Pre-production: Genre Research

This blog contains the genre research of the music video project that was done during pre-production stage 

Genre Research

My group has chosen the RnB (Rhythm and Blues) for our music video. We will now research various media texts from within this genre so that we can understand the codes and conventions.

The typical genre conventions

For this research, I have picked 6 songs to research and analyze. My. teacher has given a template of question that is ideally to be answered in order to make the research much more easier. 

Teachers Template

The songs that I will research on are: 

1. Push 2 Start — Tyla 

2. What It Is (Block Boy) — Doechii ft. Kodak Black

3. Leave the Door Open — Silk Sonic (Bruno Mars & Anderson .Paak)

4. Drive — SZA 
5. Snooze — SZA 
6. On My Mama — Victoria Monét

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Research

1. Push 2 Start — Tyla 

Music Video

Target Audience

    For this music video, i believe they are targeting young adults around the age of 16-20's. This age range would be the most suitable as the music video contains actions that are considered not appropriate for children at a young age below 16 would usually see. The artist also targets both female and male, this is shown by the people shown and the environment being luxurious fancy cars. This music video targets audiences who are interested in performance such as dance music videos, as this create more energy in the music video and it hypes people up. 

Representations

    This music video represent young girls with their fame and success that can be seen from the mise-en-scene of the music video having expensive luxurious cars. Other than that, they also represent independence by showing the artist Tyla performing the dance with a more standing out style of fashion and being in the centre from all of the other back up dancers. As Tyla is apart of the South African race, she showed this by having other actors with the same racial background as well as the music sound it self was a mix of Afro and RnB. This helps to connect audience especially showing cultural identity. 

Camera

    In order to show this representation several media languages were used. The camera uses several close up of Tyla's face when she was lip syncing. Low angles was also use to emphasize their representation of women power being independent was shown, as it suggest that the character in this case the artist has bigger power than the audience. Not only do they use low angles but as well High angles, this was use to show the whole surrounding and the artist herself being on top of the car. During the scene where they use to show the artist dancing on top of a platform a crane shot / drone shot was use to show all of the dancers and the artist in the same scene together. 

Mise-en-scène

    The mise-en-scene from this music video is their costume, where all of the dancer including Tyla they were using similar outfits but different color. The outfits were revealing but most importantly it shows unity between the people in which I believe it suits the music video. The hairstyle being curly but it was styled neatly, this represent their race being black. 

Sound

    The sound from the music video matches with the lip sync, the music also matches with the sound using performance instead of matching with what the sound is. Performance was better to be use in this music video as it creates energy.

Edit

    The editing that was use was normal cuts as it is use for the music video continuity flow and make it less overwhelming. They also use jump cuts which showed the scene of them dancing to different parts of the song, this develops the energetic feeling being building up. There was also a scene where they use fast cuts, to create a short duration clip with several movement and action shown. This music video uses match cuts during the performance where they use the same type of dance move but it is cut to show a different environment still using the same dance move. 

Conventions Conformed to

    In this music video they conformed the conventions of using close up as this camera angle is commonly use in RnB as it gives a connection for audience to feel between them and the artist. The music video uses warm tone color throughout the shoot and the environment which this is use mostly in RnB genre music video. As the music video focuses on the artist Tyla as the main character this conformed the convention as they show they focus on Tyla and her expression which this captures her feeling and especially make audience to feel engage with the music video. 

Conventions Subverted

    Instead they did not conformed from the conventions was the music video did not show any items or mise-en-scene that matches with what the lyrics was. I believe this was not followed because for this type of song it was better to show performance / close up camera of the artist expression. This music video extremely subverted the usual emotional theme of RnB because the music beat and rhythm was energetic and it makes the song hype. Which this is also why the music video would prefer to show performance as it matches with the beat. 

