R&B Music Video Conventions

In R&B male music videos they often feature the artist topless. This is because the genre is predominantly aimed at a female target audience.

 Females usually wear very minimal clothing in order to attract the a male audience to the genre. Their makeup and hair is often done very flawlessly so that it creates the image of them being perfect. This in turn can attract a more female based target audience due to the desire to be like and look like the artist.

Many props such as sunglasses and jewellery are used to create the impression to the audience that the artist is very wealthy and have a lot of money.

The music videos are often performance based by featuring the artist singing the song to the camera. They also normally include some other performance element which is commonly dancing in order to convey more talent in the artist.

An R&B music video usually consists of:

1. Slow songs: these songs are meaningful and slow. The music videos are usually in greyscale or sepiatone in order to convey this emotion.
2. Fast songs: bright colours, fast editing, flashy cars and jewellery are often used in order to create a happy and loud atmosphere. This atmosphere generally echoes the theme of a party. For male artists these videos are commonly set in a club so that the party theme may be easily conveyed. Female artists however may have theirs set in a studio so that many special effects and creative lighting can be used. 

Rihanna- Rude Boy
is set in a studio so that special effects can easily be
created.

Usher- Yeah
is set in a club so that the 'party atmosphere can be
naturally portrayed.