I have learnt quite a lot from our audience feedback which went very successfully. First of all I believe that we have reached our target audience as all three participants which were young males could relate to the music video in a way. They believe ethnicity played a big role in to our music video with the mindset there is also a secondary target audience we targeted which was the white background. Our primary target was black young males (African/Black American) as they tend to go through the lifestyle of being in the hood. One of the audience feedback was they could relate to it with personally knowing people who have been through the similar stages the artist went through. I believe being able to reach our target audience helped the audience be engaged as one of the audience members said: ''There was no scene that I thought that was boring because every scene was related to the lyrics'' it essential the audience feel like this as it enables them to stay on their seat and watch on.
When planning my production me and my group thought of having a full-on narrative video which wasn't the case as there was narrative scenes but not for the whole video which wasn't bad as we was still able to catch our target audiences attention. We also wanted to show in detail of Yungen's lifestyle in before he became a superstar for us to be able to show a clear juxtaposition between Yungen as a teenager and him now. The reason for not showing his past in detail as I believe the target audience would get the gist through the brief shots of no food in his fridge and his non-luxury clothing and him robbing people which they did. Also being also to show scenes of him hanging out with his friends and playing around with his older sister enabled me to fit the stereotype of what young teenagers do as one of the audience members say: ''I believe I can personally identify with some of the scenes like him play fighting with his sister and him hanging out with his friends because it kind of portrays a stereotypical teenage life.
In addition, the audience also believe we were able to create a secondary target audience of including a Portuguese female and the sister as the way they were presented subverted the male gaze theory of women being sexual objections for mens pleasures. As in the music video they were represented as females who played a role of being there for the artist Yungen. The secondary target audience created here may be females who may have brothers who go through the life of growing up in the estates getting caught up with trouble and females like that watching this will be able to relate and empathise with the female character.
Overall, what was very successful in our production was the huge difference in comparisons to other grime which usually included conventions of weapons, drugs, half-naked girls, luxury assets etc. One comment a audience me member gave was: ''Rather than having half-naked women, you had a showing of a bond of a brother and sister which is different to what you'd normally see'' Here, we have subverted conventions of what you'd expect to see which conforms with stuart hall's reception theory with three ways of looking at things which are the dominant way, the negotiated way and the oppositional way. Our music video is opposing what the audience would expect from a grime video as we used the theme of love in the sense of 'family love' shown through a brother and sister.
To conclude, what me and my group would need to improve on would be to show how close the artist was with his sister as one of the audience says. I believe for for future references if I was to create this again I wouldn't create more scenes of him and his sister as the song is more about his mother and father not being there for him. What I believe i'd need to include or show more is how he managed individually as he was used to being alone most time in comparison to his superstar lifestyle. Also another suggestion was there was too many happy scenes which wasn't the theme and alternative would be show more scenes such as being alone and take it step by step with the lyric of his past.
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