This chapter looks at the idea of the intention of a musical text in the context of music videos and MTV. The ideal appraiser for such musical texts is the collective and not individual as the music videos on MTV appear to be meant to be consumed by a group and not an individual. Collective listening strategies may be as postmodern as non-modernist but their presence and premises certainly emphasize the idealization of structural listening as normative practice. The chapter explores some of the assumptions of the structural listening process and their effects on the study of vernacular music. It also demonstrates that music videos do not match Jameson's modernist model of autonomy, which necessitates a different conceptual framework for the interaction between texts and their appraisal. A brief discussion on the various commonalities in the collective listening process portrayed by MTV in its various programmes such as B&B, Yack Live, 12AV, and TRL is also presented.