Post Modernism

Post-modernism is somethings that's considered old and brought back to the current day/trend, often having a  hint of humour to it. It's said "Post-modernism is a shortcut to mass audience," as it's what people know, but with a twist, easily attracting viewers. Many music videos have used this and referenced old films, this is seen in Madonna's 'Material Girl,' where she references Marilyn Monroe's film 'Diamonds are a Girl's Best-Friend (1953).' More examples would be Backstreet Boys' 'Everybody' that references horror films and Casper (1953) and McFly's 'Transylvania.'

The cycle is experimental -> cannon -> post-modern.

Experimental establishes genre, cannon works with the trend(s) in our cultural understanding and post-modern adds humour once the genre has been exhausted. Development in this can be seen through silent films -> full length talkies -> music videos. Postmodernism links with intertextuality heavily, many artists opting to use one of three types in their music videos. These are homage (imitation to flatter), pastiche (uses the imagery of one text to comment about another) and a parody (a joke/to make fun of).

An example of homage would be Michael Jackson's 'Smooth 'Criminal' which imitates 'The Band Wagon (1953).'
An example of pastiche would be Will Young's 'Switch It On,' which uses 'Top Gun (1989)' to comment on the homoerotic content in the film.
An example of a parody would be Eminem's 'Just Lose It,' the parodies other artists such as MC Hammer and Madonna.