how important are the sound and lyrics to a music video?

Sound: I think that the sounds and the beat of a music video is extremely important because otherwise you would create a video that doesn't match the audio, making it confusing and slightly jarring for the audience. Not only should the action on screen match the sound, but the editing of the clips should as well for example in the video above (Hypest Hype - Chase and Status) not only do the people in the video appear to be moving fast but the quick, choppy edits also impact to create the usual dance conventions that we are used to. Vice Versa if you look at a slower song like Ben Howard -Old Pine you can see a major difference. The whole feel of the video is more 'natural' and focuses on more calming aspects of nature than the Chase and Status video for example he uses waves in the sea and clouds to show the more relaxing beat and sound, but also to fit into the genre of music it falls into; Indie. There is also more slow motion used when the artist is walking and the surfers in the sea all appear to be slowed down. To accompany this he there is a more 'instagram' or vintage feel to the Ben Howard video which ties into the slow sound of the music whereas the colour grading on the Chase and Status video is at some points more vivid to show the upbeat, dance genre.


Lyrics: 
Every time I go to the rave, everyone I know's gonna be a next hype
Every time I jump on stage, everyone here wants a shout, next hype
When Tempa T's in the rave, it's too much, he's such a next hype
When I come on stage, all of my friends just shout, next hype.

Above are some of the lyrics to the Chase and Status Hypest Hype, which is the first video to the right. I think this is a good example of how lyrics do shape the music video as the lyrics seem to be constantly talking about this 'next hype' and some rave that is going on and in the video it is of what we assume to be the rave sang in the song. It fits in well because its the artists performing and the lyrics talk about them being on stage and from what we can see it looks as though the lyrics are telling the story of what is happening in the video, something I personally think is very important to the production of a good music video. However I do think that in this particular dance song lyrics are less important than in the next Ben Howard tune because the focus is very much on the beat to make us dance and the lyrics are almost secondary to that. 

I've come to know that memories
Were the best things you ever had
The summer shone beat down on bony backs
So far from home where the ocean stood

Similarly above you can see the lyrics to the Ben Howard - Old Pine song, which is also a good example of the connection between video and lyrics. In the song the words are 'that memories were the best things' and in the video you see Ben jumping off a fence laughing, it almost looks like he is reminiscing a good memory he has had like the one in the lyrics. This again happens when he sings 'where the ocean stood' as when he says this you get a quick glimpse of an ocean to almost emphasis the lyrics as this is the most important thing to him unlike the Chase and Status one where the beat and music come before the actual lyrics.