Target Audience & Genre

Generally, the target audience for this genre is female teenagers (14) - young adults (25)

I produced a questionnaire  to see what other people thought about my chosen genre and who it is most likely to appeal to. These were the questions:

1. What age group would you associate with RnB/Pop music?.......................................................
2. What gender do you think listen to RnB/Pop more and why?.........................................................
3. What do you expect to see in a RnB/Pop music video?.......................................................
4. How would you say female RnB/Pop artists represent themselves to their audiences?..........................................
5.  How do you think male RnB artists represent women?.......................................................

I gave my questionnaire to 20 people. The answers were very similar; 95% of the people I asked said that they would associate RnB/Pop music with 14 - 25 year olds, showing that this genre is aimed for the younger generations. A couple of people said that they would associate the genre with younger people but with artists such as Willow Smith (age 10) and Justin Beiber (age 16)it is no surprise that a younger fan base will form.  

The second question also gave similar answers, most people said that they thought females listened to RnB music more than males. Their reasons were more varied. Some said because the female audiences are more attracted to the male RnB artists so they are attracted to their music and that males would probably opt for other genres such as Rap or Hip Hop. Others said females because the female artists are inspiring and females want to be just like them; other factors like RnB lyrics and themes normally relate back to women. For example, males lyrics normally talk about women and relationships, whereas female artists lyrics talk about males and relationships which is comforting to women. A small minority said that they thought males listened to RnB more because it will give them a 'hard' image.

Every one answered virtually the same for question three. They said that they expected to see choreographed dancing; a narrative based on love or relationships; shots of women dressed in little or provocative clothing and expensive props such as cars, jewelery and settings. 

The answers for question 4 were more diverse. A third of the people that completed the questionnaire said that they thought women represented themselves negatively as some artists wear little clothing and that teenage audiences may want to copy them. The majority said that they thought women represented themselves positively to the audience, being independent, strong and beautiful.

The answers (to question 5) show that everybody agrees that women are represented as being objects to male artists or males in general. One person answered "I think women are shown to be like slaves, the way they dance around them, serve them drinks and do every little thing for them in their videos... and the fact the women are generally always skinny, big busted and are wearing hardly any clothes" The rest of the answers basically said the same thing.

So all in all, I have come to the conclusion that the RnB/Pop genre is aimed mainly at young women between the ages of 14 and 25.


I now know from this research what I need to do to cater for my target audience. I need to include a narrative based on love (depending on whether the lyrics apply) I need to use expensive props (i.e. cars, jewellery and clothes) and set my music video in posh locations such as a mansion or in an exclusive bar. At points I might want to include some choreography, however depending on the music, it may not be appropriate. 


Another important thing I should do in the video to cater for the audience is ensure that there are shots of the singer in little or provocative clothing as most people answered that, that is what they expected to see. As this genre is associated with a commercial exhibitionist performance, it is essential that I include a range of shots focusing on the artists features and make-up. 


As my research shows, I should focus on making my music video appeal more to females rather than males, so making sure that the video is shot from a woman's point of view and making the female artist inspiring.  

Ciara featuring Justin Timberlake - Love Sex Magic

Nicki Minaj - Right thru me

Nicki Minaj is an upcoming HipHop/RnB artist. Right Thru Me is the second release from her album Pink Friday. 


The video follows a clear narrative. The video shows us that there is tension between Nicki and her boyfriend but she doesn't want him to leave. Throughout the video we see scenes where they are either in or out of love. 


The music video starts of by introducing the narrative and it is not part of the song. We learn that they are having an argument due to trust issues. The argument shown is pretty serious as glasses are thrown. We then cross cut between two scenes; one is where they are both cuddling in bed and the other is where they are both on the beach; this portrays their good relationship, which represents the lyrics.  


The lyrics in general however do not reflect the video, as the lyrics are talking about all the positive traits her boyfriend has but in the video, we mainly see the negative times they share. For example, some of the lyrics in the first verse "Know when I'm lying, know when I'm crying, It's like you got it, down to a science", she is basically singing how well he knows her and how much she appreciates that. The visuals sometimes contradict the lyrics which supports Goodwin's theory that sometimes visuals will contradict lyrics.


