This blog post contains the genre research I did for my music video project
The target audience for this music video is primarily young adults aged 18-30 years, and those in urban or professional lifestyles. The music video can appeal to females as it portrays women as empowered and successful, rather than being objectified. This creates a sense of inspiration, which allows the audience to admire the women’s independence.
In this music video, women are represented as confident and self-reliant, which is shown through costumes and mis-en-scene. Women are presented with fashionable office attire and sleek hairstyles and are in an office environment, overall this connotes wealth and ambition. This representation challenges traditional gender stereotypes where men have more dominance and power in society. While men are represented as respectful and admiring the women for their success and independence. This subverts to the male gaze, where women are objectified for visual pleasure. In this music video, women are instead being admired for their achievements rather than their appearance.
The camera angels used are close-ups, which highlights Ne-Yo’s expression which can connote admiration. Medium shots are also used to show the women in the workplace, the medium shot can show the woman’s appearance while also showing its surroundings, overall this gives a sense of professionalism in the workplace. The mise-en-scene shows a setting of a modern office interior, with props like laptops and files, overall this visually connotes a professional and successful workplace. The lyrics also enhance the women’s self reliance (“She got her own thing, that's why I love her”) it conveys men’s admiration based on the women’s capability. The editing is slow paced and matches the rhythm of the song, which can keep the audience engaged to the music video.
The target audience for this music video is mainly young adults aged 18-30 years, especially those who enjoy soulful R&B and emotional storytelling. The music video can appeal to people who appreciate meaningful lyrics and realistic representations of identity. The visuals of both Sudan and Toronto make it relatable for multicultural audiences who have had experiences in those locations.
In this music video, black and muslim communities are represented as spiritual and proud and are deeply connected to their roots. The video features scenes from Sudan that highlight family, prayer and cultural life which portrays these groups as rich in culture. This challenges common stereotypes in Western media that often associate black or muslim groups with conflicts or struggle. Instead, the music video shows a strong cultural pride and celebrates heritage.
The camera technique used was a handheld camera shot, this is to make the visuals feel more personal and authentic. The mise-en-scene shows Sudanese streets, mosques and Toronto neighborhoods, which connotes a cultural contrast between the two locations. The sound used was a soft melody which supports the visuals and lyrics about home and identity. The editing is slow paced, and follows the rhythm of the song which allows the audience to connect more deeply with the song.
The music video conforms to R&B conventions through its slow pace and warm/soft lighting, which creates a calm and reflective atmosphere. However, it subverts conventions by not including a romance storyline, instead it focuses on culture and identity. What I liked about this music video was how it uses handheld camera angles to show the artist in his daily activities, which adds realism to the music video. What I disliked about this music video was that there wasn’t much narrative shown, this could make it harder for some audiences to follow and understand the story.
The target audience for this music video is primarily young adults aged 18-30 years, especially those living in urban areas or have an appeal to city lifestyles. The video appeals to both male and female audiences as it promotes the themes of success and pride which many young adults can relate to. This creates a sense of aspiration and belonging which allows the audience to admire New York City as a symbol of dreams and opportunities.
The representation of JayZ is confident and ambitious which connotes a character with power and influence. His appearance and posture can present him as a figure of authority and achievement, which symbolizes the success that can come from hard work. Alicia Keys is represented as an inspirational figure, her vocal performance can convey emotion and pride to the audiences, which also promotes a sense of equality between males and females. New York City is represented as a vibrant environment full of culture. This representation promotes the ideology of self belief which shows New York as a place where anyone can succeed regardless of their backgrounds.
The camera angles used in the music video are mostly establishing shots, which shows New York City from a wide and high perspective to emphasize its size and energy. The mise-en-scene includes recognizable urban landmarks such as bridges, skyscrapers and city lights, which can connote aspiration and success. The music video is presented mostly in black and white, which gives a classic and timeless look, which reinforces New York’s strong cultural identity. The props such as taxis, subways and street lights are visual codes of city life, which can enhance the connection to the environment of New York City. The lyrics also promote and celebrate New York City as a city full of ambition and hope. The editing used was cut to the beat, in the intro they showed many pictures of New York City followed by the beat of the song, which can engage the audience to the song and vibe.
