1. Audience feedback was vital element of my production
process, as it allowed me find out what was going well
in my products and also what I needed to improve on.
Moreover, it ensured that I was creating high quality
and visually pleasing products that appealed to my
target audience.
The primary target audience for my products were
male and females for the aged 16-25. My primary
demographic is BC1 and C2. I feel that this is
appropriate demographic as it is mainly middle class,
lower middle class and skilled working class that listen
to drum and bass. It would be unlikely that a grade A
(upper middleclass) such as a lawyer or accountant
would listen to this genre due to the stereotype’s it
carries i.e. drug/alcohol use. People of demographic
BC1 and C2 are heavily stereotyped with the use of
substances and alcohol in their everyday lives, thus
making them the appropriate target audience for my
products. I also have a secondary audience, which
consists of both females and males aged from 12 to
35. The demographic for my target audience would
include AD and E. This again is down to the
stereotypes of the genre, as aforementioned a upper
middle class person would most likely not listen to
drum and bass, however, it could be possible that a
percentage of that demographic do enjoy the genre. I
chose my primary target audience based on the genre
of the song. ‘Afterglow’ by Wilkinson comes under the
genre of Drum and Bass. Drum and Bass, is similar to

2. the genre of Dance and is usually associated with
clubs, festivals, raves and parties. The target audience
of male and females aged 16-25 regularly attend
places such as clubs and festivals which play Drum
and Bass. The genre is also heavily associated with
intoxication, whether that be through the method of
using illegal drugs and alcohol. This age group is well
associated with heavy drinking and drug use, this
being the reason my products, particularly my music
video was based heavily on my protagonist drinking,
and the effect that this had on her mind and physical
state. I also feel that my target audience will primarily
be individualistic. Drum and Bass, even though stems
from the genre of Dance which is very mainstream at
this current time; is a very new and different type of
music. Individualists are interested in new, un-tried
things such as music. They also are determined to be
different and not to follow the crowd. Even though the
genre of Drum and Bass is becoming more prominent
in today’s society, it takes a specific audience to
actually listen to it and like it, thus showings its
individualistic tendencies in comparison to say the
genre of pop which would attract mainstreamers and
conformers and also aspirers who consider social
status important and want to fit into the crowd. My
target audience will include all races and ethnicities
however I feel my music video will attract
predominately those who are classed as white British
and Irish, this is due to the stereotype of those who
are of other races, such as Black and Asian tend to

3. listen to other genres of music such as Hip-Hop and
RnB. Moreover, those who are white are more
associated with binge drinking, drug intake and also
attending dance festivals that those who are of other
races, implying they are more likely to be able to relate
to my protagonists position. However, this assumption
is based on media stereotype and does not apply to
everybody.
In feel that my products follow Blumler and Katz Uses
and Gratifications Theory. My music video more
specifically will allow the audience to identify with the
protagonists thoughts, behaviours and even find
reinforcement for their own personal values, due to the
fact they can relate to my protagonist and my
protagonists situation as they too would have been in
a similar situation or know someone who has from
drinking too much, as this target audience are heavily
related with binge drinking.Moreover, my audience
can gain entertainment from my music video, allowing
them to escape from their own issues and problems in
their lives. My music video could also allow the
audience to release their emotions through the
connection they can make with the protagonist, thus
making them feel like they are not alone. Moreover,
my music video, digipak and magazine advert will
allow my target audience to socially interact with
others. My product could potentially be a conversation
starter and even develop into a conversation topic for

4. peer groups, allowing them to create connections and
relationships with others. Lastly, my music video could
provide information for those in my target audience,
but more importantly for those who do not come under
my target audience. The narrative of a young women
drinking herself into a state because of personal
issues such as loneliness could inform maybe an older
audience of the struggles that young people face in
this generation, particularly with the problem of trying
to fit in with others and how they deal with the stress
of everyday life, such as unemployment.
.
I made sure that I gathered audience feedback for all
of my products. A way of generating feedback came
from the use of social networking sites. Sites such as
Facebook and twitter allowed me to post my products
on my profile and publicize then to my target
audience. Both male and females in this age group
are well known for their use and love of social
networking sites to connect with friends and other
people around the globe. As I knew that a lot of my
target audience had profiles on Facebook and Twitter I
felt it appropriate to post the products on there.
Alongside my music video, I also created a survey on
a website called surveymonkey.com, which allowed
me to come up with ten questions I felt it important to
ask. I asked questions like ‘Rate how professional my
music video looks out of 10’ and also ‘Please rate

5. each element of my music video’ and then listed,
Lighting, Editing, Narrative, Performance and Mise-enscene’. These types of questions allowed me to collect
quantitate data, which was easy and quick to analyse.
From these questions I received positive feedback
about for example my lighting and narrative, which
was classed as being ‘successful’. I also asked
questions that would collect qualitative data such as
‘How does my music video relate to the genre’ and
‘how could my music video be improved’. This meant
that my target audience could elaborate on how they
felt about my music video and give detailed answers,
thus allowing to understand what I needed to change.
However, for some of the feedback, I did take into
account but did not act on it. For example, someone
suggested that to improve my music video ‘I should
change the costume of my protagonist’. I did not act
upon this as my narrative was about my protagonist
over one night, which means that a change of
costume would cause confusion in the narrative. A
downfall of survey monkey however is that I did not
gather a lot of feedback, I only had around 15
responses from a mixture of both male and female all
in the age range of 16-25 and so felt I needed to
undertake other methods of collecting audience
feedback.
Another example of a way I collected audience
feedback was through the use of group interviews. I
was able to play my music video to my classmates

6. and they gave me feedback verbally and in written
format. I filmed this group session so I was able to
relate back to it when changing aspects of my music
video. I also asked people face to face what they
thought of my products and then took down notes.
Speaking to someone allowed me to collect rich
qualitative date as my target audience were able to
elaborate on their answers and reasoning’s. In terms
of audience feedback for my ancillary tasks i.e.
magazine advert and digipak, I did a one on one
interview with a few people and asked them what they
thought about my products. I received some positive
and negative feedback. Before even beginning to
create my digipak and magazine advert, I asked my
class mates what they thought of a ‘purple and white’
house style. I showed them the pictures I was
planning on using and what they thought of the
saturation I had placed on the images. I received a
positive response from my target audience and so felt
that in using the purple and white housetyle and the
images my ancillary products would impress the target
audience, and give them what they wanted. Later on, I
interview my target audience with due to concerns
with my second draft. My target audience stated that
the back of my digipak needed some work i.e. adding
more tracks and maybe another image. I agreed with
this and so, when it came to making my third draft of
my digipak I made the changes. In interviewing my
target audience I was able to cater for what they

7. wanted, thus making my ancillary tasks products of
what my audience wanted.
The most successful method of gaining audience
feedback for me was talking to my target audience
face to face, whether that is one on one or as a group.
I felt that this method allowed me to ask productive
questions to my audience and receive detailed and
precise answers on what they wanted to see in my
products. This was down to the fact they were able to
elaborate on their answers and visually point out to me
what they felt was a success and what needed to be
changed. Even though publicizing my products with a
survey on social networking sites was useful in
collecting quantitative data, I felt that it wasn’t helpful
in collecting qualitative date due to the fact my target
audience gave brief answers. Also, due to the
anonymity of the survey I was not able to ask the
people what they ‘meant by this?’
Overall, audience feedback has been crucial
processes in producing my products as it has allowed
me to gain an insight into what my target audience
(male and females aged 16-25) want in a drum and
bass music video, magazine advert and also digipak.
This in turn meaning I could create my products to suit
the needs of my audience.