Group Evaluation - Concept Devlopment

- Testing the concept towards a target audience before pitching was vital, it helped us understand what was expected of our target audience, allowing us to give the music video the theme and style needed to portray the conventions towards the target audience.

- We asked questions to the audience in an informal manner, we hoped for a similar response, we did this to help maximise honesty rather than a questionnaire which can be boring and lead to dishonesty. A face to face approach worked a lot better.

- The feedback we got was mostly aimed at sticking to the conventions of rap, which included;

• urban locations
• creating a meta-narrative
• appropriate clothing style
• addressing the camera
• artist prevalence throughout

- More feedback was suitable for the conventions of a music video, allowing us to differentiate it from other media texts such as films, our results were;

• beat interlinked with cutting rate
• visuals appropriate to sound
• movement of camera
• interesting
• length

- After speaking about the humorous style we wanted to convey, the results we got back were that it would be hard but very unique if we were to pull it off. However this very important information allowed us to get the greenlight in the final pitch, this information proved vital to our success as we could use it as evidence to prove the quality of our concept.