Research Into Similar Products: Halo

Research into Similar Products: Halo

The first shot fades in from black with a close up of the artists face. A bright light shines in from the window, a motif throughout, making her appear angelic and relates to the title of the song. Both the fade and spot light on the artist seem to be typical in a female r&b artist videos. A high angle shot of the artists partner in soon straight away in this song, as he sleeps. A recurring shot that is used often in this video is off Beyonce standing in front of her partner, as the light shines on her face, while their is a shadow on his. Extreme close ups of them holding hands, and many similar shots throughout show them being intimate. A bare room is used with plenty of light coming in is where the artist later dances; minimism recurring. High angle shots of Beyonce dancing below shows her partner watching from above. Another moment in shown of her being close to him as she plays with his hands. Like in the other videos I analyised, the artist’s lips are in centre frame as she sings. Most shots are linked by the motif, a flash of bright light to fade us the next shot.

Research Into Similar Products: Representation in an R&B music video

Research Into Similar Products: Representation in R&B

Gender is regularly represented in R&B music videos. Both genres are represented in completely different ways, and that representation is seen in many R&B music videos. Objectification of women is a common video shown in R&B music videos, as are seen as objects not seen as human. Men are also classed as objects but less regularly as the ‘female gaze’ is a term that came around to accommodate to the idea that females also enjoy sexualising men.

Class is represented over and over again through similar actions and props – Youth and wealth are represented in R&B music videos. Characters in R&b wear gold chains and are shown in the center of the frame to show upper class and superiority. 

Ethnicity – Stereotypically African American rappers are portrayed as wealthy and also drug dealers which is a common idea that is glorified in R&B music videos. With the current rise and popularity in Urban and R&B music racism is no longer an issue yet people can argue this. Black and white artists work together creating more money for the music industry.

Research Into Similar Products: The Boyz Nicki Minaj, challenging

Videos that challenge some R&B conventions

Some R&B music videos actually challenge some conventions to create a particular message. One of those music videos is The Boys bu Nicki Minaj and Cassie. 



The music video includes R&B and Rap. This video conveys R&B representations about gender and also how women and men are portrayed along side ethnicity and age. The music video tries to show the two female characters as powerful and superior to males, this challenges some R&B music conventions as it is typically females that are inferior to men and not the other way around. 

The costumes that have been chosen for this music video do not challenge R&B conventions as the two females are wearing very revealing and attractive clothing throughout the video, such as bathing suits, to appeal to the males and the music video is typically seen through a male gaze.  The song isn’t a typical R&B song about women it’s the other way round, where two young women are speaking about men who aren’t really men, they are just boys who are immature in their ways of thinking about women. 

The colour scheme is unusual for an R&B music video, it's also unusual for a rap music video as it is so pink and bright. The colours are very stereotypically feminine. The colour scheme also wants to reinforce a certain idea about women and their fascination with bright colours. The shot that is about 1 minute in, is a quick flash of Nicki Minaj before going into the next shot below, a close up. This shot shows here looking glammed up, hair and make up done. Bright vibrant hair colour to show her in a very feminine and almost girly light. The main colour is still pink as well as lilac and blue and continuously indicating the girly side and also appealing to females as the music video is colourful and bright. Nicki Minaj stands out from the back ground. Her facial expression shows attitude and therefore some sort of power and superiority which breaks conventions and makes the female characters the superior ones.

In the last shots of the music video, Cassie is seen wearing a dark blue suit. The colour of the suit is also very manly and breaks from the bright colour of the music video. This is breaking conventions as she is seen in a superior and powerful light, almost equal to men. However she is not wearing anything underneath to appeal to men and still play with some conventions. Cassie is also seen holding a lot of money which follows some conventions of R&B as wealth is continuously seen in R&B music videos.  

Organisation: Location/props

Organisation: Location/props

One of the scenes that will be making up my video is a headteacher in her office. I have received permission from my headteacher to place her in my video and use her as a character in my video. This is great as I have characters in my video that are actual representations of women that hold respectable jobs and therefore are equal members of the society. 

I will begin filming this scene this week, on the the 26 of November which is a Wednesday. The filming will take place on school grounds, in the headteacher's office. The location is perfect and ideal as I do not have to recreate the scene as the office is already decorated to do its job. I have scouted the office and I may have to redecorate some objects and props to make the location even better and make it more suitable for my video. The chairs and table will have to be moved out of the frame so that just the headteacher and the desk is seen, this will allow the audience to focus just on one thing and not distract their attention by placing a lot of objects in the frame. 

