Evaluation: Question 3) What have you learnt from your audience feedback?

Demographics

By identifying the target audience, which is vital before creating a music video as all the elements associated with a music video including the artist, characters, themes, settings, mise en scene etc are all related to the target audience. Therefore, we identified our target audience through a questionnaire, allowing us to find out all the important information about them. Once we discovered everything we needed to know about them we made decisions regarding our music video. This is the key areas and requirements we identified:

• Genre: The genre of my song is Alternative/Jazz, as we chose to use the song 'Syrup & Honey' by Duffy.

• Gender: My music video is targeted at both males and females, though it can be perceived as targeting females more due to them being able to relate to the narrative more effectively than males.

• Age: My music video is targeted at individuals aged 18-30 years old.

• Ethnicity: My video is targeted at all ethnic groups to appeal a larger audience.

• Occupation: E1-C2- The music video involves normal, working class artists, and the locations consist of lower/working class areas, which is appealing and relatable to audiences with from an E1-C2 occupation.

• Hobbies and interests: There are no specific hobbies or interests that our audience are expected to have as the music video draws upon various themes. However, our target audience may be interested in particular hobbies and interests such as music, travelling, arts, etc.

Questionnaire and graphs

During the initial planning stages I carried out a questionnaire in order to receive feedback about my upcoming music video, identifying who my target audience was, what they liked to see and expected from a music video. This primary research enabled me to gain audience feedback and identify that the Alternative/Jazz genre was a popular choice, encouraging me to choose this as my genre. As a result, I completed the final questionnaire and received feedback, creating graphs to express my results. From this, I was able to make clear decisions about my narrative, characters, mise en scene, cinematography etc, allowing me to create a music video that was targeted at the correct audience and was suitable for them, meeting their expectations.


Here is the questionnaire created, 20 people in total were asked to participate, consisting a variety of closed, open and multiple choice questions.

The key questions we asked and the feedback we received that were vital in influencing our future decisions included:

From the evidence, we identified that the majority of the people contributing to our questionnaire wanted to see the theme of morality. As a result, we were able to include the theme of morality as well as loneliness, addiction and self-disruption that were more likely to appeal to an older audience and music genre.

Most of the audience agreed that lip syncing was not necessary in the music video, therefore we decided  that the music video will focus on the narrative with little lip sync from the main artist to appeal and reach wider audience.

A majority of the audience agreed that the music video should pass a message, so my peer and I decided to place a quote from the main artist struggling with her addiction at the end of video, to leave the audience thinking and create a relationship were the viewers can relate with the character and make the music video successful. 

Most of the target audience agreed to both, a non-traditional narrative and traditional narrative within the Alternative/Jazz genre. Therefore, in order to make the music video successful we included both traditional and non-traditional narrative in our music video.

How did this help you make decisions?

The questions we asked and the feedback we received about our upcoming music video helped us because we identified what the audience wanted and expected from the music video, allowing us to make key decisions based on these factors. For example, after finding out that the audience were more interested in seeing themes such as morality and passing a message within the music video we made sure that we follow these advices, so when it came to filming we filmed the artist bearing this in mind. Without the creation of a questionnaire, we would not have had any feedback to draw upon which may have put my group and me at a disadvantage, as we would have had little knowledge about our target audience, and what they liked/ expected to see in an Alternative/Jazz music video. Therefore, the use of research has been extremely helpful in allowing us to carry out our decisions, as we continuously referred to our graphs to help us finalise our storyboard which contained everything about the shooting of each scene.

What is the importance of receiving critical feedback once the production has been made?

Once a production is finalised, it is important to get your target audience to view your product and give feedback to help you make small changes helping to finalise the product, making it as successful and appealing as possible. After identified that it was vital to receive critical feedback on our completed production, we held a focus group, inviting AS and A2 film and media students to watch our production and view our ancillary products, allowing them to provide us with feedback, consisting of positives and negatives. From this, we were able to make small changes to our production based on the feedback we received, making it more effective and successful. 

Focus group pictures:

SoundCloud Feeback:

Why did you put your work on Facebook and Instagram?

