What have you learned from your audience feedback?

The audience that our promo pack was aimed at were both males and females aged 16 - 24 years old because we
felt being in the middle section of the chosen demographic would allow for a more effective product as we would
know what succeeded and what we could develop in order to make it appealing to this age range. Also we aimed to
address the lovers of art with the stylistic approach to our music video and interlinking ancillary tasks. Due to the
individual nature of the song The Traitor we felt that it would be better suited to a niche market as opposed to being
more mainstream.
Our feedback from our audience came in both written and spoken forms. We gathered various aged audience
members in the form of a focus group to collect impressions and thoughts on our music video and ancillary tasks. It
consisted of a panel style feedback session based loosely around some prepared questions, but with the greater
focus on their varied verbal constructive criticism. On the other hand the questionnaire included both closed and open
questions that allowed for both controlled and more personal responses. The combination of these two types of
questions meant that we could easily gauge which aspects were successful and which needed further attention to
address the more negative feedback.
From the audience feedback we learnt that all three pieces of our media had a high degree of professionalism and
that they wouldnt look out of place in a high street retailer like HMV. When asked to expand upon their comment
about our products looking professional, 61.5% of the candidates said that the ancillary tasks would definitely stand
out within their own genre. All of the feedback we collected agreed that the ancillary tasks showed a clear link to our
music video. These written and verbal responses were useful as they showed myself and my group that we had
created a successful piece of contemporary media. It also implied that the gamble into the niche market of a hybrid
genre such as The Traitor paid off and that we effectively achieved our target demographic of 16 - 24 year olds. The
strong link within the promo pack was a large factor when it came to audience appeal and satisfaction.
Overall the audience found the content engaging with the majority of 46.2% giving our
content 8/10 (10 being the best). Also the fact that there were no ratings lower than
6/10 suggests that our tasks are artistic and visually interesting, again reflecting the
success of our media products. This meant all the testing and experimenting with
different media forms and styles of work was a necessary process, with comments like
It's really well put together and it is completely different to what I have seen before
enforcing this point.
Our focus group feedback was also very positive, one example being The pace, feel
of the piece felt like it was old school due to it being black and white and was from a
different era yet it would also appeal to a modern audience. Another commented on
the use of masks saying The mask works really well with the style of the music and the lack of colour amplified its
dark nature. All of the responses aimed at the overall styling of the products and the correlation between them
showed us that it was an area of strength. It is clear that our target audience has approved of our efforts in the
production of our three pieces and they liked the way in which we steered away from the norm and did something
more creative and expressionist whilst keeping it original.
When we asked how we could improve we got a specific response of George
was used alot. Although George modelled in the Digipak and acted in the
film, we didnt feel as if he was over used. But in light of this feedback,
something to consider as an possible area for development would be using a
different model for the front cover of the Digipak or source a new actor and refilm a section of the video. But with that aside, the majority of the group found
it otherwise hard to fault.

Due to the lack of time, it wasnt possible for us to change many of our products. As the only improvement was on a
fundamental element of our film and Digipak, it was impractical for us to act upon changing the model and completely
re-shooting and editing within the time constraint. On the other hand if time wasnt a factor I would select a new actor
with a more individual style (as to link the theme to the audience) and reshoot some stock photos that we could come
back and edit in Photoshop with all the black and white, smoke and titles to achieve the same success that the
audience said they liked. The change of model for the Digipak would address the outlying problem of George
appearing too much within the promo package and instead provide a new aspect that would help to draw out the
digipak from the other two tasks.
Overall, our chosen demographic (16-24 yrs) was positive about almost all the aspects after watching the music video
and viewing the ancillary tasks. When asked if there was a high overall standard of both the music video and the
ancillary, 61.5% of the audience members rated our products 9/10 or higher. This shows that myself and Ed have
successfully marketed our products and appealed to our target audience, as they understood the concept and
approved of all the content. I feel that the styling and rustic nature of the visuals throughout the media made the
strong interlinking connection between the three products, which is the biggest success with my work and when
marketing productively. Finally, I think we have profitably made the promo pack appeal to our audience/niche market.