The document discusses the conventions of music videos in different genres. It analyzes examples of R&B, pop, and street music videos to identify common features. These include using a performance style with some narrative elements, fast editing that matches the beat of the music, and symbolic imagery related to the song's lyrics. The document also notes conventions like the sexual portrayal of women and establishing a band identity through style.

1. The Music Video

2. Simon Frith's theory presents the idea that Music videos come in
three types. Each type have their own features which are
recognizable to audiences.
Looking at examples of real media texts in the genre that we
wanted to make ours (RnB/Pop/Street) we found that music
videos for them were predominantly ‘performance’, with
sometimes a hybrid mix of narrative. Girl groups, like the Fifth
harmony ‘Boss’ music video (on the left) are usually of the
performance type. We decided the best way to utilize a girl
group music video that would also be able to appeal to our TA,
is to create a performance type with a subtle hint of narrative,
using the generally overused ‘love’ story as the theme.
Our music video
Dance
Lip-sync is a convention of a
performance music video
Fast-paced and discontinuous
editing cut to the beat of the music
Dramatic changes of framing and heavy movement of
camera to emphasise dance aspect of performance

3. This point is also a key feature of a performance
music video, where the music and lyrics inform
the performance, however it’s the performance
that drives the video. We used this feature in our
music video by putting in symbolic imagery of
“heart”, “planet” and themes of ‘Red’ like it’s
frequently said in the lyrics of Red Planet.
Red imagery: sometimes in the shape of
circles to connote ‘planets’ & silhouettes
bring a mystery to the subtle theme of
space.
We fully adhere to the genre conventions of
Rnb/Street/Pop (as you’ll see on the next slide) in
terms of style, Band identity etc. This is so that,
within all our individual aspects of our music video
which make it unique, we still include
conventions our audience expect to see in from
an RnB/Street/Pop music video.

4. Genre Conventions
Tion Waynes- “Can’t go
broke” Discontinuous editing with
choppy cuts and visually
striking colourful effects are
key conventions when it comes
to the style/look of the music
video
Drake- “Headlines”
Representation:
Usually in Rnb/Pop/Street music
videos, women are usually
represented as sex objects and
usually use their bodies to sell
the music. For example in the
examples on the right:
Although girl groups in this genre
play it down, it’s still prevalent.
We challenge this convention of
the sexual portrayal of
women/girls by reversing the
gender roles and making the guys
look like ‘objects’.
We have the men serving
the women in this shot- a
metaphorical shot
highlighting the men as
objects rather than the
women.
Girl group examples of
conventions of portrayal of
women
Band Identity:

5. Band Identity: Style