Research Blog: Music Video Conventions

The song "Independent Women" by Destiny's Child is categorized under the R&B music genre. R&B is short for rhythm and blues, and it is a pop kind of music that originated from African Americans during the 1940s. In R&B music videos, there is a range of conventions that can vary from artist to artist. During my research, I noticed that majority of the music videos told a clear story. Whether it be a man chasing after a woman or merely reminiscing on past events, the stories are told not only lyrically but visually. The videos usually take place at a house or in a party atmosphere. The location is constantly being changed as the story is further explained. But, this convention was challenged in the music video for Independent Women. During the video, a great number of special effects were utilized as the background. I also noticed that the lighting that was used remained consistent, unlike many R&B music videos. Normally, the lighting would start off darker and become brighter throughout the video to increase intimacy. Some even use a black and white filter to further emphasize that mood. This was not the case for Independent Women, it was almost the exact opposite. The lighting remained high key for the whole music video and there was not a filter that was used to set any particular type of atmosphere. The mood during Independent Women was set more so lyrically than physically. In R&B music videos, close-up shots, medium shots, wide shots, establishing shots, and long shots are often used. During the close-up shots, artists often break the fourth wall by singing or talking to the audience. This not only makes the video more unique but it connects the audience to the artist on a more personal level. Since these videos aim to tell a story, these shots are used to keep the attention on the actors and the sequence of the storyline. Pan, hand-held, high angles, and low angles are some of the common camera movements and angles which are used in the music videos. Tracking is also used to follow the artist whether they are walking, singing, or dancing. In R&B music videos, the camera goes wherever the subject or artist goes. In connection to creating a relationship between the artists and the audience, I learned that the editing of the music video is a leading factor for this. The editing creates a sense of reality for the audience which makes it more relatable and allows the viewers to put themselves in the narrative. Reverse shots, eyeliner match, action match, crosscutting, and cutaway editing styles are all used, just to name a few. In Independent Women, there are a lot of reverse shots and cutaway editing that are used. This allowed the scenes to be brought to life as the artist expanded on the liveliness in their lyrics. Non-diegetic, diegetic, sound effects, and dialogue are also constantly used in the music videos. By using these, artists are able to further develop and set the mood for their stories. Lastly, costumes and makeup play a considerable role in R&B music videos. Women, sometimes men, are usually seen wearing revealing clothing and flashing jewelry that captures the audience's attention almost instantly. Independent Women challenged this convention and Destiny's Child did not wear costumes that were revealing. Instead, they caught the audience's attention with their powerful message and further emphasized the idea that women are more than objects that are made to look appealing for the delight of men. But following along with the conventions of an R&B music video, their hair and makeup were dramatic which accentuated their features and gave off an even more powerful aura. There are so many different conventions that go into creating these masterpieces that make R&B such an all-around genre. I am excited to see how I utilize and challenge these conventions in my production! The next time I see you, we'll be going over my plan for my film. See you next time!