One prop that will be the most important as I will zoom in on it, is some documents that the headteacher will be signing. Instead of the document being a miscellaneous piece of paper, the lyrics will be written on it. This will diversify the video and add variation as the lyrics will not only be written on card. The use of this prop will also reiterate the position of power that the female headteacher possesses as she is in charge of many tasks and other people.

Organisation: Effects

Effects

When it comes to effects, the R&B genre mostly focuses a lot of effects on the colour scheme of the video. For example on making the film black and white for an R&B music video that is about love, romance or sadness and breaking up. R&B music video are also sometimes in sepia  to make the female artists seem more attractive as they are seen in a very seductive light.

In my video, I want to use some effects of slow motion to attract attention to some actions that the characters will be doing. After some women in my video hold up the cards, they will apply black stripes to their cheeks just as seen above. This is to signify that they are bigger than what society thinks of them and misogyny has no effect on them, it is to show that the woman are strong and are ready to battle unfair treatment. When the women are applying this to their face, I want to use slow motion so that the audience are aware of the message I am trying to send.

Some other effects I will use are with scene transitions and cuts from one character to the next. I will stay away from jump cuts as they are too fast and I don't want to confuse the audience with really fast transitions whereas the rest of the music video will have a pretty calm nature which tries to pay attention to the lyrics and the events in the video. Instead

Organisation: Location

Location

One of my scenes is a teacher that is seen teaching a class, standing up at the front of the class and using a lot of confident expressions. The picture to the left is a representation of what the classroom that will be the location at my school.

This shooting will take place on the 18th of November during school hours. I will be require to film a part of the lesson so that she is totally represented as a teacher and she is seen as someone who is trusted and one who holds a position that is respected in society.


I will also get some shots which will be filmed after the lesson, when the classroom is empty. The female teacher will be sitting at the desk, doing work or marking students's books, and the camera will focus on her. The camera shots that I will be using in this scene will include a long shot to show the classroom, students and the teacher, as well as a mid shot to show the teacher at her desk.

The lighting in this scene will be natural and I will not use artificial lighting to excessively bring attention to some objects, as I want the audience to focus on the teacher, she will be placed in the center of the frame.

I will nit place any extra props in the frame as I don't want to exaggerate the classroom, also the teacher will be seen as natural as possible with minimal makeup and casual but professional clothing.

Research Into Similar Products: Potential Colour Schemes of DIGIPAK

Potential Colour Schemes of DIGIPAK

The R&B music genre is very straight forward with its conventions and artists do not usually stray and break them or even try to challenge them. Artists are usually sexualised to appeal to the target demographic which is young people such as teenagers and young adults. Darker tones and black and white colour schemes are very common in R&B music videos as well as digipaks as it helps to lure in the target audience and portray the artist in a very appealing way. Female artists will keep constant eye contact with the camera to create a relationship with the audience and appear attractive. 

As my video will try and battle misogyny in the music industry, choosing to pick an R&B song and challenge the typical conventions is perfect for sending out a social message. I want the women that are present on the digipak to wear normal and casual clothing that a typical woman wears and therefore not be objectified. As woman will be seen in a powerful light, I want the colour scheme to be bright and natural to create an "exposing" effect which shows women are equal and misogyny is a wrongful act. 

In the last scene of my music video, the group of female students will be outside and seen in the natural light, I will try to choose a day on which the weather will be suitable and the sun will be shining to represent happiness and bliss, as well as acceptance and battling of misogyny. The same effect I want to use on my DIGIPAK as I want the women to not hide and be shown in bright high key lighting to show they aren't afraid. 

Research Into Similar Product/Target Audience: We Belong Together by Mariah Carey

We Belong Together by Mariah Carey

Audiences are introduced by a pan and long shot to a big house in what looks like a very posh and rich area. This is typical of the R&B genre, as people are normally portrayed as having big houses, cars, therefore being successful. An R&B convention does include the artists showing off their rivhes and their expensive objects, in this case a mansion. At first the audience is not sure of who the artist is, as we only see her feet and then we see her robe drop to the floor, giving a sexual feel to the video. The room is light, with no mise en scene except for curtains. This video would appeal to the male demographic as they would see the artist in a very attractive manner. 

The video then introduces us to the artist, within the first 10 seconds, as she lies on a bed, with just covers covering her body. Mariah Carey is portrayed in this way to again appeal to the male audience, she is seen in a bed under sheets, giving off a very sexual vibe. White is perhaps used to represent purity or innocence despite the fact that she is naked, the white an also represent her womanhood and femininity, 

20 seconds into the video, the camera zooms into Mariah Carey who is sitting by her mirror as she sings, and does her make- up. This idea shows her in a more feminine and girly manner as she partakes in many feminine activities and therefore play with the typical R&B convention as typically women are represented in R&B videos in this way - spending time on their appearance. The mirror in particular could be used as it shows the artist reflecting on the lyrics, and as the artist herself and focuses on actual reflection. Close ups of her lips are used often throughout, which is centre screened, this is done to show off her neautiful features and appeal to both males and females with her feminine features. The artist again sings, in a bare room, shown by a close up of her face, putting all attention on her. Make- up is quite subtle and typically, wind blows her hair making her appear delicate. This creates the stereotypical view of a female artist as being feminine and the male audience would see her attractive as well.

