What is unique about your

concept?

What is familiar (or been inspired

by other media)?

We decided to include aspects of

feminism into our video, which is not
typical in the Hip-Hop/R&B genre.
Although Hip-Hop/R&B artists are
usually shown as confident, the
audience will also see her vulnerable
side, soon she realises her self-worth
and comes to her senses she doesnt
need a man

The locations we have chosen are

urban inspired, for example South
Bank, Brick Lane, Camden and Leake
street, as they represent the genre
well. The artists outfits are 90s street
style inspired, which is common in the
Hip-Hop genre. The storyline in the
video is based around the theme of
love and relationships, which is a
common theme in most genres.
Conventions of music genreconformed to? Challenged?

Conventions od the music video

form (as identified by Carlson,
Goodwin and Holstein)- conformed
to?
In our video we are planning to have
close-ups of the artists outfits, which
could be decoded by the audience as
close-ups of her body, which is an
example of voyeurism, this links to
Andrew Goodwins theory about sex
appeal. Others may decode this as her
being made into a commercial
exhibitionist, where fans aspire to be
like her by imitating her style, hair and
make-up, which was Svens Carlsons
approach of music videos. Our video
will be a balance between song and
dance performance, and we will use a
non-linear narrative as it will include
flashbacks, which links to Todorov
Values and beliefs conveyedWhich and How? Target audience?
Our artists value are that women
shouldnt accept being second best,
which she is in the video until she
comes to her senses. She also believes
that women should be treated with
respect and should be valued and that
they should be confident in themselves
also they should have an equal
standing to men. People with radical

We will be challenging the idea that

women in Hip-Hop/R&B videos wear
unique and dramatic make-up, as her
make-up will be subtle, and her
hairstyle will be minimalistic. On the
other hand we have conformed to the
idea that women in Hip-Hop/R&B
videos wear trainers, especially if there
is a dance routine. We are considering
having part of the performance in the
video shot in a party scene, which are
common videos in these genres. We
will also us e close-ups of her outfit,
which links to Mulveys Male gaze
theory and is stereotypical of HipHop/R&B videos we will challenge
genre stereotypes of a women being
passive by showing her as independent
women who does not rely on a man
Density/ Intertextuality? (i.e. why
would the audience want to watch
this repeatedly)
We are expecting our video to be
visually dense as this common for
mainstream music videos. We want to
use a lot of symbolism and
iconography to engage our audience
and grab their attention. Through the
use of different costumes and locations
we are hoping that the audience will

feminist views are likely to agree with

her values, but they may not like the
idea of the conflict between two
females. Our target audience is mostly
women or teenage girls who feel that
they can identify with her and relate to
her experiences but at the same time
anyone who listens to Hip-Hop/R&B
and can enjoy it

feel inclined to watch the video

repeatedly and to share it with others.
This will also encourage them to buy
into the artist. By listening to her music
they may feel the need to research
similar artists; by doing this they are
expanding their knowledge and music
taste.