done

1. What have you learned fromyour audience feedback?
Throughout the development and production of my music video, I received feedback for my
work at any possible opportunity. This has numerous advantages to doing so. For example,
by running drafts past my target audience I can gauge their receptiveness to the video and
decide if changes can be made to make the final video more appealing to that demographic.
Mistakes can also be caught in the feedback phase, as well as suggestions on how to
improve the video to a higher professional and quality standard.
The very first piece of research and feedback was a pair of interviews with the potential
target audience. Each interview was conducted with a different demographic to ensure a
wider coverage of views of my genre. Interview 1 was with a younger male who is a rock
fan, while interview 2 was with a pair of female fans of more pop genres and are less
acquainted with my genre. This combination gives various perspectives of my genre,
allowing me to create the fullest possible evaluation of my plans. In these interviews,
feedback focused on elements such as the importance of different types of music videos.
Both interviews revealed that concept and performance were the most vital parts of my
genre’s conventions, and that narrative was not essential. This ratio influenced the content
of my own video to a large degree. Another aspect discussed was the editing of the video.
Both agreed that my genre should use a good amount of visual effects, and have an editing
pace that matches the tempo of the song. My video adapts this by using visual filters and
effects to match the harsh tone and fast tempo of the music. As for mise-en-scene, the use
of montage to express a particular theme was discovered to be the way to go, developing
low key lighting to invoke the imagery of a dystopia.
The next area of research was to pitch my plans for the video to class, and gather feedback
from that pitch to apply when I get round to the creation of my video. Several strengths of
my pitch were identified, which is what I focused on during the production. This includes a
good awareness of my target audience and genre conventions, which is very useful in
finding a large viewership for my video when it’s released. The uniqueness of my setting was
also complemented, especially in terms of how I seamlessly fused a pair of genres together.
That ensures that multiple demographics can be catered to, making my target audience and
increasing the potential success of the video by promoting the artist to many different kinds
of people. My feedback pointed to the simplicity of the shots and editing I need, but they

2. also noted that care needed to be taken as to not ‘overproduce’ the video and make it too
convoluted. My use of low key lighting for instance was noted to be tricky to work with in
case it made my video too dark to watch. I said I’d fix it by having frequency lights with me
when filming, which also makes altering contrast easier in post. The other main advice given
was about planning ahead, in areas such as number of shots needed, what imagery and
locations to use, and what specific camera techniques can be utilised to their fullest effect.
All of these I did through shooting schedules, storyboards and shot lists.
A small area of feedback I received was in response to my initial draft for the storyboard.
This largely reiterated feedback of images from earlier sessions, such as how to create a
dystopic setting using low key lighting and low angle cameras to confer status.
The next large area of feedback was during the editing process when I demonstrated the
progress I was making to class. Taking in feedback at this time is useful as it is much easier
to incorporate feedback and make edits while the video is still in production. It also allows
for more experimentation in the composition of the video, as I can run drafts past the
audience to gauge positive reaction. It was at this stage that feedback indicated a need for
‘harsher’ imagery and editing pace to match that of the song, something I took on board
and edited my video to fit. An area of controversy that no one could agree on was the
imagery of motor vehicles in my video. Some thought it was disjuncture taken too far,
others thought it was an effective use of dissonance, and others still saw it as fitting. I
decided to leave it in as it creates a subjective discourse around the video, allowing for
replayability and encouraging discussion.

3. The drafting stage of the creation of my digipak led to lots of feedback as to how I should go
about it. Several ideas were pitched, such as imagery around the ‘world’ idea that was
dropped after agreeing that it was generally not that interesting. The final idea of the singer
walking away from light was better received as it links to the theme of the video as well as
provide an enigma for the target audience. Other aspects include feedback on how to utilise
the inside cover, and it was decided that it would profile the artist as the front cover has an
obscured view, establishing the artist’s identity for potential fans. Actual drafts of the
digipak resulted in the need to brighten up the images to make them more readable. In
addition the text layout of the back of the digipak was improved after feedback to make it
more professional looking and appealing.
The final iterations of my digipak was complemented on numerous factors. The sci-fi blue
text and fonts fit the genre, as does the low key lighting and imagery in creating a dystopic
setting. The inclusion of all necessary information also makes the ancillary products feel
professional and akin to real life products. Some elements such as the slightly
unconventional layout was also praised, as is the fixing of previous flaws and use of photo
manipulation. After uploading my video online, I received some final feedback that will
influence my evaluation. Imagery and editing were both subjects to praise, especially in how
it expresses the main themes of the song. If I had the opportunity to make further edits, I
would have a more stable shooting list in order to make a more focused and concise video,
something the feedback I received agreed with.
In conclusion, the feedback I received at all stages of production helped to shape my final
product. Info was very useful during the creative process as it allows for changes to be
quickly made and tested, leading to a cycle of feedback that ends in a better product.