I put my work on Facebook as I wanted to share my work with my family and friends on a global scale in order to get their opinions about my production. I figured that Facebook was the most suitable social networking site to share it on as many people use it for educational purposes as well as social purposes, also allowing them to like, comment and share my video. This would ensure that audiences from various age groups, including my target audience aged 18-30 would view my video and give me truthful feedback. This was successful as I received a large amount of likes and comments, allowing me to see what was good about the video and what needed to be improved.

I also posted my video on Instagram, allowing my followers to view, like and comment on my video. It was important for me to share my music video on various social networking sites as it encouraged my video to be viewed by a global audience, making my video globally identified and successful, as well as allowing my artist to be recognised by a larger audience, increasing her fame and success.

Some general comments I received on Facebook and Instagram:

Positives:

-  " I like the use of a distinctive narrative rather than a cliche one, it creates adrenaline for the audience as they do not know what to expect."

- " The editing techniques used in the music video are unique and effective for the narrative and creates excitement for the audience."

- " The message at the end of the music video is powerful and universal, meaning that anyone can relate to it.

Negatives:

- " The narrative can be unclear sometimes."

- "The shots of the female artist can be repetitive at times."

- " The lighting used at the beginning of the music video is dark preventing the audience to fully see that artist 's face. "

What did you learn from this audience feedback in terms of whether you created a conventional and successful music video?

I learnt that a majority of the audience, including my target audience and even those from other age categories liked my music video, giving me positive feedback. From this, I learnt that my music video was conventional as it was positively received by a mass audience, which may have been different if my music video was niche and only specifically targeted at a niche audience or specific subcultures identified by Hebdige. Also, despite the few negative comments I received including the representation of the characters and the cinematography, I was able to take this criticism on board making small amendments to my video to help overcome these issues. Moreover, these criticisms are also useful as they could help me in the future if I was to create this music video again.

Conclusion:

To conclude, I promoted my music video on various media platforms, including; Facebook, Instagram and Youtube as they are all globally accessible and therefore fit for our purpose, which included presenting our music video to a wider audience, allowing it to receive popularity as well as feedback to improve the video, maximising its success. This task was beneficial as it gave me an insight on what people wanted to see and how to improve my music video even better. The overall feedback I received was positive, although we did receive some fair criticism, allowing room for improvement. Those who provided us with criticism encouraged us to see where we went wrong and how we could improve. It also set an audience that we wanted to target, therefore addressing and attracting the spectators. By starting my research from my questionnaire, I believe that my peer and I made massive progress on attracting our audience around our music video.

Evaluation: Question 1) In what ways does your media product use, develop or challenge forms and conventions of real media products?

Evaluation: Question 4) How did you use new media technologies in the construction and research, planning and evaluation stages?

Evaluation: Question 2) How effective is the combination of your main product and ancillary texts?

Final product: Music video

Research and planning – Advert: Drafts of adverts

After identifying key elements that make a successful advert we have started to put up a design of our advert and began to look at the different ways we can make it successful. The function of an advert is important because it can help to promote the product across different media platforms thus provide synergy. Therefore, it is important to make it elegant, appropriate for the genre and appealing for the audience in order to secure a profit/ success. It is also important that an advert share common conventions with the digipak or the video in order to allow the audience to familiarize and recognize the product.

DRAFT 1

Analyse the use of Conventions:

• For our first draft, we have decided to include a medium shot of the main character who is facing the camera. However, the artist’s face is half cropped which shows consistency from our digipak to the advert. We also included bright colours as well as a disintegration effect to make the advert look different from the album and to appeal to a wider audience through the unique representation of our main artist. We intentionally choose these colours because the dull green connotes depression, lack of interest and mental exhaustion of the main artist. The disintegration effect also provokes the same feeling as well as making the viewers assuming how drugs and addiction can affect someone. We believe that these factors are conventional because the artist looks vulnerable meaning that she is not promoting her persona instead promoting her values and ideologies as well as music.

