Evaluation <ul><li>Question 3 - What have you learnt from your audience feedback? </li></ul>
Our Target Audience Demographic Profiling G R A S S - Female audiences - All races will be able to watch/enjoy our music video - the ages of our target audience ranges from 13-19 year olds (teens) - socio-economic -status - subsidence, e.g. students. Our chosen age for our target audience are 13-19 year olds. This is because we feel that they will be of more interest to our artist and media products.Young people are a good target audience as they have more free time to watch music videos and listen and buy tracks. They also have the money to buy media products as students and young people are expected to still be living at home, being founding by their parents, therefore giving them ‘limited access’. Psychographic Profiling Young and Rubicam's theory: 1. Mainstreamers - 40% of the market, this is the largest section of the market. This group seek security in conformity and thus tend to buy well-known brand names, 2. Aspirers - These people are motivated by status. They buy smart, high tech and high fashion goods. 3. Succeeders - These people have already climbed the ladder and want to keep control of what they have. Car adverts that emphasise power and control are aimed at this group. 4. Reformers - This group want the world to be a better place. Educated people such as teachers and doctors who apparently are more likely to buy eco-friendly health products. E.g. Pixie Lott would attract mainstreamers - as she is a young, well-known pop artist, who aims her fun and girly lifestyle at her target audience (young females).
Our Target Audience Based on our questionnaire which we created and distributed to 10 teenagers, we discovered that a large proportion of them preferred pop music to anything else. This inspired us to make pop music our genre and young people our target audience. As shown on this questionnaire, 18 year olds enjoy spending their time watching music videos online, even if they are unfamiliar or not keen on an artist. Pop music was shown to be the most popular, and performance based music videos are more enjoyable for the consumer. The artist who is usually and most commonly the protagonist is the one that gains the most attention and the one who attracts their target audience to watch and buy their products.
Are audience research While researching on our target audience, we saw that it was vital for us to include a performance based music video with plenty of close-ups, costume change and dancers. Our research showed that all of these were key aspects in music videos, in which young people like to see. After discovering young people are the main consumers of music today, we decided to target our products to them. Students have more time on their hands to sit and watch music videos, as well has having the money to purchase the artist’s products, so in order for success we felt that 13-19 year olds would be a more suitable audience for our products than for people over the age of about 25. I think our product was successful in appealing to young people according to the audience feedback as it was very positive, and by looking around at the facial expressions of our audience while watching our final product, it seemed as if they were enjoying it just as much as we did ourselves. Colour and contrast is another main aspect of music videos, and also for promotional content. Our album designs contained plenty of bright contrasting colours, reaching out to our young audience, capturing their taste in modern design.
Secondary Target Audience The secondary audience is also an important aspect to consider when creating an artist and it’s brand image. When researching this, we discovered that Pixie Lott attracts many female fans, over the age of 20. Her music is usually played on radio stations like, Radio 1, Rock FM, and Radio 2. This is because of the popularity of the pop genre, which appeals to a wide spread of audiences, ranging from young teens to adults.
Our Target Audience It is a known fact that many young adults and teenagers are the main age group who use the internet to discover new artists, to download music, and to share music tastes on social networks like facebook and twitter. This is why most modern artists use twitter and facebook to interact with their fans and to promote themselves and their media products. Here is a snapshot from twitter. We posted this so people (mainly teenagers) are prompted to watch the video.
Maslow’s Hierarchy of Needs Maslow’s theory shows that in order for humans to be psychologically happy, they need the basics but the necessities of food, water, breathing etc. And in order to move higher up in the triangle, each level should be completely fulfilled. The highest level in the triangle is ‘self-actualization’, this includes, morality, creativity and lack of prejudice. I strongly believe that our video fulfills some of these needs. The need of self-actualization is mainly fulfilled here as our video has a lack of prejudice, it involves a lot of creativity and morality is also fulfilled. I also strongly believe that a sense of friendship is fulfilled in our video. The artist’s confident, and genuine personality definitely plays a big part in the music video, as it reaches out to the target audiences. Audiences can feel comfortable listening to the song and watching the video, which is important as it makes it easier for the consumer and the artist to develop a relationship.
Blumler, McQuail and Brown’s Theory Blumler, McQuail and Brown came up with the Theory of Use and Gratification. This is an approach to understanding why people actively seek out specific media outlets and content for gratification purposes. The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion. Basic Diversion - provides a sense of escapism for the audience (away from reality). Almost like a dream, for example in our video it’s all colourful, bright, happy and perfect. People will relate to this, and feel the need to admire our artist. Personal Identity - The audience often relate things from their own lives in comparison to the lives of the artist/band. In our video, our artist if shown to be slightly alternate, young and full of energy which is how young people want to feel. They may also compare or share their style and look. Personal Relationships - When watching music videos, you instantly feel connected with that artist. Whether it’s due to their personal life, their personality, or simply the way they portray themselves on-screen. We created this effect by frequently using close-up shots in our video making the facial expressions used by our protagonist more noticeable, this way, the audience is able to feel at ease and enjoy what they see. Surveillance - This captures information about the lives of the audience/artist, for example, if the music video consists of the artist drinking and partying, it suggests that the artist and audience both enjoy taking part in similar activities. In our video it’s much more simple than this. Our artist seems more sensible and feminine, yet likes to dance and sing. This suggests that our target audiences are girly and enjoy the same sort of activities.
Audience Feedback Here are two examples of the questionnaires which we created and distributed to our target audience. This was to research how well we have done, and what we could have improved on.
Audience Feedback We were relatively pleased with the feedback which we got, and we take into consideration all critical feedback in order to improve our knowledge of what our target audience enjoy. It is also a benefit for any future productions. What was most talked about was the split screen editing which made our artist look like she had a double standing beside her. The lighting and colour was another positive aspect about the video, and many of our audience thought the boy/girl theme worked. http://youtu.be/uzfVDgOwk9c Many of them commented on the lip-syncing. They said it could be more precise and our artist could have been a little more enthusiastic. Good vibrant and interesting backgrounds
Audience Feedback After watching our finished product, I felt that we could have done somethings differently. However, I am more than pleased with the music video, and I feel it reaches a high standard. Improvements that could be made are with the studio location, the backgrounds and possibly the lip-syncing of our artist. Although the backgrounds have been well created, we could have been more adventurous by adding more of a variety. Another thing which I would do differently, is that I would plan more in advanced and be more organised so we could have a variety of location shots, rather than sticking to the green screen. We have realised that the timing and editing of the video so it matches the song is very challenging, and we did it to the best we could. I think we done well, but with a little more time, it could have been better.