Challenging stereotypes

Before we came up with an initial idea, as a group we decided we wanted to challenge stereotypes and conventions to make the music video unique to appeal to the audience. Therefore we have included a male protagonist in our initial idea that is chasing a female because in new R&B is using women being portrayed as the sexual object, where as in our music video we want to portray them as being beauty. This will make our music video unique to new music videos and create a differ with the music video that already exists from the song.

Here are some stereotypes that typically portrayed within music videos:

The first stereotype is the empowerment of women, Here Beyonce is shown to be the dominant character of the music video of "Bow Down" and all the male characters obey her, this has recently become a popular front that women put on in their music videos as feminism has become more and more popular,they often create this appearance to target the younger and older audience to see them as role models. Beyonce has used her popular title as "Queen Bee" to target this audience and can taken this to her advantage by create a look that many people will remember.

Here,Chris Brown is sticking the typical stereotype which is where men flaunt their money and wealth and see them selves as the dominant. They see them selves as higher than women and often portray them as sexual objects and nothing more. this means that male artists often create their music videos to attract a dominant male audience of teens-30 year olds who like explicit views of women. This is something that never appeals to women, however with Chris brown often being seen as an attractive artist, women audiences are still attracted to see him.

Within Beyonce's "Why don't you love me" music video she is portrayed as being a domestic housewife who obeys her husband and is crying as she is appreciated enough. At the start of the video she is seen doing chores and blowing up a car engine which shows women in a light of being unable to do male tasks. Whilst she is doing this, she is wearing very revealing clothing/lingerie which shows her sexual appeal. This music video attracts both men and women with both  the sexual reference as well as the empowerment of the lyrics.

Here Rihanna has portrayed her self as the sexual character rather than a male doing it. It is clear she wanted to attract a male audience which is what she did.