Pre-production: Genre Research ⋆. 𐙚 ˚

 Here is my music video genre research for component 3. My group has decided to research the R&B genre for our music video. This work is done by me.

R&B Music Video Conventions 𝜗𝜚⋆₊˚

Camera: 

- Close-ups -> Captures emotion and facial expressions between characters or with the audience.

- Slow zooms -> Emphasizes sensuality and smooth rhythm that usually matches the song’s tempo, especially slower songs.

- Focus pulls -> Shifts attention between the artist and someone else/possible symbolic objects.

- Soft handheld shots -> Gives a more emotional, authentic, and “in the moment” vibe. 

Mise-en-scene

- Setting -> Scenes are usually shot in urban areas, such as the city, or at a club, or in very personal spaces like a bedroom.

- Lighting -> Low-key lighting is used to create mystery or a dramatic/emotional atmosphere. 

- Body language -> Slow and smooth movements/dancing along with direct eye contact with the camera to show vulnerability or to create an intimate feel.

- Color palette -> Warm hues are used to convey romance and comfort, while cool tones are used to make a calm or sad atmosphere. 

Editing

- Dissolves/Fades -> Creates smooth transitions to match mellow or soft R&B songs. It makes the transitions less abrupt compared to cuts.

- Slow-mo -> Highlights certain important moments, e.g. romantic moments, dances, etc. It also matches the tempo of slow songs.

- Soft blur -> Used to create a dreamy or romantic atmosphere, matching the usual themes of R&B lyrics.

- Cross-cutting (parallel editing) -> Alternates between the artist’s performance and a narrative storyline (or between two emotional moments) to create rhythm and show emotional connection or contrast.

Themes

- Love and romance -> Often shown as passionate yet complicated. The narrative may explore intimacy, chemistry, or the emotional ups and downs of a relationship.

- Heartbreak and betrayal -> Visuals convey sadness, reflection, or emotional distance. This is often shown through flashbacks or mis-en-scene like rain and darkness.

- Self-empowerment and healing -> Especially in modern R&B, artists portray rediscovering self-worth after heartbreak, emphasizing growth and independence.

- Authenticity and vulnerability -> R&B videos often aim for realism, showing raw emotion. Artists may look directly into the camera or perform in simple settings to appear open and sincere.

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Hvn High - Jenevieve

Target Audience

Young adults (16-35), as the main demographic of alternative R&B listeners are around this age range, especially Gen Z and Millennials as the music video is reintroducing retro styles into a modern time. Jenevieve is a niche artist more popular amongst females, and mostly female actors were used, so the target gender is more likely to be females. Social butterflies are targeted, as the music video takes place in a party. Casual Clubbers are also targeted for the same reason, which makes the video more relatable for these two psychographics. 

Representations

The music video includes the artist in a group of party-goers, where she also acts as a performer and dancer. Some of the party-goers appear to be Jenevieve’s friends, as they wait for her before the party starts and shower her in compliments, as friends usually do. She continues to hang out with these groups of girls, representing female friendships. Dancers and performers are being represented on stage, using flashy costumes with a band team at the back in a club. This specifically shows local dancers/performers bringing a community of party-goers together. Additionally, R&B music videos often feature performers doing minimal choreography and light dancing, which looks natural in a disco party environment (especially a performance that is mostly focused on singing). The cast consists of mostly black individuals, as R&B is deeply rooted in black cultures. The artist, Jenevieve, herself is also black, and shows it with a big afro style hair. Other black party-goers also have big afros, braids, waves, and other black cultural hairstyles. The time era this music video is representing seems to be the 1970s, while also shedding light on club culture. Neon lights from the dance floor, a disco, retro styling, big accessories, the bar… etc. These all represent what seems to be a 1970s nightclub. 