Throughout the video we see scenes that follow the conventions of both an RnB music video and a commercial exhibitionist performance. There are a lot of close up shots of Nikki's face whilst lip-syncing; this is a trait of both conventions. The meaning behind the close ups is to emphasise on her facial features (such as her lips whilst lip-syncing) and sell herself as a brand to the audience.  

Not only is there an emphasis on her face, but also her figure which is a main convention for and RnB music video. In the video there are scenes where Nicki appears to be in a steam room with clear glass separating her from the camera. In these scenes Nicki is wearing little clothing, however its not as proactive as what we might expect; she is wearing knickers and crop top. Through the use of long shots, we can see her perfect hourglass figure; similarly from the use of close ups we can focus on parts of Nicki's body. Tilt movements are used to scan Nicki's body. Showing Nicki's body is catering for what the audience expect, it is also another ploy to sell her herself to her audience. Nicki moves slowly in time with the music which shows that there is a relationship between visuals and music (Goodwins analysis).


In the final scenes we see Nicki and the on screen partner together in an infinity edge pool. There is an amazing view in front of them. This could be portrayed as a luxury place or setting. Settings and scenes like these are typical of an RnB video as it shows a good, inspiring lifestyle. 


All in all I think this videos follows the conventions of a typical RnB music video. 

My chosen genre

For my music video, I have chosen the genre RnB/pop. I have chosen this genre as I like the style of music and feel that I will be able to produce a video that follows the conventions of this genre. I also feel that it will look and sound like a real media product.


The reason that I've stated the genre RnB/Pop is because according to different sources (wikipedia, magazine reviews, artist etc.)there is often uncertainty as to whether a song is actually either one of the genres. 

Lady Gaga - Poker Face

Lady GaGa is probably one of the most influential pop artists today. Her real success started in 2008 with the release of her album The Fame; Poker Face was the second single to be released from her album and it spent nine weeks at number one.

Typical conventions of a pop music video:

• close up shots of artists (lip syncing)
• Generally targeted at younger audiences
• choreography
• happy vibrant themes
• colourful
• commercial exhibitionist performance
• voyeurism
• typically has a narrative

This music video clearly identifies with the typical conventions. Firstly, there is a narrative. The video shows Lady Gaga at a wild poker party in a luxurious mansion. The game of poker quickly turns into strip poker as we see shots of the players gradually taking their cloths of, until they are wearing nothing but their underwear. Other shots inside the mansion tell us it is a party, as we see Lady Gaga and other people dancing and touching each other on the sofas.

The first shot we see is a close up of Lady Gaga  wearing a mirrored mask. We then zoom in and out to see Gaga rising from the pool in a tight fitting black leather cat suit. The shots we see can refer back to Goodwin's theory, that there is voyeuristic treatment of the female body.We then cross cut to a different scene where Lady Gaga is lip syncing. We only see close up shots of her face whilst lip syncing and there is mild movement, where she is dancing to the beat of the music.These first scenes follow the conventions of a pop music video as straight almost all the shots are close ups of her face, emphasising her beauty and image to the audience. These scenes of her Lip syncing are shown throughout the video, yet thy have no importance to the narrative.

We then are introduced to the narrative. We see long/establishing shots of Gaga strutting (to the time of the music) outside a massive, modern mansion. This sets the scene.For the chorus, Gaga and some backing dancers perform a dance routine which is fast and in time to the beat; we can also refer this back to Goodwin's theory, that there is a relationship between music visuals. The dance routine also ties in the the typical conventions of a pop video. Gaga is wearing a bright blue swimsuit where the sides have been cut out; it is very flattering and enhances her slim figure. The routine is repeated when the chorus is played; there are also long shots of Gaga dancing solo. The importance of her dancing alone is to sell herself in terms of her image. 

The next scene is where we can understand the narrative and the visuals portray the lyrics.  

We can see that she is at a party as there are people dancing along in the background; we can also tell there is a poker game going on as there is a table with poker chips and cards on. Gaga flashes her cards whilst the lyrics "a little gambling is fun when you're with me". In general I don't think the narrative fully shows what the lyrics mean. The poker party is the only real portrayal of her lyrics. However, I think the idea of a 'poker face' and 'bluffing' is a metaphor for something else. 


