One of the R&B conventions that we have used in our music video is the wash out effect. This was done by turning down the saturation down on Final Cut Express. This is a comparison between our video and the video to Drake's song Take Care. We believe that this was an effective effect to use as it puts the emotions of the artist into greater perspective. I believe that overall this was a benefit to our video and is a good convention of R&B to use as it made the song more downbeat which is what we wanted.
Another convention of R&B that we have used is narrative. This effective in R&B music as it shows the struggles that people have and this is what we wanted to portray in our video. In Professor Green's video read all about it there is narrative of the struggles of a young boy. In our video we wanted to portray the struggles of a girl who is wanting to achieve her dream of becoming a professional dancer. This convention is a benefit as the use of cross cuts between our artist and our character is reminding the audience the meaning of the lyrics.
A convention of R&B that we have developed in our video is the one of the artist wearing smart and expensive clothing. The use of smart and expensive clothing shows the success of the artist and how they have made 'the big time'. An example of an artist that dresses in wealthy clothing would be Ne-Yo. We have chosen to develop this as by using clothing that is not as expensive and doesn't show the artists wealth. This is because it continues to show the re-occuring theme of the struggle from poverty to wealth.
Another convention of the genre that we had chosen to develop is the way in which the artist sings the lyrics about the character in the narrative. In the Script's Hall of Fame video the artist is singing about the characters in the narrative and it is shown by the cross cuts between the performance and narrative. We had developed this by introducing a split screen effect where the performance and narrative were on the screen at the same time. I believe that this is effective to our video as it shows the audience the relationship between our performance and our narrative.
One of the conventions of R&B that we have chosen to challenge is the one of a love story. We have decided to base our song on the meteoric rise from poverty to affluence. An example of an artist that uses love in the majority of their songs is Usher. The reason that we had challenged this convention is due to the lyrics of the song. Challenging this convention has benefited the music video as it makes the narrative emphasised more.
Another convention that we had chosen to challenge is the age of our female character in the narrative. Typically the female character part of a R&B music video is of the age groups 25-30. This would be so that the target audience (17-24) can aspire to being the female character in the music video. Instead of this, we had chosen to use a school girl as our female character. This is a benefit as it would connect with our audience and give them the opportunity to realise how hard teenagers work for their dreams.Q2. How effective is the combination of your main product and ancillary text?
Q3. What have we learnt from our audience feedback?
Q4. How did you use media technologies in the construction and research, planning and evaluation stages?
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