I n t e r t e x t u a l i t y . . . 

Intertextuality can help audiences to take further levels of meaning away from a text, which is why many artists make intertextual references within their music videos. 

(An example being Madonna - Like a Prayer) That is a conceptual style music video with intertextual religious references. This sparked recognition in her audience, which resulted in her video becoming so controversial.