What have you

learned from your

audience
feedback?
EVALUATION QUESTION 3
Methods
I used a free online platform called Google Forms to produce and distribute
my feedback survey. The program allowed me to use my Google+ log in to
gain easy access to the wide range of surveys to create. In addition, there
were many options for the questions, including Paragraph, short answer,
multiple choice, checkboxes and drop down boxes, which all displayed the
answers in a clear way allowing to confidently observe trends.
Once my survey had been completed, I could click the Send button to get
the URL and distribute it to a number of my colleagues and class mates.
Google Forms allowed me to very quickly make a professional survey which I
could revise and distribute as many times as needed. However, one of the
limitation of using an online questionnaire is that people may not be 100%
truthful when responding to the questions, in an attempt to seem kinder or to
insert the responses they think will prove most useful to me, which is
something to bear in mind.
Music Video
Audience feedback
 The results of question 1 showed me
that the majority of respondents were
male. This reduces the value of my
audience feedback as responses are not
from who I expected to make up the
typical target audience of my music
video, i.e. females. As it is not an even
proportion of males and females, my
feedback isnt very representative of
the typical viewer of a music such as
mine.
Unfortunately, my survey was also only limited to
17 and 18 year olds because they were all I had
access to send my questionnaire to. However, this
is the sort of demographic I would expect to be the
primary audience for a music video like mine (18-
24), so their responses are still relevant to my
evaluation. From my research I know this to be the
age of a typical audience member of artists within
the genre of my artist. In addition, the characters
of Samuel and Lucy were played by actors aged
17-18 so it is likely the audience members can
relate to those on screen.
 One of our biggest aims during the construction of
our music video was to create a production which
audience members could relate to and one where
they could position themselves with the
characters. From this question, I found that there
was a very close relationship between the gender
of the respondent and the character they identified
with most. One of the reasons we cast a young
male and female was to appeal to a wider
audience incorporating both genders, and this
question proves this was effective.
Furthermore, we wanted the storyline to be
relatable and believed that the concept of a
young relationship would appeal to our target
audience as a theme they could relate to
through personal experiences. This question
gave us mixed results. 6 respondents gave a 4,
i.e. they could definitely relate to the story line/
themes of the video, but the same amount
gave lower responses of 2 and 3. This could be
(For these sorts of questions: 1 = Disagree and 4 = Strongly
Agree. I decided not to do 1-5 because if participants were down to the perhaps clichd, fictional
unsure, they would naturally respond in the middle, and say relationship that the two characters have and
3, and this doesnt tell me anything.) how the meet up on the beach doesnt reflect
the real world (but do many media texts truly
achieve that?).
 This question performed fairly well as
most respondents suggested that the
could follow the storyline easily. However,
again, there were a few responses for 2
and 3. Unfortunately, the tracks length led
to us having to rush the edit to include all
the locations and narrative elements,
which may have hindered the extent to
which the audience can follow the
storyline. However, we tried to combat
this by incorporating the storyboard
element to aid the audiences
understanding.
The corkboard was constructed to reinforce to
the audience that the two characters on screen
are/ were in a relationship to hopefully fill in any
gaps in their understanding of the plot line. Once
filming the corkboard shots, I did however find it
tricky to incorporate them into the already full
edit and pick and choose which segments to take
out. Therefore, I was pleased to see that most
people thought it added another element to the
narrative and is likely to have contributed to their
understanding of the music video. However, not
being able to fit shots of the corkboard in very
often may explain why a large proportion gave a
2 or a 3.
 One of the conventions of music videos outlined by
Andrew Goodwin is that there is a relationship
between the visuals and the music/lyrics. Therefore, I
was keen to find out, through my audience feedback,
to what extent this had been achieved in my music
video. I paid very close attention during the editing
process to ensure a synchronisation between the
beat of the track and the cut of the edit. This way,
there would be a very close relationship between the
two, e.g. when the track develops, the narrative
(through the visuals) progresses. From the results of
this question, it appears that most people agreed
that that the visuals fit well with/ relate to the music,
which is rewarding bearing in mind how much work
Similarly, Goodwin
was put into suggested
achieving this. that music videos
show genre characteristics. Again, this was
something we tried hard to achieve and during the
planning process we focused on constructing a
video that suited the acoustic, indie-folk/ pop
genre. This was achieved, as previously explored
during this evaluation, through the use of natural
locations, emotive lighting and a sense of
movement/ travel. I was pleased to see how all but
1 respondents strongly agreed that the music
video suited the genre of music. The results
highlight that I achieved a music video very suited
to this genre and one that can compete amongst
the competition from other artists.
Tzvetan Todorov is a narrative theorist who developed a
theory of 3 part structure within media texts, featuring
equilibrium, a disturbance, a struggle to resolve it
(disequilibrium), a resolution and a new equilibrium. In
our music video, the equilibrium is the two characters in
their bedrooms, following the disturbance of the girl
slamming the card down and leaving in a haste, there is a
struggle throughout the music video to resolve the
argument between the characters and at the beach it is
resolved as they walk off in the new equilibrium. 75%
strongly agreed that this clearly came across which is
satisfactory as it suggests that my music video features a
clear, conventional narrative. However, it cannot be
ignored that put 3 as their response, implying that it
may not be explicitly obvious. In terms of achieving this
structure, where I think we fell down on, and perhaps why
some have said 3, is that the incident that produces the
disequilibrium wasn't clear enough and was easy to miss.
We had originally planned to incorporate a text
conversation between the two characters, for one
because we found it was a common convention of music
videos, but it was also designed to consolidate the plot
and show how they have had an argument. However,
when it came to editing, this proved problematic as there
wasn't any space to put it in and technically it was too
If we had to choose a theme that during the planning and construction process focused on, it would
be that Love is revolved around fate/destiny. However this question proves that audience
members interpret the meanings behind the video in a variety of ways, with the majority
contradicting our focus and putting Relationships are hard work but they always come good in the
end. Stuart halls Encoding model of communication argues that messages are encoded by a
producer (thats us) and decoded by an audience. This implies that our intentions surrounding the
meaning of our video are irrelevant to how the audience member experiences it and their
interpretation will be unique to them, dependent on their situation/ context. Similarly, Henry
Jenkins argues that Fans are textual poachers that take the meanings of a text that are useful/
relevant and leave the rest. These theories can be applied to explaining how there was such a
spread of responses for this question.

