For are audience feedback we brought together a focus group of 10 people that we thought would appreciate Kapok's music. We set them 2 sets of question to answer with the first design to obtain the individuals demographic and the secound questions focused on the music video. We also shot a video of the responses of the video asking the audience question which they collectively discussed. Thus creating both quantitative and qualitive feedback results. The collected data has been predominantly put into graphs. The questionnaire questions were as follows:
Demographic Question
Gender: (Male/Female)
Age: (0-15,16-18, 19-25, 26-100)
Occupation: (Student, Employed, unemployed, retired)
Favourite genre of music (pick 3): Rock, Pop, Hip-hop, R’n’B, punk, house, techno, Drum and Bass, Electronica, Indie, blues, soul, funk, jazz, classical, emo, hard rock, heavy metal.
What was the last gig you attended and what genre was it?:
What genre would you classify Kapok as being?
Who is your favourite artist/band?
If you had to classify yourself as part of a subculture which of the following would it be? (Indie kid, Rocker, Emo, Rah, mosher, chav, geek, grunger, punk, trendie, none of these)
What is your favourite album?
What about a band appeals to you?
Do you think music influences your worldly choices?
Questions on the music video
Do you think the video is appropriate to the genre?
Do you think the video uses both performance and narrative sections effectively?
Did the video keep your attention throughout? If no at what point did you get bored?
Do you think the video advertises the band well?
Do you think there are any representational issues within the video?
What good points do you think there are?
What bad points do you thin there are?
Do you aspire to be like or identify with any of the characters within the video?
Do you think the mise en scene is appropriate?
For an amateur production what would you give the video out of ten?
Is the narrative clear?
If you could improve anything what would it be?
Do you think the performance or narrative section was stronger?
What aspect do you think was executed the best of the following; choice of mise en scene, performance, editing, camera work or narrative.
For the demographic questions we firstly wanted to obtain there age, gender and occupation of which all were between 16-18, 3 out of 10 were male and all were students. I think the demographic of the focus group is appropriate as this demographic would be the bands potential audience by being the same age group as the band and being students. So by questioning them on the production we can see where we can improve and see if we have targeted are product correctly.
We then wanted to establish what music they enjoyed listening to. One question within this section was asking if they had recently attended a gig and what genre it was. For this we wanted to try to establish if they would enjoy Kapok's performances as they play live regularly. To which we got the following repsonses;
What was the last gig you attended?
(fav. album and artist question)
As you can see the responses were quite varied but all within the indie culture of music as well as albums and bands included which heavily influence kapok, especially the likes of muse, biffy clyro and red hot chili peppers. This shows how we have got the correct demographic for our audience research. Kapok can be interpreted as being part of the indie culture as shown by the next question. We asked what genre of music do you think Kapok are to which the following answer seemed to be as accurate as possible;
For one of the last demographic questions we wanted to establish if they thought music was an important part of their life and influenced any choices they made or their own identity. To which 60% said music influenced there views and choices in their day to day events. This is interesting as it shows that at least 60% of the potential within the focus group would see music as a heavily important aspect of their life and therefore potentially looking out for new bands and styles.
We then went onto ask the group about the video once we had showed them the video for the first time. From the questionaire we got quite a consistent view on the video. One question asking if the music video exploited the genre to it's maximum to which all responded yes. This shows that the video is suitable for the genre also appeals to are target audience, that being the focus group symbolising our potential audience due to their demographic. We also asked if we combined the narrative section and the performance section effectively to which 8 answered yes, one no and another not enough narrative. This shows that we combined the two elements well however the narrative may be unclear to some. We then asked if we sold the band well to which 8 out of 10 answered yes. this shows that we had done the job asked by a music video for a band which is to sell the band. I think we also did this with the heavy performance element in the video reflecting the bands live performances.
After we asked the focus group to answer the questionnaire we went onto filming a couple of the group discussions about the video and the band.
The main critisism the video got for us to work on from the audience research was that of the performance and narrative elements not being balance enough on the narrative side. As within the discussion above the main concern was that of too much of the band but not enough narrative. This then seemed to cause some confusion on the narrative side which the audience seemed to want more of to explain the narrative better. This general I also agree with, that the narrative could have been more clear whoever in terms of a music video one aspect of a music video that is always needed for an audience to keep watching and not just enjoy the video/ switch it off is the need for an enigma. I think we used the technique of enigma very well as throughout the video we always was asking questions of the narrative and the link with performance. This was shown in the feedback by some confusion among the viewers which initially may have seemed bad may actually confirm the use of enigmas and their outcomes. Also a question we asked within the discussion was on representations. To which we got mixed responses as many of the girls argued that the representation of women in the video was bad but the boys seemed to argue that you would not want to be this girl and that she was a protagonist not to be aspired to be like. I mainly agree with the point that the girl is not meant to be looked up to and aspire to be like whoever the points is easily raised and is a representation that questions the demographic of the band and the video that the potential audience may be more male based rather than equal or girl based. This may become a marketing exploit for the band potentially selling a new ‘boyish’ image, such as a ‘rock ‘n’ rolla’ image that goes with the live hard die young persona. In conclusion the discussion and the questionnaire was helpful in what we would need to do to improve the video. The main points being that the narrative needed to be clearer and less performance element within the video.
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