media coursework a level document

1. Codes and Conventions of
the R&B Genre
Tilly Hall

2. How the R&B genre has changed
• Contemporary R&B began to develop end of the ‘disco era’ around the
late 1970s, when artists like Michael Jackson and Quincy Jones started
adding more electronic elements to their music
• By the 1990s, there were more and more notable artists using R&B
influences in their music, ‘hip-hop beats’ were beginning to become part
of the genre, and the ‘neo soul’ music trend further blurred the lines
between R&B and Hip-Hop
• Despite fluctuating success through the 90s, urban music attained near
complete commercial dominance in the early 2000s, with artists like
Beyoncé, Mariah Carey and Alicia Keys topping the charts frequently
• By the 2010s, R&B artists had started embracing the developments in
music technology and had begun implementing electronic sounds and
instruments, such as Auto-Tune or synths, or crossover inspiration from
EDM, into their music

3. Conventions of the Sound/Composition
• R&B is a music genre that combines aspects of rhythm and blues, soul,
gospel, hip-hop, pop, funk and electronic dance music (EDM/dubstep)
• It is known to have a ‘distinctive record production style’ with ‘drum
machine-backed rhythms… and a smooth, lush style of vocal arrangement’
• Occasionally, music in this genre is noted to include jazz-like elements
through the use of instruments such as the saxophone
• Electronic influences are being included more and more in contemporary
R&B music, and the use of hip-hop beats is becoming more common, though
the ‘roughness’ of the hip hop sound may become more smooth through the
R&B conventions
• Use of melisma, as popularised by artists like Michael Jackson, Whitney
Houston and, arguably most notably, Mariah Carey

4. Conventions of R&B Artists - Men
• Male artists can often be seen wearing gold jewellery, particularly
necklaces (chains), single earrings and watches, but not as excessively as
hip-hop or rap artists
• Many male R&B artists will utilise the effects of voyeurism by being
topless in their music videos, sometimes live performances also, due to
their target audience of young girls find this attractive
• Alongside the lack of shirt, the artist will also likely be wearing low-
hanging jeans, again for voyeurism, but also so that they can advertise
the brand of their designer underwear or belt
• Artists may also have tattoos across their arms or chest to appear strong,
cool or dedicated
• Some artists will wear caps or snapbacks backwards as well
• Trainers (notably Nike: Air Jordans), sneakers and converse shoes are
also prevalent within this genre

5. Conventions of R&B Artists - Women
• Much like the male artists, female R&B artists wear minimal clothing, often
bikini-esque outfits that show their midriff, matched with baggy jackets,
however this is designed to appeal to their male demographic through the idea
of the male gaze
• Female artists are also expected to wear high heels, often stiletto or wedge
style to elongate their legs and make them appear taller
• Their hair is usually dark colours, occasionally with highlights, and is styled
dramatically to draw attention to the artist’s face, which will likely have
defined, bold and dark, almost sultry, make-up, often with red or gold tones to
indicate wealth or passion
• Big, over the top jewellery can be seen a lot on female R&B artists, such as
multiple necklaces, hoop earrings, chunky bracelets, watches and, rarely, facial
piercings
• Additionally, some female artists may have also have tattoos, though typically
theirs are more colourful than the plain black tattoos male artists are expected
to have

6. Conventions of R&B Music Videos
• Music videos featuring male artists often include various close-ups on attractive
background dancers to indicate that the artist is desired or successful
• Similarly, female artists are presented as almost goddess-like by having them
singing to themselves dramatically, wear expensive/revealing-looking outfits or
men try to please them throughout the video
• Many R&B videos aim to highlight the (hetero)sexuality of the artist by focusing
shots on the attractive aspects of the artists’ body, e.g. face, abs, muscles,
chest, silhouette, etc
• Often videos are filmed with dark lighting or edited with a sepia or greyscale
tone in post-production to make the video seem more sensual, however very
vibrant colours are used frequently in videos for fast-paced songs
• Videos will typically mix performance (singing to the camera, dancing, party-
situation, etc) and narrative type (generally expected to be love stories in some
form) videos

7. Target Audience
• The main demographic of R&B artists is considered to be young adults
age 13-25, secondary audiences may be 30-40 year olds, however
generally older individuals are characterised as disliking this genre
• Most are assumed to be women, as male artists provide ‘eye-candy’ and
strength, while female artists offer inspirational role models, though it is
also suggested that the romantic content of R&B songs appeals to
women more than men
• However, there are male fans of R&B: male artists suggest an ideal body
type and a lifestyle ideal, and female artists are often presented as
objects of desire
• In terms of ethnicity, mainly African-American teenagers are associated
with the genre due to the roots of the music type, though smaller
percentages of Latino, White and Asian fans are still present

8. Notable Artists
• Michael Jackson, Janet Jackson, Bruno Mars, Whitney Houston
• Mariah Carey, Rihanna, Beyonce, Destiny’s Child, Solange, Ciara
• Craig David, Frank Ocean, R. Kelly, Jodeci, Usher, Tamar Braxton
• Toni Braxton, Jhené Aiko, T-Pain, JLS, Alicia Keys, Estelle, Boyz II Men
• Joe Jonas, Ariana Grande, *NSYNC, Janelle Monáe, Drake, Bobby Brown
• Pixie Lott, Jesse McCartney, Cheryl Cole, Little Mix, Nicole Scherzinger
• The Pussycat Dolls, Selena, Emeli Sandé, Fergie, SHINee, Fifth Harmony
• Jaden Smith, Will Smith, Willow Smith, Missy Elliott, Jessie J, Ne-Yo
• Rita Ora, P!nk, Diana Ross, Raven-Symoné, Seal, Tinashe, Sugababes
• Trey Songz, Bryson Tyler, Kelly Rowland, Stevie Wonder

9. Notable Songs
• ‘Vision of Love’ – Mariah Carey
• ‘One Sweet Day’ – Mariah Carey, Boyz II Men
• ‘Fallin’’ – Alicia Keys
• ‘Dangerously in Love’ – Beyoncé
• ‘Commander’ – Kelly Rowland
• ‘DJ Got Us Fallin’ in Love’ - Usher
• ‘Turn Up the Music’ – Chris Brown
• ‘Umbrella’ - Rihanna
• ‘Beat Again’ - JLS

10. Notable Albums
• ‘Off The Wall’ – Michael Jackson
• ‘The Bodyguard (soundtrack)’ – (primarily) Whitney Houston
• ‘janet.’ – Janet Jackson
• ‘II’ – Boyz II Men
• ‘Confessions’ - Usher
• ‘I Am... Sasha Fierce’ – Beyoncé
• ‘The Element of Freedom’ – Alicia Keys
• ‘The Emancipation of Mimi’ – Mariah Carey
• ‘T R A P S O U L’ – Bryson Tyler

11. Notable Music Videos
• ‘No One’ - Alicia Keys (https://youtu.be/rywUS-ohqeE)
• ‘We Belong Together’ – Mariah Carey (https://youtu.be/0habxsuXW4g)
• ‘Single Ladies (Put a Ring on It)’ – Beyonce
(https://www.youtube.com/watch?v=4m1EFMoRFvY)
• ‘Fight For This Love’ – Cheryl Cole
(https://www.youtube.com/watch?v=Qr31Vhu01fc)
• ‘Move’ – Little Mix (https://www.youtube.com/watch?v=RwD4eJGxPc4)
• ‘Rude Boy’ – Rihanna
(https://www.youtube.com/watch?v=e82VE8UtW8A)
• ’24K Magic’ – Bruno Mars
(https://www.youtube.com/watch?v=UqyT8IEBkvY)