'I feel that the continuous changing of camera angle and length keeps me interested as a viewer.'

‘The change of scenery to the Cathedral is well needed, this keeps me interested as an audience member.'

This feedback that we received from our original focus group was positive and what I have learnt from this is that our focus group liked the change in shots and locations, as it kept them captivated by the visuals on screen. As our focus group were the younger people in our demographic, (15-17), it was obvious that our decision to have a variety of locations and use different camera angles was the appropriate decision to make as it is clear that this is what kept the audience invested in our video.

‘Although superimposing the image onto the polaroid worked, it was obvious that this had been done after the recording.'

Originally, we recorded our video with the polaroid picture being a plain white image, in order for us to edit the video of the next location onto it. Whilst we thought that this would be a clever use of technology and effective, we learnt that its was obvious to the audience that we had edited this and it did not look as effective as what we had envisioned it to be. Our intention was to have a video on the polaroid as a transition into the next location, however, this proved too difficult. As a result, we responded to this feedback by re-filming at the locations with actual images. This way, we could be more clever with the camera angles, as before, we had to film the shot of the polaroid from a front angle so that we could edit the video onto it.

‘It was obvious that you had shot at different times of the day which makes it confusing for us to place in the context of the day.'

When giving this feedback, our focus group were referring to the first location, where, because of the different angles that we had filmed at, the lighting was brighter on some shots and darker in others. Therefore, we took this feedback on board when re-filming and ensured that we had the light correct. What I learnt from this audience feedback was that lighting is essential and because we filmed on different days, however our video is set in the same space of time, we had to take extra care when re-filming to ensure that we got the lighting correct. I feel that re-filming and filming the same shot from different angles, ensured that different shots that we filmed all had similar lighting, which would make it easier for our audience to ‘place in the context of the day.’

‘The intermittent lip syncing on the chorus adds power to the lyrics.'

What I have learnt from this feedback is that my research tasks into pop music videos, especially conventions of a pop music video was extremely effective because lip syncing in the chorus had the intended effect that we had hoped for on the audience. As the chorus is repeated frequently throughout the song and is the most memorable lyrics, we wanted the lyrics to be emphasised, which I think that we did effectively through lip syncing, therefore I am really happy with this feedback.

‘The avoidance of eye contact from the vocalist shows that she is deep in thought and passionate about what she is saying.'

Before we received this feedback from our target audience, we had noticed that our actress frequently looked at the camera, which, when researching into pop music videos, pop artists did not do. This is something that we did not realise until the editing stage, and therefore we re-filmed sections where she was looking at the camera. What I have learnt from this feedback was that our instinct to re-film shots where our artist was looking at the camera was correct because our target audience obviously found this effective, and could possibly interpret this in the way that she was excluding the audience by not looking at the camera, which therefore made them become more intrigued with the video.

‘The editing appears to be in time with the music, cutting between angles in time which emphasises the pulse/beat.'

What I have learnt from this feedback is that the beats in the music were obvious to our audience and therefore it was essential that we highlighted these beats with the changing on camera shots. We did this by marking on Adobe Premiere Pro when we heard the different beats to ensure that we changed shots in time with the beat. I am happy that the audience have noticed it because we intentionally wanted the change in shots to be in sync with the beats of the music and I think that it looks really effective.