The Medium is the Message Response

I don't think McLuhan is suggesting a novel idea arguing that the medium has a strong tie to it's perception. His proposition; however, does hold a lot of weight when more closely related to video art and not loosely examined in a multitude of metaphors that are anything but succinct. Most notably when applied to music videos. With the advent of MTV and other music video centered televised outlets came the mini cinema that are music videos, giving a visual narrative to a story whose entirety was only expressed through sound.
Appreciators of a song or album were free to visualize their own stories in collaboration with a prescribed soundtrack, an immense freedom given the many ways notes, melodies, lyrics, and composition can be interpreted. A prefabricated visual representation undoubtedly takes away the majority of this freedom to relate to a song on a personal level through the listener's own creation of the world the music illustrates. But when alternate videos are released to the public from the creator of the music, differences in how the audio tracks can be digested are highlighted to an extreme extent. Take for instance Kid Cudi's Pursuit of Happiness. The original the music with a social gathering but the main character seems distanced from them, in a different dimension separated by time. While this, the first version, seems to highlight lyrics emphasizing the rat race for success and acceptance, the Megaforce Version  has a stronger focus on reality and substance abuse. The medium being the same, there is still an incredible amount of difference in the message due to the methods used in the creation of the videos. The effects greatly change the resulting end product and steer viewers' perceptions heavily.
I believe the underlying ideology of medium controlling message also coincides with the rampant remix culture of music today as well, further illustrated by music video. Once again, Kid Cudi presents the original video for Day N' Nite as well as two versions to accompany the Crookers' remix (1 and 2). The later musical version has a much more fun, party-goer feel and as such the videos are more in tune with this style. The first is more scary and melancholic. Again, we see the dichotomy of the perception of reality and paranoia contrasted against a carefree party attitude, and the gradient in between.