Evaluation Task 3 (3/3): What have you learned from your Audience Feedback?

Evaluation Task 3 (1/3)

Evaluation Task 3 (2/3)

Overall, what I have learnt from my audience feedback has been very helpful to me due to the fact that we were able to improve on our campaign (music video, website, and CD digipak), and that we were able to get positive feedback on that what we had already created and what was good, and took the criticism to heart.

Most of the feedback which we had received for the music video was post-creation and editing, so we couldn't really improve on it in accordance with that feedback. However, the feedback which we had received before creating the music video, such as that when we pitched to Luke for the second time, including our new idea; he helped us a lot when it came down to creating the transition for the music video, which was really needed to smooth the change between the 1920's and futuristic element. With his suggestions, we were able to come up with the tap element which we then added into the music video, making the transition seamless and a little bit more quirky and surreal.

A lot of the feedback which we had received from the students wasn't necessarily criticism, which made it difficult to improve upon the music video. However, when we did the feedback on the animatic, it was very helpful for us to see that the audience didn't understand wat was going on, and therefore we knew that unless we explained our animatic to those involved in the creation of the music video, they wouldn't understand what was going on. Therefore we added comments to the slides, making it clearer.

Annotated Storyboard

The feedback which we received for the website was very helpful as there were many things that we needed to improve on, and that Chris wasn't quite sure what to do with. Therefore it helped him a lot when creating the newer copy of the website. We added in things such as a tracklist, and also helped to make the website fit in with the campaign better.

Version 1

Version after the feedback

For the digipak, the main comment was that it was good, and looked alright, however that we may need a picture of the band on it. However, we always declined this feedback and argued that this would be unconventional for the music genre, and would therefore make the campaign less retro like we wanted it to be. The other comment was that the name of the band had to be bigger than that of the album, which we then improved on. Thanks to this we were able to make our campaign better.

Stuart Hall argues that an audience will decode media messages in intelligent and engaging ways. There are three different decoding processes; a preferred reading, which is what you want the audience to read, a negotiated reading, which is what you want as well as what the audinence wants to see, and the oppositional reading, which is based on the input of the audience and what they would like to see. I believe that through the use of audience feedback which we have received in the early stages of the music video, as well as afterwards, and also throughout the creation of the ancillary texts (website and digipak) we were able to create a piece of work that combines what we want and what the audience wants as well.