Another music related theory...

Phillip Tagg suggests that the listeners are already able to create an image of what the music should look like through the semantic connections they hear created by the lyrics. As people react differently to music the image in each persons mind will vary. Therefore music videos could threaten the listener’s individuality and interpretive ability according to Will Straw. “the debate about whether or not the video images triumphs over the song itself needs to take account of where the emphasis lies in the visualisation, and whether or not it illustrates, amplifies or contradicts the meaning of the song” states Goodwin. Amplification adds layers of meaning, illustration tells the narrative of the story and contradiction uses images to contradict the songs narrative.