Slideshare detailing the codes and conventions of the R&B genre

1. Codes and
Conventions:
R&B Genre
By Olivia Bayliss

2. R&B History
Rhythm and blues, often abbreviated as R&B or RnB, is a genre of popular African-American music that originated in the 1940s. The term was
originally used by record companies to describe recordings marketed predominantly to urban African Americans, at a time when "urbane, rocking,
jazz based music with a heavy, insistent beat" was becoming more popular. In the commercial rhythm and blues music typical of the 1950s through
the 1970s, the bands usually consisted of piano, one or two guitars, bass, drums, saxophone, and sometimes background vocalists. R&B lyrical
themes often encapsulate the African-American experience of pain and the quest for freedom and joy. Lyrics focus heavily on the themes of
triumphs and failures in terms of relationships, freedom, economics, aspirations, and sex.
The term rhythm and blues has undergone a number of shifts in meaning. In the early 1950s it was frequently applied to blues records. Starting in
the mid-1950s, after this style of music contributed to the development of rock and roll, the term "R&B" became used to refer to music styles that
developed from and incorporated electric blues, as well as gospel and soul music. In the 1960s, several British rock bands such as the Rolling Stones,
The Who and The Animals were referred to and promoted as being RnB bands. This tangent of RnB is now known as "British rhythm and blues". By
the 1970s, the term rhythm and blues changed again and was used as a blanket term for soul and funk. In the 1980s, a newer style of R&B
developed, becoming known as "Contemporary R&B". It combines elements of rhythm and blues, soul, funk, pop, hip hop and dance. Popular R&B
vocalists at the end of the 20th century included Michael Jackson, R. Kelly, Stevie Wonder, Whitney Houston and Mariah Carey.
In the late 1980s and early 1990s, hip-hop started to capture the imagination of America's youth. R&B started to become homogenized, with a group
of high profile producers responsible for most R&B hits. It was hard for R&B artists of the era to sell their music or even have their music heard
because of the rise of hip-hop, but some who adopted a "hip-hop" image were marketed as such, and often featured rappers on their songs. In
2004, 80% of the songs that topped the R&B charts, were also on top of the Hot 100. That period was the all-time peak for R&B and hip hop on the
Billboard Hot 100, and on Top 40 Radio. From about 2005 to 2013, R&B sales declined. However, since 2010 Hip-Hop has started to take from the
R&B sound choosing to adopt a softer smoother sound incorporating that of traditional R&B with rappers such as Drake and Fetty Wap who have
opened an entire new door for the genre. This sound has gained in popularity and created great controversy for both Hip-Hop and R&B in how to
identify it.

3. Fashion: Male
The typical fashion for male R&B artists is quite varied. Males could go from wearing a t-shirt and jeans to something completely different,
depending on the artist as an individual. The majority of the time, male R&B artists don’t wear outfits that are too extravagant and their clothing
appears to be quite casual. The jeans they wear can vary from being extremely baggy, to skinny and tight. Either types are often worn low to show
off both the artists v-lines, as well as to promote underwear brands such as Calvin Klein. They are often seen wearing branded items which helps to
promote both the brand and artist themselves. Their fashion strongly appeals to younger males who aspire to be like them and male R&B artists are
well-known for starting and following the latest trends.
R&B stars also have tattoos the majority of the time. This conveys their creativity and gives fans an insight to their personal and private lives.
Stereotypically they are thought to wear accessories such as gold chains and designer sunglasses to portray their wealth and lifestyle. These items
make the stars appear to be trendy and cool, as well as endorse the brands.
Fashion: Female
Unlike how male fashion for R&B artists is rather casual and broad, the fashion for female artists is a lot more controlled. Women in R&B music
videos are usually objectified and sexualised through the male gaze and clothing has a large impact on this. A stereotypical convention of female
clothing is tight, minimal and reveals a lot of skin, especially around the chest, leg and midriff area. Clothing is used to show off their toned
stomachs, long legs and boobs in order to appeal to a male fan base. The look also appeals to females as they aspire to be like the female artists and
idolize them meaning they will do anything to look like them. This falls under the uses and gratification model. As well as clothing, there is also a lot
of focus on hair and make-up. Their hair is usually thick and volumised and the make-up looks bold and professional. This also appeals to the male
audience as it makes the artists look attractive and defines their looks.

4. Transformation of the R&B Genre
During the 1980s, R&B music videos were mainly performance based and included lots of dance routines. The artists, who were mostly male, wore
slightly formal looking costumes and rarely revealed their chest areas. Any female artists that were around wore elegant dresses and often looked
classy and glamorous. Sometimes female artists chose to break the stereotype of only men wearing suits and chose to wear suits themselves.
Later on in the 90s, when R&B became particularly big, the outfits began to change and adapt to trends, meaning artists began wearing more casual
clothes, perhaps in order to appeal to more working class backgrounds. Music videos changed from being upbeat to a lot slower and rather than
containing a lot of dancing, were largely narrative based. More emotion was added to R&B music videos during this change.
In the 00s was when R&B turned modern, with music videos becoming more conceptual with different meanings compared to those from the 80s
and 90s. The 00s was when music videos started to focus on the male gaze theory, meaning women became largely objectified throughout the
videos. Female artists began wearing minimal clothing and males wearing baggy tops and jeans, with the videos in general becoming a lot more
materialistic, even if they didn’t reflect the lyrics.
Iconography
Most of the time, R&B music videos for male artists are extremely sexual as the lyrics tend to be provocative. The males are
often shown topless helping to gage the female audience and there are usually a number of close up shots on their bodies
and abs. A lot of R&B videos are filmed in grey scale or sepia tone, creating a sensual tone to the imagery of the video.
Regarding female in R&B, it is very similar to the males. They convey their promiscuity through their minimal clothing and
emphasis their sexuality through make-up and hairstyling.

5. Transformation of the R&B Genre:
Female Artists
1980s 1990s 2000s 2010s

6. Transformation of the R&B Genre:
Male Artists
1980s 1990s 2000s 2010s