This mood board is a visual representation of our chosen genre - Alternative R&B. I have chosen many images that would reflect both the artists and the audiences of this genre. For example there are a few album covers from artists that are of this genre and represent the style we are going for. With artists such as FKA Twigs and Blackbear who offer a edgier style to their music, I feel like they represent the route we may be going down in terms of genre. I have also included a still from the movie 'Dope' which includes a young Black teens who bond over 90s hip hop culture, and who are also seen as geeks. This film pushes boundaries and breaks a few conventions of how black teens are portrayed e.g. with the geek theme, so therefore offers an alternative image. I have also chosen to include some wall art, as the alternative R&B genre can be associated with being artistic and contemporary.
Artist Mood Board
This mood board is a visual representation of the potential artist we would have in our music video, in terms of their style and image. I have chosen various images of female style icons such as Kylie Jenner and Rihanna. They both have edgy styles that in particular to the images I chose, are casual and urban. This is definitely the look we are going for in our video, maybe with a few accessories such as a cap. I have also included a few brands of clothing such as Palace from Adidas and Supreme. These two brands are usually worn by people with a more edgier style and this would therefore fit into our chosen song. There are also some vintage looking clothing featured too which is to show how we may subvert typical conventions and may have our artist dress more vintage which is a convention for indie music. There is also an image of highlighter makeup as our artist should wear makeup and highlighter to give her the extra 'glow'.
I
n this video, my group and I have explained to many reasons why our final song choice will be 'Ice Moon' by SZA in terms of the genre, artist style, potential locations, and overcoming the initial drawbacks. We came to the conclusion that the alternative R&B genre allows us to subvert usual conventions and push boundaries by using conventions from other genres such as indie.
House music is a genre of electronic dance music that originated in Chicago in the early 1980s. It was initially popularized in Chicago, circa 1984. House music quickly spread to other American cities such as Detroit, New York City, Baltimore, and Newark. It soon became popular in Europe between the mid 80s. Electronic dance music (also known as EDM, dance music, club music, or dance) is a broad range of percussive electronic music genres produced largely for nightclubs, raves, and festivals. These two genre's ten to cross over and have sub genre's of electrodance, deep house, UK garage etc.
Codes and Conventions
Music videos for house/dance music tend to have specific codes and conventions which allows for more freedom when creating ideas for music videos. They tend to feature videos about love, sexuality, and things young audiences can relate to. The videos tend to feature clubbing scenes, women with minimal clothing, parties, pools, dancing around, and drinking. The atmosphere comes across as wild and happy, and there's often bright colours shown. Dancing plays an important role in house/dance music as this type of music is usually played in clubs and parties which would make you want to dance. The artist of the song doesn't usually feature in the music video themselves as the narrative normally doesn't have anything to do with the lyrics.
