Music Video
Our song is in the genre of both R&B and UK Garage. UK Garage is a genre which has a large underground following, but where every year several songs tend to break into the mainstream, while R&B is currently the biggest and best-selling genre in the UK and US (Combined with Hip-hop.) as shown by This article.
R&B is a much bigger and more varied genre, but focusing on the more beat-driven R&B, some similar conventions arise. There is seemingly less focus on elaborate dance routines, but there is also a lot of sexualisation, with prominent sexual imagery. We subverted this sexualisation by not having any of our cast sexualised whatsoever.
Our music video follows some of the major conventions of music videos, especially in relation to costume and location, with parts of our music video taking place in the graffiti covered streets of Brick Lane and Brick Lane's car park.
Our choice of locations was heavily inspired by the music video for 'I Loved You' by Blonde, which is an R&B song where two women (Neither of which is an artist who made the song.) travel around urban parts of London. This not only makes the genre clear, due to London's connection with UK Garage, but also connotes the fun and exciting nature of both songs due to the bright colours.
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| A comparison between the location used in Blonde's music video and my video. |
Similarly our choice of costume was based off what we had previously seen in UK Garage music videos and mainly consists of puffer jackets and street-smart clothing, seen in videos such as 'Fill Me In' by Craig David, and we were also heavily inspired by the music video to 'Shutdown' by Skepta, which is similarly set in urban London location.
We followed Simon Frith's theories about the different types of music video and have aspects from all 3 of his designated types of music video, deatiled further in the prezi below.
We also took some imagery from music videos in R&B, which we thought connotated the genre well, specifically the wall projections in 'We Found love' by Rihanna and the cycling coloured lights in the intro to the video for 'Tyrant' by Kali Uchis.
Our video also follows some less genre-specific conventions of music videos, Carol Vernallis' key concepts around editing and Camera Movement. This is shown by our use of jump cuts at multiple points throughout the video and breaking various rules of invisible continuity editing, such as the 180 degree rule and 30 degree rule. This make the video engaging for the viewer and exciting, as well as allowing us to include more close-ups, lip-sync shots and cutaways to interesting visuals.
Digipak
Our digipak follows many of the conventions of R&B/UK Garage album covers, as explored in the Padlet below:
Our digipak follows many of the conventions of R&B/UK Garage album covers, as explored in the Padlet below:
Website
The main website we used as inspiration in our video is R&B/pop star Ariana Grande's website https://www.arianagrande.com/. We very much used this as a rough template for our own website, which can be accessed at https://latymermedia2016.wixsite.com/latymergroup2.
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