Intertextuality

Intertextuality is the way in which one media product may reference another.

This tends to happen quite frequently in music videos as media inspires the production of other media. The inclusion of intertextuality can also help to increase the popularity of a music video as the inclusion of popular culture creates a more interesting and familiar media. References to any kind of media such as books, social media, films, TV, iconic figures and other artist works. intertextuality can also present itself in the form of advertisements and promotions.

Kanye West’s controversial 'Famous' video is a reference to Vincent Desiderio's painting 'Sleeping'. As you can see from looking at side by side comparisons of the media there is a direct correlation in how the wax works have been laid out and the positioning of the people in the painting. 

Another example intertextuality is Taylor Swift's 'Love Story' music video which references Romeo and Juliet both lyrically and visually, as it adopts both the style of the era and storyline. 

Songs written for movie soundtracks usually create music videos that reference the film the song will appear in, for example Death Cab for Cutie's song 'Meet Me On The Equinox' appears in the Twilight franchise movie New Moon and the music video feature footage from the film.

The song doesn't have to be in a movie to make reference to it however. Iggy Azalea's music video for 'Fancy' makes references to the 90's film Clueless especially in terms of fashion and setting.