1. Evaluation- Audience Feedback Will Humphrey

2. "What have you learned from your audience feedback?" When investigating Maverick Sabre’s target audience we focused on his music videos and the audience demographics. We were not able to gain access to the audience demographics of the original video 'Look What I've Done To You' for legal reasons. The audience demographics are from a live video he recorded on his VEVO page. Click here to view audience demographics We discovered that the target audience for Maverick Sabre and essentially our target audience are 14-18 year old girls from the United Kingdom. Based on our knowledge of audience demographics, I created a Target audience voki to represent the target audience that we were going to target with our main and ancillary tasks. Target audience voki Evaluation- Audience Feedback

3. In regards to audience feedback we relied on in class viewing and screening sessions and peer feedback as well as teacher feedback. Our peer feedback was vital as majority of class is made of girls, who are 16-18 years old and who are living in the Untied Kingdom. With this in mind, Our peers were essentially mimicking the target audience that listened to Maverick Sabre and other Indie artists that we had researched into. I felt it was vital that we listened to our peer’s feedback during both screenings of our music video and the initial presentation of our digipak and poster. "What have you learned from your audience feedback?"

4. Evaluation- Audience Feedback I feel the use of Web 2.0 within our product has been very beneficial in gaining accurate audience feedback. We also decided to gain audience feedback in a more conventional way via interviews, questionnaires and individual screening sessions. As group we uploaded each of our screenings at different stages onto our Facebook page for our surreal artist 'Will Fixie' and export our video onto Youtube. "What have you learned from your audience feedback?" Here is a screen shot of our Facebook page. We used our Facebook page for our artist ‘Will Fixie’ similar to how Maverick Sabre uses his blog like a live diary. We used our Facebook page to provide regular updates of things such as: events (location shoots), screenings, photographs, and general interaction with our target audience.

5. Evaluation- Audience Feedback I choose personally to upload our video onto my personal Facebook where I gained some good feedback and our video gained 26 views within the first 2 days of being uploaded. What have you learned from your audience feedback?" Here is a screen shot of our audience feedback via Facebook. Although the comments and the likes were very complimentary and kind, they did not point out aspects of our project that could be improved or developed during our initial and second screenings. I feel that audience feedback gained from Facebook wasn't very valuable for us as a group trying to improve our video.

6. Evaluation- Audience Feedback I felt this process was important, in order to acquire feedback from individuals who did not take Media Studies as a academic subject or were related to Media Studies in any way. What have you learned from your audience feedback?" I wanted to gain feedback from our target audience and for our target audience to communicate the positives and negatives with our video.

7. Evaluation- Audience Feedback What have you learned from your audience feedback?" Here is a screen shot of our audience feedback via Facebook. The reason I feel that the Facebook feedback wasn't very beneficial was because were attempting to target a mass audience who liked a range of genres. I feel we should just targeted our original target audience (14-18 year old girls from the UK) as I feel some feedback we acquired from Facebook was based on politeness rather than the truth.

8. Evaluation- Audience Feedback As our feedback from Facebook didn’t give us specific ideas on how to improve and develop our project, we decided to us alternative feedback forms. We used feedback sheets that were given to us by our teacher during the screening processes, as well as creating a questionnaire. Here is an example of a feedback sheet. The sheet was made up of three sections: What went well, even better if and a chance to place our project in a band/grade based on the assessment criteria. The sheets was a more direct approach from Facebook as it provided us with specific feedback in regards to the strengthens and the weaknesses of our project. The specific feedback allowed our group to improve our music video, digipak and poster and attempt to progress from the proficient band into the excellent band. What have you learned from your audience feedback?"

9. Evaluation- Audience Feedback What have you learned from your audience feedback?" This is the critical feedback we received after our second screening. Following this feedback we decided to re-film the narrative as it was clear that our peers and target audience were struggling to understand it. Before we re-filmed we planned a fresh, more simple narrative. We planned our new narrative by storyboarding various ideas and using Todorovs narrative theory as a template for our narrative.

