TH DH Evaluation Question 3

Conforming to the genre, we decided the target audience for our music video should be teenagers and young adults, because of this we only took opinions from other people at school. This also had the added effect of making it easy to get responses and have the opinion of other media students.

We asked for feedback at several parts of the planning and production processes, and got some very useful information after our practice video and album cover for `memory lane`. We watched the video with our peers and found that the lip-syncing of the video was not very convincing, because of this we made sure to get this perfect in our final piece by playing the music loudly and ensuring the performers were actually singing.

The next audience feedback was received orally from our peers again after presenting our pitch, we received a huge amount of comments from this, the most important was that the song did not work well with our style of video, as a result we decided to change our song from `Short Change Hero` (The Heavy) to `What Happened to Your Band` (McBusted). This information was very important to the final outcome of the piece, and the fresh viewpoints allowed us to get a better impression of our piece.

Before filming we used Survey Monkey to distribute questionnaires on conventions of the genre, the inclusion of performance, digipak colouration and other difficult aspects. This allowed us to affirm our ideas before completing the storyboard and beginning the filming and digipak/advert production. We found that people liked the idea of performance interacting with narrative, as well as the inclusion of multiple band members on the pieces. The colour scheme of red and black for the digipak was also decided through this questionnaire.

Audience Expectations:  https://www.surveymonkey.com/r/PCQVL73

 

After we finished our video we shared it and the digipak on social media sites like Facebook and Twitter before sending a new Survey Monkey questionnaire, asking what people liked about them, whether they conformed to the genre, and if they worked well together. We also specifically talked to people and did an interview.

Promotional Campaign Feedback: https://www.surveymonkey.co.uk/r/ZMFSYMF
 



 



Do you think the materials are conventional of the genre? 

What do you think were the best shots in the music video?

The interview was more useful than the questionnaire as it allowed us to direct inquiries, asking specific follow up questions and stimulating discussion between interviewees.

Overall the feedback was very positive, most people we asked liked our slow-motion shots and the end sequence the best. Everyone we asked thought our campaign as a whole was conventional of the genre, although a minority said some small aspects were not, such as the front pane of the digipak. They found the digipak, advert, and music video all linked well due to the inclusion of the band and recurring themes such as colour scheme and font.
There was a clear interpretation of the narrative, the preferred reading was that the band had difficulties in their group relationship, but solved their issues, however the exact specifics were open to interpretation which was as we had hoped,

DH Editing Digipak (4)

The digipak is almost complete, however our ideas have developed we have made some small changes. We have the disk pane, the reflection, and the red guitar, while the last few we are still tweaking. It was suggested to us that with the cymbal image it was not clear what the coloured object was. Therefore on the 26th I took some new images of the cymbal and a drumstick and at the same of the band for the front cover. I used the same techniques as before, creating a black and white effect with a mask layer, adjusting and darkening the background and increasing the contrast.
We had a few variations of the front image but we decided on one of the band simply in a line, slightly behind one another. due to the constraints of the square frame, I had to move them slightly closer together in Photoshop. After this I created an abstract background and used blend layers to make the band members colourful. In order to make them stand out from the background I used a clipping mask with the background and created a background copy to which I applied the posterize effect and. Finally I added the album/band name in the font `impact label` with a white square behind to make the text white, after experimenting with different areas and angles we decided on its final position.