Evaluation: Question 4

Evaluation: Question 3

What have you learned from your audience feedback?


I filmed two members of the target audience after they had watched the music video and seen the digipak.



Overall, they understood that it was aimed at "indie" audience. They also understood the narrative side of the video and saw it was filmed at a live gig. They said they would share the video with their friends because they thought the band had potential and would share the video through facebook, which is useful as the target audience use facebook. They understood it was indie due to the live gig. If they had to change one thing they would keep the effects the same throughout the video including the narrative. They liked the black and white and other effects but did not like that it was too dark sometimes and thought the lighting should be higher. They would go to a gig as they liked then band and thought the video reminded them of other indie videos.
They understood the digipak was also indie due to the appearance of the band and how they put themselves across. Also, they said it reminded them of other indie digipaks/albums they have seen. They thought the digipak fitted with the video as the location was the same and they both followed indie conventions. They liked that the photos had a natural colour scheme but did not like that you couldn't see all of the photos on the panel of snapshots. If they could change something they would make the main title bigger so it stood out more, this could be useful as it would draw more attention to the title therefore focusing more on the music.
I think they have been directly effected by this video as they would go to a gig and share the video with their friends which suggests they would use this product socially. They have had a preferred reading as they understood the values put across to them and understood the genre.

Evaluation: Question 2

Evaluation: Question 1

 

Morley says that audiences aren't just passively affected by a text but that they also are actively involved in reading a text. I think from my audience research that the audience have had a preferred reading as they understand both performance and narrative and digipak work. They understood the genre was indie even though some conventions were challenged. Steve Neale said audiences take pleasure from genre because of "instances of repetition and difference" I think my video and print work has used this as "repetition" is using live gig scene, casual clothing, natural colour scheme, entropic digipak cover and "differeneces" are more band shots than average and mixing live music with a love story.

Final video production- Heroes of Hanoi, Love That Never Was

Final Advert

Final Digipak

Work in progress: Changes to planning

Unfortunatley, we could not film on the scheduled dates due to urgent building work on the location we wanted therefore we had to film at a live gig.
This meant we had to film at a different location for the performance.
Also, some of the actors had to let us down and could not be filmed so we had to use different actors and ourselves.

Work in progress: 1st draft music video

Research and Planning: Audiences

We have intended to entertain the audience of our coursework. We have researched similar music videos in this genre to ensure we do entertain the audience.
Using McQuail's theory of Uses and Gratification our audience will consume our product for Personal Identity as they are likely to relate to the narrative. Also, they may consume our video for Personal Relationships as our video follows the conventions of other "indie" music videos they are likely to like being part of this group. They will also use our product for Escapism/ Diversion as the main reason is to entertain. Our audiences are likley to watch our video and maybe pass on to others in their group.
Flew points out that the internet is different because it allows interaction through media 2.0. This makes viral marketing more likely and easier. Usually a big Youtube hit is likely to be funny or unforgettable or very entertaining. This makes people want to pass it on to be involved in groups and can know new products. This may happen to our video as people can relate to the story line and our audience may find the performance entertaining however our video isn't funny so it is less likely to go through viral marketing alot.
Morley suggested audiences are active and can have views on the values of a text. They could have a preferred reading which is where they understand and accept the values of the text. They could have a oppositional reading where they understand and reject the values of the media text. They could have a negotiated reading where they understand the values and accept them in general but adapt their reading to fit in with past experiences and interest. Our audience is likely to have the preferred reading as we are aiming to the "indie" audience. However, a more mainstream audience may have an oppositional reading as they know and prefer more "star image" and wouldn't enjoy live performance and narrative.
Ang states that "Audiencehood is becoming an even more multifaceted, fragmented and diversified repertoire of practices and experiences". This means people can watch different things at different times due to new technology. Our video is aimed at the "indie" audience however it is not completely niche therefore others are likely to enjoy it too.

Research and Planning: Skills Development

My strongest skill is research and planning, this should mean our filming goes to plan and we know exactly what we want.
My weakest skill is using digital technology, I will use the software before so I know the basics and save regularly so my work is not lost.

Research and Planning: Facebook Focus Group

Our focus group understood why we were using the locations we choose, they understood we choose the boxing gym because it is "grungy" and reflects the indie scene. Also 100% answered yes to the cast suiting the genre.

Planning: Storyboard Animatic

This animatic is of the essential shots for our music video. The shots are not cut for the right times on the song as it is just to show the feel of the video.

Research and Planning: Focus Group

We chose Jack and Holly for our focus group because they like indie music. We got great feedback from our focus group. We were happy that they picked up on some things such as the colour scheme and setting. We are glad they like the casting and song and that they feel the music video will be a success.

