Analysising RnB Music Videos

Bow Wow feat Omarion- Let me Hold You

• Movie style opening= evident in the beginning of the text where there is a fade in to a long shot of a female character answering the phone and sharing dialogue with the main male character (Bow Wow). This is reinforced by the fact that after the dialogue when the song begins to play, Credits such as 'Barbarino Films presents' are used to make it seem even more like a short film. During the conversation a track in shot in order to get closer to the female character so that audiences would be able to see the female characters facial expression during the dialogue so that audiences would understand the passage more. The movie style dialogue ends with a fade out which makes it seem as if it is the end of any dialogue and it is becoming a music video.
• Lots of fades are used within the music video to correlate with the smooth beat of the song and to make the music video appear more sosphisicated. Quick fade in and out are used in particular parts of the music video to be in sync with the beat.
• Generic conventions and codes of the Hip Hop/ R'n'B genre are used within the music video. The shiny, expensive car (Range Rover), baggy jumper and jeans with bandana worn by Bow Wow. Long chain (Bling) and diamonte belt buckle also worn by Bow Wow and Omarion. The fact that the main female is of dual heritage (black and white) and attractive is conventional of hip hop/ r'n'b music videos.
• The target audience for this song is young i.e 18 years old to 25 years and portrayed within the music video through the themes explored which a younger audience can relate to. The fact that the main characters go to a party is related to 'the youth' as it is commonly associated that in their spare time young people go to parties. The relationship shared between the male protagnist and the female character is one that is frequently encountered by a younger audience therefore they would be able to relate to it. It overall gratifies their target audience through the link of personal identity which is when audiences relate to the characters of a particular media text due to your own characteristics or traits/situations that are evident within the character or their life.
• Overall, this music video was relevant for me to analyse due to the fact that it is an R'n'B music video which my song possibly is therefore giving me an insight to what the music video is like in terms of conventions and any subversions.