Style: Performance and concept based
Conventions according to Goodwin: Looking into the camera - the fans and audience want close ups of the main artist, this is critical in a promotional music video as it allows fans to develop a personal relationship with the musician, due to the video being performance based it allows viewers who cannot always attend gigs to feel like they're seeing the artist perform their music.
This video also adheres to the conventions of the genre, for example Black represents the colour of evil and the main purpose of this song is questioning the corruption of society and how evil is shadowing the positives of civilisation.
They also use specific hand gestures which are commonly used in R&B music videos to express the passion and power behind their lyrics.
The musicians are also wearing tracksuits which is a key convention of the R&B genre, also the common outfit for a stereotypical Black man is a tracksuit and very casual, informal outfits. There is also a police officer stood next to the black man looking down at him, this suggests there is still segregation in race even though it is not as obvious as it has been in the past.
This also shows the modern representation of a Woman who is surounded by 3 men yet she is wearing the same code of dress, she is on their level and is centre frame, she is also very confident and does not adhere to the conventions of a stereotypical traditional woman
Concepts:
Throughout the video a question mark continues to appear, it appears in a range of different place, it appears on a TV that children are watching, crop fields and sky scrapers as can be seen in this image. This is the main concept of the video and combined with the title of the song "Where is the love?" it is constantly raises the question what people are doing to the world and showing how segregation and racism still looms in society as well as the crime that is a constant occurance in most places on Earth in one form or another.
There is a range of genders, ethnic groups and age groups in this video to show the wide range of people that the corruption and dissaray of society affects and it shows how many people are raising the question "Where is the Love?"
Even though this videos genre of music primarily targeted a young audience (R&B) the concept of the music video intends to capture a much wider audience as it is relatable to so many people and it portrays that no matter what race, age, gender or culture people are scared of the affairs going on in society.
This has influenced my research and planning:
- I have a better knowledge on social comments related to ethnicity and racism in music videos.
- I also have a better understanding of identifying concepts in music videos.
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