1. What have you learnt from your audience feedback?Audience feedback played a vital part in the decisions made during theproduction stage of the music video and in creating the digipak andmagazine advertisement.Firstly, we needed to look at who our target audience would be. Wedecided that we would aim for teenagers from around the age of 16-20. Wechose this as in our research into the music industry, when looking at rockbands, we discovered that the main audience is usually around a similarage to that of the band. With this in mind, we created some questionnairesin order to find out what the audiences general ideas are in relation toaspects of music videos for alternative rock bands.We asked a smallrepresentative group fromour target audience aboutthe genre most associatedwith concept based musicvideos. The results showthat the alternative androck genres are both leastassociated with a conceptbased music video. This shows us that our initial decision of having aperformance based video for the band was a good choice and is in keepingwith the genre conventions and therefore shows that the reader will bemore easily able to relate to the text.We also asked what kindof setting would be mostassociated with a musicvideo for the bandsgenre. We found that themost popular settingswere woods, a barn and afield. We initiallyintended to shoot someof the video in a woods but that plan had to be changed and we finally

2. settled on shooting the video in an abandoned barn and a corn field, againshowing that we are conforming to conventions of the bands genre.We also staged a screening for the first cut of the music video. We invited20 people from our target audience bracket (aged 16-18) to view the videoand fill in a short form about it.From the results we got, we found that there were improvements to bemade to the music video. For example we had a clip of the drummer nearthe beginning shot from a tripod nearthe beginning of the video, whichpeople from the screening sessionsaid felt was too static and dull whencompared to the hand-held shotsimmediately before and after it... Wefelt that it was still important toinclude this shot, as the beginning ofthe video is sort of setting the sceneand introducing the band. So in response to the feedback we shortened theclip and included lots of quick cuts directly after the static shot in order tomaintain the attention of the audience and keep the pace of the video up.In relation to the digipak design, the audience feedback was an integralpart of the production. I created two potential designs for the digipak andso the people taking part in thefeedback could get the mostaccurate idea of the digipak, I madea prototype from each design.People found that this really helpedthem get a feel for the design as itis difficult to visualise it as aproduct when only given the images. I then chose members of my targetaudience and gave them a copy of each digipak prototype and a form to fillin.From this feedback, I gathered that exactly half of the people asked likedeach design, which was not very useful as I was having really difficultydeciding on which one to use. In the end I decided to use the doodle designas many people in the feedback session said that it related to them (thetarget audience) more due to the notepad doodle aspect having 3. connotations to college. Many people also preferred the font used on thedoodle design as they liked the handwritten look of it.When designing the advert for thedigipak, I found that many peopleasked in the feedback stages saidthat they would like to see quotesfrom reviews of the album. Idecided to add quotes and ratingsfrom the magazines MOJO andKerrang! as these are bothmagazines which feature bands of asimilar genre to And The WinnerIs... I also included Zane Lowe ashe has a great interest in newbands. An example if this is thepart of his BBC Radio 1 shownamed Fresh Meat where he andhis guests rate three tracks fromupcoming bands and the winningsong is played throughout the rest of the week.In conclusion, the various audience feedback sessions were tremendouslyhelpful in completing the designs of the digipak and magazine advert andthe music video. It allowed us to create a better and more finely tunedvideo for the band and gave me the opportunity to add and change aspectsof the digipak and advertisement to create more appealing end products.