blend genres & destroy sonority to create something new e.g. Kanye West baroque pop & hip-hop
Use bricolage - take something old and give it a new meaning e.g. Telephone the song is about not wanting to answer the phone in a club but with the music video it is given a new meaning - becomes dark & sinister
- Bad examples of this 5ive cover of We Will Rock You cheesy pop too low end culture brings down the quality of the better high end original
- Radio 1 Live Lounge getting artists to cover other contemporary artists work often from a different genre to create something new
Hyper reality - stage names and alter-egos allow an artist the freedom to change genres and change their image.
- Lady Gaga controls her image
- Summercamp a negative side as the band don't look like the image so unrecognizable to audience
- Gorillaz animated characters can make production of shows and music videos very expensive
Sampling - take old songs and create something new
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