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1. Evaluation Question ThreeEvaluation Question Three
What Have You Learned From Your AudienceWhat Have You Learned From Your Audience
Feedback?Feedback?

2. Throughout the course of creating my promotional package, I have
gathered a number of different audience responses in regards to my
products. I thought this would be beneficial as receiving feedback will
allow me to know what issues in terms of improvements or existing
problems there are within the products I have created. Also, receiving
feedback from an audience consisting of the target audience for the
Indie/ Rock genre (people who have knowledge and/or are interested
in the genre and existing artists) has allowed me to create products
which reflect my target audience, following from research I did prior to
the creation of the digipak and music video.

3. First, before creating the
products for my promotional
package, I thought it would be
best to present our pitch and
collate some audience
feedback in regards to the
content and ideas our group
had come up with.

4. In order to do this, I sound recorded three males who suit the target
audience. Luke, Tom and Matt are males within the 18- 25 age range,
which was the age we decided our video would be aimed at. They listen to
existing artists in the Indie/ Rock genre, and have a wide knowledge of
existing products and bands, therefore we thought they would be the
perfect candidates to collect audience feedback from, as they could use
their cultural capital to suggest ways in which to improve our products to
reflect our target audience, and maintain a coherence with existing
products.

5. The feedback I gained from the pitch was
very useful as the guys stated their own
opinions on our ideas, and whether they
suit the genre as a whole. In regards to
this, they thought the ideas and concepts
sounded good, as we had proposed to
change traditional themes within common
videos of the same genre, such as love
and heartbreak, and add entropic
elements (i.e. the idea of stalking and
obsession).

6. However, our audience feedback suggested our proposed age range of 15 to 21 year olds
was too young- as some of our concepts should be for a more mature audience. Therefore,
as a result of this comment, we decided to increase our target audience age range to 18- 25
years. These responses enabled us to determine what aspects would and wouldn’t work
well within our music video, For example, they thought that the common themes
(heartbreak/ love) merged with the dark concepts reflected both sides of the Indie/ Rock
genre.

7. In regards to the music video, the next piece of
audience feedback we collected was for our
rough cut. In doing this, we asked two guys-
both who represent the target audience of the
genre and asked them questions which they
would answer hand written on post it notes as
they watched the video. These people we asked
to respond to our set questions had an existing
knowledge of the Indie/ Rock genre, and also
had existing knowledge of music videos, due to
them also studying Media at college. Therefore,
again, they had the cultural capital to provide us
with responses which would help to improve our
video, and adjust it more to suit the genre of
Indie/ Rock.

8. In response to the questions set, we
learned that we should include more lip
syncing within the video in order to
maintain an equal ratio of performance
and narrative, (as in Goodwins theory)
as seen in existing videos, such as The
Kooks- Naïve, whereby the lead artist of
the band lip syncs within the narrative
throughout. Also, our audience
suggested that we include more close
ups within the video, in order to
establish a sense of brand identity, in
reference to Dyer’s theoretical approach
to creating a ‘star image’.

9. Another response was that the
narrative was confusing at times,
due to the time scale (times of day)
therefore, during editing, we adjusted
the brightness and contrast of some
clips to show a chronological
sequence of events throughout the
course of the video- to add an
understandable structure. However,
in general, our target audience
enjoyed the rough cut, which was
successful- we just needed to make
some minor improvements

10. When creating my two ancillary tasks- the advert and digipak, I found that
collecting audience feedback for the products would be a significant
contributory factor in ensuring the products reflected both the target audience
and the genre- as this was an individual task unlike the creation of the music
video. The first piece of audience feedback I received was class audience
feedback- which I acquired from the members of the group who I created the
music video with. I collected this feedback through private facebook
message, as we already had an existing group chat.

13. Katie suggested that I use a different font for the album
name, to differentiate from the brand of the artist, which
I agreed with straight away- as this was something
which was on majority of existing Indie/ Rock albums.

14. Katie and Dani also suggested to remove the outline of the ratings stars on the advert- which
was a helpful point, as after consideration I thought the stars looked slightly abstract and
cartoon-like, therefore affecting the coherence of the advert as a whole. Therefore, I removed
these stars, replacing them with plain black ones Victoria’s only suggestion was to increase the
motion blur of the camera on both the front cover of the digipak and the advert, in order for it to
blend in more with the background, which I did attempt to do, however it did not significantly
change much, however I was not too fazed by this as I was already happy with the abstract
and entropic style I had created.

15. For my digipak and advert, I also collated some audience feedback via video,
whereby I videoed two people of the opposite sex, in order to gain a balanced
opinion from both sides of my target audience. There were not many
improvements to be made within the responses, other than what has already
been mentioned, therefore the lack of improvements suggests that my work
was on the track to being a successful product.

16. Lastly, I created a private Facebook group where I added
some friends outside of college who fit into the range of
my target audience, and asked them a series of
questions regarding my products as a whole.

18. The people who responded didn’t note many major improvements to be made, a
common a response was that the lip sync was slightly out of place. However, this was
due to the actor not knowing the song properly, and the pressures due to deadlines,
however, It was of our groups opinion that it would be sufficient. Another subject was
the enthusiasm of the actors- however, the video as a whole reflects dark and
depressing themes, so we thought the pessimistic facial expressions would connote
feelings of unhappiness, therefore reflecting the tone of the song.

19. Overall, the audience feedback throughout the course of creating my promotional
package has helped to establish improvements which needed to be made in order
to meet up to the target audiences requirements. It has helped us to create a
coherent promotional package which reflects our chosen genre of music.