Evaluation question 3

1. Evaluation
Question 3
What have we learnt from our audience
feedback?

2. INITIAL IDEAS STAGE
Throughout our initial ideas we where heavily reliant on
conversation with our audience in order to brief an idea.
We firstly when drafting possible
ideas presented a few key select
members of our target audience
with brief overviews of our
presentation. Discussing possible
genres with them meant that we
could make an informed choice
and would know what they would
be interested in within this
particular genre of music. It
helped us to establish a better
understanding of the conventions
expected in music, leading to the
creation of our video being much
easier.
Presenting this format online
through our blogs meant we could
establish an online presence in
which to reach a broad audience.
Our initial ideas process has 10
views and several comments from
those outside our platform of
reach. This meant we could
understand more accurate and
possibly less bias opinion from
those who did not know us.
Meaning it was possibly more
honest and reliable.

3. QUESTIONAIRE
Going through an audience questionnaire gave us the
confidence and reassurance that our production was
manipulated towards our own target audience. Asking
them their favorite music videos for example helped us
to establish a much better connection with the audience
and allowed us to explore a range of music genre
videos in order to find a common theme on which to
base ours on. This common theme meant we could
create our video narrative to conform to the expected
conventions. For example there is a lot of focus on
gender stereotyping and reasoning. This therefore was
important to consider within our production.

4. FIRST VIDEO DRAFT
Our first video draft established a continued connection towards
gender and the perception of that in society. We therefore took our
video to our target audience in order to hear their opinions and
understanding of it and understand how this interacted with other
videos of similar genres. In order to achieve this we held clinic
sessions whereby our target audience would feedback key features of
video they like and those they didn’t like. We found this particularly
helpful when preparing to expand and film different and new parts of
the video. It helped us to build different aspects. However this process
took a long time and our audience feedback suggested this was
making the narrative less clear and much more confusing then first
intended. Despite some pop culture music videos often exbiting
confusing and twisted narratives, for example Justin Biebers ‘What Do
You Mean’ music video relates to gang culture and drugs in America,
despite the song having no direct link to the narrative. We therefore
continued to use our audience feedback to alter and distinguish a
clear narrative that would help us achieve the product our audience
wanted.

5. CHANGE OF
NARRATIVEThe feedback we gained from our first draft helped us to move on
towards a much clearer and more obvious narrative. Despite our
questionnaire suggesting that teenagers are fed up with a
stereotypical ‘love’ and ‘romance’ narrative, we decided to go with
this. However we felt as we where aiming for an indie hybrid
production we felt reversing typical and traditional gender roles to
produce a much more modern twist on the classic narrative of ‘boy
meets girl’. By doing this our target audience told us they not only now
understood and relate much more deeply to our narrative, but also
found it refreshing and more entertaining to see the roles reversed.
This therefore suggested to us that our narrative change was needed.
One of our clinic sessions that included 5 boys and 5 girls also
suggested to us that despite the portrayal of women in the video as
needy, the young girls where not distressed by this and instead
choose to relate or laugh. We think this comes from the underlining
attraction and admiration for pop culture stars. Should a girl be lusting
after Justin Bieber in a video, she is not seen as needy, but instead
enviable to every other girl watching it. After learning this we felt much
more comfortable in our choice to change narrative.

6. FINIAL VIDEO
Our finial video audience feedback was important to us
when continuing on with the ancillary. Firstly we questioned
the audience on the recognizable and memorable features
of the video. We felt like this was important so we knew what
concepts where important to highlight or work on within the
ancillary. Linking features together such as the brick wall
background, or the long winding paths (As suggest by our
target audience) meant the video and the Digi Pack clearly
coordinated. This created a much better image for our artist
and lead to the creation of his brand. Roland Bathe would
say this ‘myth’ is what makes an artist so famous, taking
obvious concepts and manipulating them into something
memorable is a key feature of creating a ‘image’ or ‘brand’.
Our target audience identified the aspects of our ‘image’
they liked and this helped the ancillary task to be produced
quicker with much less planning.

7. ANCILLARY TASKS
Our first ancillary task in the form of the Digi Pack was
inspired by the previous audience feedback from our main
video. As previously suggest we decided to capitalize on
particular features of our video and use those to create our
ancillary tasks. This meant that we could compare our
products to others out there who had done similar things.
Asking our target audiences thoughts on similar products,
then picking out the features such as ‘block capital text’ and
creating those within our own piece. Our audience
compliment our house style and we felt this was important.
Keeping our designs similar meant our brand was clear and
there was limited confusion around the genre and
conventions of the narrative. As we found out from our first
task that it is easy to mislead or distort a narrative (because
our audience suggested they found it confusing) so this
feedback was reassuring.