Music Video 1Basshunter 'Now You're Gone' 2006
This song is of electrodance genre mainly for clubs, raves and festivals, and this music video clearly depicts these typical conventions for this genre. The use of camera shots are usually mid shots and close ups of the characters but mainly focuses on long shots showing people dancing and close ups of women's' bodies. There are numerous shots in this video of the females wearing minimal clothing in the club which is conventional, but can convey this negative message that women are sexual objects. In contrast, this is more light hearted for the house and dance genre compared to the R&B or rap genre, as the atmosphere of being in a club or rave is seen as more harmless fun rather than being overpowered by men like in R&B videos. In terms of mise en scene, the costume of the characters within are quite conventional, as women are seen in minimal clothing such as shorts and vest tops and the men are more casual in simple jeans and t shirts and shirts. This fits into the genre as these are the sort of clothes you would expect to see people wearing in clubs and therefore evokes the atmosphere it intends to. The settings and locations consist of a night club and the two rooms of the lead characters in this video. In the night club there are many colourful strobe lights which is conventional as this genre of music is meant to be uplifting and get the listeners in the mood to dance. The editing in this video consists of quick cuts to reflect the upbeat tempo of the song but also there's use of slow motion when the two main characters look at each other. This subverts the stereotype that dance music videos are only about fast paced editing, however this has been done to help build the narrative about two lovers and creates emotion between them. The target audience for this music video would be young people, especially young adults, as it is the sort of song to be played at clubs so it would therefore appeal to the youth. The mise en scene, camera shots and editing all help to entice the target audience for example the setting of being in a club would have relatability for the audience. Race is represented in this video as stereotypically as there usually is white people within. Age is represented as stereotypical as dance and house music videos ten d to only feature young adults. There never really is older people featured as they're unlikely to be associated with the settings of clubs and parties. Gender is represented very stereotypically as the women are dressed in minimal clothing and there are various camera shots just showing off their bodies. They are often sexualised within these music videos so therefore it is conventional. The men are seen to be having fun going out with the 'lads' which is a typical thing to happen in everyday life but also in these music videos. The focus on the males in this music video is for them to be seen looking and admiring the women in the club, which is very conventional. Music Video 2Disclosure 'You and Me' ft. Eliza Doolittle 2013
This music video is a narrative video which is of house and deep house genre so it possesses certain conventions. The narrative follows a young couple adventuring and traveling around places, and it is quite unconventional for the house genre to have a narrative so this is interesting. There are many camera shots and angles that show off some conventions such as many close ups between the two characters. As well as the close ups, there are a lot of long shots showing the couple going out adventuring in these interesting places. This is conventional as in house music videos there usually features foreign countries and people having fun. In terms of mise en scene, there are some aspects which are conventions of the house genre such as the settings. There are various places such as hot countries with blue seas, simple streets, and a club is featured too. These are all places that are used in house music videos as they create this holiday vibe that makes people want to dance, go out, and travel. The props used also fit into this genre as maps and foreign money. These two things bring the theme of traveling and being lost with the one you love. These props are help to build the narrative which also fit into the lyrics which subverts the usual stereotype that house music videos have nothing to do with the lyrics. This has been done to maybe appeal to a wider audience and also help the audience understand the meaning of the song. The song isn't very fast paced compared to other house songs so this allows there to be this more chilled video of a narrative of two young lovers. There is high key lighting which reflects the mood of the song as well as vibrant colours used which is conventional for the house genre to use. The editing for this music video consists of quick cuts, especially when it gets to the chorus, and the whole video is almost like a montage of their adventures. This is conventional for the house genre as well as being conventional for narrative music videos, as montages become almost like a mini scene in a film. The target audience for this video would be young teens and young adults as this music is usually played in clubs and parties. This music video appeals to the audience as there is slight humour between the couple which people could relate to, and the theme of travelling is very appealing to young people. Age is represented in this video as conventional as the two young characters that feature within are seen to be having fun and being slightly reckless, going clubbing and making money. This is a typical portrayal of youth in house music videos and also very appealing to the target audience. Race is portrayed relatively stereotypically except the couple are interracial with the female being mixed race and the male being white. This subversion is interesting but also appealing as interracial couples seem to be more and more common these days which is largely appealing to younger people rather than older people. Gender is portrayed as stereotypically in some parts where the female is seen in minimal clothing during some of the intimate scenes but mainly throughout she is covered up. She is also seen wearing quite baggy clothing and not even seen in a bikini. This subversion is interesting but reflects the meaning of the song as it's more about being in love with one person. Therefore the focus would be more on the two lovers as equals.
