Intertextuality is when a media text references another media text. It can be used to create pleasure for the audience at recognising the reference as it privileges them because they are 'in on the joke' while it can also create a nostalgic effect for the audience. It can be used as both a serious or humorous effect. Intertextuality is reflected in the fluidity of genre boundaries and the blurring of genres.
This image is referencing the white rabbit from the book 'Alice's Adventures in Wonderland' by Lewis Carroll.
This screen shot above references the Metro-Goldwyn-Meyer trademark lion however it is replaced with Robbie Williams wearing the white rabbit costume for comical effect.
Both screenshots above and below are from Taylor Swift's music video 'Love Story'. The screen shot above is inspired by the Shakespeare play 'Romeo & Juliet' as shown by the costume and also the storyline of two lovers forbidden to be together by their families is also a intertextual reference from Romeo and Juliet. The music video uses a modern day storyline in some sections (shown by the screen shot below) to contrast the 1500s mine-en-scene.
This music video was inspired by the 1953 film 'Gentlemen Prefer Blondes' which featured Marilyn Monroe:
The whole music video is a homage to the film mostly obvious from the strong miss-en-scene links. The red setting, the men in tuxedos, the blonde hair, the hot pink dress and the abundance of diamonds. The intertextual link is mostly used to express that Madonna is a 'material girl' due to her seductive nature which she uses to get men to buy her jewellery.
Music is categorised into genres based on their sound, lyrics, music-beat and their image
Artists can be defined by one genre or my many which creates 'sub-genres' e.g. Alternative Rock
Three popular genres of music are Rock, Pop and Hip-hop
Rock conventions:
Mostly use performance shots or sometimes videos can use disjuncture
Themes of instruments used include electric guitars/drums which make strong/loud sound
Their lyrics tend to be meaningful however are based on modern concepts
Dark lighting/colours/clothing are commonly used which represents the tone, mood, atmosphere and content of the artists music and the colour red or religious imagery is commonly used
An example of a rock music video which follows conventions is: Nirvana - 'Heart-Shaped Box'
Pop conventions:
Music videos range from performance, amplification, illustration and disjuncture
Quirky outfits or the latest fashions are worn as well as bright and eye-catching colours
Videos are commonly choreographed, especially those of boy bands and girl bands
Locations can also range widely but are commonly urban
An example of a pop music video is: Ariana Grande - 'Problem'
Hip-hop conventions:
Mostly use performance, amplification or illustration in videos
Videos show wealth by promoting cars, fashion and objectifying women
Darker lighting is common is some videos which are about darker themes however Hip-hop videos about aspiration are commonly filmed on beaches or mansions and places of wealth
An example of a Hip-hop music video is: Jay-Z - 'Dirt off your shoulder'
The different styles of music videos can be summed up using Andrew Goodwin's theory suggests that music promos can interpret or use meaning created in song lyrics in different ways:
Illustration: illustrates the idea of narrative in song lyrics e.g. Eminem - 'Stan'
Amplification: Uses a key idea/image from lyrics and develops into a concepts within the promo. A link remains between the lyric and the promo e.g. Beyonce - 'Grown Woman'
Disjuncture: The promo bears no resemblance to the lyric or it's meaning; abstract, often seen as unconventional/ 'arty' videos; creates a new range of meaning for the song e.g. Franz Ferdinand - 'Can't Stop Feeling'
However there are three other ways a music video can be 'styled':
Performance - This can be when an artist is shown on stage performing their song with a band or it could be when an artist is 'acting' but miming the lyrics to the song. A good example of performance without a band or instruments is Jordin Sparks & Chris Brown - 'No Air'
Narrative - This is very similar to illustration as the music video uses a narrative, usually conforming to Todorov's theory of narrative to express the meaning behind the songs lyrics and feeling. A good example of a music video using narrative isGoldfrapp - Jowhich is from the murderers point of view as they stalk and kill a woman named Jo
Concept - This is similar to disjuncture as it is based around a single idea which is unusual or obscure. It will also attract a wide audience and the video will make the audience constantly look at the unusual images on the screen. A good example of a conceptual video is Red Hot Chilli Peppers - 'Otherside'
Music videos include many long shots, close ups and mid shots which allow the artist to be shown consistently and shows their emotions to add tone to the song; it also adds interest of the surroundings.
Camera Movement
The camera movement usually tracks the artist or band while they move and usually uses crane, tracking, pans and tilts for a variety of shots which change on screen and keep the audience interested. The music video 'Skyscraper' by Demi Lovato uses many different camera shots such as long shot, close up and mid shot while also being a good example of camera movement such as crane shots, pans, zoom in and tracking shots:
Mise-en-scene
This is the arrangement of the artist/band and props on stage or a scene and also includes technical aspects such as the make up, costume and lighting. Mies-En-Scene is extremely important as it all adds to the tone and understanding of a song and the video. For example a black and white video may create a dreamlike idillic atmosphere or could equally be used to create tension and a dark mood while props are essential in music videos that use amplification or a conceptual style to maintain understanding for the audience. An example of strong mise-en-scene is Lady Gaga's - 'Applause' as it demonstrates wacky costumes, dance numbers and artistic settings demonstrating her artistic and performing nature that links to the songs name 'Applause' which follows her performances:
Editing
The shot most commonly used in music videos is a jump cut because it allows the shots to follow each other swiftly and in time with the music however other editing transitions such as fade or dissolve are also used depending on the songs beat and the emotions the artist is aiming for the audience to feel. The song 'Girls and Boys' by Blur demonstrates cutting to the beat well:
Other conventions of music videos:
Most music videos contain either performance clips or conceptual clips (narrative/artistic) or both
Usually the performer is shown in one or more settings with instruments or a band
Performance settings usually include concerts or smaller gigs, household settings, streets/bedrooms or an artistic background
Narrative clips usually have a visual story that is easy to follow