Like and Dislikes

    From this music video what I like is how the music video is more to the energetic RnB style where they show a lot of confidence through the performance as this helps in engaging audience more, but what I dislike about the music video is that it solely focused on performance which it has limited story line / narrative being behind the song and music video. Another thing that I like is that their use of fast cuts, they use this fast cuts matching the beat making it gradually builds up the feeling of the music video. This also can be use to catch audience attention because of the eye catching fast cuts making people feel more hype and energetic because of it. 

2. What It Is (Block Boy) — Doechii ft. Kodak Black

Music Video

Target Audience
    For this music video, I believe they are targeting young adults around the age of 16 to mid-20s because this age group fits best as the whole storyline talks about love and relationships which this would be relatable for older teens and young adults. They also targets both male and female audiences, as it shows using the artist Doechii and Kodak Black performing but not only from the two artist they are also shown using the other character in the storyline as back up dancers. This was done also helps to connect with a wider audience as it feature two different artist which means there are 2 different audience that will be targeted at once. The music video also showed styles that match both masculine and feminine energy for an example the environment and performance they show. Where the music video showed the feminine energy by using revealing outfit as it helps to catch audience attention and increase the selling of the music. This was also done because it allows the music video to attract audiences who enjoy R&B and hip-hop as this song is a mix of R&B and hip-hop. 

Representations
    This music video represents female empowerment, especially from the female point of view as they show the artist Doechii being strong and confident character. This female empowerment were shown clearly through her performance being through her dance in which this create this image that the artist is confidence and having more power than the men being shown. Especially from the mise-en-scène of the character shows how her outfits were bold making this was use to show audience the artists own expression and feeling at that time. The location of the video that was shown was also use to connect the idea of the music title having "Block Boy" which mean somewhere with a street area feeling. This street style was followed to follow representation by also showing the community and the street style where they show dark lighting and low quality camera. The music video also represents Black culture where this is shown through hairstyles which has afro which this represent the African American culture. This hairstyle was use for the backup dancers and even the artist Doechii. This helps connect to audiences with the same cultural background.

Camera
    To show these representations, several media languages were used. Where the camera often uses close-ups of Doechii’s face when she’s lip-syncing which this is use to highlight her emotion and feeling that she is trying to express as well creating a connection of her and the audience. Low angles were also used to show her power as low angle showed her being bigger than the camera to make her look more confident. When Kodak Black’s verse comes in, medium shots were used to balance them both as it shows the contrast between the two's power where Doechii is a girl and showed to have a greater power but Kodak Black as a man who used to be portrayed having more power than the women are now shown to have similar or equal power between the two. A tracking shots was also used to show Doechii movement going around the location where it helps to create the storyline and especially matching with the beat of the music. 

Mise-en-scène
    The mise-en-scène in this music video focuses on fashion where we can see Doechii’s outfits are very bold which followed with the whole feeling of the setting but as well as during the scene where they show the environment / trees we can see that Doechii uses very colourful outfit where as the person behind her was using a simple bold outfit. This fashion was use to express more on the character the music video was trying to show Doechii as which specifically focus on her confidence. Her hairstyle being braided and natural represents her black culture, as most people who are from there are very proud showing their identity which by having their hairstyle like this it helps to give a more immersive feeling for the audience. While the location of the music video showed street and outdoor areas which this help to support the whole storyline of the song being about "Block Boy" which specficially talk about neighborhood and the environment.

Sound
    The sound of the music video fits perfectly with the visuals and the beat, especially the lip-syncing is on point. This made the performance to feel smooth and energetic. Especially as this song is a mix of RnB and hip-hop, both voices from the two artist created a balance tone for the song which makes the song more likely to be listen as it is a new type of feeling that audience rarely listen to. 

Edit
    For the editing, the music video mostly uses normal cuts to create a smooth flow and the use of fast cuts in this music video was use during the chorus to make the scenes more energetic. There are also match cuts between the artist to show connection between both of them, as they were singing from different location but the use of match cuts help to create a connection between the two. 

