EVALUATION QUESTION 3

By James Phillips

Audience Expectations

At the start of the course, our group gathered information from other members of our class in order to lay a foundation of what people want and expect from a music video.  Two main elements we identified was that the majority of people question wished to see elements of narrative within the music video. One other thing that was clear was that people want there to also be a lot of conceptual imagery throughout. As it happens we too wanted to include a lot visually pleasing shots, and as such we already had some preconceived ideas on how to achieve it. In the final product this translated into the shots of the skateboarder.

Feedback

We received feedback throughout the entire process and in the end it was integral in changing the final product. Whenever we did generate feedback each element of it was carefully analysed as a group in order to see what could be done to improve each part. The main way we received feedback was through the use of questionnaires and interviews with both other students within our class and also other people around school.

Digipak

The digipak when through many stages in production up until the final product. First we got together and detailed some elements we wished to include. Then I drafted multiple designs, and to select the final product we turned to feedback from our peers. From the feedback we collected we were able to determine a clear winner among the three drafts I generated. From here I further developed the digipak by creating the back of it as well. The feedback gathered allowed us to further develop our digipak whilst also determining what we did wrong in the others and thus what to avoid in the future.

Poster

The poster went through a lot of redrafting, similar to the digipak we used the feedback to expose any flaws within the poster and it actually seemed as though I did not originally understand the task properly. At first I thought the task was to create a magazine cover and did so. After showing the cover to my peers I learned that instead I needed to develop a piece of advertisement for the album. In the end I was very happy with the poster and if it was not for the feedback had received I would've completely failed the task.

First Draft

The feedback gathered on the first draft was integral to the final product, after developing the draft we gathered a focus group to be used to analyse and positives and negatives within the draft. In order to see what parts of the video we should keep and likewise what elements should be removed in the final product. We asked this group a series of questions in order to identify how they

felt. Ultimately the feedback we got from our draft drastically improved the final result some of the main things that required improvement was the speed of the video which was 'too slow' compared to the song and as such we made efforts to improve upon this. There was also other elements we used the feedback to improve upon and as such I'm very happy with the final video and thank a lot of its success to the audience feedback we received.

Final Video

For the final video we took similar steps as we did before selecting a number of people, and asking a series of questions in order to see how they felt about the final product. We asked questions such as 'Did you understand the narrative?' to which many replied 'yes', other questions included; 'Do you think the video matched the song well?' and 'Overall was the music video enjoyable?' To which everyone said yes followed by their own reasons for enjoyment. Although this could not be used to further enhance the product it did allow us to be confident in what we had created. And be sure that we had met the requirements of the task. As a group we are very pleased and grateful for our feedback. It enabled us to make great improvements and is ultimately one of the most influential elements in the development of the final product. A lot of our videos success can be attributed to the knowledge we gained from our feedback.