As a group we have all discussed what types of adverts we have seen and what we can take from them to put on ours. With this ideas we have started with a draft of what the album could look like and see the layout we wanted and what would be conventional for our advert.
My Draft:
With my draft of the advert I have done what we have said as a group to get an idea of what the advert outcome could be like. With this I have had the research of the other adverts we have seen and taken ideas from them and implement them into this advert, with this I have tried to show of the persona and feel of what the artist does in his music.
Advantages: -image is good as artist is represented well, but do not duplicate images as it is used in our digipak -good colour scheme
Disadvantages: -change some of the typography (too similar) -key information missing -more download icons
My Draft 2:
With our second draft it came out a lot better due to the planning that has been done to improve the outcome of the draft.
Advantages: -image works well to enhance star persona -more relevant details added -overall 'look' to the campaign as it more sonsistent
Disadvantages: -make name of artist same typography as digipak -need speechmarks around key singles -think about the wording of your key singles -layout needs a little work to integrate text and images more -release date missing
For our final product, we needed to ensure that our advert is finished to the standard it can be. By completing the improvements and anymore feedback, change the layout etc. By doing this to the advert the final product will look clean and what we are after. Furthermore I find that I will look consistent with the digipak and it matches well.
Question 3 –What have you learnt from your audience feedback?
Audience feedback
was helpful throughout the production process. First, I had to work out who the audience was for the Neo-Soul/Jazz genre and I did this by doing secondary research into existing videos of people who I believed represented my genre well such as Justin Timberlake and Frank Sinatra. Once I had done this, I did my own research to find out what my audience wanted and expected from my music video. In order to do this, I made my own questionnaire which was really helpful because it gave me an opportunity to collate ideas from my audience to make direct choices and decisions from. Once we had completed our production, I did some more research whereby I carried out a focus group to gather opinions on my work. From my secondary research, the demographics of my audience was:
Target Audience
Genre: Neo-Soul/Jazz
Age/s - 12-40
Gender - Unisex
Ethnicity - mixed
Audience category - C1, C2, D and E
Hobbies and Interest - socialising, smoking, drinking, having fun, friendship, music, dancing QUESTIONNAIRE:
I created a questionnaire so that I would be able to gain
some research of my own from my target audience and find out what they would like.
This was an easy way to gather information, it was reliable, I could work out who I wanted to hand it out to and it was easy to make results from. With the questionnaire I have aimed it at a specific audience because I planned
to make a video with their interests in mind. Doing this allowed me to see what
my target audience wanted to see from the artist and video content, and similarly, what they do not want to
see.
I asked 20 people who I knew liked the Neo/Soul, Jazz genre and were familiar with watching a lot of different music videos so I knew I could rely on their feedback.
Some essential closed
questions that I asked:
1 - How old do you think the artist should be? The majority of people (16) voted he should be between 18-25 so I decided to use an artist who represented this age group.
2 - Is "Star Image" essential in a 'Neo-Soul/Jazz' Music
Video?
The majority of the people (18) said yes, therefore I made sure that when I storyboarded my idea and filmed, I used lots of close ups and medium close-ups on the artist to enhance his star image.
Some opened questions that I asked:
1 - How does 'Neo-Soul/Jazz' music appeal to you? Atlanta Durrant, aged 19 said "The Neo-Soul/Jazz' genre is unique. Obviously they are both different genres so I would say a mixture of an urban feel and is portrayed as very lazy and cool to make sure there are elements of Jazz in there too. The feel to it is very relaxed and chilled and this appeals to me". This helped me make the decision that I my video would have a very chilled and relaxed visual tone and style to it.
2 - Should the music video show political, moral or social
ideas? Robert Hughes, aged 20 said "I don't know about political or moral as the song doesn't really require it, but I definitely think you should show a social aspect to the artist as most music videos of your genre do that". This helped me decide that I would portray an active social life of my artist, like going out having fun and drinking.
How did this help you make decisions?
