Write Up Of Mid-Way Evaluation Of Music Video

Evaluation Of Music Video By Target Demographic

I decided to see what my target demographic thought of my music video, halfway through editing. I asked 10 people from my target demographic

I asked the audience to identify what aspects of the video make it a ‘dance’ video. The majority of respondents stated that the editing to the beat, and the ‘coloured filters’ make the video more stereotypically dance. Other respondents identified that the quick shots used also make it a ‘dance’ video because they go along with the fast beat.

I also asked respondents to identify what about the video specifically makes it appeal to them, as members of my target demographic. The majority of respondents said the fact that the actors used were of a ‘similar age’ made the video more appealing to them. Another common response was that the ‘love story’ was also a key factor in appealing to my target audience. This links back to one of the first pieces of audience research I conducted, where my target demographic specified that they were most interested in seeing a ‘love narrative’.

I wanted to ensure that I was representing the social groups of class and gender appropriately. One respondent asserted that differences in social class were shown through the ‘plain’ clothing of the female love interest, and the ‘fancy clothes’ the male love interest wore. This is exactly the message I wanted to get across, which is precisely the reason I featured close ups of the ‘Gucci watch’ the male was wearing, as well as the Gue$$ t-shirt, both examples of expensive clothing, suggesting a higher level of affluence, and a more middle class background. I also asked how they thought the social group of ‘Gender’ is represented. The majority of respondents identified that the male is represented as ‘thoughtful, caring and romantic’, and the female love interest was represented as happy, confident and satisfied within her romantic relationship, she also seems like a ‘genuine person because of the close up where she is smiling after reading the note from her boyfriend.’

Finally, one of the key questions I asked was to do with how else I could make my video align more with the genre of ‘dance’. One respondent said I could use more ‘slow motion’ or ‘speed’ effects to add some variety to the editing, and another said I should ‘vary the shot duration more’. I will definitely keep this in mind when editing.