A2 Media Studies research on the codes and conventions of R&B music.

1. The Codes and Convention of
R&B music videos
Aminatta Sylva 13H

2. Fashion- Women
Women in R&B music videos are usually
objectified through the male gaze, this is
because of the clothes that they are wearing.
A convention to see in a female artist’s music video is minimal
clothing/ tight clothing. This allows the viewers to look at them
through the male gaze. Minimal clothing usually shows their
toned stomach, this appeals to the males in their fan base, as
they find the artist attractive. This also appeals to females,
because they will want to be like the artist, this falls under the
uses and gratification model.
A convention to see in a female R&B’s artists music video is great hair
and makeup, their hair often standout and looks great, fans may aspire to
have hair like them. Makeup is usually dark/bold eyes, with gold eye-shadow
with pink/red lipstick if they want to make a statement. This also
appeals to the male audience because they would find the artist
attractive; because everything is on point and made to look a certain
way, and female audience would like to have their hair/makeup like that.
Accessories; heels they make their legs look taller and this appeals to
men. Big earring, not all current R&B artists wear big hoop earrings, but
they do wear necklaces to break the stereotype of male R&B being the
only ones that wear chains.

3. Fashion- Men
• Typical fashion for R&B male artists could go from funky t-shirt
and jeans to something different. An example of this would be
Pharrell William’s clothing taste compared to Trey Songz’s. But
usually, it could be t-shirt and jeans with trainers that stand out,
usually personalized by luxury brands. As this will boost profit for
the brand, an example of this would be Justin Bieber and the G-Star
Raw brand, he always wears their shirts. Their fashion appeals
to young males, as they aspire to be like them. R&B start fashion
trends, for example the shirt tied around the waist trend.
• R&B stars also have tattoos, to convey their creatively, and let us
into their private life. For example, Chris Brown has a tattoo of his
girl-friend and mom. Therefore, we know that those two people
are important to his life. Another convention would be sunglasses,
because they make the star stand out and look cool, as well as
endorse a brand.
• Gold chains, are usually worn but not in large quantities. Jeans are
also a convention of R&B male stars, they are usually worn low, to
show off their v-line and promote a brand. During photo-shoots/
music videos they are often seen shirtless, this appeals to young
women, and males aspire to have a body like that.

4. Iconography in Male R&B Star
Iconography is many male R&B videos is that the males are represented in a sexual way. This is conveyed to the
audience through the lyrics, which are usually sexual or provocative. This appeals to the artist’s female fanbase.
An example of this would be Chris Brown’s ‘Take You Down’, this video was filmed whilst he was on tour. As he is
performing sexual acts we can notice the girls in the audience screaming as he takes his top off. This shows us
that male stars do things to grab the attention of female, which sort of makes them objectify themselves. Male
stars appeal to females in our point of view, because they are portrayed as being heterosexual. Similarly to his
video ‘Sweet Love’ he is presented in a very sexual way through the lyrics and the dance routine, as he holds his
crotch often in his sexual videos. This appeals to female fans as they wish that they were the girl that stars in the
music video. In many of Chris’ videos women are often objectified; to show his lust and attraction to females.
Watch Take You Down here:
http://www.youtube.com/watch?v=sGLOE9LVNmc&list=UUm1dsgJNnhaLkY3
uAdqN4mA&safe=active

5. Iconography in Female R&B stars
• Similar to male R&B stars, women make themselves look powerful and strong through
the use of sex. This is conveyed to the audience through the cinematography of the
music video, lyrics and what they are doing in the music. This also gains them male
attention from their male admires, this is often achieved through hair and makeup;
having that bold and defined look, that makes the star look fierce and sexy. Females
also do very risqué things such as playing around with phallic objects; e.g ice-lollies.
R&B stars are usually portrayed to us as beautiful Goddesses, but in some music videos
the stereotypes are broken, this is shown in Ciara’s like A Boy’s music videos. In this
rebellious R&B music video Ciara switches roles with the male R&B artists, to show us
how it would be like if females didn't’t have to follow the codes and conventions of R&B
music videos.

