Who are our audience?
We decided to create a target audience for C.DOT as an artist in relation to his image aswell as his genre Hip hop/Rap. We created a primary, secondary and tertiary audience. Throughout each task, the music video, digipak and the digipak we attempted to reach these segmented audience. Below is our targeted audience at which also include some audience examples specifically.
Primary
Our primary audience is our main target and the most likely to enjoy our music. Therefore we segmented this through the use of age. We feel as though the genre hip hop, is youth based in the sense that it is a relatively new genre at which has only developed in the last 15-20 years. It is becoming increasingly popular however as there is a very competitive market out there due to the wind range of rap there is. Our primary target audience is between 16-24. This is a wide target audience as rap can attract many younger people and with the increasing ageing population, it is seen as anything up to 30 is still young. We think this because rap is quite personal to each individual and normally when you are slightly younger you listen to the main steam top 50 chart songs. When you are slightly older your music taste develops and therefore by targeting this audience you could find some people who are waiting for the next artist to agree with their taste buds. The internet these days are also heavily consumed by the younger generation as they have been brought up knowing nothing other than the internet. This makes younger people be able to find out more about new artists like C.DOT. We feel as though our main target audience between 16-24 is likely to be males as females most notably prefer pop music. The genre rap is also heavily dominated by male singers there are very little famous female rappers.
Secondary
Our secondary target audience is male's aged 12-15 years old. This is a young audience for the genre rap however with children using the internet from a young age and the genre itself becoming more popular in the charts, in time this age group could become an important fan base for many rap artists. The internet is a source of information and this could persuade the younger generation to become more interested in rap at an earlier age rather than listening to the charts. Female's at this young age are normally still heavily into pop music.
Tertiary
Our tertiary audience is male's aged from 25-30 years old. This is a small target audience as by this stage in their life's they know what type of music that they like and they have a job so they have limited time to become heavily into the genre. However due to rap being popular over the last 15-20 years people at that age may like that music.
First Draft music video:
After showing our first draft to fellow peers we received a wide range of feedback although it was only our first draft which meant a lot would change from then, this was a good indicator to see whether certain things worked well with the genre or whether anything that may as a group we liked did not work to the rest of our fellow peers at which are all in our target audience ages 17 and 18 years old. We had many comments about C.DOT drinking Bombay Sapphire not understanding the point of it. We justified the use of these shots through the famous rap artist Wiz Khalifa drinking Bombay Sapphire.
C.DOT Bombay Sapphire use:
The overall scores that we received from our feedback for our first draft was 30+ which is high level 3 and level 4. Below is overall scores:
30 marks - 1 person gave us this score
31 marks - 1 person gave us this score
34 marks - 4 people gave us this score
35 marks - 2 people gave us this score
37 marks - 2 people gave us this score
38 marks - 3 people gave us this score
39 marks - 1 person gave us this score
From these overall scores it shows us that the majority of our fellow peers who watched our latest music video draft felt as though we were a strong level 4. This shows us that our music video was liked by a wide range of people.
We were given a set of positive feedback which was said by more than one person:
- Close ups of Connor work very well and shots link well with the speed of the video itself.
- Good use of the different variety of shots
- Good appropriate locations and costumes
- Performance is very good
- Good transitions and different techniques keep your entertained in the video
Negative feedback on the music video:
- The scene next to the card does not work, the cloth on Connors head was not a good choice of clothing
- Less shots inside the room
- Less shots inside the dome
- Some lip syncing could be adjusted towards the end of the video
- Shots inside different rooms are of poorer quality, cereal killer cafe
- The gin doesn't work
From this wide range of feedback, we noticed that there was constraining views between different sets of people. For example the Bombay sapphire was judged however we have recently stated as to why we have the gin in the music video. However after looking at this feedback we know that maybe we need to change the quality of the image inside cereal killer cafe at which after looking at it again it is significantly weaker than our other footage.
We received our Digipak research on our first draft. Below is 10 peoples results from our fellow peers. They had to give positives and negatives on the Digipak and then say a score out of 10 from 1 - being poor to 10- excellent. At this first draft stage as a group we all scored this as 7 each, there was some of the quality of shots of connor which we didnt like. However after recieving our feedback we realised that the majority of people gave this an 8, which is higher than what we was expecting. From this we realised that we did not need to change to much of the digipak. After taking a couple more photoshoots we found a shot which we felt would boost our digipak.
Our overall scores were:
Below is feedback which was received after showing fellow media peers and our teachers our website. There was no guidelines as to what people would comment on, this was mainly based upon peoples own view and there own opinion. They had to give positives and negatives of the website and then say a score out of 10 from 1 - being poor to 10- excellent. From this feedback we realised that we needed to change a lot of our website as there was a very mixed response at which people liked some bits but the website was let down by the first layout. Therefore we decided that our website needed to look more professional aswell as fitting our genre which in the first draft it was pointed out that it did not match this.
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Final video feedback:
Audience Feedback : Music video questionnaire
Below is 5 male and female audience members at which answered the questions above, in a honest fashion. I felt as though this was a very good method of obtaining good feedback, as i made them watch the video individually and then asked them questions. This allowed them to give their first opinion aswell as what instantly popped into there head. I asked a variety of questions which gave us a good insight as to what our audience thought about the video aswell as whether they actually watch music videos. The majority said that the do watch music videos.
