Evaluation Question 3

What have you learned from your audience feedback?

The audience demographic of our artist is 16-24 year olds both male and female due to this being the typical age group to be associated with the Dubstep genre of music. This is most likely down to the party, concert and dance aspect of the music with crazy visual effects. Also the genre is very contemporary so is attractive to younger experimental artists. A niche group of people 30+ may be a possible secondary market for this artist.

We aimed to recieve feedback continuously throughout the project from lots of different people and keep it for reference and advice. We therefore asked for feedback from fellow media students to give critsizm of the progression of the music video production. We took on board much of this advice which helped to shape our video into what it is now.

Once the video was completed we screened it to around 100 students in our school which was organised via facebook and filmed thier reactions:


Influx Audience Screening from Adam Romo on Vimeo.

The resutlts were good with many smiles and nudges, a small amount of dancing and head bobbing which was the desired effect we wanted out music video to have. We then gave a selection of these audience members questionaires to fill in in order to get a solid response on a number of aspects of the video including appeal, critisizms and whether it was understood. Here are a seletion of these questionnaires:

Audience Feedback Group 1

We were glad to discover that all our audience members thought that the vidoe is most likely to appeal to teens with some answers being more specific stating the mid to older teens are most likely to enjoy the video the most. This is great as this means that our audience demographic was correct for our marketing campaign and our video. Many of our audience agreed that the format on which they were most likely to see the video was youutbe. This is great for us us our marketing campaigne was based behind the UKF youtube channel to help to promote our music and artist being a dubstep promotion channel.

Typical Dubstep Fans

Initial reactions to the video were generally positive showing that the style of the video appealed to this audience. Many people commented on the editing style and the fun dancing that took place through out saying that there was a feel good aspect to the video. The audience seemed to have enjoyed the pace changes and the way that they had been pulled off with artistic and visually interesting shots and effects.

The video recieve various critisizms such as that it was too samey throughout and the narrative didnt change enough through the two drops. Also there were a few comments on the grading not being that fluid or the video looking a bit dark. This may have been down to the projecter that was used to view the video but when watching on the computer we did notice some inconcistancy. These problems with more time and resources would be ironed out but unfortunatly the time we had was too limited and we agreed with many of the critisizms.

Forum for Dubstep set up on a gaming website as much of our our audience are likely to be gamers considering gender and age.

Discovering that the appeal of the video was either love it or hate it was no surprise to us. The appeal was mainly judged by the music genre rather than the video. It seems from personal experience that dubstep is either liked or not listened to by some people which is understandable as this occurs with every genre of music and some people keep to listening to one or two different genres and refuse to listen to others for thier personal leisure.

Many people said they were more likely to download the album or song rather than buy the physical product in the shop. From personal habit and ease I would do the same thing as this is what me and my co group members would usually do as finding dubstep in music shops can be hard with it being such a contemporary and youtube niche genre. We also found that some people would illegally download the track and album which suggests the activities of the people of our audience demographic.

Stats on illegal music downloading by OLSWANG, not entirely reliable.

The average rating for the video was 9 out of 10 which we as a group were incredibly happy about but this could have been possibly due to the fact that many of the people questioned no us and gave sympathy for our hard work. I would probably guess that the overall rating for the video may be slightly lower elsewhere.

After the questionnaire we then did and in-depth interview with a fellow media student, Robbie, who we aimed to get a more technical break down from with more detail and answers from a both personal and media perspective. He is also a representative member of our audience demographic with similar tastes and lifestyles to what we would expect of a fan of Influx's music. We recorded the interview and here it is:



We were incredibly grateful to Robbie for giving us such a professional analysis of our video and we found it incredible helpful and the critisizm he gave was completely agreed with by all of our group.

Conclusion:


From our audience feedback we have learned many things. We have gained a greater idea of the likes and dislikes of our audience demographic and there habits in consuming music and viewing music videos. We have also discovered problems in our video and what parts of the video are most visually enjoyable. All the information could be taken in if it were a real artist or genre and used to shape the universal campaign that would help to drive it to success and this is would we would have done with the information if the project had continued to that stage.