Intertextuality is where a form of media references another form of media such as music videos, TV, films, video games or specific significant events. If a music video is referencing another form of media or another music video then this can be done through the use of lyrics or visuals in the music video.
Examples of intertextuality in music videos:
This is from Shania Twain's I feel Like A Woman. The intertextuality of this is a reference to Robert Palmer's Addicted to Love.
The picture on the left is from Madonna's Material Girl and the picture on the right is from Gentlemen Prefer Blondes.
A more recent example of intertextuality is Robbie William's referencing Alice in Wonderland
Intertextuality is used as a way to bring in more publicity and gain a wider fan base. Intertextuality appeals to the audience as it is a way that they can easily connect to the song meanings. Intertextuality can also help display the main themes of the lyrics as visuals in a way that the audience can easily understand and identify.
Although Intertextuality doesn't suit every type of rock sub-genre; I think as we are planning on doing a more upbeat punk rock song we will use intertextuality once or twice during our video as it is a way to connect to our audience and the song we plan to do was used in the movie American Pie, it will be easy enough to create easily identified forms of intertextuality that work within the song.
Be more specific as to why and how you will use intertextuality; how do the references appeal to the audience you've profiled and does it work for the genre?
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