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| A mood boarch encapsulates the lives of our target audience. |
A typical fan of 'The Storm'
Name: Max Gray
Age: 19
Recent gigs attended: Reading Festival, Outlook Festival, a multitude of smaller raves and club nights
Current employment: Sheffield University, second year of Media Studies.
Hobbies: Plays guitar in band with his flatmates, makes drum and bass music on his computer, spends all his money on gigs, skateboards, drug taking, getting drunk
Perfect friday night: A drum and bass secret gig, a bottle of vodka and some ecstasy. Aims to pick up girls; loves the cathartic release of live performances.
Favourite bands: Pendulum, The Prodigy, Chase and Status, Daft Punk, Sub Focus, Flux Pavilion
Favourite Films: Taken, Fight Club, Inception, Donnie Darko
TV Shows: Supernatural, Family Guy, Spooks
Other traits: single, loud, underachiever, unorganized, rebellious, messy, friendly
We decided the most useful audience feedback we could recieve would be from a range of people, and the video above summarizes some of our responses.
We were really pleased with the responses; people within the target audience of young men seemed to be really pleased with the end result; and yet it's appeal was not so limited that other ages and genders didn't also love it.
Particular mentions were the quick editing, the strong narrative, the strong performance, and particularly the neon light section at the end of our video. We think this section was very well recieved as it appeals our target audience of ravers and party goers; the neon paint is representative of a live show. Our video has yet to recieve a lower score than 8 / 10, which is highly encouraging; and we have had a fantastic response from everyone who has seen it. From this feedback (lots of it from within our target audience) we have learnt the importance of tailoring your product to suit the target audiences needs; we did this through creating a strong brand image.
Some negative points include that our middle section sags slightly, as we reuse the idea of my character running, being cornered, then escaping once more about three times in a row. Other critisisms include a lack of performance shots in the opening of the video, and a lack of performance in the UV light set up at the end of the video.
We also decided that we needed some audience feedback in repsonse to our intial edit, in order to then re-edit and make it as good as possible. One negative point that we recieved which i totally agree with is the rushed ending; the lack of UV performance and the very sudden twist in the narrative in between the fighting and the kiss. This was because we had to trim the original track from a hefty 4 minutes 30 down to 3 minutes. Whilst my original idea accomadated for a full length final chorus, we had to cut it in half which meant that our ending had to be quite rushed: as we did not want to reveal the UV light any earlier than the final chorus, and we also had to tie up the narrative very quickly.
To make the ending slightly more interesting, and to wrap up the narrative successfully, we included a short flashing montage whilst my character kisses Eva which we believed was a more powerful conclusion to the whole video.
Here are a couple of the audience feedback sheets we recieved after screening our first edit to a focus group of people:
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Conclusion:
Audience feedback and responses is crucial to making a successful video. We needed to understand our target audience before attempting to make a video for them. We made this quite easy for ourselves by picking a track for which we are a part of the target audience, so essentially we were making a video which we ourselves would love; i think this is why we became so invested in making our video as amazing as possible.
We have also learned that whilst accomodating to a primary target audience you can inadvertently please many other demographics; girls who have seen our video seem to like it just as much as boys- it is more the genre of music which is favoured by different genders instead of the video itself.
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