Our TA
Primary Audience:
- Fans of R&B - both old school and contemporary. These are the people who would actively seek out and engage with this music
- Both genders
Secondary Audience:
- People aged 12-25 as this is the biggest age demographic of music consumers and as AJ falls into this age group he can be inspirational and relatable for them
Tertiary Audience:
- Fans of similar or mixed genres such as pop or hip hop and R&B or soul as they are likely to like the style of music that AJ makes
Appealing to our TA
Whilst creating our products to appeal to our TA we kept the uses and gratifications theory in mind at all times as goals that we had to meet. Below is an Emaze demonstrating how we used the theory throughout our project.
Audience Feedback
Music Video
For the music video, we received feedback regularly throughout the process - on the stealo, the rough cut and the construction of the final video. This was very helpful for us and the table below gives details on the feedback we received on the rough cut and how we responded to it in the final video.
As well as implementing these specific changes from the rough cut in the final video, we got feedback from our teachers, family and friends at the halfway stage. The responses we got at this stage were helpful for fine tuning our edit and gave us suggestions such as adding more discontinuous editing in the narrative and special effects on the dance break.
Creating the ghosting effect over the dance sequence improved our final cut massively as before we added it, the dance sequence looked slightly awkward. We showed members of our audience the dance break both with and without the effect and they all agreed that it looked better with the ghosting, with one person saying that 'the effect made the dancing look so good and really slick'.
eg of dance break with and without effect
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| Our views as of 17/1/18 |
Once our final edit was finished, we uploaded the music video to YouTube which was very useful as it allowed us to break down our viewers by country of residence, age and gender, giving us useful data for the analysis of the feedback.
The photo below shows the global breakdown of who has been watching our video on YouTube.
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| Breakdown |
This showed that the majority of our viewers are from the UK, which is expected with AJ being a British artist. In addition to this, we also received views from people in the United Arab Emirates, USA, Australia and Germany, highlighting the importance of social media sites in ensuring a wide, global reach.
The gender breakdown was also very useful to us as it highlighted that both genders are engaging with our video, which is what we wanted from our TA. It does, however, show a higher percentage of males watching the video than females, split roughly 2/3 to a 1/3, which, whilst I would have preferred a more even split, does not surprise me as males are more likely to watch a video with a strong male lead that they can relate to.
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| Gender breakdown |
As well as collating viewer data for our analysis, YouTube enabled comments to be left on our video and we actually received very positive feedback from this. The comment left praised our styling, editing, filming and overall creativity, which can be seen below in full.
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| YouTube comment |
Survey
In addition to the feedback received on YouTube itself, we created an online survey on Survey Monkey and put the link on YouTube with the video as well as sending it out to our family and friends. This allowed us to collect a range of different responses to our video, some of which I have analysed below.
Above is a few example questions from the survey
The age breakdown below shows that the most common age demographic watching and responding to our music video is 16-24 which is really good as this falls within our TA age range. In addition, we got responses from people younger and older, including those in our secondary and tertiary audience, giving us a wide base for receiving feedback.
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| Age breakdown from Survey Monkey |
The majority of people who took the survey correctly identified the genre as R&B but there was still a fairly large proportion who said that they thought it was a Pop video. This was slightly disappointing as it suggests that we didn't make the genre clear enough in the video and needed to include more R&B conventions but as the song is mainstream and very well-known, this could also play a part in the confusion.
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| Some responses to the genre question |
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| Examples of people's favourite shots |
The survey also allowed us to collect data on our audience's favourite shots/parts of the video. We got a huge range of responses from this question with people picking out the dancing, the silhouettes and shadows, which overlapped with some of my favourite parts, as well as sections such as the phone ringing and the argument.
I was really pleased by the varied responses we got as nearly every set up was covered as someone's favourite and the hard work we put into creating visually interesting lighting and grading paid off.
The last question in our survey asked the audience to rate the video out of 10 and I was very happy to see that the majority of people thought it deserved 10/10, saying that there was nothing that needed changing. This, coupled with the 86% yes or maybe answer to 'From watching the video, would you like to know more about the artist?' really pleased our group showing that the audience was engaging not just with the video as a standalone, but the artist brand behind it.
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| Rating out of 10 |
We did receive some constructive criticism through the survey as well which is helpful in highlighting to us where we could have done better. Some feedback we got was that there should have been more dancing throughout the video and that we shouldn't have shown the new boyfriend's face to create more suspense. In addition to this, when asked what the message of the music video was, whilst most picked up that cheating is bad and relationships need work and good communication, the idea of forgiveness, being the bigger persona and moving on with your life away from the hurt was not picked up on. This was a shame as we wanted this aspect of AJ's personality to come across and in hindsight we could have made this clearer by making a bigger deal of the forgiveness section of the narrative before AJ walked away for good.
Focus Groups
As well as collecting quantitative feedback on the music video, we did small focus groups of people from our TA to get more in depth, quality responses. The video for this can be seen below. We have included the responses throughout when they are watching the video and the more in depth questions at the end starting at 3:46.
I was very pleased with the responses that we got from the focus groups as they picked up on the little details we added in the narrative such as the picture of AJ and his girlfriend on the phone. As well as this, some of the favourite shots that were picked out were the same as those that we found in the survey and messages from members of our TA, an example of which can be seen below.
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| Feedback example |
Website Feedback
Whilst creating our website we made sure to get feedback throughout the creation process as well as at the very end.
An example of this is when during construction we got feedback from a friend to include the social media icons at the top of every page to make them clearly visible and accessible as some people may not want to scroll all the way to the bottom to get to them.
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| Our header with the social media icons |
We also had a focus group to get in depth feedback on our website which can be seen below.
The feedback we received from this focus group as well as from members of the TA that we sent the link to, was very positive with us receiving feedback such as 'I really liked the logo', 'the whole design is very sleek and professional' and 'the personal touches showing more of AJ' personality were really good'. I was very pleased with this as it showed that our careful planing of content had paid off and our website looked authentic.
Digipak Feedback
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| Feedback example |
The main change that we made during construction was to scrap our original idea of having the layered photo on the back. When we edited it in, as a group we really didn't like it and after asking member of the TA what they thought, we changed the idea when they agreed with us. Our final image on the back panel is a simple LS of AJ leaning back against a wall, which worked a lot better that the planned image.
After making this change we received very positive feedback on our album cover as a whole and some of the responses can be seen below.
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| Feedback example |
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| Feedback example |
I was very pleased with these responses as I am proud with how our cover turned out and people really liked it. The inside left panel was a favourite across the feedback which again I am happy to hear as it is my favourite too.
We also carried out a focus group to get feedback from two member of our TA which can be seen below.
Conclusion
On the whole, I have learnt a lot from the audience feedback process during this project. It was very useful to get the TA's thoughts and opinions throughout construction to ensure that any tweaking that needed to be done to create effective products that appeal to them could be carried out. Feedback on the final products was very pleasing as it was positive on the whole and made me very proud of our work.
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