Conventions of R'N'B Music Videos

The song i have been given to create a R'N'B video for is 'Rolling in the Deep' by Adele, and so as part of my research for this preliminary task, i have analysed various R'N'B music videos in order to idenitify the conventions of the genre. These conventions are listed below.

• Narrative - typically this would be based on a relationship break-up, and the woman eventually moves on, believing she deserves better anyway. Audiences like this narrative as they can identify with this situation and may aspire to the artist for their courage to stop and move on from a harsh relationship. Naarrative is 'down to earth'

Rihanna - Take a Bow

• Costume - when the singer is a woman, most of them wear sparkling, slightly revealling dresses, shiny high heels and lots of jewelery, though if top brands are used, these are very subtle. Audiences like this convention as they aspire to be like the artist, affordable brands indicate that they can be like the artist.

Beyonce - If I were a Boy

• Props - these usually reinforce the artist's wealth, for example expensive cars, audiences like this convention as their expectations of wealth is fulfilled (as thorist Deborah Knight believes)

Jennifer Lopez - On the Floor

• Location - due to the common narrative of relationships and break-ups, the location can vary from the bedroom,m the street and a club, sometimes all 3 feature. Audiences like this convention as it adds to the 'realistic' and 'down to earth' nature of the genre

Fergie - Big Girls Don't Cry

Music Video Conventions

Media theorist Sven Carlson has come up with more complex conventions of music videos, these are: Voyeurism, Commercial Exhibitionist, Televised Bard and Electronic Shaman.

Voyeurism: You get pleasure from looking at other people in a state of undress, and the person you are looking at doesn't know your watching or looking at them. For example in Maroon 5's video for their song This Love, there is a sex scene that the viewer enjoys watching.

Commercial Exhibitionist: Artists 'selling themselves' (i.e. sexually) to viewers/other characters in exchange for fame (attention) or material wealth. For example in Lady Gaga's video for her song Bad Romance, even the backup dancers want to be in her presence.

Televised Bard: Musical storyteller, artist is established as 'author' of narrative. Story told visually, but repeatedly cuts back to artist telling story. For example in Kelly Clarkson's video for her song Dark Side, it repeatedly cuts between her and a story about relationships.

 Electronic Shaman: Artist takes role of 'magician' with either supernatural powers or takes us into a magical world. For example in Katy Perry's video for her song California Girls, she takes us to a world full of candy.