R&B Conventions

Colour Scheme
1. R&B music videos tend to have quite dark colour schemes and are usually quite unsaturated if it has a slower tempo. Some are even black and white.
  1. We followed this convention by using an unsaturated colour scheme consisting of greys and blues. In addition to this our narrative sections being in black and white.
  2. Examples of this are 'If I Were A Boy' by Beyonce, 'Beneath Your Beautiful' by Labrinth ft. Emeli Sande and 'Let Me Love You' by Ne-Yo
Editing
1. As a big part of R&B songs is the rhythm and the beat of the music, a key convention is that the music video cuts to the beat.
  1. We followed this convention and ensured that our video cuts to the beat of the song. We feel that this really emphasises the musicality of the song and also helps to match the visuals to the audio.
Costume/Styling
1. Costumes for male R&B artists tend to consist of tight vests and jeans and accessories whether that is a cap, watch or jewellery.
  1. We developed this convention by making his costumes/styling more modern. We had AJ in short sleeve muscle t-shirts and jeans. Instead of having any heavy jewellery we kept it simple and had him wear a shark tooth necklace. In addition to this he wore a beanie not a baseball cap/fedora in order to stand out from other R&B artists like Ne-Yo or Jason Derulo.
  2. These accessories usually act as a visual motif for the artist. For example Ne-Yo's hat is part of his image in a similar way to Usher's necklace being part of his image. AJ's shark tooth necklace is his visual motif and we made sure it was visible in all the shots.
Dance Breaks
1. Dance breaks are a key convention of R&B videos as dance and rhythm is a huge part of the genre. Typically for male artist the dancers are also male. If female dancers are involved it is usually in a provocative style.
  1. We developed this convention by having both male and female dancers. We had a group dance, duet sections and solo shots giving a range of different dancing throughout the video. In addition to this the female dancers were not sexualised.
Voyeurism/Sexualisation
1. Typically R&B videos hypersexualise both men and women in music videos. If the artist is male, they are commonly shirtless and if the artist is female she is usually wearing quite revealing clothing. The extra actors are also dressed in a sexual/provocative way.
  1. We decided to challenge this convention as we didn't want to represent AJ in this manner. Neither he nor any other actor in the video has been hyper-sexualised. We feel that this makes our video stand out within the genre.
  2. An example of this is Jason Derulo's music video for 'Trumpets'

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R&B Conventions

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