Andrew Goodwin’s

TheoryBy Fahrin Sultana

‘’The Genre should be obvious,’’

In a music video, the nature of the genre should come across quite easily because of the things you see on the screen. For example, lets have a glance at the genre that I am going to be looking at which is RnB. Men RnB artists would often have a beautiful young lady, who is often limited in her clothing to assist them in enticing their image and attracting a particular target audience.

Female RnB artists would often wear clothes which would be show off their frame work, and would often have lots of shots of their own selves on screen to relate to the audience more and not lose focus.

‘’The notion of looking,’’

The notion of looking is described simply as men and women in music videos on screen being portrayed as seductively which is seen a lot in relation to RnB as it’s all very raunchy.

‘’Voyeurism used to sell videos,’’

Voyeurism is basically sexual gratification on screen. This can be legitimate or not directly shown. Once again it’s used to appeal to a particular audience. This can be seen quite a bit in RnB songs.

‘Record label creates individuality’’

Some labels will demand that artists attempt to be different. They will try different styles with them to make them quirky and stand out because at the end of the day they are the ones who will bring a profit to the company. This doesn’t necessarily need to be physically seen on the artist it can be something like breaking the 4th wall, for instance extreme close up shots when creating a music video. This is done on purpose because it is as though they are singing directly to the audience. Eye contact is another thing which can create individuality and this is often seen in RnB videos.