Camera

Many close-ups of the artist singing are used for the performance aspect of the music video. Zooms (specifically optical zooms) paired with low quality/grainy videos are often utilized here to mimic the zoom of a digital camera, which we can assume belongs to one of the party goers, which makes the music video more immersive as it’s relevant to the setting/story, and could possibly belong to one of the party-goers. The use of a low-quality digital camera creates a more retro and vintage vibe. Low-angle shots of the disco ball and the party-goers should symbolize the power the disco ball/party itself has the power to bring people together and empower them. Establishing shots are used in the very beginning and at the very end of the video, giving context on the party and acts as a sort of ending for the audiences. 

Mise-en-scene

A disco ball and colorful neon lights shows the audience that the type of party is a disco party. The artist uses flashy outfits with sequins and rhinestones, similar to those used by performers in the 70s. The big afro hairstyle was also a very popular hairstyle to have in the nightclub in that era. The room is mostly illuminated by the bright dance floor and disco lights, which provides blue and purple hue low-key lighting, creating a dreamy and almost euphoric atmosphere which reflects lyrics like “I wanna stay high like Heaven (Heaven high)”. Warm hues from the bar create a romantic and intimate side too, which could reflect the love in the lyrics. 

Sound

The lyrics mostly talk about a relationship between the singer and a love interest, and how they’ll have fun together on a specific night. While it seems fitting for the setting to be at a fun party, the video did not contain any love interest. The artist may be trying to capture the feeling of love with a fun gathering/with shots of her performing, rather than showing a literal love story. This also may be a stylistic choice to emphasize Jenevieve’s persona, identity and brand. 

Edit

In some shots, the video is made very grainy and low-quality to replicate the look of vintage footage, which contrasts with modern HD camera quality and further adds onto the 70s setting. Since only a few shots were low quality, it brings focus onto these certain shots and adds variations, making the music video more dynamic. A sparkle effect was also added to emphasize the retro and dream-like environment, connecting with the disco-funk aesthetic the artist is aiming for. In some shots, a kaleidoscope filter was used to match the lyrics about being “high”, making the audience feel the same “heavenly high” Jenevieve is singing about. Cross-cutting is also used, showing different parts of her identity in the music video as a party-goer and performer.

Conventions conformed

R&B music videos often have a very glamorous feel to it, which in this case is expressed through a combination of technical elements such as flashy outfits, bold jewelry and the shine effect. Additionally, they usually have minimal choreography (mis-en-scene) to support the rhythm of the song. This music video only shows simple dancing from party-goers, usually in slow-mo (editing), to match the slow-paced song. Jenevieve herself only did simple gestures to express herself. Slow camera movements like zooms and pans create an intimate feel, reflecting the lyrics of love.

Conventions subverted

The biggest subversion is the lack of love interest in a song about love. Instead, the music video is centered on friendships, celebration and self-expression. While R&B music videos are usually explicit and sensual, sexualizing female actors or artists, this music video portrays female identity in a more empowered way, where women are not made out to be a sex symbol.  

What do I like/dislike

I like the overall retro concept of the music video and I think it definitely matches the song, however it could use more storytelling scenes besides dancing to make the music video more interesting and dynamic, as I find music videos with only a performance aspect to be rather boring. I don’t mind the lack of love interest, but making the “love” (even between friends, or the love for the party) more clear would make audiences more invested. 

Good Days - SZA

Target Audience

The main demographic are young adults (16-35), as SZA is a rising artist for those in this age range. This music video contains sensual shots and revealing outfits/dances that could put off older “traditional” audiences or conservatives. The music video contains themes of healing and being wronged by a male in a past relationship, which is an experience that resonates more with female audiences. People interested in mental health and spirituality will also find this music video relatable and up their alley, which allows them to be targeted.  

Representations

The music video only features one person, which is SZA herself. I believe she is representing her black femininity in her dance (which may be cultural or a way to show self-expression), her cultural afro hair and her feminine and sensual outfits. Scenes with nature accompanied her dancing can represent freedom, specifically from a relationship, and her healing process. Nature may also connote spirituality which aligns with the next representation, the mind. Both the scenes in a fantasy nature world and a library may represent SZA’s subconscious mind. The dream-like forest could represent her peace of mind, while the library can represent knowledge, wisdom, and her learning from past experiences. 

