Pre-production questionnaires allowed us to gain an understanding of our target audience, and what they like to see within the indie genre and what interests them. While researching the indie genre, we noticed that some themes where more popular than others, the popular themes included drug use (65%) and religion (55%). This directed our decision to set our music video in a church as well as explore the controversies of drug use and abuse through the struggling teen protagonists.
Within our digipak analysis, respondents appeared to like products which used universal colour schemes such as Daughter and The 1975. Because of this, we decided to follow this convention, incorporating universal colour schemes into our product.
When leaving a section which enables our audience to leave feedback for our mid-production, the overall response was positive. Comments mentioned that they liked that we broke the fourth wall as we were able to address the audience directly. We will continue to use this across our production as it successfully attracts our audience. The production challenging themes was also noticed and liked, which suggests that we are engaging and educating our audience.
I was able to find out whether our male and female audience members between the ages of 15 - 21 were targeted by making my audience fill out a post-production feedback form. The age bracket in which we focused on parallels with the target audience discovered within our research questionnaire. The responses of our feedback form was that 70% of our viewers stated that they could in fact relate to the protagonists. They mentioned that it was due to the similar age the protagonists have to them. Another factor that helped them relate was how the protagonists portrayed themselves to categorise within the 'strugglers' psychographic which is where they would also place themselves. In order to have created a higher percentage to be able to relate to our production and ancillary text an older protagonist may have targeted our audience who falls into the 21 age bracket. Also, when creating a viewer to relate to the protagonist through psychographic we could have possibly experimented and twisted the conventions of the indie genre by exploring further psychographics.
Another question asked was whether our production conformed to the indie genre, 90% agreed that it did. Stating that factors such as the themes being shown are far from mainstream and are subject not touched upon in other genres. This is a convention within the indie genre which was what we were focusing on within our production. Another factor they pointed out which was conventional to the indie genre is the controversial camera shots we used, for example the chase scene in a fast paced, point of view shot. Having a fast paced element within our shot in comparison to the smooth multi-stranded sections to our narrative highlights the sense of rebellion our protagonists are showing. Another shot that was pointed out was the change in past and present shown through breaking the forth wall as each protagonist looks towards the light. The metaphorical element to the light being hope and goodness is also something pointed out in our feedback as it is conventional for the indie genre to focus on metaphors to create an enigmatic and conceptual effect. Viewers may also interpret this shot as a way to relate and connect to the protagonist as a comment back mentions that they were able to relate to the feeling of being out of the norms.
Respondents were able to also give their opinion on our ancillaries. As shown in the video footage of our audince feedback, they mentioned that they liked the use of house colour and typography as it has been used universally across both ancillary texts and our music video. 4.6/5 viewers stated that our products are linked well together and are recognisable for the community of fans and can also attract potential fans. The band would use their house colour throughout their Web2.0 platforms such as Twitter and Instagram. This also allows fans to have a platform where they can share their common interests in the band. The modern, clear choice in typography was also liked by our viewers due to it linking well with the message given within our product being current and contemporary. 80% of respondents said that they would conduct further research into the band after looking at the tour poster and digipak. They stated that they liked the enigmatic connotations through the hidden identity and church imagery. Challenging the indie genre is something seen regularly as it is continuously evolving and developing stylistically.
In conclusion, from the audience feedback we gathered, I have learnt that our product and ancillary texts conforms to the indie genre and a passive and active audience member will identify this within our product.
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