• We intended to use high-key lighting to make the artist look exposed and defenceless.  This will make the viewers feel sympathy for her as well as wanting to find out more due to the colours and disintegration effect used. We believe that is conventional because it creates a sense of mysteriousness that will appeal to a wider audience in order to get success.

• We believe that the typography we chose fits the Alternative/Jazz genre, as it is simple, edgy, bold and unique. The typography used on the title and the date are bolder, in black on a white background to make it stand out. Whereas the artist name is a signature to make the audience feel closer to the artist. We believe that it is conventional because it is expected for the typography to reflect the mood and the artist persona through the colours and shapes.

• The overall layout is neat and consistent as the information is spaced out revolving the main image. This is conventional as it draws in the audience to the advert. The layout is also simple as it only includes simple information.

• The information we included on the advert involve the artist name, the title of the album and the release date as well as the company details. We have only included relevant information on the advert to make the audience aware of the details, however, we have prevented over complicating the advert to avoid confusion or misunderstanding.

• The language we used is simple and formal, as we want the audience to be able to relate to the album and the artist and understand that it is aimed at a certain type of audience, which is conventional, as the information should reflect the audience and their social class.

• We did not include sub-images; however, we added the logo of the company promoting the album, which is a necessity.

• The advert would appeal to subcultures, which supports Hebdige’s theory. This is because it has an unusual effect. The artist is gradually disappearing which does not place her at the centre of attention but intrigues the audience as to why is that, which can lure audiences. In mainstream music, the artists are often the centre of attention and try to ‘lure’ audiences and sell their music through looks. However, by making the effect the main look of our digipak we are more likely to appeal to subcultures who reject the mainstream values (hegemony) because our product does not follow the mainstream culture.

Audience Feedback

Strengths:

• The image manipulation is impressive and very eye catchy.

• Good use of font. It also compliments the digipak and the video.

• The date is easy to read and stands out.

• The company details are clear and makes the product look professional.

• The format is correct and fits its purpose.

Weaknesses:

• There is a lot of blank space which should be filled, otherwise it will look boring and make the consumer uninterested.

• The manipulation does not match the smoke effects, which were used within the digipak and the video. This makes it inconsistent.

• The use of color does not really match the other products. Consider adding some black and white or fading out the color.

Further Action Plan:

• We will fill up the empty space by adding some ‘Key Singles’ and digital platforms which will enable consumers to download our product, which is an example of synergy.

• We will manipulate the image again and instead of using the disintegration effect we will use the smoke effect in order to make consistent products.

• We will use less colour in order to match the digipak.

DRAFT 2

Analyse the use of Conventions:

• After receiving feedback and criticism from different viewers, we made changes in our advert. We kept the image and colours; however, we changed the effect of the picture. We decided to add the smoke effect used in the album, as the advert was lacking consistency. We believe that by using the same effect on the advert it will look more appealing and originating from the same concept and values the digipak holds. This is conventional as it makes the artist look mysterious and unknown to the audience. The colourful smoke represents life, which evaporated from the artist due to her addiction issues and other problems. This allows people to feel sympathy and maybe a sense of familiarity.

• The colour we added was black and light grey. We believe that these colours will complement each other as well as showing consistency through the advert and the digipak. The smoke effect represents the depression and loneliness the main artist is experiencing. She is so depressed that the colours are fading away from her, which also connotes her addiction to cigarettes and drugs. We believe that it is conventional because the viewers will be able to relate to the experience the artist is feeling thus causing them to bond.

• We included more information in our advert, such as the artist and album name, the release date, key singles and apps where you can download the music. Not only had we done this to promote and make our artist more popular, but also to encourage the viewer to buy the album.

• The smoke connotes addictions and mental health issues. This makes the artist seem familiar within the audience who could also struggle. This follows Dyer’s theory as Sarsha seems ordinary and extraordinary and has a clear personality and own character.

Audience Feedback

Strengths:

• The smoke effect works well with the whole concept and helps to convey the themes well. It is also consistent with the rest of the products.

• The color scheme is also effective as there is black and white which corresponds with the rest of the production but the colors also add a little mystery.

