This document provides an analysis of various shots, editing techniques, and stylistic elements used in modern R&B music videos. It discusses conventions like low angle shots to depict authority, cross-fading between characters to flow with the music, silhouettes to simplify images while conveying lyrics, and black and white filters to create depth and power. Product placement of popular headphones and styles like sunglasses are mentioned as appealing to target audiences. Colorful filters and lighting techniques are described as setting the mood.

1. Q1 Evaluation
By Waseem Kara

2. This is a screenshot taken from Justin
Timberlake what goes around comes
around and the low angle shot is
representing his authority and sexual
desire through the narrative in the video
and this same convention is used in our
music video to creatat the same image.
This low angle shot of the star at the beginning of
the clip shows his superiority which is used in
most modern RnB music videos.
The cross fading between the two characters(star
and the women) are in time with the smooth flow
of the music by successful editing on the beat.
The imagery of both characters are effective as it
it close to being symmetrical for the attention of
the viewers to be at the middle of the shot

3. This longshot of the star shows the full
costume. The suit shows the high life of
money he is living as it is appealing to the
target audience.
There are also a number of background
dancers to populate the club setting. We
set the dancers at the back of the scene
and the star at the front giving him
dominance in the scene.

4. This medium shot of the star is an
example of the standard shot we used in
the music video as it adds emphasis on
the other various shots.
This screenshot was taken from
Kanye West-Homecoming. The
image shows a black and white
filter used in the master shot of
the video. Giving a superior and
deep image to the star-Kanye
West which was also used in our
music video.
We also applied a black and white filter
to the master shots to differentiate from
the other shots. In addition, the lip
syncing was most effective in the master
shots as it was clearer to see as the
focus is on the star. In the RnB genre the
black and white filter depicts a powering
effect. However in other genres is it
used to create a soft tone to the video.

5. By introducing the star on the left
first and slowly fading in the the
women. This creates an unexpected
entrance to the viewers. This is an
example of the more complex shots
we took
This shot of both of the characters
looking at each other shows the
attraction between each other.
By using the silhouettes effectively
it takes away any features of them
both and keeps it clear and simple.
It is an effective use of the lyrics he
says at that moment to the women
as it is a direct conversation about
them both.

6. Another silhouette of both the main characters
dancing back to back in slow motion. This scene is
shown at the end of the clip creates a sense of
unity as at the start of the clip both of the
characters were shown separately from a division
between them. This is a convention of using a
storyline which is what our target audience want
as it keep the viewers engaged as they follow the
video through to the end.
This image from Jay Z-on to the next one
shows a silhouette of a women in a
seductive way towards the viewers as it
defines the bodily features which is a
convention commonly used in this genre.

7. This is when we used free hand to take this image as we got a
complete scene of the dancers and cut them down to get short
snappy clips. We panned around them from high to a low angle
shot in a diagonal motion.
Also the costumes of the dancers also show the upper class,
superior and high life of the RnB genre.
To construct a realistic club scene the purple filters worked well
to create the optimum level of lighting and the colour of the
filter was also used in the magazine advert and Digipack

8. One stereotype of modern music videos is the intertextuality by product placement in many
music videos such as the beats pill in Robin Thicke’s music video-Blurred Line:
http://www.youtube.com/watch?v=yyDUC1LUXSU. This convention is what appeals to our
target audience as the headphones around the star’s neck is what is popular to the age
group.
The t-shirt under the blazer of the star shows prestige but not formal as there is no shirt, the
sunglasses are worn throughout the video as it does not reveal the facial emotions shown in
the eyes keeps mystery and tension towards the star. We also kept the sunglasses exclusive to
the star as the focus remains on him.
The filters creates a colorful effect in the scene as it flows with the smooth heightened beat
of the track.
This is the beats pill from Robin
Thicke Blurred Lines

9. In this shot of Tamara in front of a white background is a highly effective shot as she
is represented as the sexual love in the storyline conveyed in the video. This is
achieved by using free hand and panning around her in a circular motion and
placing the light just behind her head giving the right amount of high key lighting to
give a glare to show her importance in the scene. Although she is looking directly
at the camera it is used as an eyeline match shot back to the star later in the video
that viewers can relate to the meaning of the lyrics at the scene.

10. Firstly, the sharp range of colours
compliments the genre of the music
video by engaging the viewers
attention to the outline of the star at
the top of the magazine advert, then
noticing the faded effect on the title
down to the middle where the reviews
are.
The sharp white and the dark red
together are juxtaposed to create a
clash but however keeping it simplistic
with only two colours.
The quotes are from real, well known
people to our target audience and the
quoted words are appropriate.
In addition there is the record label at
the bottom and the cover of the album
is there so consumers know exactly
what they are looking for when
purchasing the CD. Another form of
purchase is digital as it is available on
iTunes to pre order.

11. The album cover shows professionalism in the simplicity of the images and colours used
such as the harsh wine red and the subtle background white. Also the barcode and the
parental advisory is clearly shown in the bottom right hand corner to make sure that the
Album does get to the right target audience. The money stacks and the red wine
symbolises wealth, this is a stereotype of most modern RnB music videos and shows the
superiority that males have such as Drake-Hold on we are going
home:http://www.youtube.com/watch?v=GxgqpCdOKak&list=TL9N3VrcMCYj8260Ruoha5O91yPCWMrV9