White Light // Music Video

DigiPak Final Design // Campaign

Here is the front and back cover of the dig-pak:

 And this is the inner-lay and the CD holder of the digipak: 

Nevaeh Website // Campaign

Link:

Evaluation Task 4 // Conclusion

By using digital media technologies, I have used technological convergence to ensure that I have produced three products as a part of a successful campaign. My use of of the semi professional camera (Sony FS100) during the production of my music video and the use of Adobe Premier Pro and Photoshop has enabled me to become a prosumer, which is a creator of media products to near a professional standard. 

The use of Premiere Pro Adobe software has taught me how to select and organise a music video to a very high standard using semi-professional media equipment. I have also bee able to share ideas and research global and industry standard products. Digital technology has made available to me opportunities to upload, share and distribute my products using YouTube as a free broadcast platform.  It is also very accurate so we can look at the statistic and see who is watching our video, where they are in the world and the most viewed moments of our video.

I have also used different softwares online to gain feedback from my audience this includes websites such as OnlineQuestionnaires.com. These skills learned on this course have enabled me to gained experience not only as a user of digital technology but also to become a producer as this is important to understanding the media in an online age. 

Henry Jenkins liked the idea of a 'participatory culture' and most specifically how the internet has brought it to the forefront through offering opportunities for regular audience members to produce and upload their own products. By the use of apps such as YouTube, Premiere Pro and photoshop consumers have now turned into prosumers because anyone can upload a video to the internet for the world to see. I have become a prosumer by creating my own music video and editing, producing etc this all in a group of prosumers all my age.

Here are some examples of when I have used digital technologies (software and digital) in this course:

Evaluation Task 4 // Directors Commentary

Evaluation Task 4 // Introduction

Intro to Task 4 from Grace2133

Evaluation Task 4 // Script

Script task 4 from Grace2133

Evaluation Task 3 // Conclusion

I have learned from my audience feedback that I have constructed an intended star image and an effective campaign.  My target audience has informed what went well, for example, they liked the fire   element in the video and the use of the dancers, as well as area’s for development.  If I was to make any future changes to the campaign I would edit the website and have more audience participation in such as a twitter feed with her mentions in, instagrams photos where fans have met/seen her in concert, I think these would just make the website more interactive and show that se appreciates the audiences participation. 

Taking note of the audience feedback I understand how the audience inform me the success of  the campaign is and indeed allowed me time to make adjustments to the campaign before it went to distribution.  Audience feedback is important market testing in post-production to see if I created the right star image and marketed this purposefully.  As Henry Jenkins informs us that we live in a ‘participatory culture’,  where fans and audiences are important in circulating meaning and the strength of media messages.

I also recognise that my audience has engaged with the meanings in my music video in different ways, bringing their own contexts to the reading of the star image – what Hall argues is reception theory.  I can understand how my audience can either reinforce or challenge intended meanings in the text.

Evaluation Task 3 // What Have I Learned From My Audience Feedback

Evaluation Task 3 // Focus Groups

We set up a focus group to comment on our website and video. This was good because it gave us the feedback that we needed and we were are able to make the changes to the website that we want and feel would make the audience happy.

Website Focus Group:

Video Focus Group:

Evaluation Task 3 // Questionnaire Results

A questionnaire is a good way to contact large numbers of people quickly, easily and efficiently. They are relatively quick and easy to create. Once finished, the respondent does most of the work they are also easy to standardise as everyone answers the same question.

Our questionnaire got answered by 10 people and here are their answers:

With this feedback I can see that we were able to create a video that our target audience would watch (19-25). I can see what parts of the video our fans liked the best and what they thought of our artist and the dancers. We were also able to see what people thought our artists star image was the results were 89% - Indie, 33% - Girl Next Door, 11%- Controversial and 22% - sweet. This means that our video for our campaign has worked because we were aiming for our star image to be "Indie and the Girl Next Door". 

Evaluation Task 3 // Questionnaire

Questionnaires are a great way to get feedback from your audience. I created a questionnaire so I can email it out to our target audience and get feedback on our video, I designed questions that are easy to answer and will help us get good audience feedback.

TThis is the email I sent out with the questionnaire. I linked the video so people can watch it first and then answer the questionnaire:

Evaluation Task 3 // YouTube Statistics

We are collecting audience feedback to see how our audience liked our video and who was our main audience to view it. The first statistics that we looked at was from YouTube, this was because YouTube is mainly built around collecting data and statistics. We do this to see if our estimations for our target audience have been correct and to see what parts of the video the audience liked best.

Here are the main statistics we got from YouTube:

Geography: I can see here that most of our views have come the UK (81%). However, we can see that our video has been viewed in multiple countries which shows that are video is global and is being watched around the world.

Where Is It Played: Our video is mainly played through the playlist that the school put it on. Although we shared the link on Facebook we haven't had many people look at it through external links, I think that this is due to the fact that our video was unable to play in mobile format.

Demographics: Here we can see our demographics, we have 47% male and 53% female, this is interesting because we were thinking that our video would have a mainly female demographic but the male section is almost half! However, this demographic was only for the month of January. 

I managed to find the overall YouTube demographics of our video, here we cans that the female views have gone up significantly because they are now 61% whereas the males are 38% so our target audience overall is as we expected. However, something that caught my eye was the age of our viewers, 28% was 13-17, 43% was 18-24 and 20% was 25-34. This shows that we have a variety of ages watching our video and could be classed as our target audience. Originally we wanted to aim our target audience at 18-25 year olds and this was the highest percentage that we got so therefore that means that we have reached our goal with the age of our target audience.

Most Viewed: Here we can see that we have several points throughout the video that have been viewed the most, however the highest section that has been viewed it is in the screen grab below. This is a close up which may show that our audience likes to see the artist's lip-syncing, this means that the dancers aren't the audiences favourite part of the video and they prefer to see the artist singing. 

Overall I think by looking at YouTubes statistics, we can see that we have reached our target audience  predictions which means that our video has achieved its goal in being part of the campaign.

Evaluation Task 2 // Conclusion

I have been effective in communicating the star image as a part of a campaign – considering the distribution of the product and the brand image.  Ultimately the brand image I wanted to promote was an alternative/indie and organic artist.  This is important for any campaign or concept for example, in the campaign for example this could be compared to actual artists like Lorde.  Emily Teadrake from Polydor records argues that the pitch for any concept had to be consistent and marketable e.g. making of the Ellie Goulding music video was key to the success of her song.

Second, I feel that I have given the campaign a unique selling point through the star image.  The star image I have promoted is organic, indie and alternative.  A unique selling point used in a  coherent campaign will provide different opportunities to market the star image.  An audience who is able to spread word of mouth about a publicity campaign can ensure success through the engagement with the  text as a form of online media – helping spread, circulate and distributing meaning amongst fans.

Finally, I have technically delivered a coherent looking campaign (dig-pak and website) through the use of image and online social media.  The music video promotes a release from the album release whilst the website acts as an effective online toll which helps distribute and promote meaning for a fan base.  The circulation and spread of meaning by the intended audience helps with co-option (Boyd)  amongst the fans and aids me with the marketing and promotion of the album.

Evaluation Task 2 // Star Image & Branding

How effective is the combination of your main product and ancillary texts?