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INTERTEXTUALITY IN MUSIC VIDEOS

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by

Robyn Ward

on 5 October 2015

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Transcript of INTERTEXTUALITY IN MUSIC VIDEOS

INTERTEXTUALITY IN MUSIC VIDEOS
WHAT IS IT?
Intertextuality refers to the process of creating references to any kind of media text via another media text.

It essentially means that it has a type of link to another media which could be film, television or music to pay homage to another media text.

WHY DO ARTISTS DO THIS?
Many artists do this for popularity as making a reference to a popular book or film will boost amount of viewers.

However, it can be seen as quite difficult for artists as the medit is relating to must be iconic/recognisable to do well.
EXAMPLE: IGGY AZALEA - "FANCY"
Iggy Azalea's music video for "fancy" has strong intertextual links to the American, teen chick flick "Clueless" (1995).

Her outfits are exactly the same as the main star in the film as well as re-creating the scenes from the movie.
EXAMPLE: TAYLOR SWIFT - "BAD BLOOD"
The video straight away cuts into a film like opening making the audience feel the tension and action.

This music video has several intertextual references to films such as 'Kill Bill' and 'The Host' as well as 'The Hunger Games' series. There are superhero references through out and the artists in the video all have a certain character to play.
Each person has a ceratin costume, for example, the black leather look outfits remind us of superheros like cat woman.
KILL BILL
HUNGER GAMES
TRAINING SCENE
WILL WE CHOOSE TO HAVE INTERETEXTUALITY IN OUR MUSIC VIDEO?
Due to our genre being indie rock, our video won't have any major interetextual references to films, games or books. Only mainstream artists tend to do this as they usually have bigger audiences and bigger budgets, therefor they have more people to appeal to. If we had references in our music video, it would probably look tacky and too much like a film or trailer and we want a serious but chilled out music video to suit our genre. However, it may have small references to scenes out of something such as 'this is England' as our video may be set in a run down council estate area and might be associated with drugs and alochol.
INTERTEXTUALITY IN INDIE ROCK MUSIC VIDEOS?
Arctic Monkeys - 'When the sun goes down' is one good example of intertextuality being included because the video is taken from 'Scummy Man', a short film by Paul Fraser about a woman called Nina, a 15 year old drug addict.
The video does have a sense of realism and portrays the lives of some people. Videos with a narrative like this (that associate with drugs, violence etc.) are usally indie artists.
JAKE BUGG
Similarly, Jake Buggs videos contain similar narratives and intertextual references to films and Tv programmes such as 'This is England'.
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