Q1 - In what ways do your music video, CDD and MMA use, develop or challenge forms and conventions of real music videos, CDDs and MMAs?
Q2 - How effective is the combination of your music video and ancillary texts?
Q3 - What have you learned from your audience feedback?
Throughout the process, I thought it significant to consider opinions from my target audience to ensure that my music video and ancillary texts appealed to an indie demographic. During the initial stages of research and planning, I researched into the age groups that listened to indie music, the most popular being between the ages of 10-20. I then created a survey, for the people within the age range, to establish a group of target audience members who were fans of the indie genre.
Additionally, I generated a case study of the archetypal member of EDEN's audience, who consequently was a fan of indie music and culture. Here is the case study:
Music Video
I first initialed audience research during the planning stage of the process. I wanted to discover other peoples views and opinions on the lyrics of my chosen song to gain an assortment of differentiating ideas from fans of indie music. Therefore, I asked a selection of people to, on camera, analyse the lyrics of 'Fumes'. The purpose of this was to ensure that my ideas were similar to a wide spread of target audience members so that the music video would appeal to them as well as inspiring further concepts. Here is the analysis:
By doing this activity, I was inspired to include these elements withing my music video:
From the analysis', I then formed a 60 second pitch entailing the plot for my music video. I presented this to the three members of my target audience in order to gain both positive and critical feedback.
- Multiple locations due to the tone changes and gradually increasing texture audible in the song
- Nature to be included
- Create a contrast to convey the different emotions addressed in the song
- Have the protagonist waking up at the beginning
- Experiment with speed in post production
- Protagonist is in a relationship which is falling apart - burning out (fumes)
- Flashbacks of memories of the couple
- An illustrative format and perhaps performance too
- The girl wouldn't be included much in the music video as she is rarely mentioned in the song
- Protagonist is reminiscing on the past
- A mental health aspect - it is hinted at that the protagonist has depression
From the analysis', I then formed a 60 second pitch entailing the plot for my music video. I presented this to the three members of my target audience in order to gain both positive and critical feedback.
Through this target audience, I was able to establish that my idea was suitable for the indie genre as it included themes that indie music usually addresses, such as love - a relatable topic for my target audience. All of my target audience members also liked the fact that I included taboo topics within my music video, such as drinking problems and mental health related issues.These are becoming increasingly popular within young people, my demographic, therefore I thought it important to raise awareness surrounding these problems. Moreover, they enjoyed the dramatic story line with the huge juxtaposition between the start and the end of the music video.
The feedback provided me with enough confidence to proceed to pre-production. I relied heavily upon my target audience group when it came to decisions that I found difficult to make. For example, my target audience chose which filters worked best in symbolising love and heartbreak, unanimously deciding that the pink and blue shades worked best at expressing these feelings.
I found audience feedback extremely useful during the post-production stage; after each day of editing, I composed a rough copy of my footage in which I would show my target audience. From this they would give me feedback of things they liked and things for me to improve on. Here is the feedback from day 1 of filming to day 4:
This allowed me to make changes to my video dependant on what my target audience members states, ensuring that the music video appealed to an indie demographic.
CD Digipack
I wanted to involve my target audience within the designing process of my digipack as much as possible, therefore I turned to them to establish the logo and graphic element on the front panel. I handed them a sheet with different designs on in which they discussed and selected their favourite.
I chose to let my target audience decided as this would become one of the main images representative of the album, also becoming a recognisable feature that would appear on the music music magazine advertisement too. As well as this, one of my audience members inspired me to feature the lettering within the actual design of the heart, a key design point to the finished item.
Moreover, my target audience assisted in selecting an appropriate font to use. Gradually, as a group we narrowed down the choices until we had a final font.My target audience was really useful during this activity as they were highly aware on which fonts were reflective on the indie genre. The majority of these consisted of simplistic, thin lettering which conveyed a stylish, effortless finish.
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| A target audience member looking at the fonts |
To decide between the two designs for the front cover in my digipack, I recorded a sound clip of a member of my target audience in order for him to share his own opinions.
From doing this, I established that the second design fit more into the indie genre due to the simplicity of the design. As well as this, overall it was more appealing to my target audience member, therefore it became the final design.
Music Magazine Advertisement
Here is the initial design I created for my music magazine advertisement. In order to gain feedback, I presented the image to my target audience. From this I was able to make the appropriate changes to the design to create a finished product which appealed to an indie audience.Here is a transcript of a discussion that I had with my target audience members regarding the design of the initial advertisement:
From this I made changes to my advertisement necessary including adding a blue element to the image, social media and an album release date.
