2. DESTINY’S CHILD-LOSE MY BREATH
ABOUT THE BAND
• R&B band Destiny’s child
formed in 1997 originally had
4 members. The band
reformed in 2000 producing
BEYONCE KNOWLES KELLY ROWLAND
the final line up including
Beyonce Knowles, Kelly
Rowland and Michele Williams DESTINY’S CHILD MICHELLE WILLIAMS
and formed the new and very
successful ,Destiny’s child. This
band relates to my music
video because of their target
audience, costume and kind of
music they produce.

3. THE VIDEO OVERALL
PERFORMANCE
• The music video is mainly
performance with a lot of lyrics
and visual links(Andrew Goodwin
theory) the video shows a dance
off between two trios of girls ,
both of them being destiny’s child
but shown in different alter ego’s
or sides to the band. The dance
off shows a battle between street
and Contemporary dance. The
use of linking the lyrics and
visuals amplifies what the songs
theme is. The song relates to the
target audience (15-18) because
of the nature of the lyrics.

4. TARGET AUDIENCE
• The target audience is 15-18
females. The lyrics in the
music reflect target audience
experiences which makes it
more appealing to the target
audience. I believe it begins at
15 because of the bands style
as well, the clothing is very
provocative however not so
much so that the audience
would be a mature audience.
The band also have a street
style which you can associate
more with mid teens rather
than early teens, and the band
itself appeals to 15 to 18
because of the nature of the
songs they usually produce
creating the 15-18 age range.

6. CONVENTIONS AND GENRE
CHARACTERISTICS
R&B GIRLBANDS
Cleopatra • R&B girl bands tend to appeal to
the average teenage girl. The songs
they produce are about target
audience experiences like
relationships or going out and
enjoying themselves . They also
have costume which would appeal
Ruff Diamondz to the target audience (mid teen-
older teen). This is because they
use high street fashion and street
fashion to relate to their audience.
This trend is shown through similar
girl bands such as Ruff Diamondz,
Sugarbabes Cleopatra and Sugarbabes.

7. LINKS
LYRICS AND VISUALS MUSIC AND VISUALS
• The pace of the lyrics begins at a • The music amplifies the lyrics
regular pace but then speeds up and
slows down on the lyric ‘oooo’ as if of the song. The music is at a
someone is breathing out or taking a fast tempo which, like the
deep breath. This relates to the visuals visuals, relates to ‘keeping
as the dancing speeds up and slows Can you keep up?
down. This also links to the music as Baby boy
up’. The choreography and
the music is does the same thing as make me lose my breath the music mimic each other.
the lyrics and the choreography. When bring the noise There are drum rolls every 24
the artists say ‘Lose my breath’ at one
point they blow dust from their hands moved so fast baby now beats which is where there is
as if it is their breath again showing grabbed you, grind you, liked travelling either walking to
the link between lyrics and visuals in you, tried you another location or towards
this song. The surface meaning of the moved so fast baby now I can't
song is about keeping up with dance find you (at this point the pace each other. There are also
moves (the surface meaning link the of the lyrics speeds up) two counts of horn sounds
lyrics and the visuals clearly). This is which is when there is a close
shown when the trio’s have a dance Ooo, (this is where is slows
battle to see who gives up first and down)I'm starting to believe up of a big dance move or a
who can’t ‘Keep up’ . This is a direct that I'm way facial expression which
example of Goodwins theory. too much for you amplifies the music.

8. ADVERTISING THE ARTISTS & RECORD
LABLES
VOYERISTIC TREATMENT OF
THE FEMALE BODY
• Although there are many areas where
voyeuristic images could be used
there is only 1 particular moment
where there is a medium close up of
one of the members body parts
which could be seen as a voyeuristic
element. There are several moments CAMERA ANGLES AND MOTIFS
where men are involved in the
choreography so the voyeuristic areas • The first camera angle is a long shot
of the songs are shown through the which is a strong camera angle as it
choreography rather than camera establishes the girl band right away
angles. and shows their costume which is key
for captivating heir intended
audience. After the songs begins
there are close ups of each artist on
the beat of the music which creates a
punchy attitude for the band
members. The motif the band has is
aural rather than visual as we hear a
drum roll where there is travelling
every other 24 counts.

9. Overall
• The way the artists are advertised has been a
main learning point for me as I can now use this
in my groups music video to advertise our artists
as they appeal to the same target audience. I can
also use what I learnt from the links between
music/lyrics and visuals and incorporate it into
the music video to amplify the lyrics as they are
important to the song. The conventions I
researched can be challenged, used or developed
in the music video to create a new style for our
band.