Conventions Conformed to
    This music video conforms to RnB conventions as they use close-ups during lip sync and especially when focusing a certain thing which in this case the performance that can be see in the music video. The music video also follow the convention of focusing the camera on the artist’s expressions as it can help create feelings where audience can feel it while they are watching. This music video also follow the convention of using fast cut to create energy especially it helps to escalate the storyline that is being shown in the music video. 

Conventions Subverted
    But from this music video it only subverted the convention of male dominance in hip-hop as they showed both male and female artist equally throughout the song. Especially this was done by using behind the back shot to allow audience to understand the whole plotline with making audience to feel like they are in the shoes of the character, which this is rarely seen or being use by RnB. Especially as Doechii is a women, they portrayed her being independence and having power which this is not usually shown in RnB for women but usually for man only. 

Likes and Dislikes
    From this music video, what I like is how Doechii shows confidence and attitude through her performance, the whole reason on why Doechii responded and performed that way was because it was a good match for that specific beat to show sexualize performance as their whole target audience may be a good audience when this performance is use to attract people to watch. I also like how the editing matches the beat, which helps build up the energy. But what I dislike is that the video focuses mostly on performance and doesn’t have much storyline or narrative behind it. But overall, it fits well with the song’s theme and gives a strong impression of power and confidence. I also like how the camera movement especially as it is a tracking shot which makes it more interactive for the audience who are watching it. 

3. Leave the Door Open — Silk Sonic (Bruno Mars & Anderson .Paak)

Music Video 

Target Audience
    For this music video, I believe they are targeting young adults and adults around 18 to 30 years old because from the music video they are trying to show off the old school vibe especially as the color theme are mostly warm toned this creates the 70s aesthetic in which it would be more likely for people at 18 to 30 years old to enjoy. The music video also focuses on expressing their charm to someone, where we can see this from the one on one personal camera close up when they are singing which makes it more relatable for older audiences who enjoy emotional music. The artist targets both male and female audiences, as the song talks about love but this song can be enjoyed by anyone. 

Representations
    This music video represents love and romance through their performance and the way they express their feelings. The mise-en-scène shows the artists inside a recording studio performing together, which gives it a very natural and relaxed feeling of just people vibing to the song as they are playing the music. It also represents nostalgia, as the music video is heavily inspired by the 70s RnB era. While the costumes and the lighting reflect that time period where we can see the artists wear silk shirts and gold accessories that match the 70s aesthetic. 

Camera
    The camera mostly uses close-ups of Bruno Mars and Anderson Paak while they sing this emphasizes on their expressions and emotion which makes the audience feel more connected and have a personal feeling between the artists and the audience. Medium shots were also used to show the artists and the band performing together which created this atmosphere of an actual recording room happening to show a real performance. There are also slow panning shots as they go from one fixed position and the camera moves across the room still in the same fixed position where this helps to create a smooth movement of the camera angle and especially the romantic side of the music video as it shows their performance more whether it would be singing or the instruments being played. 

Mise-en-scène
    The mise-en-scène that were shown includes their costumes, where their outfits are shiny and classy, which this was done to reflect the 70s fashion style. The lighting is warm tone to a more golden side which this create the atmosphere of the music video to feel cozy and this kind of lighting are also use to emphasize the romantic feeling. The setting inside the recording studio was simple but elegant as it shows the composition of each people who were playing the instrument at a good place where we as audience can see everyone clearly in one frame. Even though it only shows one location, the combination of music, lighting, and performance makes it more engaging for the audience to feel excited and would want to vibe through this song. 

Sound
    The sound and lip-syncing match perfectly as the live band adds to the realistic performance feeling which creates the feeling as if the audience is watching them record the song live. The soft background music and the harmonies between both artists make the song feel more emotional. 

Edit
    For the editing, the music video uses slow cuts that match the rhythm of the song in the beginning as an introduction which created this effect that can catch audience attention. This slow cuts was also use to create a relaxing flow which fits the feeling of the music video. There were several simple cuts but I believe it is more on the fast cuts when the beat of the music video starts to go fast in which they matched the cut to the beat by showing the artists individually using a close up, this type of cut is use to grow the energy that the music video is trying to show. 