The music video conforms to R&B conventions through its mix of performance and narrative, by using urban settings to reflect real life experiences. However it subverts typical R&B conventions by not focusing on love, heartbreak or relationships and instead it celebrates city pride and ambition. What I liked about this music video is the cut to the beat during the beginning of the music video. I think it would be great to use that method in my music video project. What I disliked about the music video was that there was little storytelling and more performances from the artists, this can make the audience lose interest as the music video is progressing to the end.
The target audience for this music video is primarily young adults aged 18-30 years. The video appeals to audiences who value storytelling and relationships, it can attract people who appreciate meaningful portrayals of love and connection.
In this music video, couples are represented as emotionally vulnerable and expressive. Both male and female figures are shown with equal emotional depth, which challenges traditional gender stereotypes where men are seen as dominant and women as vulnerable. Black individuals were also represented as expressive and confident, this is shown through the mise-en-scene such as fashionable outfits and bold body language.
The camera angles used are close-ups and medium shots, which highlights the artists’ facial expressions and emotions, which creates intimacy between them and the audience. The mise-en-scene includes trendy and fashionable clothing which can represent modern youth culture. One of the sounds used was a diegetic sound of footsteps and the sound of a door opening, during this scene the song pauses, this is to enhance the storytelling and engage the audience to the music video. The editing is slow paced and matches the rhythm of the song, which enhances the emotional vibe of the song and music video.
The music video conforms to R&B conventions as it focuses on romance and emotional storytelling. However, it subverts conventions by not objectifying women and instead choosing to focus on emotional connection and vulnerability. What I liked about the music video was its visuals such as the settings and lighting which enhances the storytelling of the music video. What I disliked was that the narrative felt abstract at some scenes, which could make it hard for some audiences to interpret and understand the story.
The target audience for this music video is primarily young adults aged 18-30 years. The song appeals to people who relate to young love and those who enjoy romantic and emotional stories about love and connection.
The music video represents Chris Brown as a kind and sincere character which shows a softer and more emotional side of masculinity. His body language and direct eye contact with the camera connotes vulnerability, allowing the audience to see a more emotional and caring version of a male figure. This challenges traditional stereotypes where men should appear more dominant and strong. The overall representation of love is pure and honest which highlights emotional connections.
The camera angles used were close-ups and medium shots to capture Chris Brown’s expressions and movements, this can connote a feeling of emotional engagement to the audience. The mise-en-scene consists of public spaces like streets or buses, casual clothing and natural lighting which can make the music video appear more realistic and relatable. The sound used were soft melodies paired with emotional lyrics, this combination can enhance the emotional feeling towards the audiences. The editing is slow paced and it follows the rhythm of the song to keep the audience engaged and follow the plot of the story.
The target audience for this music video are mainly young women aged 16-30 years and audiences who value messages of empowerment and independence. This music video can also appeal to women who reject inequality in relationships and live up to strong and confident female figures.
In this music video, women are represented as powerful and united. Each member is shown wearing futuristic metallic outfits which can connote strength and individuality. These representations challenge traditional gender stereotypes where women are often shown as dependent or are objectified. Instead, TLC represents themselves as dominant and self reliant which can inspire their audience to feel the same way too. The lyrics also reinforce this representation (“I don’t want to scrub”) by rejecting men who lack ambition and respect, this shows that women have the right to set high standards and boundaries.
The camera angles used include low angle shots that connotes power and a sense of authority. Medium shots showing the full group are also used to highlight unity. The mise-en-scene features a high-tech environment with strong lighting and geometric designs which symbolises empowerment. The sound is upbeat and matches the performance style of the group. The editing is fast paced and uses cut to the beat, it reflects the strong and confident energy of the song.
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