In much the same way that the people pictured were augmenting their bodies your visual artefact is augmented by sound.
May I suggest an experiment just for amusement? Change the soundtrack to see the change in emotional tone. Maybe this: https://www.youtube.com/watch?v=Y5rEMQ5a8YQ
from Comments for Stuart’s EDC blog http://ift.tt/2kgWAI4