For this evaluation task we had to collect the feedback which we got from our target audience about our video. When planning this we though of a couple of questions which might help them along in their discussion about our video. These were:
What is your opinion of the bands style?
What else did you like about the band?
What don't you like about the band?
What do you like/not like about the video?
What elements do you think we could improve in the Campaign?
Was the Narrative clear in the Music Video, if not why?
Did you pick up any messages or hidden meanings?
Would you buy this album?
Could you see this band at a major festival (Reading), and why?
Does the Star image suit the band's style?
Would this video appeal to you and your friends?
What we did for the feedback is that we selected a sample of five people from our target audience, to come in and give feedback to our video:
What we got from the video was:
I think that the points that have been made by our target audience are valid and relevant. Some of the points which they have made interlink with our idea of our video. We also think that we are a little short on narrative and none of us are that sure anymore about the band members which we picked. We thought that the narrative that was there was clear and it should make sense to most. In terms of our campaign we liked the use of colours and basic design because we thought that it reflected the image we were setting up well. Everyone we asked understood what image we were trying to convey through the band image, which showed us that it worked out the way we were hoping it would.
If I were to go back and make changes to our video I would make sure that the narrative is more evident, especially in the second half of our video, I might also choose different band members just because of the lacking energy and the problem with the lip syching for our singer. If I could change anything about our campaign, I would set the poster back to the original design with the right band members and change the stencils on the digipak, in order to have white on the background, rather than white and black on the background.
Overall what we got from the audience feedback was that they liked our video but thought we could have focused a little more on the narrative of it, and they weren't sure about the band themselves. I also think that they all understood our preferred reading. As Stuart Hall argued:
there are three different types of reading from the target audience:
Dominant reading – the reader accepts the codes of the text.
Negotiated reading – the reader accepts some codes, but has their own modifications.
Oppositional reading – the reader opposes the code of the text entirely.
Generally we managed to get a dominant reading on our text since most of them seemed to accept what we were trying to impose on the video. This wasn't guaranteed for our video. For instance the kiss could have been read as something different by our target audience. The kiss could have been interpreted as a more sexual sign, so the kiss could lead onto something else, rather than reading it as just sparking off the party. This could be the negotiated reading of parents for instance. Parents aren't part of our target audience and this video could be read as a lot less innocent than we intended it to be, which could plant a negative seed in the audience's mind. Whilst some members of the audience might have read the 'Electric Feel' as an effect of the music and really cool, others might have interpreted it as a display of drug consumption. This then goes into the oppositional reading. It doesn't conform the image which we are trying to set up for our band, but makes them look like criminals. This could therefore be an issue to a mainstream audience, once again especially for parents.
A piece of audience feedback we got, was that the band was lacking in energy. This could be taken as a negotiated reading of what we wanted our band to represent. In this case it isn't because as a matter of fact the band members didn't have a lot of energy in their performance which we didn't aim to show. Their laid back performance does however seem cool, and 'used to it' which makes it look like their music just generally has that effect on people and that isn't the first time that has happened. Therefore you could take the feedback about their lack in energy as a negotiated reading.
There are several different readings which our video could be seen as but generally we managed to get a dominant reading from our target audience. We might have gotten a negotiated or oppositional reading from members of the audience which aren't the ones we have targeted but that is to be expected from most music video products.
In terms of our marketing camapign (focusing on the poster and digipak) I think there weren't as many reading that could have been made, as there were for the video. Both the digipak and the poster are in the same style, which we designed that way to ensure synergy and audience recognition across the products. We designed our products in the way we did in order to reflect the feel of the video. The use of vivid colours and interesting patterns were supposed to reflect the use of lighting and energy in our video. The poster and digipak were therefore also supposed to be used to market the bands star image which we had set up through the video. If you saw the video before seeing the poster the reading which was made in the video could be transmitted to the poster. So for instance if you had an oppositional reading of the video and read it as a party with a large consumation of drugs, the poster could be seen as reflecting the feeling the party guests got when they took the drugs. This could create a potential problem due to the fact that some parents might not allow their children to attend the concerts because of the reading they got from the video. On the other hand, this might further enhance the interest in going to their concerts from our target audiece and create a bigger audience to come and watch the concerts.
What is your opinion of the bands style?
What else did you like about the band?
What don't you like about the band?
What do you like/not like about the video?
What elements do you think we could improve in the Campaign?
Was the Narrative clear in the Music Video, if not why?
Did you pick up any messages or hidden meanings?
Would you buy this album?
Could you see this band at a major festival (Reading), and why?