10. Evaluation- Audience Feedback It was commented on that some of performance shots were to long, we decided to also re-film performance shots in order for our video to have a variety of performance shots that we could cut to and from. I feel our original narrative/storyline was to complicated and that’s why our target audience found it difficult to follow. In between our initial and second screenings, my group and I sat down with some of our target audience and discussed what they felt would be an engaging narrative and whether a relationship type narrative could be something they could relate to. What have you learned from your audience feedback?"

11. Evaluation- Audience Feedback As the feedback we received from our peers and some of our target audience didn’t provide us with the specific information we needed to improve our project. My group and I created Questionnaire. See our questionnaire hereSee our questionnaire here Instead, we decided to take a questionnaire to people first hand, asking them, to answer certain questions that would be helpful to us. It was essential in the beginning to get an idea of what our target audience wanted and what our project wasn’t already giving them. See our questionnaire results here. What have you learned from your audience feedback?"

12. Evaluation- Audience Feedback What have you learned from your audience feedback?" From our questionnaire results, our target audience felt that our final music video was similar to a conventional indie-soul music video. Our target audience commented that our music looked very professional. I felt we achieved a professional look by sticking to existing conventions from the indie-soul genre. Secondly I felt my group used the DSLR camera to its full potential by creating high quality shots and using the adjustable focus to create the blurred effect at the beginning of our video. Both these aspects I feel assisted us in creating a professional music video. The blurred effect started out as an experimental shot when filming but during the feedback process are target audience and peers stated ‘I love the blurred focus’ and ‘great use of the camera’.

13. Evaluation- Audience Feedback What have you learned from your audience feedback?" Although we created our music video to target females aged 14-16, some of our target audience felt our video could also appeal to both genders. Some of our peers felt that our music video was appropriate for our initial target audience. Our peers felt it was relatable and appropriate for them as well. Both our target audience and our peers stated there were aspects that appealed to them and that they could relate to.

14. Evaluation- Audience Feedback What have you learned from your audience feedback?" This feedback supports the decisions we made during the production stages of our project. We decided to use and develop the existing conventions rather than attempt to challenge them. We used a sporty casual costume during our project which is a common style used by other indie/soul artists. The casual costume idea gave our target audience another aspect of our project in which they could relate to.

15. Evaluation- Audience Feedback What have you learned from your audience feedback?" These comments support the decisions we made during the production stages of our project. We decided to use and develop the existing conventions rather than attempt to challenge them. This feedback shows that we used enough conventions from the indie-soul genre to make our project appear conventional. The fact that our target audience and peers commented that our whole package was conventional rather than just our music video.

16. Evaluation- Audience Feedback What have you learned from your audience feedback?" It is a typical convention for indie-soul music videos are fairly personal and emotional. Although we created our music video to target females aged 14-16, some of our target audience felt our video could also appeal to both genders. Our audience felt we used shot types such as close ups and direct address to develop a personal connection with our audience. We used a break up as the basis of narrative and from our audience we gained the idea that they could relate the situation as well as relating to our artist.

17. Evaluation- Audience Feedback What have you learned from your audience feedback?" Our target audience and peers showed us that we hadn’t missed any vital aspects within our promotional package- in regards to appealing to our target audience.

18. Evaluation- Audience Feedback What have you learned from your audience feedback?" Our target audience commented that our music looked very professional. I felt we achieved a professional look by sticking to existing conventions from the indie-soul genre. The fact that our target audience commented that our ancillary tasks match our main tasks show that we have created a effective promotional package. This comment also shows that our main task and ancillary tasks relate together in some fashion- for example this could be through the use of an urban theme. Consistency was something we struggled with in the early stages of our digipak production. As some of our photos took place at night and some took place in the day. We took this into account and changed all of our digipak photos to a day, urban theme. This comment shows us changing our digipak ideas and themes and listening to our target audience instead of ingoring them has paid off in the end.

