Q3) What have you learnt from your audience feedback?

One of our questions was "What style of clothing would you imagine the characters to be wearing?" The most popular choices were trainers, Adidas brands ect and also bright colours. These are the look we were planning to go for so that was a success. Another question was Our most popular answer for "What setting would our video expect to be shot in?" was the one we aimed for "early in the morning when it's sunny".

Initial Audience research

This is the link to our 9 question questionnaire https://www.surveymonkey.com/s/7K3YWLV, we shared it with our friends on the social media networking site Facebook and got a total of 43 responses, this utilizes web 2.0.

The target audience for the album/artist is 15-30. Therefore we chose people within this age bracket for our focus group.

We wanted to include some closed questions in our questionnaire because we wanted to find out specific things we were in conflict about for example, which clothing style we wanted the characters to wear and what time of day we should film.

However we mostly used open ended qualitative questions so that people could give several answers with possible explanations with their answers without any restrictions of their opinions. For example, "When listening to the track what visually first comes to mind?" We had some really good answers which backed up what we imagined. A lot of people said 'dancing and bright colours' and also 'kaleidoscopes' which we are using as our digipak. Our favourite answer was "vibrancy but also a sense of sadness and depression" because this is exactly the aim we are going for.

Rough CutWe showed our rough cut to our class to enable us to receive feedback from our target audience and teachers on our communication of the narrative and our initial ideas. We also exported 50 seconds once we finished the beginning.

It is important to test our concept in pre-production to an audience because it enables us to gather feedback to change and develop any aspects of our concept which may not be suitable. This also means we get a third party perspective allowing us to try and see it from the point of view of someone who doesn’t know the concept.

This is the link that will take you to our rough cut, https://www.youtube.com/watch?v=Ryo4JxavlBY. We used YouTube as a platform to export and share the video.

Negatives

- The group was quite small so we didn’t get a wide range of opinions.

- The demographic of the audience was quite narrow

- They were all the same age 17-18, so we didn’t therefore get a feedback from a range of ages.

This was our feedback: The lip-syncing should not be at the beginning

because the audience should feel distant from him at this point.

> The narrative is slightly unclear.

The beginning shots seem out of place because he is at the edge of the roof and then he is walking away from the edge and then back at the edge.

The London shots are not clear that they are in his mind. They need to be more fantastical.

On the rooftop it would be a good transition if we juxtapose shots of him closing his eyes on the rooftop and then he opens his eyes in London.

The colour is too bright in London it needs to be richer.

The ending shot could be one of him walking away from the edge so the conclusion is he walks away.

SolutionsWe got rid of the miming as we didn’t think it would be appropriate for him to connect to the audience in this way, because we wanted him to be enigmatic. As we got rid of this first miming shot we had to get rid of the one included later in the video otherwise it would look out of place and unplanned.

It was suggested that we should make the London shots and the girls look more fantastical, so to achieve this we put a lined affect on all of the shots with all three characters in and added a colourful overlay.

We didn’t want the clips to be in a chronological order to portray his unease and discomfort as well as his disillusion with reality. This is why the video does not completely follow the rules of continuity. We therefore made this look more deliberate by continuing this technique through out the entirety of the video.

The narrative that the London and the girls are in his mind and not real is not completely clear in the rough cut. To fix this we then cut back to the scenes of him on the roof more interspersed with the London scenes.

Final audience researchWe uploaded our final music video onto YouTube, and showed it to a focus group. Our focus group had a specific demographic that matched the target audience of our track (15-25) to get feedback for our final video.

We showed the focus group our print work and asked them these questions:1) What do you think the genre is?Emily- AlternativeClaire- EDMAmber- Hip hop , techno dancer

4) Name two emotions you get from looking at the advertisementsEmily- excited, apprehensiveBecky- funky freshAmber vibrant, incoherence, melancholy,Maddy- cool, dark, mysterious, magical

3) What are your first impressions of the main character?All of them knew the main character was the guy in all 3 print works.Becky- Hip hopClaire- looks individual and wouldn’t have any friendsAmber- a bit lost, lonely, face looks hollowMaddy- he looks like he’s having fun- smiling, stylish, mysterious

2) Can you think of what the music video could be about?Emily - Alternative reality, happy,Becky - Cool effectsAmber - Creative, colourful, movement and dancing given there moving, and its called Snakehips.Maddy- Drug use, in an imaginative world

We then showed the focus group our music video, and asked questions these were the responses:

6) What do you think the narrative is?Emily- The music made him happy and alive, in his imagination.Amber- He was lonely, the music was in his head and not real, never saw him get to the graffiti area so in his head, the girls were flickering so also in his head

5) What are 2 things that are memorable to you…Emily - like when she blows the glitterBeth- I like the title, with the goldBecky - contrast between the colour and black and white, it keeps flicking between the twoClaire-likes the tracking back shotMaddy- visual effects, likes the green screen

8) How do you perceive the main characters emotions?Amber- he was happy at the end Maddy- down at the beginning, quite depressed, then he gets happy when he’s with the girls, music the girls got him through the tough times,

9) In what way is the video related to the lyrics?Emily - money doesn’t equal happiness.Beth - the bracelet is a tangible object that the girls left behind and he takes it with him.Becky - gold is not enough.Claire- I want to watch it again to find out if he had the gold bracelet at the beginning.Amber- The gold bracelet and face paint linked to gold lyric.

7) What do you think the purpose of the girls are?Becky- they appear and disappear because he’s happy and unhappyClaire- they are his conscienceAmber- make him feel happyMaddy-that he wants the girls

We encoded the texts to show that the main character has a mental illness and it was clear that the preferred reading was largely taken for example when we asked the focus group what they perceived from the narrative their response was that the London scenes and the girls were only in his mind.

A negotiated reading that they all agreed upon was that the music made him happy. This wasn’t exactly as we intended but it still proves our video to be successful from the fact that the London scenes are a physical embodiment of his happiness rather than the music is the cause of his happiness.

The advertisement was intended to give prevalence to the main character as well as follow the conventions of the joyous and energetic mood that Electronic Dance music genre. This was so that the consumers would be able to tell the genre of the track without having to listen to it.

When we showed them the digipak they instantly got the preferred reading that the outside is connoting his appearance of being joyous and happy but on the inside he is sad and melancholy.