Conventions Conformed to
    This music video conforms to RnB conventions by focusing on the performance to express their emotion instead of having a storyline that talks about romance. The warm tones were followed from the 70s RnB era style making it have the old school feeling. Close-up shots were mainly use to express their emotion and feeling especially as their performance are playing the instruments and not dancing like other RnB music.

Conventions Subverted
    However, this music video also subverts modern conventions as they keep everything and everyone in one location to create a simple recording studio. Usually RnB music would have several different location to create a more interesting plot of the music video but they were still able to make it interesting through their camera work and performance. They didn't follow the modern conventions of RnB and followed the old era instead, this was done to make their music video more stand out than other RnB that was published in that year which I believe this could have been the way old films and the warm tone colors started to be popular again. 

Like and Dislikes
    What I like from this music video is how all of the people in the music video where the performance are coordinated as we can see everyone was enjoying the song together which make this look more natural and as there are a lot of people in a scene that was expressing their emotion which allows audience to feel it as well. Another thing that I like is the use of camera movement where it is also a tracking shot that showed people who were singing at different times which this allows the shift focus for audience to have a personal feeling between each character who was singing. 

4. Drive — SZA

Music Video

Target Audience
    The target audience is likely for young adults aged around 16 to their mid-20s because they focuses on emotional experiences that come with growing up which they explain about love and heartbreak making it be more relatable for people to understand. It also explains about their feelings of confusion which this  is common for people as they are still trying to figure out their place in life. The video may appeal more to female audiences because of the way it presents the artists personal reflection from the storyline, though it can also connect with anyone who enjoys artistic visuals and smooth R&B sounds. 

Representations
    This music video represents heartbreak and reflection. The artist SZA is shown as a strong but vulnerable character, reflecting on a past relationship. This was clearly shown by how her voice is sound and especially int he music video there is a person who drives on an empty road while lip-syncing the song. The mise-en-scène helps show this clearly where in the music video she was shown as an alien form but she’s often seen alone. Other than that even in the car showed the man was alone. This symbolizes freedom but also loneliness. The setting of the music video uses open roads and night-time lighting where this represents the idea of “driving through” emotions and moving forward in life even though when they were lip-syncing it showed they were confused and sad with their performance being uneasy as well. The representation of women in this video shows their emotion, which are common themes in the artist SZA style.

Camera
    To show this representation, the camera often uses close-ups of characters face as he is driving to highlight his emotion and expression while singing. Where we can see that the expression showed that he is sad and uneasy. Tracking shots and wide shots are used to follow her movements and show the open spaces around her. Where the tracking shots follow with her movement of the performance which are slow creating emotion being emphasized to allow audience to understand and feel it as well with the character. This was done to symbolize freedom and reflection. 

Mise-en-scène
    The mise-en-scène focuses on the lighting, costume, and setting. The lighting mostly uses cool tones like blue and purple, which match the sad and emotional feeling of the song. The costume is casual but stylish, showing comfort and self-expression. The setting being in a car and on the road fits the title “Drive By” and helps symbolize moving on from the past.

Sound
    The sound matches perfectly with the visuals. The smooth RnB beat and SZA’s soft voice create a calm and emotional atmosphere. The lip-syncing fits naturally, and the music blends well with the performance shots. The sound also plays a big role in building the emotional tone of the video, giving it a personal and reflective feeling.

Edit
    For the editing, the video mostly uses slow cuts and fade transitions to keep a calm and relaxed flow. There are moments of crossfades between scenes that show SZA in different settings, symbolizing passing time or emotional change. The editing is simple and smooth, which suits the song’s emotional theme.

Conventions Conformed to
    This music video conforms to RnB conventions as they focused on the artist’s emotion and expression, using close-up shots where we can see this during the movement dance she did in the middle of the field and also uses soft lighting but during this part we can see the light focuses on the artist which emphasizes the focus of audience to the artist SZA or in this case the alien. The cool tones in this music video are use to create a sense of gloomy feeling which can mean to help in expressing the artist’s feelings which is sad.

