EVALUATION Q3a: Audience Engagement

EVALUATION Q3a: How do your products engage with audience? 
For this question I decided to make 4 different videos: 2 digipak unwrapping videos, a Q and A video session live on twitter and a radio interview with Astrid S talking about audience feedback for her latest music video and website, how it impacted in the production of the video and website and about how web 2.0 is allowing audience to participate actively, especially through social media.

The first thing I did for this question was make 2 digipak unwrapping videos. In the first unwrapping video I am a fan of Astrid S called Ashley who has just bought the new digipak by Astrid S.  

However, before I present these videos, I will state some points about my target audience. After doing some initial research into the audience for Astrid S, I discovered that her primary main audience is females aged 15-24. I looked at Astrid S's existing Facebook page and I found some really useful videos for audience. They are videos which follow Astrid S's fans. I could tell that most of Astrid S's fans were females aged 15-24 from these videos. Here is the 1st video that I found: This video follows some of Astrid S's fans waiting to see her live for her concert in Amsterdam. 
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All the fans who were interviewed and shown on camera were female aged 15-24. Also, these fans may have been dutch since this specific concert that these fans were waiting for was in Amsterdam. 


I noticed that most of the females especially in this video had a 'Brandy Melville' or 'arty' style, Brandy Melville is a clothing store which has quite simplistic, comfy clothing for females which consist of the colours: black, white, beige, cream, burgundy, grey, light brown. 



Here is the second video I found on Astrid S's Facebook. This is a video created by Spotify, where Spotify invite the 20 people who have listened to Astrid S the most on Spotify to an exclusive meeting and intimate concert at Universal Music Norway with Astrid S.  
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Yet again all the fans who were shown in this video on camera were females aged 15-24 with one male who was between 15-24 also. These fans may have been all Norwegian since the setting of the video is in Norway. They all look Scandinavian. 


I have also discovered that since Astrid is touring in mainly Scandinavian countries + The Netherlands at the moment, this could mean her primary target audience is females aged 15-24 from Scandinavian/European countries. 







I also asked my friend James who he thought the target audience would be for Astrid S since I have shown him her music and her style, he responded with this. He said he has a 14 year old sister and an 11 year old sister and they don't listen to electropop genre music yet, but instead they listen to pop music such as Katy Perry, Selena Gomez and Marshmello. 

He said he thinks the target audience for Astrid S is females aged 16-24. 
His 14 year old sister listens to rap and hip hop he said, this could relate to how hip hop and rap music is quite mainstream and at that age girls and boys don't know who they are yet and they are just trying to fit in with the mainstream crowd who listens to rap and hip hop. 




After all this research I discovered that I believe that Astrid S's target audience is females aged 15/16-24 with the secondary audience being males aged 15/16-24. This research has helped me a hell of a lot in determining Astrid S's main primary + secondary audience.  

A way I tried to attract the aged 15-24 primary audience was by having characters in my music video which were aged 17-18. I believed that this would attract a young female and male audience aged 15-24 since there is one 17 year old male character and one 18 year old female character. Also, having looked at many other electropop examples like Halsey, Charli XCX and MØ, I have discovered that their target audience is females aged 15/16-24. This also influenced my idea and decision that the target audience for Astrid S is females aged 15-24.

I still think, however, though, that Astrid S has a secondary audience of tweens aged 10-14. This is because she has easy, language free lyrics and the pop genre side to her music attracts a core audience of people aged 10-14 or perhaps even younger like 8-9 year olds. However, after looking at Astrid S's existing music videos, I discovered that the content in them is sometimes a bit inappropriate for children aged 8-14 e.g. kissing neck, clothing slightly revealing. Also after watching and listening to the track I had chosen to use for my music video - 'Bloodstream', I discovered that there were some slightly inappropriate, edgy lyrics - "touching me gently, holding me close, breathe on my skin, lips down my body".

For gender, I discovered after looking at many examples such as Halsey, Charli XCX, Mabel, MØ, Lorde, Taylor Swift, Katy Perry, that the primary target gender audience for electropop is females because for a start, the majority of artists in the electropop genre are female which brings me to my point on Dennis McQuail's 'Uses and Gratifications' theory - one of the gratifications in his theory is personal identity; since the artist, Astrid S is a female aged 20, this can attract a female audience because they can identify with the artist and relate to them. The pop side of the electropop genre attracts a strong female audience and the electronic genre side attracts more of a male audience. 

