Audience research and conventions of R'n'B genre

Genre: RnB
Artist: Ne-Yo
Date of release: 2006
Type of music video: Narrative based
Record Label: Def Jam Records
YouTube views: 54,611,779

I have chosen to focus on Ne-Yo's song, 'So Sick,' as my exemplar for RnB music video due to the fact it became number one when it was released and the YouTube views are very high suggesting the audience enjoy both the song, and music video.

Typical conventions

• I believe the location is significant due to the fact its set in a ski resort, somewhere you would holiday/go when well off, this suggests a wealthy character.
• The costume Ne-Yo wears consisting on a think fur jacket, this shows the indulgence in which RnB singers tend to represent.
• The coldness of the outdoors is also contrasted to the indoors with the fire, I believe this shows how he is feeling. The warmth from when he was in love, to the coldness of being alone he now feels.
• We also see Ne-Yos memories featured as slow motion flashbacks, this helps show the importance of what he has lost.
• In the memories the girl is also featured in close ups with a shallow focus on her face, this shows how much she meant to him.

Audience

• I believe teenagers to young adults would be viewers of this music video due to the fact this age group is more likely to suffer heartbreak, therefore they can relate lyrically.
• I think both male and females will view this video as males will see Ne-Yo as an icon and females will see him as a heart throb. 
• The audience may also be those who have experienced a holiday romance as they are in a foreign environment and used to be in love.
• Those with an expensive taste in clothing/ want expensive clothes may also watch this video as the clothing they wear is indulgent therefore the audience can relate to this.