Below is small 4 people focus group with two females and males split evenly to get different views and opinions. I found a focus group quite a difficult method of gaining good audience feedback as people do not always give honest views they are sometimes influenced by other peoples decisions. The best information I gained from the focus group was that three out of the four thought that there was too many cuts in shots and that there should have been more locations if there is more cuts.
Online Survey:
Above was our online survey at which we gave to a wide target audience which 8 people answered from different ages and gender. Our primary target audience had a limited response with only 12% being in that 18-24 section. Therefore this survey mainly targeted our tertiary and secondary target audiences. This survey therefore gives a good example whether or not it appeals to different audiences than shown above, where our primary target audience is situated.
The majority of our respondents were female which can give us an insight into whether it may be popular to the female audience who are mainly into pop music.
Our respondents all but one person clearly identified the genre of our music video. This shows us that the music video fitted the genre as our other feedback also agreed that people knew that C.DOT is a rap artist.
Below shows us that C.DOT was liked as a performer in the music video. This lets us know that as an artist he has the ability to impress the crowd. With the majority of our respondents being female this shows us that there could be a target audience for women with C.DOT as if you like the way an artist performs you are likely to enjoy the music itself.
Over 70% of respondents said that they do watch music videos this shows us that there is still a market for this and that they still market the video. Therefore this is a method at which C.DOT as an artist can continue to exploit. C.DOT can create music videos in order to create publicity.
There are a variety of answers to this question with the two highest being iTunes and YouTube. This shows us that people are still willing to pay for CD's aswell with over 60% of respondents still buying them. YouTube is a huge source and is the place where we published C.DOT's new song and video, Nikes on my feet. This is a free website for consumers and if many people listen to music on YouTube they are likely to watch the music videos. Therefore this has shown us that music videos could become increasingly popular especially as people can listen to music free on YouTube.
Short Questionnaire for music video
Below is a short questionnaire at which we received feedback on this small questionnaire from 15 different viewers at all which were aged from 14-22 years old which is our primary target audience aswell as mixing into our secondary target audience. Below this questionnaire is the feedback shown from each of the four questions asked.
Website and Digipak Feedback
Website
Below is the outline of the questionnaire which had 6 categories. From this we wanted to get a small indicator as to what people liked the most from the layout to the information provided on the website.
After receiving our feedback from 9 individuals the results can be shown on the graph below. As you can see throughout each the 6 individual categories we did not receive less than a rating of 3 stars from any of our respondents. The star rating on our questionnaire was from 0-5 with 0 being very poor to 5 being excellent. Our accessibility and information on the website has 5 out of the 9 respondents that gave us an excellent rating of 5. This shows us that the majority of people thought the website was easy to use aswell as the information on the website being really helpful to the consumer. Throughout each category there was a variation in opinion although the scores mainly were 4 and 5's for each topic. This suggest that the website, is a good website however it may appeal to certain people who like the genre and who would use the website itself. This feedback shows a constant pattern that the website was too a reasonable standard to good standard through out all of our 9 respondents. The overall opinion, 7 of the respondents gave it a score of 4 and 5. This shows us that the website would be a success to our target audience.
I picked 2 examples as shown below. From the 1st feedback it showed us that this person found our website exceptionally good with giving four, 5 out of 5's out of the 6 categories. This could be someone who fits our target audience. Whereas the second feedback gives us a good score with five, 4 out 5's given out of the 6 categories. This shows us that although they thought the website was good there are some improvements in most sections which could make our website excellent.
Digipak
After receiving our feedback from 9 individuals the results can be shown on the graph below. As you can see throughout each the 6 individual categories we did not receive less than a rating of 3 stars from any of our respondents. The star rating on our questionnaire was from 0-5 with 0 being very poor to 5 being excellent. The layout of our digipak was highlighted as an area of strength, with 4 out of 9 respondents rating this 5 out of 5, this lets us know that the right images are in the correct place and that it all works well in order. Throughout each category there was a variation in opinion although the scores mainly were given 4 out of 5 from the majority of respondents. This feedback therefore is very difficult to analyse in this form as there is such a variety of views and opinions, that there may be a certain image one person likes, but another person dislikes. Although the overall feedback shows us that the digipak was a success with 7 out of the 9 respondents giving a score of 4 and 5.
I picked 2 examples as shown below. From the 1st feedback it showed us that apart from the colour scheme which was given a reasonable score of 3 out of 5, that the rest of the categories were given high levels of 4 and 5. The overall score this person gave our digipak was 5 out of 5. This suggests to us that the digipak itself works really well together however there are certain bits which can be improved in order to be of even higher quality. The colour scheme is something at which this person wants us to focus our attention on. The 2nd feedback gave us an overall score of 4 out of 5 which is a good score. The thing that this person didnt like was the layout which we got given a score of 3 out of 5. Therefore this could in terms of images in the wrong position within the digipak pages. However on the other hand this person highlighted the font as excellent this suggests that this font matches the genre very well.
