Rough Cut Evaluation (part 1) - Audience Expectations

Before evaluating our rough cut directly with my perspective, I would like to look back at the research I have carried out about our audience expectations.

Have we attended our audience expectations?

I believe that our rough cut did attend our audience expectations. All the people that I had asked had so many similar ideas and expectations, and I believe that in our music video we have included most of them. We have used London streets as our setting, a suggestion by most of the girls, and I believe we did it effectively to create the atmosphere of the city in the lyrics.

We have used the iconic images of Big Ben and London Eye to establish London, and we have chosen streets with a lot of people and traffic in the background to shoot Ray Jones walking. This helped to create the atmosphere of a big city like London, which is an expectation of everyone who hears the lyrics.

We have used the guitar, which is not only attending to the audience expectations as well as it attends to the genre expectations. Having this prop was very important to portray this image of 'music to touch' rather than 'music to impress' that many people in our audience would expect. Having Ray Jones playing the guitar promotes him for his talent as a musician.

Most people mentioned the expectation to see city lights. We have used it only twice, in two traffic shots and a shot of Ray Jones feet with the lights in the background. We had intended to use more, but the reason why we weren't able to use it that much is because the night shots were very dark and it was quite difficult to deal with day and night shots in our music video without getting it too confusing.

Overall, I believe we have attended very well the expectations of a minimalist production that would sell our artist as ordinary and relatable to our audience, emphasising his emotions and making the audience pay more attention to his touchy song rather than to a massive music video production.