3. What have you learnt from your audience feedback?
For our target audience, we mainly focused on the younger generation who are more familiar with the genre of music produced by the band, ‘Concrete Disco’, the age generally being around 16+. The range of people who filled out our questionnaires were 17-18 years old and a variation of ethnicities. However the video typically follows conventions of a westernised culture, as seen in most modern media texts today. We identified our target audience by various research into music channels and by meeting with the band. Whilst researching the genre of the band’s music and listening to a variety of songs they have previously produced, we decided on a number of music channels to research that focused in and around this genre of music (mainly dub, electronica and dance music). The channels and stations we came up with were those such as ‘MTV base’ and ‘KISS’.
From research we identified that it was largely a younger audience who tuned into/watched these channels and stations and that this style of music did not appeal to older generations. Furthermore, after meeting with the band in person for our performance shoot, it was apparent that a younger generation (mainly around 17-30) where those who attended gigs and bought tickets for other events that the band was involved with. Meeting with the band greatly assisted with our research for our target audience as we were able to recognise the age group of people who were most likely to be watching our music video and therefore could construct a plot and create promotional products which would appeal to this group. We constructed a questionnaire that allowed for comments on the both the music video and ancillary tasks. From our Questionnaires, it was apparent that our audience felt that the concept of the music video complied with the conventions of the genre, with appropriate stereotypical characters of current media texts. The audience also identified the fast paced editing which is also a connotation of the genre. Others notified that the story line/narrative was what they would expect to find in a high tempo/ dance music video. In addition, it was further noted that the fast pace of the music track echoed the intensity of the chase narrative. In terms of editing, viewers remarked that the different camera angles and cuts created an interesting and effective product. Audience feedback also suggested that viewers observed that the ancillary tasks and music video itself were linked, establishing an overall brand product. In terms of the Digipak viewers commented that the black and white ‘Andy Warhol’ editing mirrored the intensity of the chase scene in the music video. However, in criticism, some viewers felt that some colour in the ancillary tasks would have followed connotations of the genre more effectively, yet the deviation from conventions was seen as ‘rebellious’ and ‘dramatic’ which reflected the bands and the music video’s nature. Moreover, the bands were sent versions of the ancillary tasks so we could receive some feedback from them. They responded that the tasks were very effective and that the photos used portrayed the different aspects of their personalities appropriately. However they required us to change the digipak slightly as the song is a collaboration. They did also agree with the other audience feedback that some colour would have been effective but observed that colour was used in the magazine advert. Moreover, it is hard to receive an accurate feedback for our magazine feedback, as we only have drafted versions.
In relation to professionalism, we aimed to create authentic products that were effective. We used a professional editing package to edit our footage in order to look as professional as possible, but with the schools budget confinements, we could not use the most expensive cameras and resources available. Therefore we tried to create the most professional product possible with the cameras and resources available for our group. The performance scenes in the music video seem quite poorly lit, meaning that the performance scenes look slightly grainy and have an overall dull presentation. If we had access to more expensive, professional lighting, we may have been able to film this scene so the final product would have been clearer. However we could perceive this poor lighting as being to our advantage, as the grey overall effect echoes the band name ‘concrete disco’ and mirrors the way in which the ancillary tasks have been edited.
We also received audience feedback from our class group for our animatic at the beginning of the research and development process. We made pictures on cards for different sections of the music video, mostly the chase scene. However it was hard to create performance scenes as we had not previously met the band or new how they operated. The class were asked to make both positive and critical notes whilst watching the animatic on a projector. From our feedback on this task, we learnt that it was quite difficult to understand the chase scene at first as we hadn’t incorporated an initial reason for the chase. At this time in the development, we were complementing ideas for the chase and had settled on the common representation of youths today that a gang or group would inevitably target one individual on their own. Our feedback suggested that it would be better to have a motive for the chase, hence the inclusion of the bag which is taken by the ‘geek’ at the beginning of the track. Furthermore, we tried to build on our concept in the animatic as much as possible, but it was difficult for the class to gain a full insight into what the final product would be like without the performance scenes, so some criticisms were given as the animatic seemed quite confusing to the group. As a whole, the group did state that the overall balance of performance and chase scenes would create an interesting and effective media product.