Some example responses:
For this question, I took a different approach,
asking respondents to leave short answer
responses. Although there was a range of
answers, there was one central trend. Nearly
all of the participants suggested that the
ending scene at the beach, when they
meet, is the most memorable. This is what I
anticipated as it is synchronized with the
climax of the track and the pinnacle of the
video as a whole, so it is likely to be
memorable.

The most common responses to this question were that the

music video was Up-Lifting, Youthful, Emotionally moving
and heart Warming. These were themes we sought to present
as they are reflective of the connotations of the genre and
would appeal to the audience of our music video so seeing
these came across is rewarding. However, another common
response was the word cheesy. This was anticipated as
during the construction process we anticipated our video
could be interpreted as clichd, especially the meeting on the
beach. This may contribute as to why professional is one of
the least common answers. However, cheesy shows our video
suits the expectations of the audience and fits well with the
genre of the music.
Digipak and
Magazine Advert
Audience feedback
Another one of Goodwins conventions
discusses how the record label will need to
establish a brand identity for the artist,
including the use of reoccurring motifs that
can be seen across their work. During the
construction of my Print productions, I was
keen to establish a reoccurring motif that
transferred across all pieces of work. Part of
this was thematic or symbolic themes, e.g.
heartwarming, sunset, emotive, but it was
also imagery links, like the beach huts. From
this question, I am glad to see that this has
been achieved as many responses
highlighted how themes of optimism and
images of nature and the beach and Bright
Locations could been seen across the
digipak.
Similarly, for a brand identity to be
constructed, and to compete within the
music industry, a product must appear to
be professional. For a Digipak, its success in
relation to sales would be significantly
reduced if the appearance is amateur. With
every respondent putting a 3 or 4, it is clear
adding features like the barcode, record
label logo and small print, paid off in
creating a professional appearance that
would help create
More people a brand
Strongly Agree identity
that the for the
artist.
magazine advert had a more professional
appearance than the Digipak. On the advert, I
wanted to include elements that can be seen on
magazine adverts from other artists in order to
create a more sophisticated and expert
appearance. For instance, including some
reviewers ratings, a release date and a small
text about the included tracks, may have
contributed to why so many people rated this as
looking professional. In addition, from my
research into magazine adverts, I noticed how
posters usually featured a larger version of the
artwork from the albums front cover. I was
therefore keen to use a similar technique when
producing my advert to help create a more
The imagery of my print productions was
aimed at creating a thematic link between
the genre and the digipak/advert. The use of
the sunset image and its warm, moving
connotations were aimed at reflecting the
natural, acoustic and emotive feel of this
genre. All but 2 respondents strongly agreed
that the digipak is very suitable for the
genre which shows we were successful in
achieving this.

Although the majority similarly put 4 down

for this question, there was a few who put 2
and 3. Perhaps this is because all the
promotional features included in this advert
reduce its emotive qualities and takes away
the strength of its association to the genre. I
did try and leave the sunset image, a
reoccurring motif suited to this genre, as the
main eye catcher which is why most again
put 4. However, the extent to which I
achieved this and which features pop-out
is explored on the next slide.
This question provided a range of
responses with again, a few
central trends. Most participants
suggested that the image of the
sunset was the most visually
striking and stood out the most. I
ensured there was no text over
the sunset so audience members
could see it, and its contrast to
the rest of the poster makes
people see it first. The idea of
this poster was for the sunset to
catch their attention and once
they are looking at, they scan
across the poster getting all the
important information like the
album name, date and the
bands name. I am glad that
people put these responses
because it proves how my poster
would perform as a magazine
advert in the real world. In
addition, I added logos from
Spotify, Soundcloud and ITunes,
as well as a URL to my artists
website to create a more
professional/ established
appearance and make the
 As previously mentioned, I sought to
construct a digipak that had symbolic/
thematic links through the relationship
between the emotive connotations of the
sunset image and the uplifting nature of
the genre. This question proved this was
achieved as participants almost
unanimously strongly agreed that the
digipak is consistent with the music video
production.
I was similarly pleased to see how this
question was answered, as everyone agreed
(Magazine advert) that it was. Again, I used a shorter answer
question to achieve some qualitative detail
about the participants thoughts. One
respondent suggested that the magazine
advert is consistent with the other two
productions because of the use of location
and font choices are consistent throughout
and one stated: yes because it suits the
surrounding of the video and the mood within
it. These responses among others proved
how I was successful in achieving my aim,
creating a complete package of productions
that suit the genre of music video and the