Research Into Similar Products/Target Audience: My Boo by Alicia Keys ft. Usher

My Boo by Alicia Keys ft. Usher

 The music video starts in a dark room with light coming from a lamp. Usher is introduced to us almost immediately, within the first 3 seconds of the video, with a pan shot, as lies on the sofa singing.The second artist is then shown an screen with a high angle shot, lying on a bed. Usher takes up the whole of the frame for himself which plays in with a common R&B convention which makes Usger appear important and above the audeince. This convention allows the audience to admire the artist and aspire to be like them.

 The mise en scene consists of a chandelier, two lamps and neutral elegant decoration. The camera then cuts to clips of Alicia Keys, panning her body and up to her face. This makes the audience feel that they are getting closer to the artist and actually scanning her body resembling the way they would if the artist was in front of them. Alicia's costume is a red silk dress and could be used as a symbol of love or seduction, which is very relevant to the song. This costume also makes the female artist look very sexually appealing and through this, the male demographic is kept in mind so that they can find the video interesting.

At 1:15 in the video, the female artist sings while looking in a mirror, this could be used to highlight the fact that her lyrics are a reflection on her love life and the picture on the mirror further shows this as it is about a moment of the two together. The camera continues to switch between the two artists and there are numerous close ups of Alicia Keys lips, a feature that many R&B music videos focus on as it make sthe female artist look attractive and her beautiful features are exploited to appeal to both the genres. As the camera switches between the two artist, very clear difference can be seen bertween them, for example their costumes. The female artist is on a bed wearing very minimal clothing which sexualises her, whereas Usher is fully clothed, lying on the couch. The male artist in the video is many in shadow, compared to the female which is normally in light. This could be a representation that females are the main subject in videos as they could either be making the man look more powerful or they are seen as very romantic and gentle creatures.

Research Into Similar Products/Target Audience: Noone by Alicia Keys

R&B Music Videos: No One by Alicia Keys

The music video for this R&B song is very fond of using a lot of close ups which keep th eaudience in suspence as they do not know what they are seeing, This plays in with the lyrics as they are about love and suspention. all the fading effects and close ups create a delicate feel which fits the beat of the song and the lyric. This is also being used by the directors to sell the artist and their soft reputation. The subtle fades also make it feel as though you are blinking and thinking about the music as Alicia Keys sings and is placed centrally in the frame. Placing the star in the center of the frame is a typical R&B convention as the artists are shown to be better than everyone and are important enough to have the whole frame to themselves.

The audience is initially introduced to the artist, who is sitting in the middle of a sophisticated room with big windows which allows loads of light to shoff off the artist. This is quite typical of the R&B genre as it focuses the viewers attention on the singer as R&B is very much focused on the artist. Simultaneously it helps create an angelic image of Alicia Keys who is known as being quite admirable. There are many medium close ups in the song as we focus once again on the artist and what she is singing, while long shots in between is used to show her figure, a selling point for many female R&B artists, as it is typical of them to appear sexy to appeal to the male audience. 

There is minimal make-up, which is quite soft in order to continue the soothing theme of the song. Women in R&B are seen with minimal and natural make up to alue the audience. Close- ups of the artist, which nearly almost places her lips in the centre of the frame and her eyes looking straight at the camera makes the viewer feel like the artist is singing directly at them and therefore further appeals to the target audience. This encourages a relationship to be created between the artist and the viewer, which is important in promoting the artist as it will cause them buy into the artists material as they get more familiar with her. 

Research Into Similar Products: Ordinary People by John Legend

Ordinary People by John Legend, challenging conventions

Ordinary people is another example of R&B soul. The codes and conventions within this video are more explicit. Within the conventions of R&B men are commonly topless to show off their well sculptured body appealing to the target audience of young females, but this music video challenges that as John is dressed casually and not trying to gain the attention of the audience through gaze, again challenging the idea of the artists regularly showing off their wealth and power through possessions as he is not surrounded by provocative women, cars and other things that suggest wealth. 

