TASK 3 - What have you learned from your audience feedback?

To gather audience feedback be we referred to a range of online sources. We did a Focus group , posted the video on YouTube, and on our Social Netwoks, such as Facebook.

Unfortunately the comments on my Facebook were mostly in Turkish which was a disadvantage of using this resource as an International student :). However they were very positive, particularly on the choice of organic and nature based theme.

The Focus group feedback was perhaps the most fulfilling and detailed one out as we were able to ask specific questions to the audience. It was also a bonus that our focus group consisted of two members who are in the profession area of media.

(See 'Focus Group for Run' blog entry for more details).

**Here are some screen grabs of the comments on the music video on YouTube:

                       (PLEASE CLICK ON THE IMAGES TO MAKE THEM CLEARER)

Looking at the audience feedback on YouTube; it is clear that we have attracted the target audience, which consists mainly of young people, from the language used to comment. Again the general organic, home video feel is the dominant strength in the video. The actors were also brilliant, there have been many positive feedback on the casting.

FOCUS GROUP FOR OUR PRODUCTION

FOCUS GROUP QUESTIONS

Did you enjoy the music video Run?

What were your favorite elements of the video ‘Run?

Did you understand the concept behind the video

Did you feel that you could relate to the Media product?

What did you think of the choice band members and costume ?

Would you watch this video again? If so, why? What attracts you to the video?

Would you listen to this band again? What do you like/dislike about them?

What could you improve about this video?

Did you think the narrative was clear? Explain why?

FOCUS GROUP

A focus group is used to get feedback on a product weather it be media related or not. The way it works is a group will be assembled in a room to watch a pilot for instance they will then be questioned on it with questions such as; What do you think this product stands for? and what was your favourite part? This helps the directors and distributors know where and when they should show the product and also to what kind of audience they are pitching for young or old, male or female.

TASK-2 How Effective is the Combination of your Main Poduct and Ancillary Tasks?

-How did the pre-production help our products?

The research and development was a crucial stage of our production. Creating a band, building up an image, creating an appropriate CD digipak and poster and most importantly a music video requires a thorough amount of preparation. First of all we decided on a genre as a group (indie-alternative), we then looked into real artists of this genre to get a good idea about their star image and music videos. We created an animatic storyboard which was extremely helpful for the production because by doing this we established a rough number of different types of shots, and a working storyline for the day of shoot.
We also arranged all the necessary props, and cast members ready to roll.

Because we had a limited time (1 day) to shoot, we had to make sure that everything was ready. A lot of hard work was put into the pre-production stage in order to avoid stress and bad results. In my opinion, our group did very well during the pre-production as we achieved success regardless of the complications.



-Why have we got a Cd digipak and a poster as well as our Music Video?

For our A2 advanced portfolio, our aim was not only to create a short video, but was to explore the "real face of media" with all its glory. Our task was to promote the artist that we created. And as Dyer argues to sell the product. The CD digipak and poster are directly linked with the music video in terms of marketing; they support one another. After setting the target audience and looking into what they are interested in, we created an organic and alternative CD digipak and poster which would immediately attract a certain audience even if they haven't heard or seen the song and music video. So, the digipak will invite them to explore the band in depth and hopefully to watch the MV.



EVALUATION

As a group we worked particularly hard on the CD digipak and poster. We wanted the ancillary tasks to be in sync with the music video and to support the band image very well. Looking at the main theme of Run, it is about a band who, somewhat similar to the folk tale of the Pied Piper, is bringing together a large group of vibrant and indie group of teenagers together with their music. They are in a barn, rather than a stage showing a level of modesty and relaxed environment. The main idea that we were trying to put through with this music video is that the main concern of CapeKaroo is not selling their personal image but rather their music. So it is literally "all about the music and the fans". The target audience of CapeKaroo is also clearly noted in the video, an alternative to the stereotypical British teenager which is known to be "chavs", but instead an arty, organic image, much like the followers in the MV.

We thought that if we incorporated contemporary art into the mix that we would attract an alternative audience and also show once more that it is not about personal image but about the art of music, simply music. Therefore we first designed the CD didipak and poster using various software such as photoshop and then we hand sketched the whole thing making it even more personal and powerful. 

I believe that the overall outcome is a very good package in which each item (MV, DIGIPAK, POSTER) support each other very well and only add to the general organic and indie theme. I believe our project is a success.

Developing The Poster Design

This is the improved version of Cape Karoo's poster. We have also added a tour dates section which puts our poster within the more conventional understanding of a poster. I feel that the poster mirrors the band image well and also fits in well with the CD digipak.

Rough Poster Design

This is a rough idea of our poster design. To create this I used Adobe Photoshop. I did some research of images, looking particularly at street art because this reinforces the bands young and alternative image.

However as a group we decided that it was too pale and did not attract the viewer immediately. We will be working further on a more potent and effective poster design.

DIGIPAK

This is our most recent progress on the digipak design. We have used the initial design for the cover which I hand sketched. For the inside left panel we used an image we went with a street art design. We used this image because we thought it fit well with the arty and organic theme. We used a vinyl for the actual disc, and placed the same image from the front cover.

Director's commentary feedback

RUN

Good  and considerate understanding of the technologies used in production of the video, for example in terms of the types of camera’s used and the quality available.

There are evident links between creative decision making and use of technology on both productions of the video using professional digital cameras and in the post production editing process – in discussion of match of action, lip syncing and graphic matching’.  This is sustained and thorough and accurate in discussion of the branded themes of creativity, authenticity and ‘hippie’ theme of the video

The commentary shows a discrete awareness of the use of new media technology and uses discriminating examples really well for example in FCP: particularly to selection and construction of narrative, editing techniques, such as cross cutting and the pacing used.   This knowledge and understanding is evident in the use of colour saturation and adjustments.

Commentary attempts to evaluate online technologies, the use of creativity which the digital technologies enabled.

Excellent command of terminology and well presented.  There is sustained justified decision making links between the technologies used the product and audience reception in terms of the creativity that the group used.. 

Evaluation task director's commentary

RUN

Good  and considerate understanding of the technologies used in production of the video, for example in terms of the types of camera’s used and the quality available.

There are evident links between creative decision making and use of technology on both productions of the video using professional digital cameras and in the post production editing process – in discussion of match of action, lip syncing and graphic matching’.  This is sustained and thorough and accurate in discussion of the branded themes of creativity, authenticity and ‘hippie’ theme of the video

The commentary shows a discrete awareness of the use of new media technology and uses discriminating examples really well for example in FCP: particularly to selection and construction of narrative, editing techniques, such as cross cutting and the pacing used.   This knowledge and understanding is evident in the use of colour saturation and adjustments.

Commentary attempts to evaluate online technologies, the use of creativity which the digital technologies enabled.

Excellent command of terminology and well presented.  There is sustained justified decision making links between the technologies used the product and audience reception in terms of the creativity that the group used.. 

Feedback on Director's Commentary

Music Video Final Outcome

This is our video embedded from YouTube in HD quality.

EDITING SUITE

It took us several weeks to place the shots on to the timeline and cut them to beat. We encountered some problems with the story line as we were missing some key shots. During editing we decided to make some adjustments to the narrative by eliminating the twist at the end and using the narrative field shots randomly rather than in a specific order.

We also noticed that there was a lack of continuity in the video caused by the lighting. We used After Effects to make the video into a more sepia tone.

Overall the video turned out pretty well after the editing. As a group we are anxious to see it once its converted into HD.