AISHA HUGHES EVALUATION

QUESTION THREE

Q3.  What have you learned from your audience feedback?

Our target demographic for our music video was mostly females aged between 15-20. We decided that they would mostly be white girls as they are the most popular ethnicity that listens to our genre of music-pop.  We thought that they would mostly listen to pop music with a mixture of R&B such a Rhianna, they would read Look magazine, go to a college to study beauty or fashion studies.

The decision for this came from the fact that we ourselves our in the age group and listen to Jessie J’s music ourselves. This has helped us to understand our audience even better and have a more complex understand on what they like and dislike.

Ke$ha music video ‘Tik Tok’ is a music video that is very similar to ours, in the way that she has a concept and narrative but the main essence of the music video is performance. I feel that this music video type is most popular with our target audience, however by the many female gaze shots and the sexuality of the video I feel that the male audience would also be interested in it.

To make our target audience interested in our music video we added many features in which would be popular to teenage female girls.In our music video we introduced characters that will appeal to our audience, these were interesting and out of the ordinary characters. Such as the mime, ballet dancer and violinist. All these characters add depth to our music video. It allows the audience to connect with them and be able to feel more involved in the music video as if it is telling a story. The main characters are the artist and her friend that she is having the conflict with. By having these two characters in tension, it allows the audience to make up their own mind on whose side they want to be on.

With flash backs to how their friendship used to be to now with the artist trying to apologise and the friend denying it. It creates a story and a situation that these teenage girls may be very familiar with, as that the ages of 15-20 friendships is hugely important to them. Therefore they can connect to this music video and can identify characters in the video that they may know in real life or may they be.

We have portrayed a group of friends with all different backgrounds by some characters being dancers, musicians or just a neutral friend. These characters all represent equality and individuality to our target audience allowing anyone of any gender or background to understand the situation and feel as if they can connect themselves. Not excluding anyone for any reason. This also allows a larger audience market.

From the positioning of our music video we allow the audience to have a first hand look at the situation that these two friends are going through. It is as if the audience is another friend on the tea party table. This allows the audience to have the full understanding on what the argument is about and how each character is coping by it, this allows them to create their own opinion.  

In the music video there are many close up shots of the artist in performance, this is very common in pop music videos, so we thought it would be fitting to carry this on into ours. I feel that this is appealing to our target audience as it allows them to know what the artist looks like and can get familiar with them and feel as if the artist is singing to them, its more personal.

We have used a high amount of mise-en-scene to fit the narrative and make the music video more attractive and interesting to look at. We have set the artist in several locations around the main location the house. This brings depth into the video and adds contrast, by having different locations against each other. For example the tea party is very light and bright, brings across and friendly atmosphere, compared to the balcony scene, where the artist is performing. The lighting is the main focus on the singer and the background is very dark and mysterious. a high contract to the pervious location. By doing this visually shows the change in relationship between the friends. This will help the audience to understand even more so about the situation that is taking place.

Other artist in their own music videos such as Katy Perry and Lady Gaga inspired the make-up and costume; we went for an exciting and in your face clothing. The make-up is very dark at point but in other scenes very light and girly. This complements the location change in location discussed earlier. This is because it highlights even more s the relationship stages, from when friends to no longer friends.  Our target audience being girls will appreciate the make-up and costume changes as it will add more interest and allow them to feel inspired by their favourite artist. It is allows them to feel more similar to the artist and thus creating a more connected fan and artist connection.

We have used quick editing, and cutting on the beat. This makes the video editing come across much smoother, allowing the audience to watch it comfortably. By having a very fast scene when the clocks are making noise it adds excitement and will be attractive to the young audience.

We asked for audience feed back about our music video, digipack and magazine advert. The fed back we received was very productive and complementary.

About the music video the feedback we received from that was that the performance level was at a high standard, with the artist looking very realistic to the emotions she is singing as well as good facial expressions. The lip-synching was edited in well to makes sure that the music fitted in time to the words being said by the artist.

