Jamie Farrow Cheshunt School 17226

What Have You Learned From Your Audience Feedback?

Pre Production

“Who were we looking to aim at?”

As we decided what song we were going to use for our music video, we quickly came up with a target audience we were going to aim towards. The target audience was:

Teenage (13-19)Male and femaleMiddle/Working classAny ethnicity

After creating this target audience, we then constructed a questionnaire that was created to find our perfect target market. After analyzing the results of this questionnaire, we found that we were correct in our prediction.

The results from the questionnaire showed us that we would be aiming our video towards the younger generation demographic, such as teenagers and young adults. We have noticed that this age range are more interested in street dance/breakdance and hip hop and R&B, therefore we will be stylizing our video to meet these requirements.

One of the most preferred attributes of music videos was fast cut editing. Therefore we will try to include quite a bit of editing to please our audience. We have also found that most of our audience watches music videos on YouTube, using a phone, tablet or laptop. This is why we will be uploading our video to YouTube rather than any of the other sites available for video sharing.

Using the results from our questionnaire, and using the idea of our music video, we then used demographics and psychographics to further determine whom we were aiming our video towards. This is what was gathered:

We have also found that a narrative and performance music videos are liked by our audience, therefore we will be including narrative and performance elements in our video. Lastly, we have found our specific target audience, being middle class teenagers, so we will have to aim our video specifically towards them. It is quite difficult to aim a music video at a particular demographic, but perhaps we could ensure that the clothing and style is appropriate to that of the middle class (on the socio economic scale, this would typically be B and C1 social grade).

The Socio-Economic Scale

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Jamie Farrow Cheshunt School 17226

We then went in to discussing psychographics and this is what was mentioned.We will attempt to aim our music video towards the "Aspirer" psychographic according to the Cross Cultural Consumer Characterisation. These people are typically materialistic, interested in fashion and orientated to extrinsic people. This means that we will include elements of people succeeding in making their lives better through materialistic means.To go into further detail, the aspirer was chosen as the video was of two homeless people who rise above homelessness, and end up living a happier life with a dance crew. They went from having nothing, to having a family unit, and money.This was taken in to account when creating the digipak and poster, as on both you can see a dollar sign in the middle of each which links to the materialistic side of the psychographic.

The Cross Cultural Consumer Characterisation

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Jamie Farrow Cheshunt School 17226

Production

After creating each draft, the video was shown to our media teachers, friends and family.The teachers gave comments such as, “some of the shots are too lengthy, either make the cuts faster, or break down the shots with adding pans or zooming the shots”“There is a lot of narrative and not much performance, therefore add more performance elements to the video”

Friends and family were shown the video in the form of a focus group. In school, a group of friends were shown the video in a room and were asked for feedback. The most common feedback given were, “make some of the shots shorter/faster”, “make the video more professional by adding he song title at the beginning and the album cover at the end” and finally “add more of the singers, there were only a few sections of them”

Changes were made according to these comments. As some of them were changed, some problems were an in to, for example, when more of the singers were added, we found that some of the parts of the lip-syncing were out and had to be covered by the narrative. Due to the initial comment, we had to leave some of the out of time lip-syncing and had to be used.

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Jamie Farrow Cheshunt School 17226

When family was shown, in the same style as the students, similar comments were given, although, there was one different comment, which was to try different visualisers for the green-screened sections. This was done until one was found that both we liked, and the family.

To do with the digipak and poster, positive comments were given back from all who were asked and said to change nothing.

Post-Production

When the final video was created, posted and shared. Positive feedback was given back. Friends and family were shown in the form of focus groups and gave positive feedback and when teachers were shown they were pleased and told us that it looks finished.

The video, digipak and poster were then poster on Facebook and Twitter, and to our shock, the majority of comments were positive, only few hating and were not taken notice of as they were not constructive comments.

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