The word "intertextuality" in the music industry means a way in which one media text is referenced to another likewise by using a known subject that is familiar to the audience watching so they can generate nostalgic feelings and new associations as it is referenced in the music video. The main three qualities of intertextuality in a music video are incorporating, raiding and reconstructing as this helps the audience to relate back to the known subject therefore enticing viewers. In music videos it can sometimes be used as a way of advertising.
An example of intertextuality in a music video is found in the song Paparazzi by Lady Gaga, the video features shots of newspaper headlines and narrative reference to fashion magazines by the artist herself. This referencing is understood by the groups of people who are interested in fashion, news, famous people and social topics. Moreover the video uses generic conventions of Hollywood films almost paying tribute to the iconic period of film making in the 60's, it is also portrayed in the use of classical titles.
Another one of Lady Gaga's music video's known as Telephone is said to be a continuation of Paparazzi, in this music video we see reference to Disney from the wearing of Mickey mouse glasses which are also worn in Paparazzi. Lady Gaga has purposely used intertextuality in her work to brand her self so that her creations can be seen within others work.
Intertextuality is used to help promote and popularize a product this is why it is mainly used in a well known artists video. In the video above Lady Gaga displays herself wearing the Mickey mouse ears, as she is very popular with a huge amount of fans this helps to promote Disney and get her fans interested in Disney products as she is wearing one of their items so her fans must too, helping to start a "trend".
Graduation the third album from Kanye West uses intertextuality in its album artwork. The use of the unique graphics of the cartoon bear wearing glasses shown on the album cover are noticeably recognisable as Kanye is seen to be wearing them in some of his music videos, other CD covers and on tour. Likewise the audience begin to pick up on this noticeable factor distinguishing him as an artist and promoting him and his products.
An example of intertextuality in a music video is found in the song Paparazzi by Lady Gaga, the video features shots of newspaper headlines and narrative reference to fashion magazines by the artist herself. This referencing is understood by the groups of people who are interested in fashion, news, famous people and social topics. Moreover the video uses generic conventions of Hollywood films almost paying tribute to the iconic period of film making in the 60's, it is also portrayed in the use of classical titles.
Another one of Lady Gaga's music video's known as Telephone is said to be a continuation of Paparazzi, in this music video we see reference to Disney from the wearing of Mickey mouse glasses which are also worn in Paparazzi. Lady Gaga has purposely used intertextuality in her work to brand her self so that her creations can be seen within others work.
Intertextuality can sometimes be used in the genre of Hip Hop although it may not be as noticeable as in other genres like Pop. For our music video we feel it is not necessary to use intertextuality in out video as we do not want it to draw attention away from what the fans are watching. Sometimes it can take over the video and intertextuality is the only thing remembered by fans, this is something we do not want. Although we may include it on our website, and idea would be to have a collaboration with e company that we can use for our merchandise, this will help to promote our name and brand.
Here is an example of intertextuality be used in a Hip Hop album cover:
Graduation the third album from Kanye West uses intertextuality in its album artwork. The use of the unique graphics of the cartoon bear wearing glasses shown on the album cover are noticeably recognisable as Kanye is seen to be wearing them in some of his music videos, other CD covers and on tour. Likewise the audience begin to pick up on this noticeable factor distinguishing him as an artist and promoting him and his products.
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