6. Screen shots from Sweet Love

7. Codes and conventions shown in ‘Sweet Love’
• Throughout this music video the typical codes and conventions are shown;
shirtless stars, dance routines and objectification of women and men. The
objectification of women in this music video, appeals to men, as they would feel
attracted to the women featured in the music video.
• The female protagonist that plays Chris’ love interest follows the codes and
conventions of R&B music videos, as she is wearing bold eye make-up and pink
lips. She is also wearing minimal clothing, she is wearing lingerie I guess because
as they lyrics indicate she is going to ‘make sweet love’ with Chris.
• Other females are also seen to be only wearing lingerie , the ones that are floating
above their beds. In addition, the women that seem to be having a dance battle
with Chris and his dancers, are shown to us from the back, so we cannot see their
faces, this suggests to us that they are insignificant. These group of women are
seen wearing skin tight provocative clothing, which would attract the opposite sex.
• Chris is seen without his shirt on, so that he can appeal to his female fans.

8. The transformation of R&B
• During the 1980s, music videos were mainly performance based, this included a
dance routine in the studio. When it comes to costumes, the performers (male)
were usually dressed in slightly formal looking clothes in some scenes. Other
scenes we may see their chest , this is often a convention of R&B music videos
during the late 80s. Women would be dressed in a glamorous and elegant way,
dresses and sometimes suits for the women that are trying to break the male
stereotype of only men wearing suits in the 80s.
• In the 90s, outfits began to change, as R&B stars started wearing casual clothes, to
perhaps appeal to a more working class background. The music videos also
changed they became slow and largely narrative based, and very cinematic. More
emotion was added to R&B music videos during this change.
• In the 00s R&B turned modern, as some videos became more conceptual and had
different meanings, if any, compared to the 80s and 90s. These videos now started
to have women wearing minimal clothing, and men wearing baggy clothing. Music
videos became materialistic and sexualized, even if it does not reflect on the lyrics.

9. The transformation of R&B Male stars in music videos
Bobby Brown – 1980s Every Step I Take R.Kelly – 1990s She’s Got That Vibe
Usher – 2000s Yeah! Miguel – 2010s Do You…

10. The transformation of female R&B stars
Whitney Houston – 1980s I Wanna Dance TLC – 1990s Waterfalls
JLO – 2000s Love Don’t Cost A Thing Nicki Minaj – 2010s Anaconda

11. Music Types
• Urban Adult Contemporary (Brian McKnight, Lionel Richie, etc.)
R&B/Dance/Pop (Michael Jackson, Janet Jackson, Jody Watley, etc.)
Funk (Zapp, Con Funk Shun, Earth Wind & Fire, the Gap Band,etc.)
New Jack Swing (Teddy Riley, Babyface, Karyn White, Pebbles, Guy, Bell Biv Devoe)
Electro-funk (Midnight Star, Cameo, Prince)
Neo-Soul (Angie Stone, Hill St. Soul, Kindred, Erykah Badu, Maxwell, etc.)
Contemporary Jazz (Phyllis Hyman, George Howard, etc.)
Quiet Storm / Smooth Soul (Anita Baker, Peabo Bryson, Smokey Robinson, Luther
Vandross, Sade, Freddie Jackson, etc.)
Urban/Hip-Hop-Soul (Mary J. Blige, Brandy, SWV, Jodeci, Blackstreet, etc..most
urban artists after 1991 who put out "jamz")

12. History
• The term Rhythm and Blues, R&B, was first used by Billboard magazine in
the late 1940′s. R&B was an African-American urban sound that evolved
from blues and jazz. In the late 1940′s R&B was described as rocking and
jazz based with a heavy and insistent beat. R&B was becoming popular
because of it dance ability. By 1949 the term had replaced Billboard’s
category Harlem Hit Parade.
• The lyrics of R&B were about everyday life. The songs were about work,
sex, and drinking. Paul Williams and His Hucklebuckers recorded “The
Huckle-Buck that became a R&B hit. The song was called dirty boogie and
was considered raunchy and risque for its time. Their concerts were hot
and wild, sometimes shut down.

