We gathered a focus group of our target audience to attend a screening of our second draft Music Video to 'Technicolour'. Here they were filmed watching the video and making comments on what they thought went well and what they thought didn't really work, they were asked also to fill in a survey following this as a basis for both qualitative and quantitative data which we could interpret and analyse.
Following this we asked our 20 viewers to fill out a survey on Survey Monkey which we could use to evaluate our video and to know for our final draft, what we could improve on.
The above graph is an interpretation of the results drawn from 'What was your favourite location in the music video?' with the majority voting for the stage scenes. On further questioning we found in most cases that this was due to Mise-en-scene and people liked the way the costume and location fitted together in a way similar to the style of Amy Winehouse. Upon this we decided to film more scenes of our artist, Veronica, in this costume.
Most felt that our video did meet the conventions of the pop-soul genre. Comments from the 3 that said otherwise mainly revolved around seeing more of the black and red costume seen in the stage scenes, as they are Winehouse-esque and these parts best fit the genre. We used this feedback to decide to have another video shoot in the same costume but in another location which would be edited into our final draft video.
Most said that our artist was similar to Amy Winehouse and Paloma Faith, many commenting that our artist was mainly a hybrid between the two in terms of attitude and costume, with some references to Duffy (the taxi location and hair styling). Upon further questioning, the target audience said this was effective because it met the conventions of genre but also introduced something different and interesting.
I uploaded the first draft of our digipack images to social networking website, Facebook, as it is the perfect outlet to show our work to a large number of people within our target audience.
We aimed to gather both positive and negative comments on our work and use this feedback to develop our work.
From our feedback on this occasion we found that people liked our use of colour with black and white and that the image in the top left was popular as it fits in well with our genre. However we also used the fact that some of the images (mainly the ones without balloons) weren't so well received as a basis to build a new photoshoot and digipack cover, which led to the change in image which is seen in our final digipack.
This is our second draft digipack. Based upon audience feedback within our class and from teachers we found that all of the images were very well received and our digipack had improved profoundly since the first draft. The audience liked the contrast between the inside and outside images but also how they were all bound together by the use of black and white and colour together. However, our feedback also told us that people felt the centre digipack fold image of our artist's eye was considered perhaps a more effective front cover image than the one we had chosen. As a group we discussed this and chose to go with the 'enigmatic' eye image as our front cover instead, we felt the image had more mystery and intrigue for the audience which is an effective tool for sales. Feedback
We showed the first draft of our music video (as it was at that point) to our class and asked them to give comments on what they thought we did well on and what aspects of our video need to be improved. This was our first real collection of wide audience feedback and so we decided to film the screening taking place, which is the video above.
From this we found that our audience liked our use of location, Kayleigh's performance and colour. However, our audience also commented on the length of opening shots and from this we decided to increase shot rotation to avoid viewer fatigue. It was also said that we needed more close ups of our artist to create a brand identity and allow the audience to recognise and identify with her. With this information we used Final Cut artificial zooms and camera movements to create the effect of a close up as well as filming more shots in a new location using more close ups.
The most important information we took away from this was the comments on shot rotation and we ensured during our next shooting that we looked at what we had collected as audience feedback so that we knew when we came back to editing that we had used the feedback in such a way to improve our work.
A classmate filled out this sheet as a form of feedback on our first draft CD Cover ancillary task work, we showed 2 completed slides and 1 uncompleted slides and this was evaluated using mark scheme criteria.
We found from this that although our use of colour and brand identity was so far successful, we needed to focus on completing necessary texts and fonts on our digipak.
In this feedback Nathan noticed an editing error in one of our slides and this allowed us to quickly correct the image using photoshop.
Since we also have collected teacher feedback during our lessons where we have screened our music video and also our ancillary tasks alongside our gradual improvement of our work. This teacher feedback is short and to the point so allows us to adapt and shape our music video/ancillary tasks whilst receiving feedback. This was really helpful to my group and I because it meant we received precise criticisms which we could work on straight away, for example, if a shot in our music video was said to be too long we could work on final cut there and then to correct it.
