The 10 Most Addictive Sounds in the World

Does sound make us buy more, want more, dream more and eat more?






By Martin Lindstrom

(Fast Company)



You're probably among the millions who have experienced it: driving in a car, listening to the radio, and suddenly this song comes on. It is not just any song--this was your favorite song when you were a teenager. As the first few notes strike up, you're transported back in time. Everything is so vivid, and your mind wanders to parties, first kisses and sweaty palms. It's as if time stands still and you suddenly realize that for the entire duration of the song, you haven't seen a single thing on the road.



There's no doubt about it, sound is immensely powerful. And yet 83% of all the advertising communication we're exposed to daily (bearing in mind that we will see two million TV commercials in a single lifetime) focuses, almost exclusively, on the sense of sight. That leaves just 17% for the remaining four senses. Think about how much we rely on sound. It confirms a connection when dialing or texting on cell phones and alerts us to emergencies. When the sound was removed from slot machines in Las Vegas, revenue fell by 24%. Experiments undertaken in restaurants show that when slow music (slower than the rhythm of a heartbeat) is played, we eat slower--and we eat more!



Is this just coincidence, or does sound make us buy more, want more, dream more and eat more? Any 50-year-old American can sing a whole range of television jingles from the 1970s--they are all well stored in the recesses of our brain. Yet if you were to ask the same of those who have come of age recently, you will find them stumped. Has the magic of a television tune disappeared, or has the advertising world lost sight of the fact that people do indeed have speakers at home? I decided to put these questions to the test.



Buyology Inc. and Elias Arts, a sound identity company in New York, wired up 50 volunteers and measured their galvanic, pupil and brainwave responses to sounds using the latest neuroscience-based research methods. We learned that sound has remarkable power. This may not be surprising for many, but it was certainly surprising to realize just how many commercial brands over the past 20 years have made their way into the world's 10 most powerful and addictive sounds--beating some of the most familiar and comforting sounds of nature.



Forget the sound of the waves or the songs of birds, they didn't even make the top 10. But the jingle advertising a computer chip, and object which most of us have never even seen, took the prominent second spot in our brains in terms of addiction. We strongly respond to the sound of Intel! This tells us that repetition is the key, since most of us can't even sing it. What this tells us is that there's no limit to this phenomenon, because a computer chip doesn't really have a sound.



The third most powerful sound is just over 10 years old, and yet it had such a profound effect on our volunteers that as soon as they hear it, they remove their headsets and check their bags for their vibrating cell phone. When we switch our phone into silent mode, we think it cannot be heard. But the vibration has its own sound, and almost immediately the test subjects stopped whatever they were doing to attend to their phones. It's hardly surprising that the Blackberry has been dubbed a CrackBerry--even President Obama is hooked.



Psychologically speaking, this is not a happy discovery. Recent studies show that the first thing we do when we wake is check our BlackBerry. Going to the bathroom, brushing our teeth and eating breakfast takes a back seat. Increasingly people sleep beside their phones--that message that arrives at 4.00am, is now a priority! Even though the sound of a vibrating phone has taken second place to a baby's giggles, it seems that in just over a decade technology now provides the predominant sounds of daily life.



As marketers become more aware of the power of sound, it will be used to increase brand recognition in increasingly sophisticated ways. It's just a matter of time before our brains hear sizzling steaks, newly lit cigarettes and sparkling sodas, and immediately register them as Outback, Marlboro and Dr. Pepper.





THE MOST ADDICTIVE SOUNDS IN THE WORLD



Non-branded and branded sounds:

1. Baby giggle

2. Intel

3. Vibrating phone

4. ATM / cash register

5. National Geographic

6. MTV

7. T-Mobile Ringtone

8. McDonald's

9. 'Star Spangled Banner'

10. State Farm



Top 10 Branded sounds:

1. Intel

2. National Geographic

3. MTV

4. T-Mobile

5. McDonald's

7. State Farm

8. AT&T Ringtone

9. Home Depot

10 Palm Treo Ringtone



Top 10 Non-branded sounds:

