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.