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& General Analysis of R&B conventions Unit G324: Advanced Portfolio in Media

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category of artistic works: one of the categories, based on form, style, or subject matter, into which artistic works

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MUSIC VIDEO AND AUDIENCE We chose to analyse R&B singers as R&B is a genre we know very well and can analyse closely.

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It is a common convention that most R&B videos consist of a narrative and performance, where the main singer or singers perform the song with a dance and an easy to follow narrative. The singer(s) is always the main focus as the product being sold. An example would be R&B singer, Ciaras video for Never Ever where we follow a narrative relative to the song, but she also performs a dance sequence that all fits in to the video The first image is part of the narrative during the video whilst the second is from the dancing sequence tied in with the narrative.

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She maintains her look in her music videos. As we can see in the two images above from different videos Return the Favour and Turnin Me On, same sort of hair style, make up and shot. This makes the audience familiar with her.

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Another example of correlation is Beyonce Knowless album cover for I am...Sasha Fierce and her current Fan site. Unlike Keri Hilson her photos are different but the conventions are the same. Shes still stuck to the platinum greyscale colour scheme and innocent looking poses. She also uses the platinum/greyscale colour scheme as the filter for some of her videos as seen about in the images from two different videos off the I am... Sasha fierce album, Ego and Single Ladies (Put A Ring On It).

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In the music industry it is pretty apparent that SEX SELLS ! Women in the in the R&B sector of the industry definitely live up to that assumption. The audience of this genre would be mainly young ladies or men age from as young as 11 ( in secondary school they become more exposed to different music) and late 20, early 30s, maybe even older. Women will look at the artist, see how glamorous they are and wish to emulate the artists style and choice of clothing. Most female artists become iconic because of their tastes in fashion i.e. Lady Gaga. Her unique, provocative sense of style has given her a big name in Fashion and the music industry, making headlines for the outrageous costumes and outfits she sports to awards and other major events. Wearing REAL Raw Meat O_o

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In this genre, men are made iconic for there appearance as well as their talent in almost in the same way as women. Fashion and flaunting a fabulous body is very important to the men of R&B as they are meant to be every womens desire and every mans envy. Creating a distinctive look is very important to male R&B singers. And it is important they maintain and develop their looks during their career to keep them current and make sure they dont lose their market to new, younger singers.