19. Evaluation- Audience Feedback What have you learned from your audience feedback?" We decided to make the text slightly bigger, use a bold effect on writing and use a stroke effect in Photoshop on all texts in an attempt to make them easier to read. It was commented on that our digipak matched existing conventions. We achieved this by, using an urban theme throughout, using a sporty-casual costume and used direct address in some photos in an attempt to build a personal connection with our audience.

20. Evaluation- Audience Feedback What have you learned from your audience feedback?" Once again our target audience commented that our music looked very professional. I felt we achieved a professional look by sticking to existing conventions from the indie-soul genre. The fact that some of target audience believed there wasn’t a weakness with the poster was great! Despite gaining this feedback we decided to ignore it as we wanted to make our poster as visual as poster.

21. Evaluation- Audience Feedback What have you learned from your audience feedback?" Despite editing our digipak by making the text slightly bigger, using a bold effect on writing and use a stroke effect in Photoshop on all texts. Some of our target audience and peers still struggled to read it which was disappointing. The fact that some of target audience thought our promotional package was perfect was great.

22. Evaluation- Audience Feedback After our second screening feedback, we had an initial screening of our digipak. Similar to our music video screening, our teachers and peers were asked to evaluate the positives and the negatives with our digipak. Here are some of the comments we received from the screening processes. Positives Good selection of images Detailed writing on the digipak Good choice on font for text Shots work well with genre Good technical use of the camera to create effects (night images) Negatives Didn't use a fixie bike in the video A lot of text on one photo One of the photos is stretched Not all of the images fit together as a whole All font text needs to be the same throughout The night time shots don't relate to the music video What have you learned from your audience feedback?" The comments that I have highlighted in bold I feel helped us develop our digipak into what it is now(final). I felt the audience feedback was vital into turning our digipak into a realistic digipak rather than a random selection of 6 images. The negatives comments that we received were more of a positive as these were all aspects my group and I hadn’t considered when reviewing our project initially.

23. Evaluation- Audience Feedback After our second screening feedback, we had an initial screening of our poster. Similar to our music video and digipak screenings, our teachers and peers were asked to evaluate the positives and the negatives with our magazine cover/poster. Positives Nice image used for the cover/advert Good use of effect in Photoshop The image relates to the video Picture fits with the music video Panited effect Negatives Can't see the writing Over edited slightly Needs information adding Struggle to see the text Poster pixels don't work Colour of text needs to be changed Doesn't say which magazine it is from What have you learned from your audience feedback?" After this screening, we felt that we did not receive specific feedback on how to improve poster we decided to scrap our original product. See Initial poster here. As you can see our initial poster didn’t really look like an realistic advertisement, let alone work with our digipak and music video. We decided to use the image from the front cover of our digpak for our poster as well. We used the same image for both to ensure our ancillary tasks worked together to create an effective promotional poster. See final poster here.

24. Teacher feedback I feel the feedback that we gained from our teachers was vital to the development of our project for several reasons. This feedback that we received was both critical and supportive, which pointed out our strengths with our project and the weakness with our project. What have you learned from your audience feedback?" This feedback differed from past feedback as it was based the truth and development rather than politeness of peers and friends.

25. Evaluation- Teacher Feedback Furthermore the teacher input allowed them to point out what conventions were working within our video (example: the inner-city locations) and which conventions we could still include (example: extreme close up) to make our video appear more conventional and appear like a real indie-soul music video. Although there more weakness comments than strengthens comments can now see how these teacher comments have developed and progressed our project into a successful final product. What have you learned from your audience feedback?"

26. Evaluation-Audience feedback My group and I decided to annotate our first music video and our final music video to indicate how we responded to feedback in order to make our final product the best it could be. Here is the initial screening(annotated) First screening (annotated) Here is the final screening (annotated) Final video (annotated) What have you learned from your audience feedback?"