The obvious and key intertextual reference in this video is to the global phenenomon of the band Kiss, particularly with Robbie Williams referencing to Kiss' lead singer Gene Simmons.This is done by the blatent mirroring of their dress code through the use of sequins, lycra, black and white colour scheme, big black boots, and mainly the iconic face make-up style of white face with black lips and eyes.
Lead performance style and facial expressions also added to the references towards Kiss you can denote this through numerous close ups during the music video, a good example of this is the first shot used as it connotes our stereotypes of Kiss and instantly reminds us of them while subverting our ideas on Robbie this will broaded his fan base as he's branching out into other styles another example of his reference to them is the used of 'Flying V guitars' which was often was opted style used by Kiss.
These references change the predicted audience of the video as it attracts male, masculine rock fans over the previous target audience of Robbie Williams which consisted prodominantly of teenage girls and young womenand other pop fans. Therefore, this music video broadens his image and identity from mainstream pop singer to someone who experiments with style and isn't just a tool of a major label.
Lead performance style and facial expressions also added to the references towards Kiss you can denote this through numerous close ups during the music video, a good example of this is the first shot used as it connotes our stereotypes of Kiss and instantly reminds us of them while subverting our ideas on Robbie this will broaded his fan base as he's branching out into other styles another example of his reference to them is the used of 'Flying V guitars' which was often was opted style used by Kiss.
These references change the predicted audience of the video as it attracts male, masculine rock fans over the previous target audience of Robbie Williams which consisted prodominantly of teenage girls and young womenand other pop fans. Therefore, this music video broadens his image and identity from mainstream pop singer to someone who experiments with style and isn't just a tool of a major label.
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