• The addition of key singles and download information works well and makes the product look professional and industry suited.

Weaknesses:

• There is too much smoke in some parts of the advert and it makes it rather distracting and busy

Further Action Plan:

• We will get rid of some smoke in order to clear the image and help the audience focus, as right now it can be quite distracting.

Conclusion:

Overall, the drafting process allowed us to create a sophisticated product due to the development process and useful feedback, which enabled us to progress. The drafting showed us the amount of progress we went through and allowed to taste how real designers work on products in the industry and how much they rely on the audience in order to create a successful and proficient product, which will bring profit and sell well to the intended target audience. Some of the main changes we have made was the change of the main effect, which enabled us more consistency throughout our products. We also made sure we included relevant details about the product and informs the consumer.

Research and planning – Digipak: Drafts of digipak

After researching into generic conventions of a digipak and looking at specific indie products, we have come up with a digipak design, which would fulfill the audiences’ expectation and fit with our overall campaign. In order to create a successful product our digipak underwent the drafting process, which allowed us to constantly receive feedback on our work and improve. We received feedback from the supposed target audience, in order to meet their expectation and sell well, as well as other media students who have an accurate idea of what is required for the product. This allowed us to create a successful product which is fit for purpose.

DRAFT 1

 

Analysing the use of Conventions:

• We have included the image of our main artist on the cover of the digipak. She is looking away from the camera. The medium close up shows the side of artist’s face, which is conventional as it makes the singer look mysterious and unknown to the audience rather than glamourises her. The image is also professionally edited as it is grey on a white background and a smoke effects is applied on the picture of the artist. This is conventional because the white backgrounds allow the image to stands out and the smoke effect representing the abuse of substances as well, as how these drugs consume her, which the audience can relate to. In addition, the manipulation of the image is common among the indie genre because niche artist do not try to sell their image but can be unique. The smoke fits the theme of drugs.

• The title of the album is ‘China White’ which is located on the bottom right corner of the cover, on top of the CD as well as the spine of the album. The one on the album cover is bold and black representing the bad side of artist. Whereas, the one on top on the CD and on the spine is in white with a black background. This represents the good life of the artist and shows consistency of our work. Moreover, the artist name, Sarsha, is placed on the album cover, on the CD and after the quote. The one on the cover is in white with black shadows symbolising the good side of the artist and foreshadowing her depression and substance abuse.  The name of our album is less obvious and foreshadows drugs, which relates to all the songs on the album.

• The main colours we used in our album are black, white and light grey. We believe that these colours complement each other as well as conventional for the Alternative/Jazz genre. We also chose these colours because they connote the struggle between the ‘good & evil’ as well as provoking mysteriousness for the audience. The grey smoke also works well with the theme of drugs.

• The mysterious nature is further reinforced through the typography which differs and contrast with the background. The white colour promotes the artist innocence and vulnerability, whereas the black colour representing the lonely and depressed side of the main artist.  We believe that the use of typography and colours are conventional because it reflects the mood and the artist persona through the colours and shapes.

• The overall layout is neat and consistent as the information are spaced out revolving the main image. Also the use of the smoke effect will be seen on the outside of the album, whereas the CD and the quote of the main artist will be will be located on the inside of the digipak. This is conventional as it draws in the audience to the digipak and allows some contrast.

• The information we have included in our digipak are the title of the album, the artist name, the company details and the barcode. This is necessary information and legally every product needs to have the manufacturer name and barcode.

• The language we have utilised is simple and formal, as we want the audience to be able to relate to the main artist and the maturity of the issues the artist is surrounded by.

• We did not include sub images, instead we corporate a quote from the main artist to promote her ideologies and persona to the audience who mainly fights with drugs and alcohol on a daily basis as well as people who struggle with other personal issues.  We believe that this is conventional because we are not only promoting the main artist as a successful and happy figure but show her problems and difficulties thus allowing the audience to feel familiar with her.

