2. 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.
3. Genre Conventions
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.
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
Dancing typical video structure as she uses both a performance
and abstract structure to present her video rather than
Glamorous woman/man/lifestyle
using a narrative structure which is very commonly
used with in R’n’B videos. The video does also not
Party / Club Narrative
include many expensive things and is not revolved
scene structure around money and wealth.
Provocative character Money orientated
Expensive things
People of colour
4. Target Audience
The 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.
5. My Opinion
I 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.