The make-up and costume was one main point that kept on coming up, they felt it was done to a high standard and fitted in well with the theme of the music video. The lip and the eyes were one of the strongest points.

The clothing changes added to our advantage and the audience enjoyed them. The props used such as the teddy bear and teacups with the lipstick in them added to the effect that we were aiming for, a bit twisted and different.  From the audience fed back they seemed to enjoy it and felt that it worked.

The frames that were used seemed to receive good fed back; the audience enjoyed the different locations and the way that the artist was set in the frame. It made them aware of who the artist was and what her signature style was.

The camerawork received very good feedback, the audience mainly enjoyed the close up shots of the artist as this allowed them to have a better connection with the song, as they were able to read her facial expressions and understand the song in more depth. As well as feel that the singer is singing to them, thus making it more personal.

The feedback we got about the narrative was mixed, a reaction that we were aiming for. We wanted to make our music video complex and for the audience to come away from it thinking about a certain situation. We wanted them to be able to relate to what the song was about and the visuals that they saw on screen. The narrative was about two girls who have had an argument and one friend looking for her forgiveness. Most of the audience understood this concept whilst others were left unsure about the small details of it but understood the basic idea; both good outcomes for us.

The lighting we used got good feedback by our audience review, it was used in a smart way to make the main focus on the artist but also allow enough light to show the surroundings the artist is in.

The main idea for the dig pack was to have the artist face as the focus, similar to other popular artist CD covers such as Adele’s. It allows someone browsing in a shop to see the CD and straight away know what artist they are looking at. It draws attention to the product and allows the artist to have full coverage. The inside pictures are certain props that were used in the music video, all of these images are quite odd and different. This being a concept seen through out her music video.  All of the images are black and white with a certain part of it a sharp purple colour. This is connected through out the magazine and music video to give continuity. I feel that by doing that to the images it brings a branding and identify to the artist and sets her out from the rest of the artists. The audience felt that this worked well as a concept and gave our artist a certain branding.  By the front cover being a black and white picture of the artist with lavish make-up and having purple font it fits in well with the inside of the CD and matches the magazine cover.

The magazine cover is black and white based with the artist face centred in the middle; this brings attention to the artist. If a person with flicking through the magazine, this image used would make them take a second look. It is eye catching and different, it brings all the focus onto the artist and draws you to her lips. As her lips are set in the purple colour used in the CD as well as the magazine font. The reason for having her lips this colour is it relates to her being a singer and adds continuity.

I feel that from the positive feed back we have received from our music video it will encourage the audience to go and purchase our CD in shops, or download the track. I also think that by having such an eye catching and mysterious looking magazine ad it will make the audience want to by the artists CD to hear the thoughts that she looks as if she is hiding.

The way that this artist has been branded and marketed to our target audience will place her to be promoted by a major record label instead of a small independent one. The reason for this is that being a in the genre of pop she will be seen worldwide and become very popular to all audience, this is due to her music being able to connect to a lot of people and not a niche market. I know this by our audience feed back were people of all ages have be enable to understand the music video and connect with it and enjoy it. 

Our music videos USP is the fact that her clothing and make-up is very lavish equal to the locations and props used to make the music video. But the selling point to not only the music video but with the CD and magazine ad is the use of black and white with the hint of purple. The purple was seen in the lips on the video, as well as the lips on the magazine, linked to the font on the CD and magazine ad.

This idea can then be used as spin-off for merchandise, for example using the idea of the purple by creating a purple lipstick. This would be perfect for our target audience; young teenage girls, but as well as older woman. Posters can be made in black and white with hints of purple in the lips again; all genders and generations would attract this. It could be seen as a male pleasure or for a female to idol. Either way I feel that this USP is very individual to our artist and can also translate into work that she does in the future, making this her oh brand.

PLEASE LOOK AT MY WIX WEBSITE, THE LINK IS BELOW

WIX LINK : http://www.wix.com/aishaliz/media