His video and his lyrics do not promote mysogyny and instead, keeps it very casual. The orchestra is another example of what is commonly used within the R&B soul genre, peeling back all the excitement that is frequently used within R&B for example a very uplifting and enthusiastic atmosphere, this video has created a very calm and relax vibe by using soft instruments for example a violin and piano, which allows the audience to close their eyes and enjoy simply the music and the lyrics unlike the stereotypical R&B song. The darker filter used in the video to make it black and white is a convention that is typically used in romantic and very emotional R&B songs and therefore not every aspect of the video challenges the common conventions.

Research Into Similar Products: Breaking Conventions

Breaking R&B Conventions

Breaking codes and conventions Lots of artists want to break the codes and conventions that have been set. A lot of females have done this by trying to not dress extremely seductively and showing themselves as powerful. This idea of breaking R&B conventions will be used regularly in my music videos as I will try to empower women and degrade the idea of misgyny within the music industry which is seen a lot in the R&B music genre. In my music video women will be seen in positions of power suh as teachers, headteachers, but also other important roles such as mothers and great and caring friends.

Beyoncé's video ‘Irreplaceable’ is a great example of breaking R&B conventions. In this song she wears casual clothes that are acceptable and also are not tight nor do they show off too much too skin.



The video starts off in a very powerful way and straight away Beyonce, th emain female presencem is seen in an equal light to the male character in the video. Beyonce is see doing very feminine things in the video such as painting her nails and doing her hair, but the overall message of the video shows her in a powerful way. The lyrics also paint the idea that in the relationship, she was the more responsible one and she was the main provider.

Research Into Similar Products/Target Audience: Monica - The First Night

R&B Music Videos

The video above is for "The First Night" by Monica. This song is more upbeat than the previous R&B songs I have analysed and therefore the conventions are a bit more lively.

The video starts off similar to "Don't Walk Away" by Jade as we are shown a group of men with aggressive facial expressions rapping at the camera. This represents a gang which a typical convention used in R&B music videos as this genre tries to portray the lives and interests of African Americans. The males are wearing costumes which are very typical for African Americans to be seen wearing in music videos. The mise en scene is made up of costumes which are loose and very gang-like. They are wearing hats and are portrayed in low key lighting to exploit their aggression and represent true gang violence. The video cuts from a male gang to a female gang and such fast cuts represent the difference between males and females and their attitudes. The males have violent and aggressive facial expressions whereas the females are seen as calmer and more relaxed and also kinder to the audience. This is supposed to appeal to the audience as to appeal to African American males, the characters in the video have to be seen as dominant and belonging to a gang. For a female to be looked up to the target audience she has to be seen as attractive and sexually appealing which is portrayed by the difference between males and females.

Mise en scene conventions continue at 20 seconds in with the typical make up that women wear in R&B music videos. It is very subtle and uses a lot of browns and golds to show some relevant dominance to the female which the younger target audience can relate to. Their hair is also done up and neat to create a more stable sense of appeal to the male target audience. The females are also shown in high key lighting which is different to the men in this video. This type of lighting is supposed to put the woman on show and objectify her in a very appealing way so that the male audience can enjoy the video more. The females are wear less clothing to create a bigger appeal for the males.

At 3 minutes in, the star is shown to be embraced by man as they sit on the couch. The male character is kissing her neck and shows romantic interest in her. This is a very common convention used in R&B music videos and it is a great method to make the star appeal to a wide range of target audience. the males will find her appealing as another male has shown interest in her and the female audience will be more interested as a male desired her and the female audience will feel envious of the star.

Research: Development of the R&B music genre

Development of the R&B genre

The R&B music genre has undergone many changes, developments and adjustemnts to become what it is today. In the beginning, R&B was mostly popular among African Americans and they are still the number one target audience. It was a genre that was chosen by both females and males, and both genres have been assigned two very different sets of conventions.

During the 1980’s, music videos were largely performance based, meaning that a lot of thought was put into narrative and the characters taht were chosen to play in the background or co-star. Also videos at this time would have been a dance routine. In terms of costumes, artists would have been seen wearing formal and respectable clothes. The conventions for females begun here and natural makeup was always worn. 

During the 1990’s , costumes began to change and artists began to wear more casual clothes . The music videos had also changed because they became slower, largely narrative based and more emotive which meant cinematography had more close up shots. CLose up shots allows for emotion to be shown and for the target audience to be able to experience what the artisits wants the to feel such as happiness, saddness or even loss.

During the 2000s, more modern R&B videos have different connotations compared to the previous decades.The videos now feature male artists topless and women can be seen wearing minimal clothing. Videos can also be seen as more sexual and material based. Woman are objectified and in the 2010s and onwards, the R&B genre depicts them as weaker and only to be perceived as sex objects.