I would classify this video as being a commercial exhibitionist performance. The video is very much about selling Lady Gagas image through the use of close ups, her make up and outfits are tailored to make her likeable and inspirational to her audience.


It is clear that the genre of this music video is pop. There is even a shot where Lady Gaga is sitting on the edge of the pool wearing some sunglasses which flash words. It flashed the words 'Pop culture'. Wikipedia says the genre is electro-pop but Wikipedia can sometimes be an unreliable source as anyone is entitled to change the information. 

D12 - My band

My band was the first single from their second album D12 world,released in 2004. The single is the most successful single they have had as a group. 

Typical conventions of a hip hop video:

• Typically no storyline
• Almost always plenty of women surrounding the artist or generally in the video
• Women are represented as objects - wearing little clothing, normally dancing
• The video is frequently set in a bar/night club or in an expensive location
• Both performance clip and commercial exhibitionist 

The video shows Eminem to be the lead singer and most popular; the video shows the group becoming increasingly jealous.There is no strict narrative, there is a link between visuals and lyrics (Goodwins) The literal link between the visuals and lyrics creates a scenario.For example: 

The video definitely follows the typical Hip Hop convention that there are loads of women, dressed in little clothing around the artist(s). The women are treated as sexual objects; dancing for their attention and flirting with them due to their success. The first time we are introduced to Eminem, he is receiving a massage from three women who are wearing revealing clothes.Then later on in the video, there is a scene that takes place in a luxurious house or some place similar where a topless women is dancing around a pole; there are numerous other women in this scene wearing very little clothing. 

There are numerous references to other media and celebrities within the music video (intertexual reference -  Goodwins music video analysis that there is often intertexual reference to other media).

This video shows conventions of both a performance clip and a commercial exhibitionist. In the video there are shots of D12 performing together on stage to an audience. There are also close up shots of the members (mainly Eminem)and shots to sell their image as a band which represents the commercial exhibitionist. 

This music video also relates to Michael Shores theory that ' music videos contain views of adolescent male fantasies. Most videos contain elements of speed, power, girls and wealth. All this conveys into soft-core pornography with clichéd imagery' I think it refers to the theory because this video does show scenes and imagery of most male fantasies (big busted women, dancing, massaging and generally all over them) 

Green Day - Minority

Minority, was taken from from the album Warning in the year 2000. The song was a success, staying at #1 for five weeks on the Billboard modern rock chart.

Conventions of a rock video:

• Performing with or without an audience (performance clip)
• Fast, choppy editing in time with the rhythm of the music
• The mise en scene generally gives a 'darker atmosphere'
• Focus on instruments; i.e. shots of guitar solos and drumming and so on
• Tends to be both narrative and performance clips
• Usually little use of special effects

This video does follow some of the typical conventions for a rock genre music video.

The video could be categorised as a performance clip as Green Day are performing their clip on a carnival float, although there is no strict audience. A performance clip is also heavily associated with this type of genre (punk/rock)There are a lot of shots of the band playing together, especially a focus on Billie Joe (lead singer), the video opens with a zoom out from him playing the acoustic guitar. This is what you would expect from this style of music video and this shows that it is following the conventions in terms of focusing in on the bands musical abilities. There is not really a narrative in the video that matches they lyrics, the video does not contradict the lyrics, the video just has no relevance to them.

In the video Green day remain on the carnival float performing their song without an audience. The theme seems to be carnivals as in front there are women baton twirling; later on in the video we see massive balloon floats of Billie Joe, Mike Dirnt and Tre Cool. Although typically, rock videos are dark and dingy, this video is quite colourful in terms of props; the carnival float is decorated in bright blue and pink tinsel. However, there are props such as the massive metal signs on the float. This prop again reinforces what genre the music is and the color of it (grey) is Representative for the grungy look.

