Audience Focus Group
Audience Focus Group
Audience Focus Group
Lara: Yep
Hannah: Yes definitely
Alex: Yes she does
4. Are there any other singer/songwriters that this artist reminds
you of?
Jonah: No idea
Noah: the XX
Lara: Little Dragon
Hannah: London Grammer
Alex: Lorde
5. Does this video remind you of any other media texts? e.g.
music videos, films etc.
Jonah: David Lynch, its got very strong Lynch influences
Noah: The Rude Sandstorm
Lara: Not particularly
Hannah: Not really, its very unique
Alex: Inland Empire and Eraserhead very Lynchian
6. Would you listen to this song?
Jonah: Yes
Noah: Yes
Lara: Yes
Hannah: Yes
Alex: Not particularly
7. What radio station would this be played on?
Jonah: Magic
Noah: Capital
Lara: Capital, Heart
Hannah: Capital, Radio 1, Kiss (all of them)
Alex: Heart
8. Do you believe that the effects are successful and why / why
not?
Jonah: Some of the transitions were excellent, and the overall editing was great.
Although I did not get the distortion aspect.
Noah: Yes it worked excellently. The filters were quite dystopian and the story /
effects worked great. Eves filter worked wonderfully as well.
Lara: Distortion and mirroring effect was cool, but Eve might be a bit much.
Hannah: Yes they did, it established the opening first and then introduced reverse
time and the distortion creates contrast. Also the wave isnt over done.
Alex: Backwards time and the warped buildings worked well, although Eve may be
a bit too much.
9. Can you recognise a story in the video? Is it easy to tell whats
happening?
Jonah: Sort of but it is not crystal clear
Noah: Yes
Lara: Not particularly but can see emotional shift
Hannah: Yes, it presents misinterpretation showing you one thing and then
contrasting it.
Alex: Not particularly, seemed like she was walking around and doing weird stuff
10. How does the music work with the imagery in the video?
Jonah: Very good overall and it worked fantastically
Noah: Yes it works very well
Lara: It links very well with the words city, switch pace, what your seeing isnt
real
Hannah: Contemporary song works well, setting and the urban style works great.
Also the VFX matches well with the words e.g. breathing is a fantasy.
Alex: The dreamlike atmosphere matches with the lyrics
11. As the target audience, do you feel that this works with your
demographic?
Jonah: Yes it definitely does
Noah: Yes completely
Lara: Yes but extend the demographic to 10 25.
Hannah: Yes, contemporary new music suits the young demographic, and the
electronic sound mixes with the London style to create a really youthful and fresh
video.
Alex: No, not with me, but I do not speak for this demographic
12. What do you like about the video?
Jonah: I like the song, I like Eves performance, the transitions, I like the Lynchian
style, the capturing of Londons beauty.
Noah: I love the filter on Eve and the mirroring, wavy style of the video.
Lara: I like the narrative and the reverse style, I love the distortion and the montage
style of the video.
Hannah: The effects are really cool, and the performance shots are great
Alex: I love the filter on Eve, and the repeated effects.
13. What do you dislike about the video?
Jonah: The narrative is not clear, and I prefer videos in which there is less work to
understand. I also am not sure on the buildings.
Evaluation:
1. What 5 adjectives would you use to describe the video?
The answers to this question were varied yet all portrayed a sense of strangeness,
which is one of the key aspects of the video. Moreover, the word urban was used
three times, suggesting that the theme of city is very evident within the video. Also,
the word distorted came up twice, with surreal a synonym for distorted coming up
once. This suggests majority consensus in the strange nature of the video, which
was part of its key aims.
2. What genre do you think this song is?
There was rounded consensus here that this song is in the pop genre, although with
slight variants, as all go through an electronic style. For instance the genre techno
pop was used twice, and the word electronic also used twice. Alex said,
interestingly, that I was slightly darker and more edgy than conventional pop, which is
certainly part of the aim of the song.
3. Does the artist look as if she could have created this song?
Here there was a majority in support of the artist creating this song, with Noah, Lara,
Hannah and Alex all in support. Although Jonah said on the contrary that there is
nothing to signify that she made the song, which arguably means there needs to be
greater signifiers, despite the consensus in favour.
4. Are there any other singer/songwriters that this artist reminds
you of?
There was across the board a trend for new, young female artists (Lorde) or band
with female leads (the XX, London Grammer, Little Dragon). This suggests that Eve
is a youthful performer although, like all of those groups, more edgy and unique than
conventional pop artists.
5. Does this video remind you of any other media texts? e.g.
music videos, films etc.
Two answers here suggested David Lynch as very similar to this video, suggesting
an originality that sways aside from conventional pop. This is further supported by
both Lara and Hannah suggesting that the video is very original and unique.
6. Would you listen to this song?
Consensus here that yes, 80% would listen to this song. This suggests that it fits the
demographic well and has achieved its aims to that degree.
7. What radio station would this be played on?
Popular radio is a dying format and many people my age do not listen to it anymore,
and as a result this answer is skewed and I reckon not very useful. 5 radio stations
were listed, which one can argue suggests a radio friendly sound to the song, but in
terms of a specific station this is not entirely helpful.
8. Do you believe that the effects are successful and why / why
not?
There was consensus here that the editing, transitions and reverse time went very
well, although some changes may need to be made with the filter on Eve as the
bright filter on her is arguably too much.
9. Can you recognise a story in the video? Is it easy to tell whats
happening?
This answer suggested a mixture of responses. 60% said no, it was not clear, and
40% said yes, it was. This to me suggests some ambiguity, which in many ways is
the point of the video, so that length I am satisfied by this result and see it as
supporting the notion that the video is challenging.
10. How does the music work with the imagery in the video?
This was an overwhelmingly positive answer, as 100% of respondents believe that
the imagery worked fantastically well within the video. This suggests that the urban
nature of the video works well, and should not be drastically altered.
11. As the target audience, do you feel that this works with your
demographic?
On the whole, this response suggests that the video works very well, as 80% said
that yes, it works with the demographic. This was an overwhelmingly positive result,
and is reflected in the answer to the question of it they would listen to it.