Jemma A2 Media

What have you learned from your audience feedback?

The script for the video above

Welcome
Hello, welcome to my evaluation question three. I am going to be addressing how my audience feedback helped with the creation of my product.

Questionnaire

To begin with I created a questionnaire to find out what peoples music, and music video opinions. The key thing in which I wanted to find out was peoples likes and dislikes, this would help when deciding what artist we were going to create, and the type of music video we were going to produce.

Result one

I found that there were two preferred genres of music which are pop and indie, so we then had to narrow down which genre we would like to move forward with and select for our music video.

Result two

The next question was about the music video it's self and the majority of people said that they preferred a predominantly narrative based music video, this then made our decision of selecting a genre a lot easier as narrative music videos is a convention of the indie genre, where as pop music videos are known for their performances.

Result three

When we asked why people like to watch music videos we got a range of different answers, whilst a lot of people said that they like to see the performance in the music video, this then raised some eyebrows in our group and people started to question whether or not we should so a pop music video and create a performance.

Result four

When we went on to ask the next question it was made clear to us that we would stick to the indie genre, as people were suggesting their favourite music videos were ones which consisted of a narrative and performance. When creating our video we looked back over all of these results and decided to add a small performance section to our narrative based music video as that's what people who answered our questionnaire said they liked and they were all in the age bracket of our target audience.
I then did some further research and found that YouTube is the biggest site for people to watch music videos other than the television. So we then decided to create a YouTube channel where we uploaded drafts, focus groups, and the final product.
I then researched into social networking sites and discovered that Twitter is the most popular social media site that people use to find the link to artists music vidoe's, so we then created a Twitter page and other social media pages such as Instagram.

Focus group one

It was made clear by one of the three that they linked "natural" music videos, where they looked homemade, this would be by using a handheld camera. We discussed this as a group previous to our focus group.
Following this focus group we decided to include a handheld/natural element to make it more personal to the artist showing a first person perspective, putting the audience in the shoes of the artist.Billie then spoke about her favourite music video for the song "Places" where it shows lots of different locations which we think is a good idea. However, we feel this would be difficult and cost efficient to achieve and also may not fit with our idea of a indie song that shows a narrative. But we decided we were going to film in London and go to multiple different locations whilst in London.

Focus group two

Following our second draft we done another focus group, after the feedback from this focus group we decided to re-film the performance section after scouting a much more fitting location.

Black & White and effects

We then added a black and white effect to the show that it isn't part of the narrative, this was suggested in the focus group we did after our second draft. We also spoke about the added effect to the shots which included the female character and the response was positive, one of them said, "I like the "glittering" effect as it makes her look 'special' and represents that she makes him better and brings him 'light'." Therefore we decided to keep this effect which is a feature on 'Final Cut Pro' called, "Artifacts" and "Bokeh Random".

Lip Syncing

One of the theory's was the 'Reception theory' by 'David Morley' , this is about how each audience member interprets the media text in their own way. There are many things that can effect a viewers opinion such as; their social class, upbringing, life experiences, culture, gender, and ethnicity.
It is suggested that the more similar people are within these factors the more similar there view of the media text will be. If the viewer is very different to the artist they will interpret the text in a much different way than the artist intended, because of this we decided to show the couple going through a hard time and then meeting again and leaving it on a cliff hanger so that people can create the ending of the narrative themselves.

Encoding & Decoding

Another theory I looked at was 'encoding and decoding' by 'Stuart Hall', this is that the creator of the text will put in 'codes' for the audience to decode the message through different symbols, locations, props, extra.
For example the 'I miss you' text which is deleted represents that he wants to tell her ho her feels but can't which many audience members will be able to relate to. Then the female character declines a phone call from the artist which represents she is ignoring him, this is also a relatable scenario, as the couple go through a hard time.

Dominant theory

From the different reception theories I think we have defiantly gone for the 'dominant theory' as everyone who watches our video can tell that it's a couple that are no longer together but the artist/male character wants her back.

Hypodermic syringe

We slightly challenged this theory as it's often giving the audience a negative view to the public where as we give the audience hope that if your relationship separates theres possibility to find each other and sort it out.

Conclusion

Overall I feel as though the audience feedback really helped with the creation of our music video because we stoped using our opinions and help get people who are of our target audiences ages therefore it was really useful to make it the best we possible could for our target audience.

We done a focus group following these stages of the design and development which we asked three of our fellow peers about music videos they and how music videos stood out to them.

Locations

We then asked about our lip syncing which they all agreed that it linked well and looked realistic, I was very pleased with this feedback as this was our intentions and the aim at the beginning of our project.

Reception Theory

I believe that audience feedback is a vital part in the succession of our music video it's helped us focus on what we should change/adjust and keep throughout our development.

If we didn't have audience feedback I feel as though we would have made the video for ourselves and not for the target audiences likes and dislikes. Another way to assess how successful our music video has been in terms of the audience is to look at the theories I researched into at the beginning of the project.

The process of filming and editing this music video I feel as though I have developed my skills, I filmed more in this coursework compared to my AS coursework as I wasn't in as many of the shots, this helped me gather a better understanding of different camera shots and angles.

I also edited a lot more, I begun with editing different production diaries and a storyboard and then with the help of my group I was able to develop my editing skills, I didn't feel very confident at editing when I finished my AS coursework but this year I done some research and watch my group edit and picked up some of the techniques. I now feel as though I am confident at editing.

I learnt from this that the camera shots are a very important aspect, you have to make sure you have all the angles covered to ensure that you have the best result possible, we decided to film extra angles to ensure that we had options when it came to putting all the footage together.

Jemma A2 Media

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