1. Baby giggle

2. Vibrating phone

3. ATM / cash register

4. "Star Spangled Banner"

5. Sizzling steak

6. 'Hail to the Chief'

7. Cigarette light and inhale

8. "Wedding March"

9. "Wish Upon a Star"

10. Late Night with David Letterman Theme



--MARTIN LINDSTROM is a 2009 recipient of TIME Magazine's "World's 100 Most Influential People" and author of Buyology--Truth and Lies About Why We Buy (Doubleday, New York), which appeared on both The New York Times and Wall Street Journal bestseller lists. Lindstrom is an adviser to executives of McDonald's Corporation, Procter & Gamble, Nestlé, PepsiCo, Microsoft Corporation, The Walt Disney Company, and GlaxoSmithKline, amongst others. His personal global audience is estimated at over a million people. His book, Brand Sense, was hailed by the Wall Street Journal as "...one of the five best marketing books ever published." Lindstrom's latest books, Buyology and Brand Sense have been translated into more than 40 languages, and are now out in paperback.

Lady Gaga pays for all in Birmingham pub

Lady Gaga picked up a bar tab for an entire Birmingham pub.

The 'Alejandro' singer – who is currently back in the UK for the second time on her 'Monster Ball' tour – went to The Prince of Wales pub on Wednesday (26.05.10), and treated locals to a round of drinks and left a huge tip at the bar.

A source inside the pub told the Sun newspaper: "Everyone was stunned when this striking blonde came in. Most of the blokes had no idea who she was at first.

"She sat at the bar with a pal for two hours, downing spirits and scribbling notes. She told the locals how much she was enjoying having a drink on a day off because she can't handle drinking before a show.

"She signed autographs for staff and left a huge tip – a few hundred pounds."

The 24-year-old took to twitter to talk about her time in the pub, and confessed she was writing a new song there.

She wrote: "In a Pub in England, ruining bar napkins with lyrics and memories. Dreams are never weak like we are, drunk or sober.(sic)"

Recently Lady Gaga confessed she had written a brand new song while in Liverpool.

Writing on her fan site Gagadaily.com, she said: "I've already written the first single for the new album and I promise you, that this album is the greatest of my career. It is the anthem for our generation.

"I wrote for you because of you, when I was in Liverpool, I wrote the greatest music I've ever written."

Carlos Santana

Carlos Santana is apparently doing a covers album with special guests. There are some interesting choices made for this one. ASB reports: Nas performs AC/DC's "Back in Black" with Santana, while Cocker tackles Jimi Hendrix's "Little Wing" and Soundgarden frontman Cornell provides vocals on a rendition of Led Zeppelin's "Whole Lotta Love". Manzarek joins Santana for a new take on The Doors' "Riders on the Storm", and the guitarist insists the updated version of the song is "really far out and psychedelic".

Rapper Nas, Joe Cocker, Chris Cornell and The Doors' keyboard player Ray Manzarek have teamed up with guitar great Carlos Santana for his new album of classic rock anthems.




Nas performs AC/DC's "Back in Black" with Santana, while Cocker tackles Jimi Hendrix's "Little Wing" and Soundgarden frontman Cornell provides vocals on a rendition of Led Zeppelin's "Whole Lotta Love". Manzarek joins Santana for a new take on The Doors' "Riders on the Storm", and the guitarist insists the updated version of the song is "really far out and psychedelic".



Santana tells Rolling Stone magazine he was aiming to make a record that would turn women on: "I paid special attention to the groove so the females would get completely aroused." No words on the title and release date for the upcoming album.

Snow Patrol side-project Tired Pony announce second London show - ticket details

Tired Pony, the supergroup featuring Snow Patrol frontman Gary Lightbody and REM's Peter Buck, have announced a second show at the HMV Forum.

Already set to perform a sold-out show at the London venue on July 14, the group will now also play a second set later in the evening at 11.15pm (BST).

Playing in support of their debut album, 'The Place We Ran From', the Garret 'Jacknife' Lee produced LP will be released on July 12.

