (because we ended up
not being inspired by any of the tracks.
Some of the ideas were too stereotypical, whereas
others were too difficult to work upon, however
the ideas which we did pitch at the beginning
were plausible and therefore we looked at them
further, especially “Home”, until we decided to
change our track.

12. Pitching to Luke

13. When pitching to Luke, we wanted to see what he
thought of our idea and whether it was plausible
to pursue. At the time we had the idea for the
song “Home”, in which we wanted to create
somewhat of a scene “punk” band, including an
element of a dark room. The feedback which we
got here was mainly positive, because Luke liked
the idea and found that the dark room was good.
However, he wasn’t too sure with the other ideas
which we had for this type of music video, which
is why he asked us to alter them.
We did change the idea for this music video a few
times, which we attempted, however without his
suggestions we couldn’t get anywhere and it
made it quite difficult to come up with new ideas.
Which is why we had to come up with a new idea
as fast as possible afterwards.

14. Because we couldn’t come up with any more ideas for
the song “Home”, we decided to change to the song
“Beatophone”, which was originally one of Chris’ ideas.
After brainstorming the sense behind the idea, we came
up with the idea of transforming an old element to a
new one, in correlation with the electro-swing genre.
When pitching this idea to Luke, we found that he
liked the idea, however gave us advice in accordance
with the shoot which helped us to create a more
successful product. This also allowed us to consider
how we would do the transition within the video, and
helped us put our final idea together. The transition in
the video was create by using clips of a tap dance with
funky lighting, and using a smoke machine and the
mad scientist as an aid.

15. Preliminary Audience
Feedback

16. We got some audience feedback concerning our initial
idea by making an interview and asking peers of their
opinion. First, we made them listen to about 45 seconds of
the track, and then told them of our idea, and asked them
what they thought of it and how to improve our idea.
The feedback helped us to assess whether our concept was
plausible or not, and whether our initial target audience
would be interested in the video which we were planning
to create, or not.
The feedback also helped us to understand that what we
had in mind was similar to what the audience would
imagine for this track as well, which helped us to create
something conventional in tone with the music and genre
which we had chosen.

17. Animatic
Feedback

18. We created a storyboard animatic which helped
everyone in our production group visualise what
we intended our video to look like, and also
slightly helped with the timing. We asked the
audience to see what they thought and whether
they had any suggestions.
Unfortunately, as it turned out through audience
feedback, our storyboard animatic was very
unclear and that it was quite ambitious for what
we were trying to portray. Many thought that the
mad scientist was a woman watching TV.
However, this issue may be due to the fact that the
drawings were not the most professional.
From this feedback we were able to draw any
conclusions and make any changes to our idea
that may have not been clear. Therefore we were
able to change some things.

19. Focus Group

20. After we had created our music video, we held a small focus group to respond to our
media text which we had created. This allowed us to show our product to a small
audience and allowed us to get their input. The focus group consisted of two males and
five females in the age range from 16-18, and decided to hold it right before we
exported the video to make some quick changes before making it final.
The audience feedback we received was generally positive, as it showed us that we had
created an effective product and the leap from the 1920s to the future worked well.
However, the audience thought that the dancers were aliens in the futuristic part,
which was not intended. Half of the audience also mentioned that they liked the mad
scientist, whereas others said that they didn’t. Another piece of feedback that was
given was that the futuristic part should have happened earlier.
Despite these small factors, they all enjoyed the video and found that it was a success.

21. Outsider’s
Perspective

22. In addition to the audience feedback which was collected at school,
I decided to go ahead and conduct some research outside, asking
friends and family what they thought. This gave a more unbiased
opinion, as these people did not know the actors and actresses
within the video.
The feedback was very positive overall, and it was very nice to
know that many found it very impressive to watch. Many thought
that the storyline was very impressive and that the idea was clear
when it was conveyed. They also said it was completely different
from the other ones which they have seen.
A few of the audience members had mentioned that the jump in
time reminded them of Doctor Who, which is very plausible now
that I think about it. We were quite surprised when the audience
pointed out that they loved the mad scientist, which is something
the audience at school would have changed. The set design was also
completely different to usual ones and was more creative than
others.
Unfortunately, one of the audience members pointed out that the
camera work was a little poor due to the framing at times, however
that is only a minor issue.

23. Feedback on the
Website

24. We showed our first design of the website to our class, in order to
receive feedback and what we should change. Above is the first
draft, below is the second (and final layout). The feedback which
we received was:
- Font needs to be bigger
- Tabs look like links
- Change the band name
- More copy needed
- More simplistic style needed
- Change location of shows
- What record company?
- Album review and the music video need to be included
This feedback allowed us to create a brand new website which
looks much more sleek and allowed us to connect the other to
ancillary texts with this one, making it an entire campaign, easy to
use for the target audience.

25. Feedback on the
CD Digipak

26. We also conducted research about our CD digipak to see what the audience thought. The initial feedback was
that the band name “Aether” had to be bigger than the album name, and that we needed a track listing. These
were not difficult to include and allowed us to create a digipak which was effective.
Other audience feedback which we got from teachers and peers was the fact that we should include images of
the band on the digipak to make it clear that it is this band. However, I think that this is an unnecessary
comment as the band is a part of the electro-swing genre and it is very conventional for the band not to be
portrayed on the digipak, or anywhere else. This reflects the organic nature of the band, and therefore I feel that
it does not have to be changed.

27. Feedback found
on YouTube

28. From the feedback which was gathered from youtube, we found that our video has over 3,000 views, and that
most of these views came from the UK (64%). A lot of the other views came from the U.S, Canada, Switzerland,
and Russia.
Something that was so interesting to all of us in the group is that the audience which watched our video the
most was prominently male, and in the age group from 18-24. Also, we found that a lot of our users were
watching our video on their mobile phone.
Therefore, we were correct that our target audience ranges in audience, however, isn’t prominently female. This
is quite an interesting aspect. However, this shows that our video is shown to a variety of age groups.