Audience feedback was a major part of our product as it enabled us to make changes both big and small to help us. One of our most positive comments from our peers was that it felt like a rock genre music video with the quick shots and variety of close ups to keep with the conventions of the genre. Our experimental shots were greatly received despite not being necessarily what we set out to do in the first place. The motifs also garnered good feedback because that was another convention of the genre. Our overall comments were very favourable to our music video because we spent a lot of time editing every shot and I think that was very well-received. The focus group liked the pace of the video and the story with its ambiguous ending and the narrative resonating with the song title and the brand identity being present through our products (i.e. brick walls). Overall, we definitely received more positive comments than negative comments although, invariably, the negative comments forced us to change more of our products.
Our main negative comment was for our digipak. As shown in the below presentation, our digipak has changed quite a lot in the editing process with the digipak not truly representing the genre at first and then looking out of place with the separate panels looking very much separate rather than being part of one overall package. Whilst it isn’t perfect now we have used the feedback to create a digipak that works as an overall product whilst going against our poster which is deliberately bright and has been designed to make someone ‘feel good’. Another negative comment (as shown in the directors’ commentary) was that our lead actor and other actors were too young for our music video. Also, that the main singer wasn’t included nearly enough. This required an almost-complete overhaul with the lead actor not singing anywhere near as much as he did in the first draft of our music video. Our opening shots also got a fair bit of criticism so we used that feedback to craft a better scene which is noticeable by the lack of sound as we went overkill on effects when we first used Final Cut Pro.
A notable example of something we have changed is our digipak, below is our digipak before feedback and then our final one:
A notable example of something we have changed is our digipak, below is our digipak before feedback and then our final one:
These comments certainly made me realise that a great deal of planning needs to go in to everything and how it all links in to one overall product. If I were to make a music video next time it would be imperative to make sure everything was planned meticulously so we could map out where we are going next. A contingency plan should also have been put in place to help deal with our feedback but we generally worked hard to solve any problems that managed to arise. When producing and editing a music video next time I think we would not play around with different effects and sound effects so late on in the production of the video as it is very time-consuming. It would also have been better if we all worked together on editing the video rather than one person changing certain things then asking for feedback, if we were all involved in the process it would have gone a lot smoother.
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