My Favourite Music VideoMy Favourite Music VideoRihanna – “Rude Boy”

Background Information• “Rude Boy" is an up-tempo song

and incorporates elements of ragamuffin, pop and R&B.

• The song is performed by Barbadian singer Rihanna.

• The video was premiered on February 10, 2010 via the high definition music video provider VEVO.

• The video was directed by Melina Matsoukas.

• The video use ‘s a green screen a lot and contains strong references to famous artists especially those from the pop art movement , including Andy Warhol.

Since the “Rude Boy” is widely associated with the R’n’B genre of music, the video would usually be expected to conform the generic conventions of an R’n’B video.

Genre Conventions

Many of the outfits worn are very provocative which is usually the case in an R’n’B video for a character

(particularly female) to come across in a sexual way. However Rihanna’s video does not conform to the

typical video structure as she uses both a performance and abstract structure to present her video rather than

using a narrative structure which is very commonly used with in R’n’B videos. The video does also not include many expensive things and is not revolved

around money and wealth.

Dancing

Glamorous woman/man/lifestyle

Money orientatedProvocative character

Expensive things

People of colour

Party / Club

scene

Narrative

structure

Target AudienceThe target audience for this music video is for people who enjoy R’n’B music

especially those who like Rihanna’s music and enjoy Caribbean music also.

I do not think that there is a specific gender which is targeted for this video as although Rihanna is dressed very provocatively and dances in this way which may attracts males, females will also enjoy this video also due to the interesting moves and colors of the video.

My OpinionI like the “Rude Boy” video because I think

that it was created well and gives good visuals which you can relate to the song.

Although the actual setting of the video itself does not relate at all to the song many of the characters involved and the dance moves which Rihanna performs helps you connect the song and the video together.