Target Audience

Before we created a promotion package for the artist Young Truth, it was important that we identified our target audience so that the material included was suitable and appealed to them. To identify our target audience we listened to the song and analysed the lyrics and theme of the song. We identified the genre as R&B and started with demographic profiling to identify our target audience, by suggesting that our audience would be males and females aged 14 - 24, with more appeal towards the females as they are highly attracted to male artists.
We then looked deeper into how we could target the audience through having discussions with people aged 14 - 24, focusing our discussions on what they expect to see in an R&B video, Album Case or poster/album advert (We said poster beacuse the front cover of an album can be similar to a poster) . By doing so we were able to develope an understanding about the demands/interests ouf our target audience.
Comments included:

" R&B videos tend to have a story that is told and performed by the artist" Male 16,
" I watch R&B videos because I like the dance performances " Male 18,
" R&B videos usually show a story that is either similar to my situation or a friends" Female 19,

Female 18 - "I like the sexy omarion posters...in fact i have 2 in my bedroom..."
Me - "What attracts you to them?"
Female 19 - " The fact that he looks so innocent and is showing his muscles and chest...."

The discussions lead us to plan a promotion package that adopted Rolande Barthes narrative theory on negotiated meaning. We planned a narrative that our audience would be able to relate to subject to their own experience. Our discussions also lead us to analyse some named R&B music videos by our female audiences, to see the techniques used to attract thier audiences.

I also looked at the comments posted on existing Male R&B videos, to see what people think of them. A comment that highlighted Barthes Narrative theory about negotiated meaning was

'wow :) this songs brings back so many memories. <3

this song. still in tune thats for sure ;)' by MissCheekyMe, 19.

This comment suggests that she was able relate to the video as it brought back memories.

Digipak

Digipak

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Magazine Adverts

We intend to create our own magazine advert as part of our promotional package. To successfully create an advert that follows the conventions of a RNB advert we must analyse existing adverts and identify the key attributes an adopt them into our piece.

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Goodwins Theory

Goodwins Theory

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Omarion - O

Omarion is well known for his dance moves.

Theme:

• The song O by Omarion is about sex...typical of the RnB genre. If the main theme of the song isn’t about sex, it is likely that there will still be a few lyrics that make reference to sex or women.

Character Movement

• Character movement is also vital, in R&B videos it is typical for the artist to portray a sexy attractive persona. In this Video this persona is achieved through Omarions Dance scenes, particularly through close ups which emphasize his moves.The style of acting is very naturalistic as the R&B songs are often a reflection of reality.
• Characters often reflect the mood of the song and are very passionate towards the lyrics, which amplifies the song.
• The Female is showing affection towards Omarion, the artist, which is a conventional characteristic of R&B videos as they want to promote and sell the artist. This is also pleasurable for the female audience who have affection for Omarion.
• Omarion looks towards the camera so that there is direct connection between him and the audience, making it pleasurable to the female audience as he directs the lyrics to them. For example the camera is placed at the perspective of the mirror as Omarion sings and washes his face.

Editing

• Black fades and Dissolves : These types of transitions are used frequently in the video which is a convention of R&B videos. They are frequently used to make the video smooth and fluent, imitating the relaxed nature of the genre and artists. It also gives a natural feel to the video, atttributes to the theme of sex. The video begins with a black screen fading into a close up of Omarion, black fades are also used when there is a changing location, for example this transition is used between Omarion Singing in his bedroom and the dance scenes outside.

• Special effects: Although minute there are special effects used in this video, which is typical of an R&B video as it enhances the videos visuals. When Omarion is dancing small sparkling lights can be seen on his body, this highlights the dance moves and makes them stand out form he dull background.

• Cutting Rhythm: A slow cutting rhythm is used through the video; this reflects the tempo of the song and also makes the visuals easy on the eye. A typical Convention of R&B videos, is that the cutting rate matches pace of the song as it reflects the nature of R&B and the culture - which is heavily influenced by rhythm. For example during the chorus and the dance scenes, the cutting rate increases as the dance is seen by the audience at different perspectives.

• The juxtaposition of the performance and the narrative allows the video to be broken up into sections which is more entertaining than just focusing on the main story line.For example, Omarion is performing a dance routine and then it cuts back to the narrative in the bedroom.This is a familiar structure to R&B audiences, which adds an entertainment value to it. It is a main convention for RNB videos, as you often see the singer dancing with an entourage of people, whether it is within the main story, or separated as seen in this video.

Camera Techniques

• Close ups: This is a typical convention of R&B videos, as the music video aims to promote the artist. 'O' begins with a fade revealing a close up of Omarion lying down. This opening suggests that it is somewhat a personal song and we are instantly able to identify the Singer. There are many close up shots that, highlight the earring,the tattoos and Omarion physique, which is typical of an RNB video. The close ups of Omarion's body allow the female audiences to connect with him on a close personal level, it is also promotes the ideal physique that is associated with the R&B image.

• Medium Shots: This video uses medium shots to capture the characters movement as Omarion and the girl are in bed. This type is shot as your audience focus on the top half of the bodies, allowing them to capture distinctive -specific character movements. It is also used during the dance scenes allowing you to capture the hand gesture.

• Crab Shots: Crab Shots are typically used in R&B videos to sell the artist. In this video the camera crabs up Omarion’s body contributing to the culture of having a nice body and appearance. It also attributes the lyrics about sex, and makes it pleasurable to the female audience.

