Not a lot of people pay close attention to what's going on musically when it's matched to video and, if the music is done right, that's actually a good thing. Music and sound design should almost be more emotionally felt than heard. It's not as much about theory or technicality as it is about creating from a genuine place of rawness and curiosity. A good piece of music can tell a story in itself, so when it's paired with video telling the same story, it does something magical to the viewer. A fully immersive experience that connects on a profound level.