Feedback on Mock Up and Targets

As we finished our mock up, we presented it to other people to hear their opinion To analyse if our mock up draft conveyed the ideas we had and fitted our genre we took it around and asked people what their first impressions were. The results are below:

We first asked; What genre do you think it fits into? Then gave the options below:

Rock – 0
Classical – 0
R&B – 1
Indie alternative – 6
Hip-hop – 0
Pop – 1
Folk – 0
Indie pop – 13

Next we asked; How does it make you feel? And this is what we concluded:

Happiness – 1
Pain – 1
Loneliness – 11
Isolation – 7
Vulnerability – 6
Euphoria – 0
Fun – 1
Creative – 0

Overall I feel that we have successfully conveyed the genre and message well as emotions such as loneliness, isolation and vulnerability were most popular, alongside indie alternative or indie pop for genre. These are all relevant to our designed branding. Now we have this information I feel more confident in moving forward now that our ideas and draft link well and are relevant to our artists ideals.

Targets:                                                                                                                                                   I feel this feedback could’ve been improved by potentially refining our choice of adjectives, making them more similar to make a more specific and accurate representation of the impression it makes to the people we presented it too. I also feel that if we had covered a larger amount of people this would’ve given a better impression of the opinion of the majority.

Our Mission Statement

After having produced a music video to go with “Bloodstain” by Wrabel. We can now move on by having another look and analysing our target audience to better understand the branding we have created ourselves through this video. For example, asking  what sort of artist and branding would’ve produced a music video like ours. We are moving on and working  towards making a DigiPak for our created Brand. As we now create a mission statement for our star; “FELIXX” we can pull together our ideas and have a clear view of our stars branding, image and aesthetic. By putting it into one statement it makes our aims and ideas clear for the production.

Following on from our research we have discovered that our target audience demographic are females aged between 18-24. People who would classic musical films like grease, or romantic chick flicks like Pretty Woman. We also found that our audience would listen to other artist who follow our genre such as; Adele, Ed Sheeran or George Ezra. I find that these artists and films have similarities to the brand we are starting to create as they all convey a more emotional side, discussing topics like love and heartbreak, which are reoccurring themes throughout our work.

From developing our USP, we have found that the star  image we are going to develop will be someone who is very  individual in their style who is in touch with his vulnerability, someone who displays his heartache and struggle to find the right relationship and person to share it with. We want this branding to highlight the key theme of acceptance and that this brand is one that support being open, honest, emotional and understanding whilst being LGBTQ community that he himself is apart of.

From this we understand that our mission statement is that ‘Felixx’ is an inclusive and colourful artist. His emotional and soft tone is complimented by a deep beat. He talks about current issues, love and heartbreak inspired by pop culture with a twist. Expressing his own views on relationships and issues, he’s a relatable and comforting voice to his audience.


Production Skills Evaluation 2

After having a meeting with Lenny who works in media and design, he helped us to develop our skills in the editing of ur music video. He helped us to understand how to apply effects to our video, specifically how to overlay clips. This effect we decided we wanted to involve before this meeting as we felt it meant we could convey two emotions at once to fit the lyric and tone of the song. Having this meeting and be able to share our ideas and ask questions was really helpful as we were presented with new ideas and techniques that we could now apply to our video if we so wish. Having this more technical approach means our video should turn out to be a lot more precise, appropriate and professional looking. We are considering developing our themes and ideas by applying effects to shots that involve symbolic “blood” in water to push colours and reinforce our ideas. All of this has allowed me to develop my technical skills, for example looking at the image below I now understand how to overlay clips by adjusting the opacity and inverting it. By applying these effects, we have aimed that it would create a more isolated, lonely, and broken-hearted tone, as if his feelings are as uncontrollable and intense as the crashing waves, and vulnerable from past relationships, as if his feelings are the water hitting against the rocks. This relates to our theme of indie/alternative pop as we are conveying emotion in an abstract and creative way whilst still incorporating that “pop” feel.

We can now focus on applying these skills and further finessing, refining and perfecting our video to convey our ideas and appeal to our researched target audience for our specific genre. This was really useful in being able to develop and expand our skills.

Production Skills Evaluation 1

This project has meant that I have developed my skills in using programs such as Premier Pro, despite this I still have skills to develop. Looking at the project so far I have used the skills to edit the video to the beat as well as edit the color and tones in the shots to reflect the mood of the song itself. Below I have put in images of the settings I changed  and the before and after effect it had one the shot. By raising the intensity of blue and green tones it links to the water theme that flows throughout the video and means that the images flow well as there is no abrupt change in overall tones. As well as this it relates back to our research of our artist and the genre and tone of the son overall. Focusing on the tone of the song we lowered the brightness to reflect the mood.


before editing (click to open)

editing settings (click to open)

after editing (click to open)

Chorus editing sequence (click to open)