                           

Other factors in the mise en scene such as characters also contrast against the colourful float and happy theme of a carnival but compliment the genre and in some way shows lyrical meaning. For instance, the actors (in the pictures left) are dressed in dark baggy clothing, dark makeup, alternative hair; they are very stylised to the rock genre which matches the song. It could also portray song meaning as it shows them to be the 'minority' and against the crowd. The lyrics "a free for all, f**k them all, you are your own sight" are showing that you shouldn't care what people think and I think that attitude is shared amongst most people that listen to this genre of music.

Following the conventions, there is hardly any use of special effects, apart from the computer generated balloon floats. The end sequence is shots of the band destroying the carnival float. I think bashing or messing something up is an iconic thing for this genre. For example, you normally hear or see Rockstars bashing their guitars against a wall or how they have totally obliterated a hotel room. Therefore I think it fits in perfectly them doing the same to a float.

Rihanna - Take a bow

Take a Bow was released in April 2008, taken from the album Good Girls Gone Bad. Personally, I think this video represents what most female RnB artists videos look like and it follows some of the conventions we would expect from a commercial exhibitionist performance.

Typical conventions of an RnB video:

• Normally a narrative
• The women artists normally wear provocative clothing
• Close up shots of their face, emphasising lip syncing
• Sometimes a performance clip (rare)
• The video is located in glamorous locations (lavish houses, areas)
• Money is portrayed to be no object for them

The video has a clear narrative; it shows Rihanna moving on in her life, leaving behind a man that has lied and taken her for granted in the past. The video also shows that the man is begging for her back, reluctantly letting her move on. The end few shots are of Rihanna finally leaving with the lyrics "But it's over now."

This music video identifies with some of Andrew Goodwins analysis. Firstly,there is a blatant relationship between lyrics and visuals. The lyrics suggest that the artist (Rihanna) has been messed around by a man and that she is no longer going to stand for it; we can also come to this conclusion just by watching the video. Some examples of this relationship:



There are other lyrics that are not shown literally on screen but compliment the narrative and help the audience build up an idea of what has happened between the two (Rihanna and her ex) i.e. "You put on quite a show, really had me going, But now it's time to go, curtains finally closing" - although there is no curtain closing or show portrayed visually, we (the audience) understand it is a metaphor for all of the things Rihanna has coped with.

There is also a clear relationship between music and visuals (Goodwins analysis) The music itself is relatively slow and simple with a strong beat (every two seconds) The editing of the video is also in time with this beat. For example, there will be jump cuts between different shots but to the time of the beat. Rihanna also claps her hand (3:02) to the beat.

I would say that this video shows aspects of mainly a commercial exhibitionist performance, however I think it also shows aspects of a televised bard performance. This video focus' alot on Rihanna and selling her image. By using lots of shots, especially close ups, it allows the audience to focus on her face and beauty. The use of long shots allows Rihanna to flaunt her slim figure which is desirable to most females and males. The emphasis of her face,hair, figure and general beauty are all conventions of a commercial exhibitionist performance. When she is against the black backdrop with the spot light, there is not a lot going on, this enhances her good voice and again, this is to sell her voice as well as image. 

The narrative is set in a nice area, Rihanna is driving a lavish convertible car, and the house she appears to live in, isn't exactly average. This is another convention of this type of performance. People want this sort of lifestyle and this video and Rihanna is glamorizing it.

I think the video has aspects of a televised bard because it could possibly reflect Rihannas own feelings and attitudes she dealt with in the past and she is using on screen images to represent this to other people. 

The genre of this song/video is RnB. We can tell this from the video and sound of the song. The video isn't a performance clip which we would genreally associate with rock/metal. The genre is also backed up by the perfomance type.

Andrew Goodwin's music video analysis

1. Music Videos demonstrate genre characteristics - For example, a stage performance would represent a metal video, where as a choreographed dance routine would represent a pop boy/girl band.
2. There is a relationship between music and visuals - The lyrical content is portrayed through a narrative. The lyrics will either match or contradict what is portrayed in the video.
3. There is a relationship between music and visuals  - The visuals will match the rhythm of the music. For example, the editing will be in time with the beat or foot steps match the tempo of the song.
4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work -
5. There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body - There are normally close ups/tilt shots of the female artists body.
6. There is often intertextual reference - There is normally reference to other medias such as films, TV programmes, other music videos and so on.