Doing this planning and questionnaire to gain knowledge from the
audience of what they want has helped me in learning ideas about my use of themes,
locations, costume and if the artist representation. With this research,
it has helped me make important decisions on my artist, such as how he should wear his suit (in a lazy manner), where our locations should be (casino and a studio) and who else should feature in the video (a group of male friends).
My questionnaire:
Once I got all 20 questionnaires back, I then collated my results and created graphs from them so it was easier for me to make meaning from and measure my feedback. once I looked at the graphs closely, I made some key decisions.
Graphs:
With doing the graphs it was where I have collected all the data
from the questionnaire. When analysing the graphs it has helped me be able to
address the needs of the target audience, and with doing this it has helped me
include the conventions the audience would be demanding. By doing the graphs
are a visual representation of my results from the questionnaire which allows
it to be a easy way to comprehend. Overall, the whole questionnaire and graph process was very beneficial to my learning in terms of how I should have gone about planning my video.
2) The importance of receiving critical feedback once the production has been made.
After doing this production, the importance of gaining critical feedback was in order to be able to review the good and bad things that my group and I had done. With the feedback and gaining the knowledge of what could be improved, this would help us plan/make for the next video. The methods that we used for post-production feedback to learn from were; -uploading work to YouTube -Holding a focus group and recording live feedback via mini interviews
Why did you put your video on YouTube?
I found that by posting it on YouTube was the best method of sharing our work as it is the most commonly used for
video sharing. Also by doing this I would be sharing it internationally
and this site is popular which most people know about. Furthermore this site is
accessible to all ages, which has a broad audience to be able to view my work
and be able to judge the work. They would be judge the video in different ways
due to their age and their interests. I feel that YouTube is the best place for
my video to be shared around the world in order for us to get as many views and
feedback possible.
Feedback comments:
What did you learn from this audience feedback in terms of whether
you created a conventional and successful music video?
I find that the audience feedback was generally good and this was mainly due to
us being able to satisfy the audience with their demands which is what we did from using the questionnaire feedback. With the video
the audience was knowledgeable in terms of understanding the themes and the
characters that were shown and represented in the genre. However the video could
have improved in showing more of an in depth relationship between the artist and his friend. Overall my feedback for the video the audience feedback for YouTube successful and I have learned that I have carried out a good job in terms of character representation and genre conventions.
Why did we hold a focus group?
The focus group for my music video consisted of sixth form students
and other students that I identified as part of my target audience. Within the focus group, once the group had watched the video,
we interviewed them on their thoughts and opinions about what my group and I had produced.
What I have learnt from this audience feedback is that I have used too much of the casino scene, and used too much of the same location. Furthermore I haven't used the first few clips of the music video where the artist is in central London on and this could have been used more as it is a good location that people liked which also made the artist stand out. Also, there has been too much use of fade to black, but from my research, I did see many of these being used which is why I decided to use this to suit the style and pace of the music.
What I have learnt in this feedback is also to have more locations which could allow for the video to become more attractive towards the audience. The singing in the music studio could have also been used more, or perhaps I could have visited another location like a pool club. I will consider this if I make another video similar to this.
What I have learnt from this feedback is that my artist could have done more such as drinking the drink some more as you expect this from men in the Jazz genre.
What I have learnt here is that overall, despite some cause for more variety, I have used good locations which link towards the genre of the Jazz and Neo soul. Furthermore, the characters represent a good friendship which is shown clearly as the audience have caught upon it and have liked as it looks genuine. Also the video reflects the lazy and slow mood within the song which is shown through the use of visuals, lighting and colour which enhances the representation of the music video. I am quite happy with this feedback as it clearly shows that the audience enjoyed what they saw.
Conclusion: In conclusion, the use of gaining audience feedback was really important when learning and deciding what to do for my music video. Audience feedback was most significant when I devised my questionnaire as it gave me specific ideas to learn from and apply to my music video. I learned ideas on my choice of conventions, how to represent my artist and what particular mise en scene to use. Equally, in terms of my own success, gaining audience feedback was important after post-production.
