Rough Transcript:
We decided to pick a song by the ‘Jungle Doctors’ as we felt the
indie-rock genre is very popular at the moment and we could work well with
their song ‘Late.’ We began researching into their existing audience
demographic to get a better idea of who we would be appealing to.
We went onto their Facebook and Twitter pages to see the ages of the
people they had following them. From this, we decided our music video would focus
on a female target audience females around the age range of 15-24. We also
watched live performances of the band on YouTube to see what their crowds were
typically like. To further our research we explored more well-known indie-rock
bands to gain inspiration, these included; Arctic Monkeys, The Kooks and The Stroke.
We noticed a common trend in all their videos, the lack of a long narrative.
They tend to steer clear of a long narrative as they revolve their videos more
around them actually playing of the instruments. This is something we felt we
needed to incorporate into our music video.
Before we finalised any storyboards or ideas we went to our target
audience and asked their views on indie-rock and what they enjoyed listening
to. This allowed us to see if an indie-rock genre would appeal to our target
audience, from the research we found males were almost interested in
indie-rock, this extended our target audience further.
Once we had finished filming and began putting together a rough cut we
went back to our audience and asked for feedback. 90% of the feedback said that
they didn’t understand the link between the narrative and the band shots, the
band were not in the narrative and therefore it became confusing and disengaging.
Another comment said that the scenes shot in the park looked unprofessional and
rushed with no structure; overall the feedback was very negative. Unsure of
what to do we all sat in a group and spoke of our options, we understood what
the audience were saying and even agreed with them ourselves. We tried to stay
positive and came up with a whole new idea for a different song, but still by
the Jungle Doctors, already we were much more positive and felt it would work
well with our genre. Not wanting to make the same mistake again we asked
members of our audience before we began filming again what they thought of it,
all the feedback was much more positive.
Once we had finished filming the music video for the second time, and
had finished the postproduction stage, we presented the first draft of our
music video to a number of people within our target audience age group. We
asked people in groups of two so that others would be influenced in a big group
of people and produced unreliable data.
In relation to our print products, audience feedback was vital. We
produced a magazine advert and a digipack, however without constructive
criticism from our audience they wouldn’t look how they look today. For
example, the outside of our digipak was originally black and white, our
audience feedback came back and said that they felt it looked dull and not eye
catching enough, we changed it back to colour and found the feedback was very
positive. Also, some people said that they couldn’t see the synergistic link
between our magazine advert and digipak, we acted on this by editing both
images side by side with the same filters, so that they looked linked.
We presented our magazine advert draft to members of our target audience
and we attained a number of useful criticisms. For example, we were told our
texts were too varied in colours and we should stick to a theme of colours and
focus the attention on the picture and title instead. As a result of our
audience feedback, we were able to note down the elements our audience had told
us didn’t work, and what they felt would work better. We found that our draft
was a good base and from the feedback we were able to make a few changes and
move around the texts to create a more professional and eye catching advert.
Another example of where audience feedback has been essential is through
our digipak, including what image to use but also what font to use. In the same
way as the magazine we produced a digipak draft. After showing a group of
people, we were informed the font wasn’t easy to read and the red colouring
looked out of place. We took these criticisms and went away to plan a second
draft. We showed another group of people and they found it really looked like
an indie-rock digipak, the front cover was eye-catching and the angle of the
camera gave the picture an edgy. We were pleased with our audience feedback
upon our second attempt and overall liked how it looked.
In conclusion, initial research into our target audience age of the Jungle
Doctors band, and our audience feedback upon our video and print products
played a vital role in shaping our final work. As a group we were able to alter
our drafts, to create a final piece of sustainable work that our audience could
enjoy. This was important to us because our main aim of this project was to
present our audience with something they like. We took on board all our
negatives and positives as we valued the opinion of our audience.
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