Conventions Subverted
    This music video subverted the typical storyline in a music video as they don't show a clear love story or male character. Instead, it focuses on the artist SZA herself especially with her emotions and her journey in this situation. But in this case as they subverted this storyline it matches with the song, as it helps emphasizing her emotions well rather than having a storyline which can create a confusion for the audience to understand the music video. 

Like and Dislikes
    From this music video, what I like is how simple but meaningful it is. The visuals match the lyrics and emotion of the song perfectly. The lighting and slow editing make it relaxing and easy to connect with especially using the close up it gives a sense of relatability to the audience to enjoy and feel the feelings together. What I dislike is that it doesn’t much variation in scenes or storyline as it only goes back and forth with the driver and SZA in the middle of the fields just expressing her emotion, which makes it feel repetitive at times. But overall, it fits the mood of the song and shows SZA’s emotional side.

5. Snooze — SZA 

Music Video

Target Audience
    For this music video, I believe they are targeting young adults around the age of 16 to 25. This is because the song and video focus on themes like love, relationships, and emotional connection, which are things that this age group can relate to the most. The artist mainly targets both male and female audiences, as the video shows love from both perspectives. The visuals are intimate and realistic, making it appealing to people who enjoy emotional and romantic RnB music.

Representations
    This music video represents love, vulnerability, and intimacy. SZA is shown in different relationships throughout the video, representing different sides of love where there are happy and complicated moments. The mise-en-scène helps show this through soft lighting and the natural performances that can be seen. The video also represents authenticity, as it doesn’t feel overly stylized but rather personal and emotional. It shows SZA as someone open and real about her feelings, which connects strongly to the audience.

Camera
    To show this representation, several media languages were used. The camera often uses close-ups and medium shots of SZA and her partners to highlight emotional closeness. Handheld camera movements are used to make the video feel more natural and real, almost like home footage. There are also slow-motion shots in romantic or emotional moments to emphasize the connection between characters. The framing often puts SZA in the center, showing that she’s the emotional focus of the story.

Mise-en-scène
    The mise-en-scène in this music video includes lighting, costume, and setting. The lighting is warm and golden, giving a cozy and romantic feeling. The costumes are casual and realistic, showing everyday moments rather than over-the-top fashion. The settings  that were use was bedrooms, the outdoors, and intimate home spaces where this all represent the comfort and closeness of the character. This makes the audience feel like they are seeing real parts of a relationship and not a staged performance.

Sound
    The sound fits perfectly with the visuals. The soft beat and SZA’s calm vocals match the relaxed atmosphere of the video. The lip-syncing feels natural and smooth, and the music blends with the visuals to create an emotional flow. The sound helps to bring out the emotional and romantic tone, especially during moments of connection and silence.

Edit
    For editing, the video mostly uses slow-paced cuts to match the song’s calm rhythm. There are also crossfades between different scenes to show the passage of time and different relationships. The transitions are soft and match the dream-like quality of the song. The editing makes the video feel emotional but also peaceful, fitting the song’s mood.

Conventions Conformed to
    This music video conforms to RnB conventions by focusing on love and emotion through soft visuals, warm tones, and intimate camera angles. The use of close-ups and realistic settings are common in RnB as they help the audience connect with the artist.

Conventions Subverted
    This music video subverted the whole typical storyline where it doesn't only show a single storyline but instead, it shows multiple relationships happening at once in the music video which this allows audience to create their own thoughts about the music video and what happen next.

Like and Dislikes
    From this music video, what I like is how real and emotional it feels. The visuals perfectly match the lyrics and mood of the song, and the simple natural style makes it easy to connect with. I also like how SZA uses small details like facial expressions and quiet moments to express feelings instead of dramatic scenes. What I dislike is that the video can feel a bit slow since it focuses mainly on emotion and not much narrative, but it still fits the calm and intimate tone of the song really well.

