Research Into Similar Products/Target Audience: Mya - Movin' On

R&B Music Videos

Above is an embedded video of Mya's "Moving On" featuring Sikk The Shocker. This video follows the convention of R&B and does not break or stray away from them. Placing common convention of the music genre in the video helps the audience make links about the genre and also recognize the genre which it follows.

The video starts in a High School which is predominantly African American. The Mise En Scene follows the typical conventions and sets the tone for the rest of the video. All the actors which are present and even the main stars are dressed in the typical R&B costumes. The male characters are wearing loose clothing, gold chains and hats whereas the female characters are wearing short dresses and tight tops which is typical of an R&B music video. Through such costumes the audience can admire the characters and look up to them for clothing inspiration. The males wear gold chains which set a trend for the generation and the characters follow this convention to appeal to the male target audience. The make up of the background female characters is subtle yet does make them appear really appealing to the male audience but also be an inspiration to the female audience with their look. The main star, Mya, is wearing more make up but it is all in creme and brown tones which is a common convention in R&B music videos. Mya is presented in this way so that she can be found appealing to the male audience but also so that the female characters can look up to her and continue to be fans of her music.

The video also follows the convention of showing some of African American background which is very stereotypical. As African American males are said to have children with women and leave and often be referred to as "baby daddies." This behaviours is shown in the video which the audience would find appealing as the video addresses the common idea of African Americans ans plays in with them. In the video, one of the characters has a child with a woman and he is only in high school. Showing something like this would not be so acceptable in pop music videos for example. However R&B does have difference conventions.

The dancing which is shown in the music video is also street or hip hop dancing which is done my males wearing loose clothing. This convention is shown in the video which would appeal to the audience as many of the target audience would partake in this sort of dancing in their free time. The sport which is shown in the video is Basketball which is stereotyped to be an African American. This is also a convention shown in R&B music videos which shows the African American background and the activities many of R&B target audience like to partake in.