Evaluation Question 3

Looking at specifically the focus group which we filmed, we were able to gain both positve and naegative feedback which will definately help us in the future if we chose to make a music video again. One key feature of our music video, that has recieved all positive feedback, is the lighting of our music video, and how it is definately a genre signifier of the pop/rock genre, as the lighting is able to convey a grunge look which fits in with the song itself.

Also as we have been able to create the right lighting meaning the audience believes the music video fits in with the style of the band, they think it is east for the audience to decode what we as producers have encoded, and as we have done this, it will keep the audience entertained throughout the duration of the music video, as we place the break up scene in the middle of the sequence. As the subject matter presented in the music video matches the son meaning, audience feedback suggests that it will be easy for audiences to realte to the story, as they would have gone through, also the costumes and locations used mean the audience can further relate to what the characters are going through in the video.

Another positive feature that audience feedback liked is the use of a black and white filter as it is clearly a convention of modern music videos as it gives a different and interesting look to the music video. Also the black confetti in the close up shots, against the white background, was liked universally as it gives the music video as proffesional look that handmade effect along with the motion blur final cut effect means the audience are kept entertained and interested in the music video throughout. Finally, the audience enjoyed the animation we incorperated, was liked as it gives the music video that little bit more for the audience, and some feedback members suggested that it fits well with the storyline of the music video and that it works well through the duration of the music video. However, it was also stated that the animation does not match the look of the video, but it is neccessary to give a new dimension to the music video. The negative feedback we recieved was that some shots of the couple were 'cheesy' and could have been made to look less cheesy by using a wider variety of shots.

Our digipak recieved positive feedback, as it creates a strong band identity, by using the same colours that the music video has, the blacks the whites and the yellows. They said that the lighting in the video helps convey the same genre as the digipak and that both work together to give a strong band identity.

How we can improve...

According to the audience feedback, we can spend more time on the lead singer focusing on their ability to lip sync, making sure they consistantly stick to the lines they have. Also with the lead singer in mind, we need to improve on taking more close ups of the lead singer to fit in with Andrew Goodwin's icon theory. Wider variety of locations will be neccessary to make future music videos even better. We will also need to make sure that the effects are appropriate to the shots we include, using all of this feedback and suggested improvements we will be able to make an even better music video in the future.