Intertexuality

Intertexuality is the theory of making reference to other media texts in another. Many music videos make reference to other media texts such as film, television, fashion etc. It is not surprising that many music videos make reference to films as most music video directors are film school graduates. Music videos may contain references to other texts for the sake of humour or further understanding of the song itself.

Example of intertexuality in music video

Childish Gambino - Freaks & Geeks references the title and opening sequence to the popular 90s TV show "Freaks & Geeks". This is an obvious reference because a lot of themes in the song (and other Childish Gambino songs) reflect the themes in the show e.g. being different. This is a clever reference because a lot of Childish Gambino fans are considered "freaks" and "geeks" because of his left field appeal, so this song could be considered an ode to his fan base.

Voyeurism Theory

Voyeurism Theory

Voyeurism is the act of watching someone performing sexual behaviours such as dancing, undressing or intercourse. The person performing usually does not know they are being watched and in terms of music video, it is usually a man's controlling gaze towards women who have been sexually objectified. Goodwin states that female performers are sexually objectified by camera work and editing fragmented body shots emphasising a sexualised treatment towards the performer. However, in more modern times,  voyeurism in music videos could be female gaze over males. Voyeurism is often used to sell a product and create audience interest. In a much wider sense, voyeurism is about something that is not usually seen or where someone is not aware that they are being watched.




In the video for 50 Cent's "Disco Inferno", voyeurism is present in terms of male gaze of the female body in a sexual manner. The video features many half naked women being exposed to the camera and acting in an aggressively sexual manner towards each other and other men in the video. This is a clear example of the controlling male gaze and women being sexually objectified in videos in order to sell a product.

Goodwin Theory

Goodwin Theory

Goodwin's theory of music videos is one that suggests music videos and the elements of it can directly reflect the lyrics of the song. This theory has 6 key points.

1 - Connection between the lyrics and the visuals. Themes, mise-en-scene and events of the video match with lyrics of the song which help to portray the message of the song.

2 - Relationship between the music and the visuals. The cuts and edits of the video are in sync with the rhythm and beat of the song matching cuts or effects to specific drum beats or notes which create synesthesia.


3 - Music videos have genre characteristics. Certain features are expected out of a video depending on the genre of the music. For example, a hip hop video might be expected to portray elements of excessive wealth or sexually objectifying women, whilst a pop video may feature bright colours, overzealous performances and quick cut editing. 

4 - Often due to the demands of the record label, artists videos will include many close ups of the artist and will often develop motifs that recur across multiple videos. This allows the record label to promote a set image of the artist which will help target audiences empathise with and recognise the artist.


5 - Emphasis on 'looking' - The 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. This often means a voyeuristic view of, and an objectification, of women. The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.


6 - Intertexual references. - Music videos reference other forms of media e.g. film, television, fashion, art etc. 




The lyric video for Childish Gambino's "3005" include several of the key elements of Goodwin's theory. Firstly, the connection between the lyrics and visuals. This is a clever connection as the lyrics of the song sound like a conversation between a girl and a boy which is why the lyrics are presented in the form of a chatroom conversation as if Gambino was just having a conversation rather the performing a song. The second key feature is the use of voyeurism. Firstly, the female on screen is willingly exposing herself in a sexual manner but in the context of the video, is for only Gambino to see, so us as the audience are watching something that is not meant for us to see. The third key feature is the reference to the internet. Gambino use of a chatroom is a nod to modern day communication which means most of the audience can relate to the video. The chatroom is also a reference to Childish Gambino's album "Because the Internet" which features the song.

Music Video Analysis: "All of the Lights"

Lip Syncing

Video Director - Hype Williams

         

Hype Williams

Harold "Hype" Williams is a music video director born in New York. He is known for his renowned work within the hip-hop/R&B genre and is often considered one of the most influential video directors of the last 20 years . Throughout his career he has worked on multiple video for particular artists such as Kanye West, R. Kelly, LL Cool J, Nicki Minaj and more. Williams has established many distinguishable editing and shooting styles. A signature style used by Williams throughout the vast majority of his video is the Fisheye lens which distorted the camera view around the central focus. Another signature style involves placing shots in regular widescreen ratio, while a second shot is split and placed in the upper and lower bars. Since 2003, Williams has adopted a signature style combining a centre camera focus on the artist or actor's body from the torso upward and a solid colour background with a soft different-colour light being shown in the centre of the background, so as to give a sense of illumination of the background by the foreground subject.

Hype Williams' shot videos