1. Evaluation Question 3
By James O’Dolan

2. Identifying your audience
Our chosen audience is similar to that of coldplay’s as i have written in my textual analysis ranging males
from teenage years to adulthood so around 16-24, predominantly heterosexual males, this is because in the
music video it is a male singing his feelings about a someone he romantically admires. There’s no specific
social class assignment as there is no strong budget or flaunting in the video we produced. The audience we
are expecting tend to appeal romantic viewing and have more personal connections with their music, liking
thing such as live performance and emotional connection in songs, disliking generic disconnected music and
violence/action inside music videos. It is important for a big media company such as sony records to identify
their audience because if they analyse them it can have a large effect on the way they edit their music videos
and other products, they will change the style of their videos to suit the audience and generate a lot more
income doing this, for example if they were to study their audience and find out a larger number of their
audience had a certain fashion choice, incorporating clothes from this area may increase the popularity of the
song and therefore how much it sells. The stronger the connection with the song the better.

3. Subculture - Indie
Indie subculture is filled with typical youths who enjoy taking an alternative route to
lifestyle, things like live concerts and non mainstream clothing are the expected
attributes. People in this group tend to connect to music on a more emotional
levels through personal experiences and opinions, in these type of music videos
it’s important to get the visuals right and create the optimum attraction for the
audience. On the next slide you will see a pinterest board i created with images
associated with the indie subculture.

4. Pinterest board

5. Getting feedback is a very high priority for large media companies because it is one of the
main ways they increase sales. Acting on the criticism they get on one product can make
the difference of a million sales for their next product. For example, in media industries if a
company are told that their product is to profane they may act on this criticism and remove
certain parts of the music, then people who dislike profanity will become more likely to
purchase this product so the audience becomes much larger. Methods such as
questionnaires are the most common because they provide a much more realistic result
and the more people who you get to do the surveys the more confident you can be in your
results because it slowly eliminates outliers. Interactive feedback on websites is a very good
way of getting criticism when it comes to music because the number of people who go
online to listen to music is strongly climbing and it is one of the easiest way of giving your
opinion on the product because all you have to do is type and send.

6. 3. Audience feedback that you've collected at different stages of the production.
● Include the feedback - insert links to specific posts in your blog
● Discuss what you learnt from it
● What stylistic and technical improvements did you make because of it

7. What did i learn from my feedback?
From my feedback i learned the strengths and weaknesses of our products.
CD Digipak Website Music Video
Strengths Artistic
Interesting use of
colour when
highlighting the
yellow and having
everything else
black and white
Clear and easy to
read.
Our site has good
consistency and
synergises with the
other two products.
It is also simple and
easy to navigate it.
High quality start
and finishing. Good
distribution of shots
and excellent mise
en scene throughout
each location.
Weaknesses Social media links
too small and not
easy to notice.
Possibly too simple
and not enough
pages to provide a
variety.
No structure due to
lack of narrative.

8. Audience statistics
As you can see the main guessed genre (69%) was indie which is good because this is the genre for our
music video and we want people to recognise that through the conventions we included such as the
location choices, other genres such as pop and rock help prove that we challenged some of the
conventions. In the second graph the majority of people didn’t think that we needed a specific narrative
structure this helped us make the decision to keep the video without a narrative, this makes it more
unique. Giving the genre, it usually would include narrative however when they saw our music video draft
they thought it wasn’t necessary to the video.