DIGIPAK UNWRAPPING VIDEOS
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Ashley, a fan of Astrid S, unwrapping Astrid S's new digipak after buying it in the store, HMV:


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Astrid S unwrapping her new digipak:


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Q AND A VIDEO SESSION LIVE ON TWITTER

Secondly, I decided to do a live Q and A video session with the fans on twitter, with me being Astrid S and people sending in questions through the comments. I made a post saying "Guess what guys! Tonight I am doing a live video Q and A session on my latest products! Comment below questions and I'll answer some of them tonight see you soon"
Here are the questions that the fans commented on that post:

1. On what platforms will I be able to listen to your new album?

2. Where can I buy your merchandise? I really want a hoodie with your logo on it

3. I really want to stay updated on ur new music and events so do you have any other social media other than Twitter?

4. I saw you perform live like 2 years ago when you only had some EPs out so I really want to see you live again now performing ur new album! do you have any concerts coming up?

5. What is your favourite track on the new album?

6. I've loved your music ever since your first EP - 2AM! Does this new album have a special edition of some kind?

7. How do I subscribe to your latest music and news?

8. I love youuu!! Where can I buy your new album?! 


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The Script:

AUDIENCE FEEDBACK 5: Rough Cut 4

Here is some audience feedback I got from my sister and my mum for rough cut 4. I asked specific questions which I wanted the answers to which were:

1. So, do you think the narrative/story line of the music video is clear?

2. Do you think the editing pace is good or you know how it cuts to the beat? - So you don't think anything was too repetitive, do you think it has variety?

3. Who do you think the target audience is for this video - so gender and age? 

4. Do you think that the video looks like it's from her point of view, kind of leading the story or not? - So you would think she is a main character not a secondary passive character?

5. So what do you think about the special effects in the video?

6. And also for the breakup scene where you see them argue, do you think it's too long at the moment, do you think it's too boring and drawn out? And also do you think it's too grainy? So you don't think it's too long and should be cut up a bit with different shots?
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The feedback my mum + sister gave in this video was:

1. The narrative is clear - breakup between actress and a guy, shows the start and finish where they ended up

2. Editing pace consistent, flows really well, engrossed in it for the whole 3 minutes, the pace is really well, nothing repetitive, different effects bringing shots together. 

3. That the target audience is young, youth, 15-18, mixed genders, also that there were a good balance of boy + girl and both their emotions. 

4. The video looks like it's from her point of view, showing all her emotion, that the female character is the main character. 

5. That the special effects work really well. That there is a good variety with different locations and shots. That the layering is really clever, not samey, keeps the audience engrossed. 

6. That the breakup scene wasn't too long nor grainy. 

7. That when my sister was watching it, my mum was watching her watching it and was amazed by how engrossed she was while watching it, that watching someone watching it is quite an eyeopener for my mum because my sister was totally engrossed in the video + quite inspired or impressed with it + interested in what was happening. - My sister added in that she thinks the reason for her being so engrossed with it was down to the special effects because she works with video teams at work and she's never seen that kind of layering where it goes see-through. She'd never seen that before. 

8. That my mum really liked the special effects in the video and thought it was clever + creative for example on one of the underwater shots there is layering where the female character is swimming upside down on one side of the shot and then swimming not upside down the other side of the shot. She thought it really changed it up completely.

WHAT I CAN TAKE FROM THIS FEEDBACK:

1. It's been really helpful to know who they think is the target audience for my video (females + males aged 15-18) because this is quite correct.  

2. I am still going to break up the long drawn out breakup scene, however, with some other shots of the couple breaking up even though my sister and my mum didn't think there was a problem with it. 

3. I am going to keep all the layering that I have in the video so far because clearly it got a great response from the audience and it's very striking and impressive to the audience - I will therefore add some more layering into my video. 

4. I am not going to mess with the editing pace much more I don't think due to this feedback, however, I still may make the section between 0:57-1:10 cut more faster to the beat while the beating is building up to the drop which is on the line "touching me gently". 

5. It's good and useful to know that the narrative I am trying to portray is coming across to the audience and that it is clear everything is from the female character's point of view. This is exactly what I wanted the audience to think. 

AUDIENCE FEEDBACK 4: Rough Cut 3

Here is some audience feedback I got from fellow media students in my school, for Rough Cut 3. I got this feedback through the team Media ALL Y10-13 on Microsoft Office Teams.
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AUDIENCE FEEDBACK 3: Rough Cut 2

Here is some audience feedback I got from fellow media students in my school, for Rough Cut 2. I got this feedback through the team Media ALL Y10-13 on Microsoft Office Teams.
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AUDIENCE FEEDBACK 1: Sample Scene 1

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AUDIENCE FEEDBACK 2: Artist Logo Font

I searched on google how to create a audience survey through Facebook and I found this link which told me what to do. I created a survey which asked people which of 7 fonts would look best for an electropop artist logo on a website. 

Here is the process I took:
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Then, you can look at the results for your survey:

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