From the Facebook focus group, some replies have been that they like the locations because the boxing gym suits the indie scene and the pub shows it more realistic rather than surreal.
We asked if the cast suit the indie genre and we have had a 100% response of yes.

Research: Audience Theory

Morley says that audiences aren't just passively affected by a text but that they also are actively involved in reading a text. According to Morley audiences can have a preferred reading where they understand and accept the values expressed, a neogiated reading reading where they understand and relate the values expressed with their experiences and interests. They might also have an oppositional reading where they understand the values but do not accept them, or they might have an aberrant reading where they do not understand the values expressed. 
I think the target audience will have a preferred reading of the music video. They will understand the story of the song and enjoy the performance scene because they can relate to both. We will encourage the target audience to take a preferred reading by showing relevance to other indie bands and older rock n roll bands. An indie fan that also likes other music would probably take a neogiated reading as they can relate what they see to what they like. An emo audience might take an oppositional reading as they prefer a darker theme. A mainstream audience might also have an oppositional reading or possibly an aberrant reading. 

Research: Audience Profile

Clothes

The target audience for our video will wear clothes that suggest an older age style of clothing. They will like wearing parkas and harrington jackets because they were popular when rock n roll/indie was popular and clothes were key to show your music preference. They will like brands like Ben Sherman and Pretty Green. Their style will be quite simple, mainly jeans and t-shirt. Their will be a strong sense of music, they may have band/gig t shirts.

Music

The target audience will like indie and rock n roll type music. They like bands like The Arctic Monkeys, Oasis, Noel Gallagher's High Flying Birds, Beady Eye, The Who, The Beatles, The Jam and unknown indie bands.

Media

They would like NME magazine and maybe Q. They would like shows/films like This Is England, Quadraphenia and Brighton Rock. They will make sure that music is an essential part of their personality and appearance.

Planning: Time Management

Planning: Shot List

Filming Day 1- Essential shots
1. Close ups of Harry's guitar
2. Side view, close ups of Harry singing
3. Diagonal view, close ups of Harry singing
4. Side view, close ups of Harry singing
5. Side view, close ups of Harry singing
6. Front view, close ups of Harry singing
7. Front view, close ups of Harry singing
8. Left side view, close ups of Harry singing
9. Right side view, close ups of Harry singing
10. Side view, close ups of Harry singing
11. Front view shots of Harry singing
12. Side view, close ups of Harry singing
13.Close ups of Harry's guitar
14. Close ups on Ben's bass guitar
15. Long shots of Ben
16. Side view, close ups of Ben
17. Close ups of snare drum
18. Long shots of drums and Pete
19. Close ups of Pete's face
20. Side view, long shots of drums
21. Front view, long shots of band
22. Diagonal view, long shots of band
23. Front view, long shots of band
24. Tracking shot, long shots around band
25. Front view, dark shots
26. Front view, dark shots with strobe lights, faintly see band
27. Front view shots of band from behind audience
28. Long shots of Harry and audience
29. Diagonal view shots of band and audience
30. Front view shots of audience
31. Front view shots of band from behind audience
32. Tracking shots, around audience
33. Front view shots, band point of view of audience
34. Behind view shots, band and audience
35. Front view, close ups of Emma. Audience in background
36. Mid shots, Emma turning away. Audience in background
37. Mid shots, Emma walking away. Harry's point of view
38. Long shots, Emma walking away from camera. In corridor

Filming Day 2- Essential shots
1. Long shots of Emma with couples
2. Long shots of Harry with couples at bar
3. Close ups of Harry with couples at bar
4. Long shots of Harry's friends walking away
5. Long shots of Emma's friends walking away
6. Close ups of Emma alone on sofa
7. Close ups of Harry alone at the bar
8. Close ups of Harry sad
9. Establishing shots, both at bar
10. Close ups, both at bar
11. Close ups, Emma looking at Harry
12. Close ups, Harry looking at Emma
13. Behind view, mid shots of them looking away from each other
14. Behind view, mid shots of Harry standing up
15. Point of view shots (from Emma's POV) watching Harry walking away

Planning: Choreography/ Movements and Blocking

Throughout the performance (which we will be using for the chorus as it has a faster pace beat and will represent synaesthesia to the beat) we will be using shots of the audience naturally dancing as we feel this will create a realistic approach to the gig. We will place the band at the back in the centre of the old boxing gym giving more focus on them. The audience will be placed in front of the band therefore creating a feel of a live gig. The camera will not be placed in one position as we want a hand-held effect, showing the beats of the song and the movements of the audience.  

Planning: Locations- Pub

Risk Assessment