James - Evaluation Question 3

How did the audience feedback inform your concept development?

Our audience feedback suggested that we should have a narrative running through our video. Below is an example of the feedback that we received from asking the question "Do you prefer music videos that have a clear story within them or ones that have no relevance to the lyrics of the song?"

• I think it is always lovely to see music videos where you can see a relationship between the visuals and the lyrics. Otherwise it makes no sense and i get so confused. There is no point in having visuals that do not even fit with the song you are attempting to accompany. Overall, i think that the lyrics should mostly link with the visuals. This would be extremely effective and create a good quality piece. 

Before this feedback we were pretty sure that we wanted to have a narrative in the video and this feedback only strengthened our belief, highlighting its importance.

We also wanted to see where the target audience thought our video should be filmed, 53% of the audience said that they thought it should be filmed in the city. They also said that it would be better if there was several different locations within the city. We took this advice on board and when we were in London filming and found different locations for both the narrative and the performance parts of the video

we also asked the target audience "In performance shots how do you think the lead singer should be dressed?" and we got some very helpful responses such as:

• The lead singer should be dressed appropriately. I think that a smart look really adds a sense of sophistication, not only to the artist, but to the piece as a whole. It targets a well accomplished audience and creates a quality piece. However, you could make women look more appealing, yet still elegant. Possibly a knee length dress, obviously with black tights and a high neck line. She should not be an object of men's desires.
• Skinny jeans, leather jacket, white t-shirt with design on it underneath.

This influenced us heavily and as you can see in the video we dressed the lead singer in a very modern outfit and took the advice of one member of the audience and didn't make the women overly sexual.