The codes and conventions of RnB/Urban are:
- Heavy jewelry (big rings, chains, bracelets)
- Revealing Women
- Black/mixed race singers, rappers, background dancers etc
- Expensive cars not the average ones
- Guns/violence
- Locations: the streets (ghetto life), clubs, mansions (with swimming pool)
- The mean wear black and baggy clothes
The music video of Jason Derulo “it girl” uses the codes and conventions of RnB music, for example there’s an expensive flashy car, and the clothes he’s wearing are expensive and he’s wearing a lot of jewelry. Also the video has a mixed race girl in it, who he is seducing him as he’s sining, which is definitely using the codes and convention.
However some of the settings in the video is different to other RnB videos, for instance the house that is used is not a typical mansion that you would expect to see it’s more posh and like a country house, also there’s a lot a tress and greenery in the video too which isn’t generally seen in this kind of genre.
50 cent ft Justin Timberlake “Ayo Technology” is a perfect example that uses the codes and conventions of RnB/Urban music videos. The video contains expansive cars, women who are really revealing and entertaining the guys while they are sitting like“pimps” dressed up in pricey suits watching.
Rizzle Kicks “Down with the trumpets” doesn’t use the normal codes and conventions expected to be seen in an RnB/Urban music video. For example they use a cassette player which wouldn’t be seen in a typical RnB music video because they would generally use the latest technology which would be an Ipod. Also the way they are dressed is more indie, with the skinny jeans and not the loose, baggy T-shirts or jeans that are below their bottoms. The location they have used is in a beach and not in some alley way or at a mansion with swimming pools etc. They use a twist in their video were they buy a trumpet of someone using the kind of technique that would be used when dealing drugs.
Will Smith “miami” has codes and conventions that go with the RnB genre, for example, the cars, the mixed race dancers, the girls and the clothing. However the video is has all kinds of races in it, its located in a beach and an event with a stage and live singing.
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