- The document discusses feedback received on a music video created by the author to promote their song "Games". - Viewers responded positively to the use of chess pieces in the video, feeling it connected well to the song title and theme of manipulation. - Feedback indicated the video successfully used conventions of the indie music genre, such as a focus on the emotional journey of the central character. - Areas for improvement included suggestions to add more close-ups of chess pieces for reinforcement and to consider providing a more concluded ending.

1. Alice Childerhouse

2.  The first question I asked was what audiences favourite images or connotations were. I
received the most feedback on the use of chess pieces as the main prop and image. Most
people picked up on the connotation of the chess pieces with the name of the song
„Games‟, which was a conscious decision to use.
 “Chess pieces connoting games/manipulation tying into the title and the message of the
song. Use of black and white film emphasises contrast further” – This comment was really
useful for me because it told me that my intentions had worked. I wanted there to be a
strong connection between the song and the music video, so the chess pieces helped
achieve this as well as the colour scheme used.
 One peer wrote “The chess pieces give an interesting metaphor that is open for
interpretation from the audience” – This suggested to me that although I have an idea of
what the chess pieces mean personally, my audience will take different things from it,
particularly due to the face that there is a fragmented narrative.

3.  The next question I asked was what aspects of the video promote the track. Most peers said that
my chess pieces were the most promotional aspect of my video, mainly because they related to
the name of the song
 “The pacing works really well with the track” – I tried a new technique I hadn‟t used before, which
was jump cuts, as I felt it would keep up with the quick beat of the song. I also felt that it would
make the video a lot more upbeat as I used mostly slow shots, and then speeded them up during
the editing process and real media products
 “urban scenery typical of indie music videos” – This
showed me that my use of locations was a clear
convention of indie pop music videos. When doing
research I discovered that there was a heavy use of focus
and lighting in music videos. I decided to use this in my
own work because I felt it would highlight the genre of my
track, and create a clear connection between my video

4.  The third question was how does the video use musical genre conventions.
One comment that came through really strongly was that the video focused
on my main characters journey and emotional struggles, and that this was a
clear convention in indie music videos:
o “Focuses on emotional journey of central character”
o “Focuses on the character‟s story”
o “focused on showing the audience the character‟s personal struggles”
 This showed me that my narrative fitted into the tracks genre, and my
audiences can recognise that.
 One peer even picked up on a Los Campesinos poster in the back of one of
the scenes. Although this wasn‟t planned, it showed me that small details
can actually have quite a big impact on audience members. If I were to do
this music video again I would definitely take into account the props and
objects around me more, as this comment showed me that the audience is
actually very aware of what they‟re watching.

5.  The fourth question was concerned with the creative use of technical skills (controlled
use of camera; variety of shot sizes; editing techniques etc.). I was worried about this
question, because I hasn‟t actually added a huge amount of effects; a lot was done
simply with my camera.
 Every single peer picked up on my use of a time lapse in the second half of my video.
I sped up a short sequence of a street, and all my peers thought this was a very
effective editing technique which went with the pace of the track.
o “Out of focus cars connote uncertainty”
o “the out of focus lights gave a soft and thoughtful appearance”
 These comments were relating to some shots of cars and lights in the street, which I
filmed by using my lens to create a very out of focus effect. It was nice to have
feedback relating to camera skills, and showed me that there are techniques possible
to do with just a camera and not using Premiere Pro.

6.  The last question was areas for improvement. When I received this
feedback my music video was around 85% complete, so there were a
few gaps which people commented on. However, I knew what I
needed to film so this wasn‟t a concern for me.
 “Perhaps another close up on chess pieces for further reinforcement
of the overall message” – This was a really interesting idea, and I
ended up filling up some of my gaps with close ups of chess pieces,
and I felt this was really effective. This taught me that I was able to
gain ideas from audience feedback, and add to my work through
suggested ideas.
 “I think the video would benefit from a more concluded ending, as
it seems to just trail off” – My intention when editing my video was
to have an ending that was open to interpretation, as I felt this
would be more effective in standing out from other music videos
of similar genre. However, this comment did make me realise how
they might think that the ending doesn‟t conclude any of the
narrative. I also had to think about y actors schedule and she was
limited on time so it would have been difficult to arrange a new
date to film a new ending. It was also only one respondent who
didn‟t like the ending.

7.  Images and connotations – One member of my focus group said that the use of
black and white was really effective as it matched the props such as the chess
pieces. This was good because my use of colour was an important part of the
whole of my promotional package to create a brand identity, so it was important
that my target audience liked this aspect.
 Another member of my focus group commented on how the darkness and black
clothing used at the start of my music video really contrasted with the upbeat style
of the song. She said this worked well, and I agree as I was trying to make a
distinction between the two. I felt that a use of juxtaposition would make my video
stand out from others, and also make the audience interested in what was going
on as it may not make sense. However, I can see how some of my target audience
may simply be confused by the contrast between the audio and the visuals, so I
would make a point to not do this again in my work.
 I also think the lyrics are very much open to interpretation, because I even
experienced this myself. When I first listened to the track I felt that the song was
about person losing someone they loved. However later when I was forced to
change my idea because my actor dropped out, I was able to interpret the lyrics
and song differently and therefore come up with a different idea.