Evaluation Question 3 - What Have You Learned From Audience Feedback?

My target audience was mainly a male market aged around 15-21.

They are typically fun and outgoing people that see friends, play sports and enjoy light hearted music from the pop and hip hop genres including other artists such as Ed Sheeran and Wretch 32.

When I chose Rizzle Kicks as my artist, I spoke to people about what they would expect from a music video and in particular, for the song When I Was A Youngster. They said that they would expect to see a fun light-hearted video with a childish theme to link to the song name and lyrics. I collected this information by creating a mind map asking people what they did when they were young.

I filmed shots such as two shots, mid shots and also camera movements such as a track to make my video look conventional. I included a specific shot of the two performers on a trampoline to get the childish theme across which my audience liked (screening feedback sheets). I had a lot of feedback from my initial screening which included the need of better lighting, even more variety of shots and more of the childish theme such as the trampoline to make it really obvious how it links to the song. Also during filming, me and my performers were always discussing what shots would look good and then try them out. Overall from my feedback sheets I found that I needed to keep using costumes, settings and movements to show the childish theme.

If I was to film my music video again I would try to use costumes like the builder a lot more throughout to keep the theme evident and also use some more locations to add variety to the shots. I would even consider doing a different genre entirely such as alternative hip hop and in particular the artist The Weeknd. This is because from working with other groups to film their video I very much enjoyed the artistic shots using colour and different effects rather than my more natural lit low budget feel. I thought that it would be an interesting genre to really show the abstract and creative themes/styles through a range of shots, settings and colours.

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Something that I also got told (which I forgot to add in the video) via feedback was to use less of the plain backdrop two shots but I felt that the way I used it as my main shot to always cut back to was conventional to the artists style and so I therefore kept it in.

Overall, gaining audience feedback over the process has been very important as it allowed me to see what people expected from my work and certain ideas that they thought were good and also the things that I needed to change or improve on. This all really helped me to create a successful final video that included all the kinds of things that the viewers were expecting from me.