S

What have you learnt

from your audience

feedback?Evaluation Question 3

Our target audience

S When looking at potential target audience I was drawn to

the 15- 24 year old demographic and looked at social

networking sites such as Facebook and twitter to get an idea

as to who the music researched based on what type of

people commented or spoke about it.

S Upon deciding upon who our target audience would be, we decided to conducted a questionnaire with a teenage boy and girl, who are fans of hip hop in order to determine their opinion on J Cole’s music:

S We thoroughly planned out our questions hopeful that we would find out what our audience would expect to see within a J Cole video. Our audience expectations of a hip hop video is that they “focus on girls and their image” and lots of “party scenes”. They find J Cole a “artistic” artist and would expect to see a narrative storyline based on relationships or a video which “involves his community”.

S In order to appeal to our target audience, we felt that we should take note of the ideas suggested by our interviewees. Therefore, when planning for out music video we decided that we should add an artistic nature to our idea. We also felt that the use of lighting and props (i.e. magazines an other everyday items). Based on the fact that our target audience told us they expect a narrative based video we decided to incorporate this but also add a performance based narrative.

We asked another group of teenage boys for feedback on our animatic, hoping to determine the positives of our video but also assess the weaknesses and make changes as we see fit

After watching the animatic , our audience liked “the concept of the video about the girls insecurity”. They felt that the video “the video relates to people of my age”. Although they were “a bit confused” about the beginning of the music video. But once they understood how the lyrics linked to the visuals their confusing ceased. When we asked them how they thought we could eradicate any confusion they stated “you should have a picture of the girl with a thought bubble”.

Using the feedback we received, we felt that our audience liked the narrative based music video and the universal appeal of our subject matter would appeal to our targeted 15 to 25 year old demographic. The use of props such as gossip magazines bring in contemporary topics. However, we found that the animatic could not entirely portray the story we tried to tell which lead to confusion so in our final video we attempted to make our opening explicit.

We showed our rough cut of our video to our target audience, two teenage boys and asked for their feedback

After looking at the feedback from our target audience, we felt that we had achieved some of our aims but also that some things were not understood. When asked what went well they spoke about the lip-syncing montage and the ending. However also referred to the “blurry” opening and confusion as to the meaning of the skate park scene, they felt that there was little correlation between the skate park scene and the rest of the video.

We felt the best way to eventually meet our target audience expectations or to satisfy them we should take inspiration from our feedback and use it to make our video stronger. Based on our feedback we actually decided to omit the skate park scene after considering the meaning being lost in translation. We decided to place a large emphasis on storyline and included failure's and successes

Final cut feedback

Through feedback on our rough cut amendments were made to fulfil the expectations of our target audience . This videos feedbacks allowed us to assess where we succeeded in our overall goal but also to observe the faults and slips that occurred. Some feedback that we received was “ I liked how it developed”. They also felt “everything was explained good” and they understood the concept. We also asked would you expect to see the video on television. They felt although video is not amateur, and worked well, it was not quite professional looking to make it onto primetime television. Comments included “if you experimented with more effects”. They also added that “I enjoyed it” and I’ve already watched it a couple of times”. So it has a draw and appeal which resonates with J Cole supporters .

We felt that we should take inspiration

from the feedback as it was positive and

all criticism constructive rather than

malicious. Based on their feedback we

decided to continue to subvert the genre

through our magazine advert and

digipak as it was something that was

noticed and appreciated.

After we had eventually decide upon what our final magazine advert would look like, we created collage of J Cole magazine adverts and asked our target audience to review it in comparison with real J Cole magazine adverts. We wanted to find out if our magazine advert could be amongst professional work.

when we asked our target audience which magazine advert they felt was J Coles they chose one of J Cole’s actual adverts, allowing us to believe that we had been successful in creating a professional magazine advert or at least one which is indicative of what J Cole image.

The girls that we asked told what they found to be our strengths and weakness

Strengths-

S We used big bold images and font our advert.

S The iconographic image that we use as a synergistic element for all 3 products.

Weaknesses

S Cartoon advert may lack artistic vision

After reviewing the audience feedback, we felt that we had produced a professional advert that is eye catching. Although, we recognise that cartoon may be seen as simplistic.

When creating the digipak we wanted to come up with something original but that embodied J Cole’s message without being similar to his own digipak. So as the song is titled ‘ Crooked Smile’. We planned what would be clever way to display our message. It was decided to have a woman smiling in a cracked mirror because it was simple yet powerful. Also, it was said that the image should be in black and white to make to give it a timeless feel as many women have been self- conscious across the ages, and a simple that we were about to tackle a universal issue. Throughout the digipak panels they are linked through the same background and golden frame which is featured on the ‘Born Sinner’ album cover.