Camera

Frequent close-ups and zooms allows the audiences to clearly see SZA’s facial expressions so they can feel more emotion through the music video. High angles at the start show the artist’s vulnerability when singing about her past experiences. More high-angles are used towards the end, to signify SZA’s growth and empowerment over time. Slow camera movements are also utilized to create a more calm vibe, matching the pace of the song. 

Mis-en-scene

The nature setting with big cartoon-ish mushrooms may also connote to some sort of “high” as mushrooms are usually associated with psychedelic drugs that make you feel “euphoric”. That may also explain SZA’s interpretive dance that makes her seem “high” in her own fantasy forest world. Scenery of fields outside of her window before she goes into her fantasy world serves as a storyline and provides context to the viewers. Warm tones used in the library shots may connote happiness and comfort in her healing process, telling the audiences the artist’s positive view on it.

Sound

SZA’s soft voice and soulful instrumental help create a dreamy tone that matches the music video’s themes of someone’s inner mind. Positive lyrics such as “Good days in my mind” and “I'll await my armored fate with a smile” reflect the technical elements connoting growth and healing. SZA is the only person features in the music video, which makes sense as inner peace must start with oneself, and is a very personal process. This is all very personal to the artist, which makes audiences feel closer to her, or understand her lyrics on a deeper level. 

Edit

In the forest scenes, a warped and kaleidoscope effect is used to add onto the “high” and euphoric atmosphere, mimicking the side effect of not being able to see clearly when you’re taking or smoking drugs, putting the audience in SZA’s shoes. Crossing cutting between scenes of the library and forest are used, to make the music video more dynamic and interesting for the audiences, so they don’t get easily bored. Low-quality filters are also used to create a nostalgic effect on some of the shots. 

Conventions Conformed

Personal settings like a bedroom are often used in R&B music videos to create an emotional connection with the audience as an artist's “show” or at least express an intimate part of their life. The bedroom scene in this music video reflects SZA before she healed and moved on. The warm lighting and color palette are also common in the R&B genres, which allows the audience to recognize that this music video is R&B.

Conventions Subverted

This music video is very dance-centered and does not contain many scenes of the artist lip-syncing, which is unusual for R&B music videos which usually have only simple choreography. Even though SZA wears very revealing outfits and dances on a pole, she is doing it in an empowered way by her own choice, and while it may attract the male gaze, it isn’t FOR the male gaze which is one way the artist subverts the sexualization of female bodies. 

What do I like/dislike

I really like that the music video is focused on dance, which I think makes a more interesting performance compared to just lip-syncing. However, I feel like the outfits are too explicit and revealing in my personal opinion, which makes it difficult for me to share this music video with others and such. I also do think it needs more storytelling and less performance to make audiences more invested in what happens next in the music video. 

Get You - Daniel Caesar Featuring Kali Uchis

Target Audience

Audiences aged 16-35 is the target audience, as this song with sensual lyrics and this music video with kissing scenes may be unsuitable for audiences too young or too old. Particularly those who are in relationships are targeted, due to the lyrics highlighting themes of love and intimacy which reflect their real life experiences, making those audiences resonate with it. Kali Uchis, while not physically in the music video, is a part of the song, appealing to female audiences while Daniel Caesar appeals to male audiences. Featuring other artists allows both artists to synergize and attract a wider audience. 

Representations

Relationships are represented through the song and music video. Daniel Caesar is portrayed as a sensitive and sentimental man performing for a group of people in an intimate indoor party. Party-goers are also represented as calm yet fun, and some party-goers are also with a significant other. Couples kiss in the crowd, hug, and spend time together, portraying relationships in an affectionate and healthy way. Love is a main theme in the music video, with a romantic setting and lyrics. 

Camera

The camera is hand-held, adding realism as it fits well with the party setting (could be one of the party-goers filming) which makes the audience feel closer to the scene. Lots of close-ups of different people’s faces highlight their facial expressions, letting audiences feel the different types of emotions each person has, further making it realistic. Extreme close-ups also make the audience feel “up close” and intimate, making the audience feel included in the space.