• The digipak would appeal to subcultures, which supports Hebdige’s theory. This is because it has a unique and unusual design, especially with the smoke manipulation. The artist has a distorted face which doesn’t place her at the centre of attention, unlike artist from popular culture. In mainstream music the artists are often the centre of attention and try to ‘lure’ audiences and sell their music through looks. However, by making the smoke the main look of our digipak we are more likely to appeal to subcultures who reject the mainstream values (hegemony) because our product does not follow the mainstream culture.

• According to Dyer the star should be ordinary and extraordinary and should have own character and personality in order to allow the audience to feel familiar and connect to them. Sarsha has a sense of familiarity due to her struggles, which draws in audiences.

Audience Feedback:

What do you like about it?

Front Cover:

• Excellent manipulation of image, especially on the front cover.

• The use of font is appropriate to the genre and consistent throughout the product. It is also easy to read.

• The predominant grey reflects the genre and theme of the product well.

Back Cover:

• Clearly consistent with the front cover

• There is relevant information about the distributors and it includes all necessary information, including the copyright formation.

The Inside:

• The quote helps to make the artist familiar and allows the consumer to connect with her, despite she is an upcoming artist.

• The colours work well alongside the CD.

• There is font consistency.

The CD:

• Has relevant information.

• Compliments the inside.

• The font is consistent.

What do you dislike about it?

Front Cover:

• The image resolution is not as sharp as it could have been.

• It is a bit too bright, I think a darker shade would work more effectively due to the daunting theme of the product.

Back Cover:

• Similarly, to the front cover, the back should be a bit darker.

The Inside:

• The inside looks a bit empty. I would recommend adding a small image to make it look fuller and complete.

• The signature is hard to read and doesn’t look authentic.

• Considering adding some smoke for a more consistent look.

The CD:

• I would add some smoke too in order to show more consistency

Further action plan:

From the feedback we have received we plan to do the following in order to improve:

Front Cover:

• We will recreate the digipak on Photoshop for a better resolution.

• In Photoshop we will be able to manipulate the contrast and tone of the digipak which will allow us to create a darker image.

Back Cover:

• After transporting.

The Inside:

• The inside looks a bit empty. I would recommend adding a small image to make it look fuller and complete.

• The signature is hard to read.

• Considering adding some smoke for a more consistent look.

The CD:

• I would add some smoke too in order to show more consistency.

DRAFT 2

Analysing the use of Conventions:

After following the feedback and criticism from the viewers, we made changes to our digipak to meet the audience expectations. We have included a hand-drawing image of a bottle of wine and a smoking cigarette on top of the ashtray, which connotes to the addiction the artist is victim of. The drawing is coloured in white with a black background, which makes the image stands out as well as connotes to the ‘good vs evil’ theme.  We believe that this is conventional and will meet the audience expectation because it links to one of the hit singles as well as is consistent throughout the album. We have also digitally added the smoking effect on the CD as well as on top of the smoking cigarette. This not only shows regular consistency but also makes it eye catchy and relate to the theme we chose. Lastly, we have also changed the layout position in order to fit industry purpose such as for professional printings etc.

Audience Feedback:

Strengths:

• The darker highlights on the front and back cover correspond with the theme of drugs within the album

• The names of the soundtracks are intriguing and show exactly what the album is about which evokes a sense of familiarity for the consumer

• The image in the inside is suits the theme and the overall theme of the product

• Overall the digipak is suited for purpose and has realistic measurements

• The digipak corresponds with the advert and the video

• The little uses of smoke on the CD and the inside work well

• There is not an overload of information which is effective

Weaknesses:

• The inside panel should have the artist’s name on it to show that the quote belongs to her and help to create a bond between the artist and audience.

Conclusion:

Overall the drafting process allowed us to create a sophisticated product due to the development process and useful feedback which enabled us to progress. The drafting showed us the amount of progress we went through and allowed to taste how real designers work on products in the industry and how much they rely on the audience in order to create a successful and proficient product which will bring profit and sell well to the intended target audience. Some of the main changes we have made was to darken the tone of the digipak and enhance the idea of ‘Good vs Evil’, which plays out in the artist life. The smoke effect is consistent and continues to feature in our advert and video, which allows the audience to recognize our work.