Conventions of Genre

RESEARCH into the conventions of male and female roles in a music video for an R&B product:

Representation of males:

•Male artists are presented in a sexual way which is illustrated through their lyrics and their music videos. To appeal to a female audience (known as the Female Gaze) the male artists will usually remove their shirt or take part in a dance sequence. There are usually female dancers as well. This is to make the female audience jealous.

•Chris Brown – Take You Down (CONCERT MUSIC VIDEO) :

He is fully dressed in black clothing however he then pulls his shirt off, then there is a roar of screams from the female audience at the shows.

•Jason Derulo:

Another example of a male R&B artist who relies on his image to attract his audience.in a majority of his music videos he appears topless with his female co-stars. This is to make him look irresistible to the woman audience and will inspire the male audience to idolize him, as they want female attention too.

•If not topless then R&B male artists wear baggy or quirky shirts along with low denim jeans and trainers.

•Pharrell Williams – his image is based on experimenting with clothing this is usually done to promote a specific type or brand. This also makes their male audience want to dress similarly to attract women and be seen as successful, as that is the ideology behind the image.