The first thing I had to do to in order to produce my music video was to research my Target Audiences, both primary and secondary. Some of my research was based on interview taken on teachers and peer inside the age and class range of my focus group, and some others bits of research were based on individual investigation done on sites such as YouTube; I also found very helpful looking at genre specialised magazines and articles on the internet.
In general, the information I gathered at the end of the whole process was really helpful and necessary in order to finish my music video and my ancillary tasks as well as to meet the expectations of the audience.
The advices and information I received from my peers and my TA before starting my music video were very helpful and instructive. My target audience (18-upwards) told me that they expected a traditional video for the rock genre, in which there would be bits with narrative and performance. They expected to see a music video which included a good narrative or a concept behind it, rather than an only performance based video keeping the audience interested on the clip.
As it can bee seen on my video, I used the advice they gave me, having a mostly narrative concept video with some bits of performance in between and a plot twist at the end.
In this video, I met most of the conventions and expectations in Rock music videos, but I also challenged some of these. Challenging conventions in my production will make my video look slightly different to other rock music videos, but that is my intention, so it can stand out. Usually in rock music videos, the audience expect to see lots of performance scenes in which the main artist is the most important part. My music video doesn't show the artist at any point; instead, I chose to produce a narrative based video in which sometimes, short scenes of someone playing the guitar appear. Matching the video with what is being said in the lyrics as well as using iconic props such as the guitar or the car helped me keeping the video somehow traditional and recognisable.
My target audience recommended a plot twist by the end of the video to avoid the audience getting bored of it. So as they said, the last minute or so of the video changes and the thematic looks dark as well as the acting and the pace of the editing.
In terms of the ancillary tasks, feedback sessions with the whole class were taken. In this sessions i learned a lot about what my audience expected to see outside of the video. My TA wanted to see something traditional and that preserved the brand identity but that also reminded them of The Red Hot Chili Peppers own style.
After the advert and the digipak were finished i received some more feedback. In general, people liked, although some people was concerned about the procedence of the images, as they asked me if i took those pictures myself. TA liked the colours and the simplicity of the ancillary tasks, and in general it was said that it was what they expected.
After it was finished, the video was uploaded to facebook and Youtube, where my TA would access it easier. Although i expected to get feedback on the comments, it didnt go any further than two comments in spanish from the actor in the video; instead people decided to speak to me to tell me what they thought. And, well, it didnt differ from what i had been told in lesson for example. It was liked, and people liked its simplicity and clarity.
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