What have you learned

from your audience

feedback?

Questionnaire

• What was your initial reaction to the music

video you have watched? Did you enjoy it?

Why?

• Did you feel a certain way to any of the

characters of the video?

• What are your views on the

cinematography and the editing?

• Is there anything about the mise-en-scene

that you were interested in?

• In general, is there anything that I could’ve

improved on within the video?

I gathered a focus group of 15-42 years old and showed them my music video twice, afterwards they were asked to complete the questionnaire I have quoted.

Participants of my focus group felt interested with the video, as it was emotional and deep. One stated, “I was surprised to find these young females were promoting such an innocent yet broken figure, this is a big contrast in comparison to someone such as Pixie Lott.” This shows that the breaking of stereotype conventions was successful and effective for the kind of image I was trying to portray. All of the participants said that they enjoyed it as the lyrics and beat was captivating.

All participants agreed that they felt sympathetic towards the protagonist, as she was going through a universal situation. Seeing as the majority of the focus group were girls, they felt that they could relate to the narrative. However, one stated, “I did not feel much emotion towards the artist because she was not featured much in the video, and even when she was, she did not participate in much action that would provoke empathy.” This signifies that I could have improved the video by allowing the artist to take a bigger role in the video, other than singing. I should have made the artist go through the same flashbacks with her ex-boyfriend, therefore paralleling the storyline.

• Participants of the research felt that the cinematography was “eye-catching and well filmed”, especially the shot of protagonist holding the bracelet by the river. Although this shot was short, they felt that it was powerful and had a lot of depth to it. With the editing, one contributor said that he thought editing was clean and tight, however it could have been a little faster to keep the audience more engaged.

• The focus group said that the costume of the characters fit in very well with the emotions they are promoting. For example, a part taker said “It was ironic that for the first flashback that the protagonist experienced, the male was wearing white, which made him seem quite glowing and innocent. Although, for the next few flashbacks he was wearing black, which changes the audiences views on him as the song progressed.” All of the focus group associates said that they found it intriguing that a lot of the video was filmed in Central London, this made them feel more familiar and comfortable with the setting. This taught me that iconography immerses the audience into the physical journey I am showing.

• In general, things I could have improved on would be the pace of my editing to make the visuals more exciting. The viewers would have preferred to see more of the artist in order to establish her importance above the rest of the characters. Also, more involvement from the male partner would have enhanced the narrative and made they range of emotions more clear. I completely agree with these alterations, had I had more time and availability with the actors, I would have improved the video.

As for my digipak, the audience felt that it

interesting because it is not an adaption

of a typical R&B digipak. The way the

digipak was constructed promoted the

artist in a “mysterious yet vulnerable way”.

The mix of realistic and artificial elements

engaged the target audience due to the

burst of colours and bold text. A

participant stated “the pictures on the

digipak show that the artist is not afraid to

expose her weakness, which makes the

audience more empathetic to her and

interested in her music.” This taught me

that the digipak was a strength amongst

my advanced foundation portfolio.

Similarly, the participators felt that the

poster kept the inferior atmosphere

correlated with the digipak and music

video. However, it could have done with

a wider range of colours to make it more

eye catching, such as the sub-title text. In

contrast to this opinion, the oldest

contributor thought that the poster had

the right amount of colour and text, too

much and it would have distorted the

simplicity of the look. This suggests that the

poster appealed to an older audience,

which moves away from the vibrant and

diverse conventions.