Research: Intertexuality in Music Video - Jemar

What is intertextuality?

Intertextuality is when the music video has formed a relationship with or shows reference to something/one else. This can be done in a number of ways, for example gimmicking an artist, making reference to someone political or displaying an ideology of something. This is often called an intertextual reference as it is being ‘referred’ to in the video. Theorist Andrew Goodwin suggests that intertextual references in music videos are becoming very popular as it is now a new way of entertaining the audience.

Why it might appeal to an audience?

Intertexuality is used in most music videos as it allows the audience to relate themselves to the music or artist due to the unique effects used by the artist in the music video. References allow the music video to seem controversial which then allows the audience to make they own interpretation of the music video. Some intertextual references can appeal to a target audience due to the audience manipulating these references into humour and making the music video more interesting compared to the usual conventional music videos.

Intertexuality in Music Videos

Many artists nowadays use the concept of intertextuality in their music video in order to make it appeal to their target audience in some way, shape or form.  An example of a music video which demonstrates intertextuality precisely is Alexandre Burke’s single Hallelujah. This is because there are a series of different shots of her X factor journey before switching back to her actual music video.

- Alexandre Burke - Hallelujah

Another example is One direction’s song called the best song ever where they are seen acting in it like a film. This is seen as controversial as it refers back to the reference of them acting different due to the industry’s high demands. For example, during the music video the marketing advisor is seen trying to make the boys act and dress different.

- One Direction - best song ever

George Michaels music video called ‘Outside’ is another example of how intertexual references are made within a music video. The video starts of having a resemblance to a porn channel before close up shots are used to show the audience a view of a women’s chest whilst she is seen undoing her top. The camera switches several times to show the audience that the male character is staring at her. This is done in order to create intensity and a sexual tension between the two characters. The female seen biting her lip along with the film credits at the opening to make the video look more like a narrative based film adds to the representation of the video representing porn. Crime television can also be represented in this music video as it is designed to look as if the footage is coming from a surveillance camera on a helicopter in which most people will relate this to the authority and law.

Advantages of Intertexuality

• ·         Forms a relationship with Audience.
• ·         Unique to other conventional Videos
• ·         Targets Audience’s interest such as Humour

Disadvantages of Intertextuality

• ·         Lead to a Lawsuit
• ·         Confusion amongst Audience
• ·         Controversial - Damage Reputation/Image
• ·         Takes away attention From Artist/Narrtive

 Conclusion

From all my research in and around intertexuality in music videos, I’ve decided I won’t be using any references in my music video as I fear it may take away a lot of the attention from the music and narrative. It could possibly damage my artist’s image which isn’t good as this means I’ll be appealing to fewer audiences. In addition, Adding intertexual references may confuse my target audience which I hope to appeal to.