Music video 3ZHU 'Faded' 2014
This music video is of the electronic and house gene, and does not have a narrative. There are many camera shots and angles to show off some typical conventions of this genre. For example there are various mid shots showing off the people dancing in this club, as well as high angle shots looking down on the crowd dancing. This is conventional as this type of music is associated with clubbing and raves, and this camerawork clearly depicts this. The mise en scene in this video does show off most typical conventions. The costume of most of the people are an example of this, such as the women wearing minimal clothing. Their clothing is also very sexualised as there are a few scenes where there is only one girl shown in a room laying down wearing some sort of lingerie/corset which is very provocative. This could even subvert the stereotype as women aren't usually sexualised to this extent in house/dance music videos. In terms of the lighting, it is very low key as it's in a dark night club, but there are also flashing strobe lights which create a rave atmosphere. The whole video is also in black and white which in a way subverts the stereotype that house/dance music features vibrant colours. This therefore creates the effect that this video has a more sexual and fierce theme. The editing within this music video is interesting as the whole video is in black and white and there are various overlays used of people's silhouettes. This is quite artistic and reflects the deep house sound of the song. This is therefore conventional and has elements of symbolism of sex, dance, and the idea of loosing yourself in music. There is a lot of quick flashing cuts which reflects the upbeat tempo of the song as well as creating this hallucination effect. This also reflects the idea of being drunk and 'faded' as this what the song is all about. There is also use of grainy filter which has elements of grunge and grit which enhances this same theme of alcohol and drugs. The target audience for this music video would also be young people, mainly adults, as the ideas of getting drunk and going clubbing is mainly surrounding the lives of young adults, definitely not children. Therefore the themes of the music video, being set in a club and featuring women with minimal clothing, would successfully appeal to the target audience. Age is represented as stereotypically as again there are only young people featured, and they are shown to be behaving reckless having fun in the club. Gender is represented in this video as stereotypically especially in terms of women showing off their bodies and the men are having fun too. There is a particular part in the video where there is a silhouette of a women putting her leg up onto a men sitting down which portrays the men to be less dominant sexually. Race isn't particularly portrayed in a stereotypically way or conveys any particular message as there are various races shown as equals in the video,
R&B (Rhythm and Blues) is a genre of popular African-American music that originated in the 1940s, where they would combine rock, jazz based music with a heavy insistent beat.
Conventions:
Men -
jeans, tattoos,
flash jewellery e.g. flash designer belts and chains etc.
topless - to show off their fitness
stubble or a small beard to give off a 'cool' vibe.
Women -
minimal clothing - to males they are seen as objects of desire.
hair and makeup - often extravagant and enhances their beauty. They usually appear as golden with a glow.
jewellery - some females can subvert the stereotype and wear gold chains like males do. They usually wear hooped earrings which gives off this 'Ghetto' image.
Music videos
settings - can be on streets to portray this ghetto image and show off their African-American culture. Often seen in clubs where women would be dancing around the men which is stereotypical, and alcohol would be shown off.
Early 1960s R&B: Otis Redding
A lot of old Soul and R&B artists such as Otis Redding, were portraying a very different message in their music, especially when it comes to the depiction of women. In the song 'Try a Little Tenderness' the implication here is that women have it hard by trying to fit into societies ideas of materialistic things and to look good. Redding, throughout this song, gives off the message that women shouldn't have to conform to these standards and be treated with only kindness. This portrayal of women dramatically changes in the future of R&B songs...
Music Video 1- Akon 'Smack That' ft. Eminem 2006
This music video demonstrates many typical and stereotypical conventions of R&B music videos which is dominated by the male gender. The literal meaning of the song is to spank women which highlights the view that women are seen as sexual objects to men. There are many camera shots and angles showing just girls' bodies, especially with this low angle creating a more sexual atmosphere for the male audience watching. In turn, men are then portrayed as the more dominant and authoritive in this setting, as they're literally just sexually admiring these women for their beauty and nakedness. In terms of mise en scene, the setting is in a strip club with very rich men around. This gives off the impression that these artists live a lavish life and get lots of girls whenever they want. There are many props such as their jewellery of gold chains, expensive watches, and expensive cars. These are shown throughout to give off this message consistently. The representation of race in this video is quite subversive, as there is usually mainly black people in R&B videos but in this there is a mix of black and white people. Although, the black artist is portrayed as stereotypical as he is seen in prison at the start which is associated with this culture stereotypically. The older white man is also seen in a suit and is seen as having more authority, which is also stereotypical. Eminem subverts the stereotype of white men, as he is seen in hip hop clothing and chains to appeal to the target audience of this genre. The target audience would be young males and females who, potentially, are of African-American backgrounds and are interested in explicit lyrics with lavish music videos. The representation of age in this video is shown stereotypically with the younger artists as they're seen going out and having fun, drinking, and partying with girls etc. However the older lead male in this narrative is subverting the stereotype that men of his age can go to these strip clubs and have fun. Alternatively this is still stereotypical for this genre to push a few boundaries in terms of portrayal of men - to be more dominant.
