Evaluation Task 3 Part 4

Focus Group

Evaluation Task 3 Part 2

This displays the YouTube stats for my video. From this I can see that the number of views on my video is rapidly growing and has already been viewed over 1500 times. This also tells me that the average time in which people stop watching is at 1.04 seconds. This exhibits that perhaps the video is a bit too long and too repetitive and we should have made it either shorter or began to use more creative shots further into the beginning, as we tended to save them until the end. Despite this, our target audience believes our video to be "visually enticing." It also displays how there is more of a female audience rather than male, this is probably due to the amount of female dancers within the video who they can relate to and idolise, as well as the main artist being an attractive male which they can appreciate. Furthermore, the majority of the views are bang on our target audience of 18-24 which means our campaigning and designing of the video was one well considering what we were aiming for, we were successful.

Evaluation Task 3- Part 1

What have you learned from your audience feedback?

When making a music video campaign the most important aspect is, arguably, the target audience. This is because the whole point of making the music video campaign is to market and help sell the artist and their music, and you are less able to do this if you are unaware of who it is you are targeting and marketing for. For out music campaign we wished to target people aged 18-24, though in order to be able to do this we had to pitch to Luke, a creative director and get his input on the whole idea. In order to gather out audeince feedback we pitched our idea to the creative director within school.
Here is the pitch with Luke:

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This pitch is what enabled us to eliminate our unrealistic ideas (Callum's underwater poker game idea), develop our idea further into something feasible and eligible and in doing so we came up with more ideas which I then pitched to a few people in school, fitting into the target audience age range. 



This feedback was overall extremely positive and everyone liked the idea though we were not so sure on it, so we went back and made some changes. In doing so we then pitched it again to another group of people in the same age range as the target audience.

 

Here we got some positive feedback again and decided to continue on with this idea and drive it forward to the final product. In conclusion, the audience feedback was very helpful in terms of enabling us to drive our ideas forward and even in pitching the idea ourselves, we are able to realise if this is something we want to do. For example in pitching the idea to the three girls, I thought while doing it that perhaps we could make this something better and even through that act of telling an audience, we know whether or not this is something we want to continue with. The creative director and some of our friends seemed to engage in the idea of colour and felt as though this should be something we wish on with, so we did and it was this positive feedback that allowed us to elaborate on our ideas and make things better than they were.

Evaluation Task 2 - How effective is the combination of your main product and ancillary texts?

In order to judge how effective the combination of my main product, my music promotional video, along with my ancillary texts, the website and digipak, it is important to consider how these worked well together and whether or not the combination of them all is something that worked well and reflected the sort of image we wished to portray. 

Keith Negus argues that a "pop music video is used as a promotional tool" and the branding of a product is produced through the formation of a star image. Subsequently, branding is also used by the music industry to create a range of products fitting into a wide range of different genres and musical styles. 

The aim of the three products was for them to all coincide and help to produce an overall image which we wished to portray for our artist. 

Organising the Focus Group

Organisation of the Focus Group

Focus Group

Harvey, Henry, Louisa, Maddy

Questions

Does everything work together aesthetically? Do you think we are trying to present Fragment in an organic way or in a synthetic way?

Do you feel the organic, natural appearance of the digipak compliments or contrasts the more manufactured look of music video itself? Do you think the music video and digipak work well together along with the website?

Do you feel the digipak is enticing? Does it stand out? What is your favourite element of the digipak?

Do you feel the music video is enticing? Does it get boring/too repetitive? (stats people stopping viewing at 1.04) What is your favourite element of the music video?

Do you feel the website is enticing? What is your favourite element of the website?

Do you feel we have used or challenged conventions in our campaign? Is there any aspect in particular you feel this is particularly strong?

Do you have any suggestions on what you would change if you were able to?

Evaluation Task 1- Conclusion

Conventions are the typical, or traditional way of doing things, these can be used, developed or challenged in a myriad of ways and through my music video I feel I have used and developed these conventions to my own advantage, in order to make the media products fit in and become accepted within the society of the media world, as if it were too whacky and different it could be too much and get ignored, or not fit the profile of the campaign I was trying to portray. Despite having to stick to certain conventions, I also wanted to give Fragment his own uniqueness by allowing him his own style, giving him dreadlocks and wearing unusual, but exciting clothes in order to make him appear more free and creative. The dancers within my music video also challenge this in the sense that they each have their own colour and in doing so stand out for themselves, where usually the dancers in a music video would typically be portrayed as one, rather than individuals. The conventions however, are entirely necessary in order to put across a specific star image and to draw an audience in. You rely on the conventions in order to create some sort of relationship between the artist and their fans, though this does not mean you are unable to deviate slightly from these conventions in order to portray a specific image you think may work.

Evaluation Task 1- Part 4

Evaluation Task 1- Part 3

All of these digipaks follow similar conventions to my own design in the sense that they all have a running theme of collage/disconnected images and seem to be made up of different layers of image. It is digipaks such as these which inspired me to create my digipak in a way that portrays his uniqueness and interesting style. I wished to make the artist in an organic way and to do this I took the photos of him in a forest, so that he appears more 'natural' though I also wanted to display the type of technological music he creates so I decided to split this image up into sharp lines. I wanted to have the artist on the front cover of the digipak in order to appeal to the target audience because he is a new artist and I need to attract the target audience, who are young adults to mid 20s. Despite this, I feel as though my digipak also challenges the conventions of a digipack in the sense that most digipaks have a very attractive photo on the front cover, but I did not wish to portray the artist in a very attractive, but rather in an interesting and unique way, not necessarily to make him look attractive. I decided to split up the image of the digipak in order to appeal to a more modern, younger audience, but the black and white image also gives it a more old fashioned feel, appealing to an older audience. Ultimately I wished to portray the artist in an individual way so that the cover will stand out against other, more conventional digipaks. 

Evaluation Task 1 - Part 2

In what ways does your media product use, develop or challenge forms and conventions of real media products?

Evaluation Task 1 - Part 1

Evaluation Task 1

In what ways does your media product use, develop or challenge forms and conventions of real media products?

Something that is conventional is something that is traditional, it is the norm. In terms of my music video, I used the media conventions of a typical electronic dance music video and conformed to the usual way of presenting electronic dance musicians in the sense that a lot of EDM music has videos that include artificial lighting and are mostly dark with bright lights that flash in order to make it look busy and to intensify the scene. We also made sure not to always have the main focus on the dj himself as when watching other music videos for the same genre of electronic music, the main focus is rarely on the dj himself but rather his technique and his hands working, drawing attention to the music itself or a separate scene, such as the dancers we had. In this task I am going to compare my music video, digipack artwork and website to other electronic artist's videos, album artworks and websites and look at whether they conform to the same typical conventions or subvert them.

Photoshoot

We organised a photoshoot with Jonty, in order to obtain some pictures of him that we believe were up to the standard we need them to be so that we can put them on the digipack. We want to emit a natural, organic look for our artist and to do so, we shot in the forest so that he is surrounded by natural elements.