1. EVALUATION QUESTION 3
What have you learnt from the audience feed back?

2. Daytime clips
A few members from our focus group said that
they would have liked to of seen more
daytime clips of London. I agree that it would
be more visually appealing if we had
incorporated more day time clips, however,
the only way we could have done this (and
make it look professional) would be by adding
more night time clips and making the timings
of the all clips in the video, shorter. This is
something I would have love to have done
and would of definitely been worth another
days filming. Although, I very much agree with
this critique, I fear that if we would have had
more clips they would end up looking very
similar to the ones we already had.

3. Time Lapse
We received many compliments about the use of
time lapse. One of the members from the focus group
said “it represented London well”, as it reminded her
of the “ busy streets and everyday life in London”.
Although it was very satisfying to gain good feedback
from this feature I feel the audience didn’t
understand the depth behind using it. The intention of
the time lapses were to show a passing of time and
that there are so many people in this world. It shows
how we are all connected. One thing my partner
and I strongly agreed on is that we would have liked
the clips to have been sped up more but to have
done this we would have had to filmed for longer,
meaning we would have to of had an extra days
filming. This would have been an issue as we both
had other commitments and it would be unlikely that
we would be able to afford it.

4. Vivaldi
My partner and I received mixed feedback in the
focus group about the incorporation of the Vivaldi-
Four Seasons track used at the beginning of the
video. Some said they felt it was a clever, creative
and unique idea. A few stated that it felt like a
“London experience” which was the reaction we
were hoping for.
“I thought it was going to be an advert highlighting
iconic parts of London and it was pleasantly
surprising to find it was a music video.” – Social
network user.
Others felt that it “didn’t fit” with the Alt-J track that
was used and it was odd that we had used a
classical track merged with an ambient track. I
understand that it may cause confusion of the
genre but as my partner and I wanted to challenge
conventions, I feel it fits really well. We wanted to
show a London experience and I think using the
Vivaldi track helped convey this.

5. Effects
A few members of the focus group said that
we could of used more effects to add
diversity to the video. An example used was
reserving the direction of the London Eye.
Another was changing the colour of the sky,
which although I don’t like the idea of (as I
feel it would have looked amateur), it would
have connected more with the ancillary
tasks. I agree that using more effects would
have made the video more visually
stimulating but for the minimalistic house
style, I find what we have already used is
fitting. My partner and I both agree that we
would have liked to have added more slow
motion clips into the slower/ quieter parts of
the track.

6. Ancillary tasks
We received a lot of positive feedback regarding the image
we used for our poster and digipak. Mostly that it was really
well edited. A member from the focus group said they really
liked the colours used and the composition of the trees.
Another said that they love that the picture was surreal yet
still calming. This was great to hear as it was what my partner
and I intended. From the feedback of our ancillary tasks we
learnt that our poster and digipak were effective for
promoting Alt-J as they attracted people that aren’t
necessarily fans of the genre. The bold design is what
captured their attention and I feel that there isn’t anything
major we could improve.
Some critique we received was in relation to the link
between the ancillary tasks and the video, but others
understood that many artists wouldn’t have very similar links
between their products. I personally wouldn’t change the
poster or digipak to fit with the video as the underlying
connections between them are strong. Another member of
the focus said the font used (Haettenschweiler)
wasn’t clear enough, which I agree with to an extent. I think
we could have picked another font such as Arial Rounded
MT Bold, which also gives the futuristic impression.

7. Overall
From the audience feedback I learnt that the majority of the focus
group felt positive about our idea. Many liked the fact that we chose
to challenge conventions and they said that it was refreshing to seem
something new and different.
I also gained a lot of knowledge of how we could improve our main
task and media texts, such as:
- Trying out different effects.
- Filming the clips for longer so the time lapses could be faster.
- Adding more clips to the video (especially daytime clips)
- Using a different (more readable) font across all platforms.