13. History
• By the 1950′s R&B was starting to define the sound of Rock n Roll. In the
early fifties Little Richard started recording for RCA Records and by the
mid fifties had hits with “Tutti Frutti” and “Long Tall Sally.” Fats Domino
had a hit with “Ain’t That a Shame.” Bo Diddly and Chuck Berry would
influence and create beats that became mainstays in Rock n Roll.
• By the 1960′s rhythm and blues would include soul music. In the seventies
disco was added to the R&B category as was funk. By the 1980′s R&B was
defining music that included soul, funk, rock n roll and pop music.
• By the 90′s artists like Levert, Keith Sweat, Jodeci, and BellBivDeVoe were
taking love songs in the R&B genre to another level. Classic-Soul and vocal
harmonies were being popularized by Mariah Carey, TLC, R. Kelly, and Boyz
II Men. Going into the 21st century R&B would include New Jack Swing,
Hip-hop, and Neo-Soul.

14. Artists
• Various styles of R&B began to emerge, including
jump blues, originated by musician Louis Jordan
who had hits with "G.I. Jive" and "Choo Choo
Ch'Boogie" in the 1940s.
• Club blues R&B began with pianists like Nat
"King" Cole and Charles Brown. This was a quiet
and subdued style that featured ballads with
crooner-style singing over a rhythmic piano. In the
late 1940s and early 1950s, instrumental style
R&B gained in popularity furthered by artists such
as saxophonists Big Jay McNeely, Paul Williams
and Joe Houston.
• Groups such as the Ink Spots, the Mills Brothers
and the Ravens helped form the vocal group
branch of R&B that in the 1950s led to doo-wop
with its emphasis on harmony and slow-tempo.
With songs about rebellion and romance, doo-wop
was marketed toward teenagers and
dominated by groups like the Coasters and the
Drifters.

15. Artists
• Also in the 1950s, artists such as Chuck Berry and Little Richard played black rock 'n' roll,
an up-tempo, frantic style of music that appealed mainly to teenagers and had an
enormous influence on white rock 'n' roll musicians in the future. In the 1960s, R&B
continued to evolve with Motown artists like Diana Ross, The Supremes and Smokey
Robinson. Southern soul R&B featured artists such as James Brown, Ray Charles and
Aretha Franklin.
• In the 1970s, Sly and the Family Stone and George Clinton helped make the funk style of
R&B popular, while singers Donna Summer and Gloria Gaynor topped the disco charts. In
the 1980s, disco evolved into dance music and rap, led by artists like Prince, Michael and
Janet Jackson, and Run-DMC.

16. Target Audience
• The majority of r&b fans are teenagers or young adults from the age of 13-25. This is
because of the stars that are featured in r&b music. The male stars appeal to young female
fans because of their attractiveness, vice versa for male fans. It could be young adults
because of the explicit lyrics and adult themes, that younger people may not understand.
The lyrics can also relate to fans in reality, for example, when they are heart broken, in love
or on the rebound. Some r&b songs have a powerful message for their audience, this will
be aimed at the young adult audience, because they will be able to understand it better.
• Fast paced r&b songs involve a lot attention drawn onto fashion, sex and money and the
party scene, these appeal to the younger target audience, both male and female. An
example of this would be ‘Turn Up The Music’. Younger people usually listen to this kind of
r&b music, because they are more interested in the visuals and music, than lyrics.
• The target audience of r&b is made up of mainly females, because the male r&b stars are
portrayed in a very sexual way, through the lyrics and video content. Females are sexually
attracted male stars because of the way that the record label presents them. The minority
of the target audience for r&b is males, they are often attracted to the women, jewellery,
cars, buildings and wealth shown in music videos.
• R&B music also appeals to the much mature demographic, because they would’ve watch a
veteran r&b star grow up from a teen to a wo/man. The older demographic tend to pay
more attention to the lyrics and the message of the song.