6. On My Mama — Victoria Monét

Music Video 

Target Audience
    For this music video, I believe they are targeting young adults around 16 to mid-20s. This age group fits best because the video focuses on self-confidence and their feeling of joy, because themes like this are very relatable to young people who are learning to love themselves and express pride in their identity. The artist targets both male and female audiences, but especially women, as the video shows strong female energy and confidence but they target male by showing male character in the music video dancing as well. 

Representations
    This music video represents self-love of the artist and their confidence especially within Black culture. Victoria Monét shows pride in herself and her roots through the way she performs and dresses herself throughout the music video. The mise-en-scène of the dancers and they way they were styled give a nostalgic 2000s feel while celebrating Black beauty and culture. Especially from the their performance being shown very confidently makes it inspiring to the audience as they may feel proud and happy about themselves especially the black community.

Camera
    To show these representations, several media languages were used. The camera often uses medium and close-up shots of Victoria Monét and the dancers to capture their energy and emotion while performing. They also use tracking shots that follow the dance routines smoothly while keeping the rhythm with the music. Low angles are also used to show the power by highlighting the confident mood that was express throughout the music video. There are also wide shots that show the whole group dancing together that emphasize unity and movement.

Mise-en-scène
    The mise-en-scène in this music video their costumes are stylish and inspired by early 2000s fashion like they way the costume showed crop tops, baggy jeans, and matching outfits. These outfits not only look trendy but also reflect the era the song is trying to express. The color palette is warm and sunny which this creates a positive and energetic feeling. While the settings, like outdoor streets and open dance spaces make the video feel natural and expressing the community as well around like the environment by showing their feeling of joy and togetherness in the music video.

Sound
    The sound matches perfectly with the visuals. The upbeat tempo and confident lyrics match the dance performance and high-energy scenes. The lip-syncing is precise, and the performance fits perfectly with the rhythm and lyrics, making it look smooth and professional. The music video uses sound to reflect pride and positivity, which keeps the audience engaged.

Edit
    For editing, the music video uses fast cuts to match the beat and choreography, keeping the energy high throughout. Jump cuts are used during dance scenes to switch between locations quickly, giving the video a dynamic and lively flow. There are also match cuts that connect similar dance moves from different angles, making the transitions seamless and smooth. The editing overall makes the video feel exciting and full of movement.

Conventions Conformed to
    This music video conforms to RnB conventions by using performance in their music video and as well the warm lighting which allow for the audience to have a focus on the artists and character in the music video's expression as a more nostalgia lighting feeling creates emotion to be more emphasize. It also fits the modern RnB style and a mix of old-school influences with new fashion and production. The use of camera angle being having close up and a tracking shot are commonly use in RnB which show their 

Conventions Subverted
    They subverted the conventions  by using footage in a much slower pace to follow the beat of the music, even though they subverted this it matches a lot for this type of music video. The song overall has a very slow and low tone song but their performance are fast and especially hype, this is rarely seen in RnB as they usually perform the same type of feeling between the music and the performance. The music video uses a handheld feeling of camera angle which can be hardly seen as they made the footage to be slow, this was done to create a focus on the expression that they are trying to show where audience can have a look for a bit more longer. 

Like and Dislikes
    From this music video, what I like is the use of slow footage as it help to focus on the feeling that the artist was feeling. Other than that the choreography and outfits all match perfectly with the beat and message of the song. But what I dislike is that it doesn’t show much narrative or story, as it mainly focuses on performance, but this actually works well for this kind of upbeat and empowering song. Just it is not something I would want to use in my music video.

Reflection: This genre research help a lot with understanding the convention that an RnB music video would show in. As a person who doesn't listen and watch music video from RnB that often, this allowed me to have an idea especially in what to do for the music video. Some conventions are easy to do as it is simple and it is mostly just having close up of lip syncing movement to emphasize the feeling from the song, but some other conventions that are hard is the use of drone and crane shot to show the environment and the performance being shown. Overall I realize that a lot of RnB music video rarely show performance like how pop music would do when they match the item in the frame and music lyrics.