How would you make a reference while also managing to make non-fans of the reference understand the meaning?
Bring it into the service of the story. Wrap your prose around it. Make it advance your themes and characters. Here's one that sticks with me, from American Gods.
But Mr. Nancy had ordered more beers, and was handing Shadow a stained printout of songs from which to choose. Just pick a song you know the words to. This is not funny, said Shadow. The world was beginning to swim, a little, but he couldnt muster the energy to argue, and then Mr. Nancy was putting on the backing tapes to Dont Let Me Be Misunderstood, and pushingliterally pushingShadow up onto the tiny makeshift stage at the end of the bar.
Shadow held the mike as if it was probably live, and then the backing music started and he croaked out the initial Baby . . . Nobody in the bar threw anything in his direction. And it felt good. Can you understand me now? His voice was rough but melodic, and rough suited the song just fine. Sometimes I feel a little mad. Dont you know that no one alive can always be an angel . . .
And he was still singing it as they walked home through the busy Florida night, the old man and the young, stumbling and happy. Im just a soul whose intentions are good, he sang to the crabs and the spiders and the palmetto beetles and the lizards and the night. Oh lord, please dont let me be misunderstood.
This was a very tender moment in the epilogue where Shadow breaks out of his shell and a little joy flows into his character. What makes it work?
1) Mr. Nancy is a god who specializes in songs. He's been a kind of a father figure to him in the book (in contrast to Shadow's other, less sympathetic father figure, Mr. Wednesday). So you can see this as a father and his son sharing a moment on common ground (the music).
2) Voices and language are a big part of the novel because it is about immigrants and immigration. Pretty much every character's voice is described except Shadow's. See, the conceit of the narrative is that Shadow is this big, solid, man-shaped hole in the world, so everyone gets to be colorful except for him. In the end, when he's learning to be alive, he gets a little bit of that color as well.
3) Gaiman draws from a lot of songs and American literature for the novel, because it's a road trip story about America. He got permission specifically to quote this song for this scene. It's not a haphazard reference like just about every reference is in RPO/Armada. Here's the song.
Baby, do you understand me now
Sometimes I feel a little mad
But don't you know that no one alive
Can always be an angel
When things go wrong I seem to be bad
But I'm just a soul whose intentions are good
Oh Lord, please don't let me be misunderstood
Baby, sometimes I'm so carefree
With a joy that's hard to hide
And sometimes it seems that all I have do is worry
Then you're bound to see my other side
But I'm just a soul whose intentions are good
Oh Lord, please don't let me be misunderstood
If I seem edgy I want you to know
That I never mean to take it out on you
Life has it's problems and I get my share
And that's one thing I never meant to do
Because I love you
Oh, Oh baby don't you know I'm human
Have thoughts like any other one
Sometimes I find myself long regretting
Some foolish thing some little simple thing I've done
But I'm just a soul whose intentions are good
Oh Lord, please don't let me be misunderstood
Yes, I'm just a soul whose intentions are good
Oh Lord, please don't let me be misunderstood
Yes, I'm just a soul whose intentions are good
Oh Lord, please don't let me be misunderstood
This is a song about being a flawed, but good-hearted human. About dealing with the ups and downs of life. It is a fitting one for him to sing here, on the cusp of discovering the joys of life.
4) The song is actually written out. It's done in a way so that people who are curious about this little bit of American history are tempted to go out and look for the whole thing. This is very important for a book that gets translated, which it did, to ten different languages for ten different countries. You can't expect everyone to know about 70s blues, but you
can engage them to take an interest in it.