Music video 2 - Kid Ink 'Show Me' ft. Chris Brown 2013
This music video is set in a house party, which is typical for R&B music videos to do. This is more of a recent music video from 2013, yet the conventions of earlier R&B music videos are still present here. There a various camera shots and angles to show the artists singing but also having a good time at this party. Women are still seen as sexual objects, with the use of editing there are many quick cuts to show off their bodies, as seen in this still. Therefore gender is represented as stereotypical where the men are seen as cooler and enjoying their rich life where as the women are there to be looked at sexually. This would appeal to the male audience in particular and convey this message that women are sexual
objects for men to desire. In terms of mise en scene, there are many props to adhere to the conventions of this genre for example the alcoholic drinks, flash jewellery, sunglasses etc. The lighting is also quite dim, with flashing bright, colourful lights to evoke this party atmosphere which fits into this genre. The representation of race is quite subverted in a sense when it comes to the women, as there's women of all races seen however there are only ever black or mixed race males shown. This could be to enhance the portrayal of black R&B singers and them having this cooler edge within this genre (as it does come from African-American culture). This overall would appeal to the target audience; the target audience of this music video would be young females and males aged around 13-25. Age is represented in this music video as stereotypical, as there are only young adults seen which would appeal to the target audience. These young adults are seen to be having fun drinking, dancing, having fun with the opposite sex etc. which conveys this message that this is all young people should care about when partying. This is quite negative however appeals to the target audience and fits into the conventions of R&B music.
Music Video 3 ABRA 'Fruit' 2015 In this music video, the setting is very artistic in a sense as it's set in a penthouse looking apartment. The lead female is seen lip syncing in her neighbourhood. This in a way subverts the stereotype as R&B videos are usually set in a party atmosphere. with the mise en scene, the lighting is quite faded and pale and natural. There are many props such as a football which the singer holds, skateboard, and her costume isn't overly sexual as she wears baggy t shirts and sportswear. This subverts the stereotype as women are usually depicted as sexual objects with minimal clothes as well as dancing sexually. This singer has more subtle dance moves that could even be seen as masculine. This masculinity conveys this 'cool' image and portrays her to be more dominant than the male she is singing about. In terms of camera shots and angles, there are many long shots of the singer, along with slow panning. This gives evokes a flowing effect which reflects the tone of music for the song. The editing also gives the same implication as there's numerous fade in transitions and some shots are on screen for longer. This fits in to the R&B genre of a slower song. The target audience for this music video would be young females ages between 13-25 who would be interested in a more edgy R&B sound. Age is represented in a stereotypical way with only two young adults being shown living their own lives, although you could argue that there is some subversion as there is no alcohol being shown or parties happening. This could link into the more alternative style of the song. Gender is presented differently, as the female is slightly subverted where the male is seen wearing masculine clothes - a tracksuit. However there are many shots that show the female to be more dominant than the male. She is seen singing to him quite aggressively with anger. This conveys the message that she is the one in the right gives a sense of empowerment throughout the video. Race is represented stereotypically as there are only two black people seen and this would therefore appeal to the target audience who are more likely to be of this race too.
