Wine and music pairing: why should anyone care?

Taste influences taste, this is known to be logically and empirically true. Smell and even sight also influence taste (that is why a professional wine degustation normally starts with color and aroma examinations). But what about sounds? Can they also influence taste? In our research we are specifically interested in an interaction between background music and peoples’ perception of the taste of wine. Is it possible that what we hear also affects what we taste in wine? In this regard music and wine pairing becomes a controversial and at the same time an interesting subject for research. Who knows maybe with time it can become as common and obvious as some food and wine pairings?