Postmodernism

Postmodernism is the movement in all forms of art where you take something from a previous era and reference it in their piece now. Examples of this in the music industry is when you reference a film or a music video in the current music video but making it a more updated and 21st century version. There are genre styles in the music world and they are;

• Experimental - establishing trends
• Cannon - woks within those trends to fix them and turn them into our cultural understanding
• Postmodern - make fun of these trends with the use of parodies etc.

These references made in the music videos are using intertextuality and this is done to possible appeal and attract a wider audience, therefore giving more awareness and publicity to their music. These references could appeal to a bigger audience because the reference to the older text will give possible nostalgia to the older audiences as well as attracting the younger and current audience.

An example of an artist using postmodernism in their song is the Backstreet Boys in their music video for "Everybody". They made several references to Michael Jackson's "Thriller" and this was done through the story of monster figures and how they turned from normal people into different creatures.