Mise-en-scene

Warm hues like golden and amber connote comfort, love and happiness, creating a sense of romance. The simple set design and the artist’s simple outfits make him look authentic and relatable, something that audiences will resonate with. This reinforces Daniel Caesar’s portrayal of a “lover boy”. Props such as chandeliers, angle statues, vintage books and a piano can help create a romantic atmosphere and cause nostalgia in the audience. These items are timeless, which connects to the lyric’s idea of love being timeless. Low-key lighting is used to make the area more intimate to reinforce the romance themes.

Sound

The lyrics are very affectionate and caring, which fits well with the music video that contains couples portrayed in a non-toxic way. Daniel Caesar also sings passionately about this girl, however, there is no love interest in the music video. However, this makes sense because Daniel Caesar is portrayed as a singer/performer, singing desperately, who might temporarily be away from his love interest. However, the couples in the crowd help us make that connection with love, the technical elements, and the lyrics. 

Edit

Fades are often used in the music video to transition softly which reflect the calm rhythm of the track and make it visual satisfying for the audience. The FPS (frame per second) is lowered to create a stop motion effect, creating a vintage and nostalgic vibe for the audience. It also makes the music video more dynamic to prevent boring the viewer.

Conventions conformed

The video uses slow camera movement, like most R&B music videos do, to match the slow pace of the song. Cross-cutting between the artist and the crowd is often utilized to build emotion and makes the video more dynamic, hooking audiences. 

Conventions subverted

Male R&B artists are often portrayed as rich and popular men with many ladies. Daniel Caesar using minimal outfits (not gloating his wealth), singing about one girl very affectionately subverts the stereotype of male R&B singers (e.g. The Weeknd). This whole music video had low-quality clips, which is not common for R&B music videos. Usually a mix of high quality and low quality clips are used to make the video more dynamic. This is one way Daniel Caesar subverts conventions.

What do I like/dislike

I like the overall concept and the calm gathering vibe, but I think using more scenes and settings would make the music video less boring and repetitive. I also think having Kali Uchis present in the music video would attract more audiences and make for a more interesting performance instead of just cutting to females in the crowd.

Love Me Not - Ravyn Lenae

Target Audience

I think the demographic age range may be bigger, around 12-40, because this song became a viral hit on TikTok, which attract large audiences of different ages. Females are more likely to be targeted as the lyrics talk about experiences of love with a male, and the music video mostly features females, who will find the music video and song relatable. Couples may find this song relatable, therefore resonating with it. Her song combined retro pop and R&B, so listeners who enjoy genre-bending music will definitely be targeted. 

Representations

Women and women experiences in relationships are mostly represented, as no male was in the music video, and Ravyn lip-syncs the lyrics about the push and pull relationship she has about her love interest. Romantic duality is also a theme represented through lyrics and contrasting mis-en-scene such as the use of both warm lighting and cool lighting. A household is also shown, living their separate lives as the artist goes to her own problems.

Camera

Long takes are used to enhance realism and tension, while making the audience feel more immersed/in the moment. Close-ups of Ravyn Lenae’s face and expression are used to emphasize emotional connection and vulnerability. Smooth camera movements and pans mimic real eye movements, making it more immersive and gets audiences invested. Tracking shots serve the same purpose, making the audience feel like they are in the story.

Mise-en-scene

The main color used in this music video is red, shown in her hair and house. Most rooms contain tints of red, which can connote either love or danger, which reflects the lyrics that talks about the push and pull of a relationship. To further support this, some rooms in the house have warm lighting, while others have cool lighting, to show the different sides of a relationship. 

Sound

While the song is about love, no love interest was present in the music video at all. While this may make sense for lyrics such as “If I get you, I'm slowly breaking down” and “Oh, no, I don't need you” but it does not make sense for lyrics like “I wish you were right here”. The artist may desire to represent relationship problems and its duality in a more personal way, which is why there is no love interest to support the storyline. 

Edit

There is little to no editing in this music video. Since this music video is a “single take” style video with long takes, the only editing techniques used are probably cuts made between dark scenes to transition to the next shots in case there was an acting mistake. This lack of editing actually makes the music video more realistic and immersive for audiences. 

