Intertexuality in Music Videos

• It is perhaps not surprising that so many music videos draw upon cinema as a starting point, since their directors are often film school graduates looking to move on eventually to the film industry itself.
• Most mainstream music videos have a cinematic feel - largely thanks to new technologies and post production techniques.
• There are several lucrative tie-ins these days, including synergy of soundtrack releases and exclusive artist recordings.
• Intertexuality is when media texts reference another media text - this can either be reflected in the style of the video or done in a humourous way. It can help audiences take further levels of meaning away from a text.
• Television is often a point of reference too, as in The Beastie Boys' spoof cop show titles sequence for 'Sabotage' one of the more well known.
• Visual reference in music video coming from a range of sources, though the three most frequent are perhaps cinema, fashion and art photography.
• One of the most memorable examples to fashion photography is Robert Palmer's 'Addicted to Love', which involves supermodels that front the band. The video also intergrates Mulvey's Male Gaze.
• The use of video games in music video has become popluar with Robbie Williams (Let Love Be Your Energy) and The Red Hot Chilli Peppers (Californication) using a video game style video.
• John Stuart's description of the music video; 'incorporating, raiding and reconstructing', is essentially the essence of intertexuality.
•  Using something with which the audience may be familiar to generate both potentially nostalgic associations and new meanings. It is perhaps more expicitly evident in the music video than in any other media form, with the possible excpetion of advertising.

I will probably not use too much Intertexuality as my video is going to be more serious and formal than mickey taking by using things such as video games.