Intertextuality is the relationship between texts, especially literary ones. What this means for music videos is when a reference has been made to another form of media. For example it could be a music video similar costume to a film, or a lyric which relates to a newspapers story.
Intertextual references are used in music videos because of the target audience. If references are used they are almost always relevant to the people the video is intended for. Using intertextuality makes the audience feel clever when they recognise it, and leads to them enjoying the video more. It is a clever technique used in music videos because it can lead to the attraction of new fans. This is because fans of the intertextual reference may want to watch the music video to see it, and this leads to them viewing the music video.
Examples of intertextuality in music videos:
Robbie Williams' 'You Know Me' contains a number of intertextual references to 'Alice in Wonderland' the film, with a similar setting, and Robbie William's dressed as the rabbit from the film. In addition at the end of the video there is a shot similar to the Metro-Goldwyn-Mayer's typical film clip, but with the lion replaced with a rabbit.
Taylor Swift's 'Love story' contains lyrics based around Romeo and Juliette, complementing this is the scenes, which are a more modern adaptation of the play.
Another example would be Madonna's 'Material Girl, which is a reference to Marilyn Monroe's 'Diamonds are a Girl's Best Friend', a song from the film 'Gentlemen Prefer Blondes'. It is a replication by the choreography, and the costumes. This was done as Madonna is a big fan of Marilyn Monroe, and so this was her way of paying homage.
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