1.  Daniela draws special attention to the editing of the music
video. She notices that the cuts are in beat with the
song, which I found quite impressive as I thought most people
in the general audience wouldn’t really spot that, although
they would spot if the editing was out of beat. This tells me
that editing with the beat can actually impact on my
audience, as I believe it feels more visually pleasant if the cuts
are in synchrony with the beat, it gives a sense of harmony.
 As opposed to the feedback given by Rochelle, Daniela
disliked the blur effect used in the chorus. From that I learned
that trying to please a wide audience is not so easy, but it is
important to try and please the majority of people. The
majority of people didn’t seem to feel bothered about the blur
in the background, as well as some people seem to think it
works well in the music video. Therefore if this effect appeals
to the majority, it means it works effectively for my audience.
{  She also shows excitement about the blue tones in the
music video. This tells me that the blue tones had a strong
impact in the atmosphere of the song, exactly as it was
intended to, as not only Daniela liked the blue feel but the
majority of other people did as well.
 Daniela criticises the guitar. She later told me that it is
because she knows how to play the guitar and it makes her
feel anxious watching someone playing the guitar when it is
not matching with the song. This is actually a relevant
feedback, since the guitar was very popular for the majority of
the audience, however it is true that our performer is not
playing it correctly. I conclude that the guitar could be even
more effective and appealing if our performer could play the
song correctly. Then the music video could appeal to
musicians, who would sympathise with the artist.

2.  Gabriela is another Ed Sheeran’s big fan. When talking
about what she likes she also refers to the editing, drawing
special attention to the slow motion. This means our intended
use of slow motion to create effect, did work well and it was
appealing for our target audience. The slow motion is
particularly conventional of slow songs like ours, which
reinforces the idea that keeping the conventions can create a
positive response in the target audience.
 She then mentions that the video was relevant to the
song, like most people. It tells me that we successfully followed
Andrew Goodwin’s theory, as our music video can be classified
as amplification.
 Gabriela likes the variety of camera angles, which I believe
is what makes the video more engaging and dynamic. It means
that our experimentation with the camera was effective as it
makes more visually pleasant to watch – like Gabriela says ‚it
makes the audience want to look at the video‛. However she
notices some shake in the chorus shots. I am aware of
that, although I believe the blue effect and the blur effect
helped to reduce it and make it less noticeable. Filming in
movement requires high filming skills, and these shots were
shot using a steadicam. I believe that they could be improved
with practice.
 What Gabriela seems to think it has to change are details
that maybe would make the video look more ‘professional’.
Like for example the noise in the background (left in purpose)
and the ending. Although I do agree with her that it could be
more effective, they were used intentionally to present the
simplicity of the genre, trying to recreate realism. Perhaps the
ending could have had a more conclusive feel, like for example
the artist is walking the whole music video but never gets
anywhere. Some event could happen in the end to make it
stronger.

3.  Martyna’s feedback draws attention to the
camerawork which she believes is high quality
and effective. This is something new from most
comments that I got and makes me feel that the
quality of our footage also created a positive
impact on our audience. It is important to
know that because we went reshooting, and
that means we carefully thought about our
footage, and therefore we ended up with a
successful outcome.
 I believe that by the light, Martyna means
the bluish effect. Nobody has commented on
light since it was just natural light, but I get a
sense that she liked the way it gives the sad
cold mood of the song. This is very good since
it was the intention and it suggests that our
audience got the sense we were trying to
communicate and therefore they felt attracted
to how we could establish the mood of the
song.
 The lip-syncing comment was probably a
connection problem. We do have minor
mistakes from our performer but nobody has
noticed them as they are very small. I would
say that it is very important that the performer
sing the song with the right rhythm and that
the lip-sync is edited accurately because it
adds to the performance of the artist and helps
to promote him better.
 This is another critic about the ending of the
music video. She actually gives a good
suggestion for the ending. We could’ve
improved our ending thinking more carefully
about a ‘plot’ or something that was
meaningful.