• There is an emphasis on dance moves which is portrayed through long shots to capture all the dance moves. This is done to sell the artists image.
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Mise-en-scene & Location

• Jewellery: A typical convention of R&B videos, is that the Artist is wearing Jewellery. In this video, Omarion is seen two earrings, he wears his hat so that the two earrings are visible and the audience is drawn to their existence.
• Bedroom: R&B Videos are typically based in a house . A majority of the narrative is located in a bedroom which reflects the intimate lyrics, similar to Mario's Video 'Breathe' which is also about a relationship.
• The Dance scene is located in an open public space which conventional of an R&B video as it gives it a performance value and a sense of realism which the style of R&B videos. The performance being near the narrative of the song is another convention of R&B videos. He also performs a solo dance which allows him to show off and appeal to his audience, promoting his image.

• Conventionally, the video reflects the lyrics of the song, which is often shown through the narrative of the video. Its purpose is to enhance the lyrics and make the audience get involved in the video by helping them understand the concept of the song. For example, the lyrics 'Girl I'm gone take you some where that you never been' are reflected on screen as the artist and the girl are having an intimate moment, which is suggested in the lyrics. The audience is also drawn in to the narrative as the amplify the lyrics.

Omarion O - Official video

Usher - Burn

Theme:

• The concept of 'Burn' is a conventional theme of the Genre: Which is relationships Relationships.

Character Movement:

• Conventionally, the artists movement in the video match the mood of the song. You can see Usher waving his hands about as though they are part of the lyrics, its purpose is to help him express his lyrics. There is a scene where Usher and the woman, are surrounded by black as the share an intimate moment caressing each other. This character movement is typical of an RNB video, as they are expressing there love, attributing to the narrative.

Camera Techniques:

• Medium Shots: Medium shots are typically used in R&B videos to sell the artist. From a medium shot the audience is able to see the top half the artist which typically includes a chains or a fashionable top. In This video A medium shot allows you see Ushers clean attire closer where you see a pair of shades over his eyes, which is all part of the culture. There are also medium/medium long shots of the woman which allow you to view the bikini; its purpose is to portray the culture and to show of her model figure.There is then medium long shot of usher as he walks towards the window allowing you to see his clean attire, which is typical of an R&B video.

• Extreme Close ups: Extreme close up shots are typical of an R&B video, as they help target key aspects of an image that enhance the lyrics.
• For example, this video opens with an extreme close up of the girls lips and then ushers lips, this was used to amplify the lyric 'why' as he said it. There are also further Extreme close ups of his lips and eyes, which suggest that the song is very personal. Similar to Omarions video 'O', the close ups allow the audience to connect with the characters on a personal level.

• Medium Close Up: In This video There are a series of Medium Close ups at the beginning of the video as he is speaking, which suggest that he is directing his speech to the girl. This a conventional technique in R&B videos, used to make the audience feel as though the artist is actual talking to them, as they are with a conversation distance.

Editing:

• Black Fade: This is a conventional transition used in R&B videos, used to attribute to the relaxed characteristics of the artist and the mood of the song. Black Fades are used in this video to make the video smooth, somewhat complimenting the tempo of the beat and the nature of Ushers relaxed character.

• Dissolve: This is another conventional transitionin R&B videos that is often used to show the progression of time or change in location, in a smooth manner.There are moments where Usher is sitting on the bed, and dissolve transitions are used to show the progression in time as the girl come and go from his bed, this fused with the characters powerless actions suggest that the girl is coming and going out of his life and he has no control over the situation.

• Special Effects: Special effects are not heavily used in R&B videos. They exist when trying to highlight a specific moment or attribute to the narrative, as opposed to being the main attraction. In this video a special effect is used to amplify the lyrics, there are moments where the swimming pool, the picture of the girl, the trees and the bed is burning which attributes to the lyrics 'Let it burn'. It is also reflecting the narrative as he is talking about letting his past 'burn' as he tries to progress and move on in life.

The Intro

• 'Burn' begins with a short monologue by Usher which is directed at the girl, which then leads on to the song. This is a Conventional Intro to an R&B video that makes it seem as though the artist is telling a story and communicating with the audience.

Usher Burn - Official

Burn @ Yahoo! Video

Alicia Keys - You Dont Know My Name

Alicia Keys raised in Manhattan, is a
beautiful RnB artist who is renown for
her pianist skills.

The Intro:

This Music Video uses a conventional R&B video which is the integration of a conversation prior to the song staring. The short convention and event between the artist and the girl in this video was used to introduce the theme song.

Camera Techniques:

• Medium/Medium Long shots:These are conventional R&B camera shot that used sell the artist. In this music Video they are often used to capture the character movements and expression as they are solely on screen.It also promotes the dress she is wearing and her image, aiming to appeal to the male audience.

• Medium Close Up: This is a conventional camera shot. In this video Close ups are used to focus on the characters responses to particular events for example a Medium close up shot is used see Alicia keys response to the man coming in the restaurant. This shot is also used during the solo scenes where she is singing which is a typical convention of R&B videos.

Mise-en-scene

• Typical RnB Mise-en-scene is portrayed in this video - The fresh appearance of the main artist,
• with designer clothing and a symbolic image associated with the artist. For example Usher is frequently seen with his U-Chain. Alicia Keys image is her solo piano moment which also appears in her single - superwoman as well as this video.

• The lyrics have a relationship with the lyrics. The concept of the male character not knowing the the females name is reflect in the reoccurring the visuals, as the male character is ordering breakfast from the female who have no relationship, hence 'you don't my name'. However there is not a visual representative for each line, there are only a few links for example 'When we had our first' a long shot captures a couple kissing outside of a room.

Editing:

• Cutting Rhythm/rate: The cutting rhythm in this music video imitates the pace of the song which is a conventional of R&B videos. This is further developed when the cutting rhythm quickens cutting to different items in the restaurant as the pace of song changes.
• The juxtaposition of the narrative and the solo singing parts are typical of an R&B video. It is used in this video to make the artist seem as though she are reflecting on a past event and telling the audience about her experience.

You Don't Know My Name @ Yahoo! Video