SCRIPT FOR VIDEO.
Evie
In order to establish our target audience, after deciding which song to use we thoroughly researched the ‘Shout Out Louds’ as a band, through their MySpace site, their Last.fm profile and website. Through looking through the comments posted onto these sites, and also the comments posted on their videos on YouTube we were able to see that the majority of those commenting were both male and female in the age range 18-24 years.
Anna
This discovery was supported by our research into indie music as a genre in general, through which we discovered that it is mostly aimed at and attracts young people in the 18-24 age range due to it’s ‘alternative’ style and colourful and diverse content. We therefore came to the conclusion that our target audience was made up of males and females aged 18-24 years.
Ellie
We collected opinions from our target audience throughout the production and postproduction processes of our video, so as to ensure that we were creating a product that attracted and fulfilled our consumer’s needs and expectations.
Originally our concept involved dividing the narrative between a male and female character – following the idea that the female character was releasing new life and showing the male character “something new”.
Evie
When we had created our first rough edit we asked for opinions from our audience based on this concept and realised after analysing the feedback we received, the relationship between the two characters was unclear and therefore we recognised we needed to make changes in order to improve this as it was such a central part of our product.
Anna
Based on this constructive criticism we received we decided to replace the sections of the film that contained the female character with shots of the male protagonist so as to create an improved sense of continuity and a clearer narrative within the piece.
Ellie
The other main piece of criticism we received was that the shots of the male protagonist lip-syncing in front of the white wall were too plain, especially for the typically colourful indie genre to which the piece of music belongs. In the feedback we received it was suggested that we could add an element of animation to some of the shots in order to introduce some colour and variation to the overall text.
After discussion we decided that this would be an appropriate element to include due to it being present in other similar texts and also suggested by a member of the target audience meaning that it was likely to attract our target audience in general.
Evie
We also carried out audience research when discussing ideas for our magazine advert and digipack designs. This was in the form of a questionnaire, in which we focused on asking members of our target audience which features they would be most attracted to within the digipack design; for example if they would prefer it in black and white, colour, or a mix of both, or if images from the music video itself should be include in order for the product to be wholly successful.
Anna
We also asked for audience opinions on the content of the promotional products, for example whether the bands website should be included, or if the lyrics of the song should be present within the digipack design.
Evie
We then analysed these results in the form of graphs and tables, and concluded that in order to attract our audience to buy the product, the magazine advert and digipack cover designs should incorporate a selection of colour and black and white elements, and images from the video should be present. The lyrics of the song and the bands website should also be included within the design.
Overall we feel our audience research was effective as it helped us shape a product that attracted the target audience, as well as the promotional texts to support this. When questioned, 80% of our sample group concluded that they were more likely to purchase the music video on disk rather than download it, if the digipack and magazine advert attracted them. We took into account constructive criticism in order to achieve this, as well as forming promotional products based on suggestions from members of the target audience themselves, in order for us to ensure that the product would sell.
No comments:
Post a Comment