Conventions conformed

Themes of love and relationships are very common in R&B music videos. Personal settings such as a house, a bedroom, a living room, etc were all used in this music video to personalize it, making viewers feel closer to the story and to the artist. Close-ups are also commonly used, to express emotions more clearly so audiences can feel it on a deeper level. It also has simple choreography, which adds more performance aspects to the music video.

Conventions subverted

The convention of the sexualization of female bodies is subverted here, where Ravyn is portrayed in a vulnerable, yet expressing herself freely. Long takes is also another main subversion along with the minimal editing (especially the lack of cross cutting), which makes this music video unique. The lack of love interest in a music video for a song about love may represent the personal processes and feelings a relationship may bring. 

What do I like/dislike

I like that it has a good mix of storytelling and performance, even though the story wasn’t too obvious and was a bit vague. In some scenes, the lighting was too dark which made it hard to see what was going on. Overall, I like the concept of the music video, but I would not apply this to my own music video as it would be hard to recreate.

Focus - H.E.R

Target Audience

The target audience would be young adults aged around 18-30, particularly those who appreciate contemporary R&B. The song and video appeal to people who’ve been in one-sided relationships or who feel unnoticed by their partners, since the lyrics talk about wanting more attention and love. Mostly female audiences are targeted, as this song highlights the female perspective in a relationship.

Representations

H.E.R. represents thoughtful, emotionally complex women rather than objectified figures which shows her authentic femininity without being a spectacle. Her calm demeanor and control over her environment portray emotional maturity and self-awareness, symbolizing a modern woman. The single-room setting and her one-woman performance symbolize loneliness and disconnection which represents the frustration of wanting someone’s attention, an emotion audiences are able to capture through her acting. 

Camera

Slow pans give the video a calm, reflective rhythm that mirrors the song’s tone. Occasional focus shifts metaphorically represent drifting attention and dissociation. Shallow depth of field is frequently used, blurring the background and drawing all attention to the subject, which aligns with the themes of focus. Close-ups are also used to create a sense of intimacy, where the cameras are kept physically closer to the artist so audiences feel more close and connected to H.E.R’s emotions. 

Mise-en-scene

The blue and purple tones create a moody, melancholic atmosphere that mirrors emotional vulnerability as these colors traditionally connote sadness. This along with low-key lighting further builds into the metaphor that she isn’t focused on, almost “hiding in the shadows”. This is made obvious with a spotlight in the background, not being shined on her. While the color scheme is mostly cool toned, small hints of warm hues from candle lights on a romantic dinner could signal lingering hope.

Sound

The lyrics match well with the music video. H.E.R being kept in dark places, away from the spotlight, wearing simple (not flashy) clothing, keeps all the focus away from her. Lyrics like “Lately, I've been a little fed up (A little fed up, yeah)
Wish you would just focus on me.” is a literal reflection of what we see in the music video. The message is straight to the point which makes it easier for audiences to understand and connect the dots between the song and the music video.

Edit

The video uses slow-paced editing, creating a calm rhythm that matches the emotional tone of the song. Cross-dissolves and fade-ins/fade-outs make transitions feel smooth and dreamlike, adding to the introspective mood. All this allows the audience to feel immersed in the music video as it adds onto the dreamy setting. Occasionally, focus blur transitions further reflect the themes of focus.

Conventions conformed

R&B videos frequently use soft, warm, or blue-toned lighting to create a mood of intimacy and reflection. The low light in “Focus” supports this aesthetic, evoking solitude, a recurring R&B trope associated with heartbreak. The repetition of close-ups and over-the-shoulder framing conforms to the R&B convention of inviting intimacy and emotional closeness. This is common in female R&B artist’s music videos.

Conventions subverted

Traditionally, R&B videos synchronize visuals tightly with musical beats or transitions. H.E.R. purposely lets certain shots play beyond the beat, creating a slower rhythm that adds emotional weight. This forced audiences to focus on the scenes and feel its emotions, rather than following the beat. R&B videos often use luxurious settings, expensive props, and fashion to express success and desire. However, in this music video, she’s in a dim studio room with minimal props, centering emotional expression rather than material expression.

