The importance of matching visuals to lyrics?

Matching visuals to lyrics is doubtfully more important in a music video, than matching visuals to sound. Nonetheless, I accept and think it should equally be the same importance as sounds.

Lyrics and visuals interact creating meaning. Clearly, production of meaning in music videos is complex, compromised of several flows of audio-visual information. These flows interact and the resultant meaning is perceived as one complete whole, created by both the ears and eyes. In many music videos a new meaning is added to the banal lyrics through metaphorical language, often with an amusing twist. When presented well, the concurrence of lyrics and text opens a dimension that an create a poetic experience. For instance, in the music video King by the band the song 'Years & Years' uses the method of matching visuals in a metaphorical way. The lyrics in the music video implies being under-controlled, and the lead singer is being pushed and pulled by white costume people, which represents him being measured  and controlled by physically moving him around. The people are dressed in white to present that in reality they don’t exist as they match and camouflage the exact wall colour, but the people exists in the lead singers mind.

The opposite of the metaphorical joining of lyrics and images occurs when the illustration to the lyrics are simply illustrated by the visual imagery. For instance, if a dog is mentioned in the lyrics, we see a dog on the TV-screen, if a child is mentioned, we are shown a child. Like a salad of images where the visual story is missing, the story is carried by the music and lyrics and not by an independent visual story. For example, in the song 'Fester Skank' by Lethal Bizzle is very accurate and literal between visuals and lyrics throughout the music video.

For example the joining of lyrics and image in the binging of this music video such as when hear 'you might see me on a Lambo' we as an audience see the lead singer on a fake toy Lambo, also when we hear  '2 2 chicken...' we are presented with two chickens in the that shot etc.