1. HOW I USED, CHALLENGED AND
DEVELOPED THE CODES AND
CONVENTIONS OF R&B MUSIC VIDEOS

2. CODES AND CONVENTIONS OF R&B
MUSIC VIDEOS
Encompassing Goodwin’s theory:
genre characteristics and the
relationship between the lyrics and
visuals

3. R&B- iconography:
Men and women tend to be sexualized and also
idolized through iconography.
Camera angles such as close up shots of the body/skin
exposure. The depiction of wealth is shown through
male R&B artists wearing and promoting the latest
watches and trainers. Female R&B artists concentrate
on makeup (usually red lipstick) signifying danger, lust
and passion.
mise en scene: costume is usually revealing/minimal.
Men: A lot of jewelry is worn, tattoos and jeans that are
worn low. Women: Minimal clothing, jewelry, striking
makeup and heels.
Editing: can vary from fast cutting rhythms to slow
paced elongated patterns.
Slow male R&B songs generically have a narrative based
video. The artist is featured along a co-star where there
is usually a sexual connection (kissing and intimacy).
Post production effects such as grayscale and sepia are
used to create a tone of lighting that complements the
lyrics and mood of the song.
Slow R&B female songs are usually about love. Limited
nudity and sexual references in the lyrics. There is high
key lighting to create a happy mood about love and
usually wearing a long dress. Similar filters are used as
male R&B videos but to convey a different meaning.
Perhaps to focus emotion. Neutral makeup is used to
emphasise nature and love and the videos are usually
set at locations such as a nice beach.
Fast male R&B songs consist of bright flashing colours,
flashy cars and wealth. You are more than likely going to
encounter a party scene. You are exposed to alcohol,
artificial lighting and minimal clothing. Males generically
wear sunglasses in these types of videos which are
popular amongst the target audience which are mid/late
teens.
Female R&B fast paced tracks are also bright and
colourful but steers away from the negative portrayal of
women in party/club life. Most of these videos are shot
in a studio using different background and rely on post
production visual effects for the background. Jewelry
and heels are common in these types of videos. These
videos tend not to follow a narrative but may have a
male co-star/male backing dancers. Performance is
regarded highly in these types of videos.
Generic Codes and Conventions of R&B

4. CONVENTIONS WE USED
We decided to use the convention of focusing on nature to
emphasise natural beauty. We didn’t have access to a beach/nice
location which is conventional but we used a park and focused on
capturing the light chinks though the moving leaves which
worked well and emphasised nature.
The dresses and skirts we selected for Luna were dignified and
attractive. For example, she wears a midi black dress which signifies
sophistication. The dress is flattering and may initiate other girls to
purchase a dress similar to hers online.
We agreed on using natural makeup which rejected the
stereotypical false eyelashes, and striking eye shadow due
to our the representation we wanted to convey.

5. MORE CONVENTIONS WE USED
We also went with the idea of including a male co-
star to sing ‘Carvin’ my initials on your forehead’. We
didn’t want there to be an interaction between the
two. His function in the video is merely to sing those
lines only.
We based some of our shots in the studio
which is conventional for female R&B artists.
We used different background colours black
and white in the studio, allowing the
audience to concentrate purely on the singer
with no distractions. In post production we
altered the contrasts of these background to
make the frame more interesting and
capturing.

6. MORE CONVENTIONS WE USED
We chose these conventions in particular because we thought that they would help
us communicate the representation we wanted to achieve.
We indeed varied our cutting rhythm throughout the video, using the beat and
dynamics of the song itself as a guide. For example, in the first section of the video we
have fast flashes of images because we wanted them to be in time with the fast beats
at the beginning of the song linking to Goodwin’s theory where he describes the
relationship between the visuals and the beat.
We decided to create a performance based video firstly because it is conventional and
secondly because it was our most popular style of video we collected from our target
audience research.
High key lighting was used a lot throughout the music video to create an upbeat and
uplifting atmosphere matching the vibrant beats and instruments of the track. We do
have one section of the song which is filmed in the dark which is in association with
another sub-genre which I will discuss later.

7. CONVENTIONS WE CHALLENGED
We decided during research and planning stages not to use the convention of sexualising in our
music video because it went against the representation we wanted to convey (see mood board).
If you compare our media product to R&B videos such as Rhianna’s ‘Rude Boy’ music video
where she is pictured in tight revealing clothing, sensual dancing and intimacy with a male co-
star, you can see that the representation we constructed was polar opposite of Rhianna in an
attempt to steer away from the stereotypical image of female artists in the music industry today.
We wanted our artist, Luna to be appropriate for all audience. Our target audience are older
teenagers and we had to bare in mind that they may have siblings that might be exposed to the
music video and also if there were to be an advert promoting her on TV we wanted it be
appropriate for the whole family and therefore a universal product.

8. CONVENTIONS WE DEVELOPED
Female R&B artists concentrate
on makeup (usually red lipstick)
signifying danger, lust and
passion.
Women: Minimal clothing,
jewelry, accessories and high
heels.
In terms of makeup we made a decision to use red
lipstick. We wanted the colour red to depict love
rather than danger/lust. We thought that combining
the red lipstick with the naturalistic nude makeup
would reverse the lustful/sensual effect. The lips
would be the main focus of her face, emphasising her
performance element because you are immediately
drawn to her lips. The lip colour functions to draw
attention to the lips and is also a feminine shade.
We stood well away from minimal clothing as we wanted Luna
to be a sophisticated and well respected artist appropriate for
the whole family. We chose to have golden/silver earrings to
add to our royal theme and emphasise her class and status.
We decided to chose earrings as our only form of jewellery
because we noticed that they are visually striking on their
own. We picked out some gold and silver additions that we
thought would suit the attire and the overall mise en scene.
We also had Luna wear heels in the music video to add a
sense of professionalism and remind the audience of a live
performance where females generically wear heels onstage.

9. CODES AND CONVENTIONS OF R&B
MUSIC VIDEOS
Encompassing the relationship
between music and visuals and the
demands of the record label

10. What did we do and how did we achieve it?
We went down a conventional performance based route. We
concentrated on our artist and her bringing the audience the vibes
and energy of the song through her performance factor. To achieve
this we had to select someone who was passionate and confident
at performing. We spoke to our artist before every shoot and
instructed her of how to move, specific facial expressions and to
close her eyes and get lost in the track so we could capture a true
essence of genuine performance. We had to ensure the mise en
scene was correct in order to create a link between the music and
visuals.
The relationship between the music and visuals

11. Demands of the record label
• The record label demands many close up shots in order for
them to market their ‘product’.
• This is particularly conventional when it comes to promoting
female pop artists. Close up shots are used in terms of selling
the artist sexually with what is known as fragmented body
parts.
• We have some examples of close up shots which focus on the
artists face, but other than the face, we don’t have any
repeated close ups of body parts other than the last shot at the
end when the camera tilts down her body and even here we
didn’t want to sexualise her, we just wanted to show her
popping the bubble to add a sense of finality and we thought
that this camera movement would be most appropriate to
show this.
• Therefore, our music video perhaps doesn’t meet the demands
of the record label in terms of the close ups they desire and
perhaps wouldn’t fit in with the mainstream music video
industry that focus on fragmented body parts. However, apart
from this demand, the other elements of our music video
would certainly fit in and appeal to the audience we
researched. By carrying out target audience research and
looking into similar media products. Instead of the mainstream
audience we could indentify who we were targeting.