What do I like/dislike

The colors, set design, and effects of this music video are very beautiful and artistic. I also really like how H.E.R combined performance and narrative very seamlessly even though there is only one setting. I love how soft the music video is, which is something I’d like to do for my music video.

The Boy is Mine - Brandy & Monica

Target Audience

Target audiences include older adults aged 20–50, especially people who grew up with or appreciate classic R&B and 90s nostalgia. The music video appeals to those who understand mature relationship issues like trust, jealousy, and emotional boundaries between adults, not just teenage love drama. So, older adults could resonate with this music video. The music video especially targets women as a man is depicted as a bad guy.

Representations

The video represents female empowerment and rivalry. Both Brandy and Monica are shown as strong women standing up for themselves, not as victims. The rivalry shows emotional conflict, but in the end they realize the man is playing both of them. This flips the story into solidarity between women. The video represents women as assertive and aware, not just passive in relationships. This also represents relationships and love affairs, and how they can be toxic and terrible.

Camera

The video uses tracking shots and medium shots to follow both artists in their separate spaces, showing how similar their situations are. The use of two-shots during the confrontation creates tension, making it feel like a face-off, making audiences anticipate. Static shots help emphasize calm moments before the conflict, while handheld movement adds energy when they argue.

Mise-en-scene

The setting of two stylish apartments represents independence and success, showing both women as mature and self-sufficient. Their fashionable outfits, makeup, and hairstyles highlight 90s R&B glamour and personality. The lighting changes between warm tones (for comfort) and cool tones (for tension), supporting the mood shifts in the story.

Sound

The lyrics definitely match the music video. Lyrics like “Well I just want to let you know that he's mine. Huh no, no he's mine” reflect scenes of the two women spending time with the man, and eventually fight over him, then finally dump him. The narrative storyline is very clear and easy to follow, yet keeps audiences captivated.

Edit

Editing uses cross-cutting between Brandy and Monica’s scenes to show their parallel experiences. The rhythm of the cuts matches the song’s beat, making the pacing flow naturally. During the argument scene, fast cuts are used to build tension, before slowing again at the end when they confront the truth together. This makes audiences more invested and hooked into the story.

Conventions conformed

The mix of story and performance shots reflects typical R&B video structure, allowing emotional storytelling alongside strong vocal performances. The glamorous styling and fashionable outfits highlight beauty and confidence, traits often celebrated in R&B videos from this era. The personal setting and use of matching apartment spaces also allows the artists to create a connection with the audience, enticing them to watch more.

Conventions subverted

Instead of portraying one woman as superior to the other, both Brandy and Monica are shown as equal and self-aware, which challenges the stereotype of women competing for male validation. The video also avoids sexualized imagery, focusing instead on emotional expression and personality. Another subversion is the vignette effect on the video, which may be due to how old this music video is. This shows how conventions change as time goes by. 

What do I like/dislike

I like how easy it is to follow the storyline. Even though it lacks metaphors and more artistic expression, it's much more interesting to follow a story than hyper-analyzing music videos to find out its deeper meaning.

Reflection:
Diving deep into different music videos in the R&B genre was very useful to collect ideas for my own music video and also to analyze different executions of conventions and how I’m able to subvert them effectively. One problem I faced is I studied music videos of similar styles in R&B, which caused the analysis for technical elements to be more or less the same. I may need to venture out into other sub-genres within R&B to gain more knowledge on its conventions. However, my group has already made sure we do not research the same song twice, so we have a bigger range of inspirations for our own music video, so my lack of understanding for other sub-genres is not too detrimental for my project. I’ll definitely use this research to figure out which specific technical elements and storylines to use in my music video. While researching in great detail is very time consuming, and it took me weeks, it is very rewarding and helps me expand the possibilities for my music video. For next projects, I’d like to set a schedule e.g. two researches per week, so I do not chase deadlines and sacrifice the quality of my work just to get it submitted in time.