Does the Star image suit the band's style?
Would this video appeal to you and your friends?
What we did for the feedback is that we selected a sample of five people from our target audience, to come in and give feedback to our video:
What we got from the video was:
- Overall the audience got the style which we were trying to convey by marketing the band
- What they didn't like about the video was that the band's lip synching wasn't very accurate, there was no energy in the band's performance and we had a slight lack of narrative
- However, I think that most members of the audience did get the narrative which was there
- In terms of the campaign, the feedback we got was that the design of the poster had some flaws. I think that if we go back to our original poster design with the right band members this time, we could erase some of those flaws. Otherwise, some of them weren't sure about the colour scheme but then did agree that it linked back well to the style of the video
- People also said that they would consider buying the album, if they got to hear another song from it
- The audience also agreed that the band would be good for playing at indie festivals due to their indie style
- Generally people liked the use of dancers and the way in which we edited the sequence to give another aspect to the video, but did agree that we should have had a more continuous narrative throughout
I think that the points that have been made by our target audience are valid and relevant. Some of the points which they have made interlink with our idea of our video. We also think that we are a little short on narrative and none of us are that sure anymore about the band members which we picked. We thought that the narrative that was there was clear and it should make sense to most. In terms of our campaign we liked the use of colours and basic design because we thought that it reflected the image we were setting up well. Everyone we asked understood what image we were trying to convey through the band image, which showed us that it worked out the way we were hoping it would.
If I were to go back and make changes to our video I would make sure that the narrative is more evident, especially in the second half of our video, I might also choose different band members just because of the lacking energy and the problem with the lip syching for our singer. If I could change anything about our campaign, I would set the poster back to the original design with the right band members and change the stencils on the digipak, in order to have white on the background, rather than white and black on the background.
Overall what we got from the audience feedback was that they liked our video but thought we could have focused a little more on the narrative of it, and they weren't sure about the band themselves. I also think that they all understood our preferred reading. As Stuart Hall argued:
there are three different types of reading from the target audience:
Dominant reading – the reader accepts the codes of the text.
Negotiated reading – the reader accepts some codes, but has their own modifications.
Oppositional reading – the reader opposes the code of the text entirely.
Generally we managed to get a dominant reading on our text since most of them seemed to accept what we were trying to impose on the video. This wasn't guaranteed for our video. For instance the kiss could have been read as something different by our target audience. The kiss could have been interpreted as a more sexual sign, so the kiss could lead onto something else, rather than reading it as just sparking off the party. This could be the negotiated reading of parents for instance. Parents aren't part of our target audience and this video could be read as a lot less innocent than we intended it to be, which could plant a negative seed in the audience's mind. Whilst some members of the audience might have read the 'Electric Feel' as an effect of the music and really cool, others might have interpreted it as a display of drug consumption. This then goes into the oppositional reading. It doesn't conform the image which we are trying to set up for our band, but makes them look like criminals. This could therefore be an issue to a mainstream audience, once again especially for parents.
A piece of audience feedback we got, was that the band was lacking in energy. This could be taken as a negotiated reading of what we wanted our band to represent. In this case it isn't because as a matter of fact the band members didn't have a lot of energy in their performance which we didn't aim to show. Their laid back performance does however seem cool, and 'used to it' which makes it look like their music just generally has that effect on people and that isn't the first time that has happened. Therefore you could take the feedback about their lack in energy as a negotiated reading.
There are several different readings which our video could be seen as but generally we managed to get a dominant reading from our target audience. We might have gotten a negotiated or oppositional reading from members of the audience which aren't the ones we have targeted but that is to be expected from most music video products.
In terms of our marketing camapign (focusing on the poster and digipak) I think there weren't as many reading that could have been made, as there were for the video. Both the digipak and the poster are in the same style, which we designed that way to ensure synergy and audience recognition across the products. We designed our products in the way we did in order to reflect the feel of the video. The use of vivid colours and interesting patterns were supposed to reflect the use of lighting and energy in our video. The poster and digipak were therefore also supposed to be used to market the bands star image which we had set up through the video. If you saw the video before seeing the poster the reading which was made in the video could be transmitted to the poster. So for instance if you had an oppositional reading of the video and read it as a party with a large consumation of drugs, the poster could be seen as reflecting the feeling the party guests got when they took the drugs. This could create a potential problem due to the fact that some parents might not allow their children to attend the concerts because of the reading they got from the video. On the other hand, this might further enhance the interest in going to their concerts from our target audiece and create a bigger audience to come and watch the concerts.
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