To check the availability of Tired Pony tickets and get all the latest listings, go to NME.COM/TICKETS now, or call 0871 230 1094

Vote For P!nk In This Week's Sophie's Challenge

Thank to everyone who voted last night! P!nk won and is going on to the next round of "Sophie's Challenge" this week on Sophie@103.7. "Glitter In The Air" is now up against Needtobreathe's "Something Beautiful". Lets make sure she wins this one too guys. Click the updated link below to vote.
Click here to vote for P!nk in this week's "Sophie's Challenge"

Flying Lotus On Structured Art, Future Music Trends

Take a look as DJ, producer, and now director Diplo takes viewers on a journey through Brazilian favela funk music with the film Favela On Blast.

Beginning July 9th, Pitchfork plans and Mad Decent plan to allow visitors to view the movie for one week. After that you’ll have to cough up some cash for the DVD or download, which will be available on July 20th.

Make your way over to Diplo’s label Mad Decent for more details about Favela On Blast.

Anathema new album details and London show announced

Anathema return on June 14th with their new album, We're Here Because We're Here. This is the first collection of new material from the band since the 2003 album, A Natural Disaster. A multi-coloured, multi-layered work of unbridled emotion, passion, and intensity, the new album has been eagerly anticipated by their legions of fans around the globe.

The album has been mixed by Steven Wilson (Porcupine Tree), who has described it as 'definitely among the best albums I've ever had the pleasure to work on.'

London headline show Islington Academy May 21st

Anathema will be showcasing all of the new material from their first new album in seven years alongside key tracks from their back catalogue this May 21st at the Islington Academy in London.

www.kscopemusic.com/anathema

EMINEM AND JAY-Z TO HEADLINE NEW YORK’S YANKEE STADIUM AND DETROIT’S COMERICA PARK IN SEPTEMBER

SANTA MONICA, CA – May 12, 2010 – Two superstars, two stadiums, two concerts, two unforgettable events. In a rare co-headlining concert pairing, JAY-Z, who has scored more #1 albums than any solo artist in history, and EMINEM, the biggest selling artist of the 2000s, will share a stage with each headlining in his own hometown--EMINEM at Detroit’s Comerica Park and JAY-Z at New York’s Yankee Stadium. The Detroit show is set for Thursday, September 2 and the New York performance is scheduled for Monday, September 13. Both shows will be produced by Live Nation. JAY-Z and EMINEM made an appearance together earlier tonight at Comerica Park, where the Tigers hosted the Yankees, to announce the shows.

"This is a once in a lifetime set of shows and I know we’re both really going to bring it to our home towns” said EMINEM. “The fans are going to love this--and so am I. It’s gonna be historic.” Full EMINEM concerts have been few in recent years. His performance last October at the Voodoo Music Experience in New Orleans was his first full concert since summer 2005. His newest album, Recovery (Aftermath/Interscope), will be released June 22.

Said JAY-Z: “These shows are like a dream come true. I've always hoped that hip-hop could play any stadium like other genres of music. How perfect is it that Eminem and I get to play our hometowns and show how far the live rap experience has come? Fun and historic, a great combination all around the board.” JAY-Z is currently touring stadiums, arenas and festivals around the world in support of his latest #1 album, 2009’s Blueprint 3 (Roc Nation).

Since 1996, 10-time Grammy award winner, Shawn “JAY-Z” Carter has dominated the rap industry and set trends for a generation. Now in 2010, he personifies the “American Dream.” Founder and chairman of Rocawear, he is also co-owner of the NJ Nets, 40/40 sportsclubs, Translation Advertising and Carol’s Daughter skin line, as well involved in a partnership with Iconix Brand Group. After three successful years as President and CEO of Def Jam Recordings, where he fostered the careers of international stars Rihanna, Ne-Yo and Kanye West, JAY-Z entered into a partnership with Live Nation to form Roc Nation. Through Roc Nation, JAY-Z released the Blueprint 3, his 11th #1 album, putting him ahead of Elvis for most #1 albums by any solo artist. He continues his philanthropic work through his Water For Live initiative and the Shawn Carter Scholarship Foundation.

EMINEM has sold more than 80,000,000 albums worldwide and won 11 Grammy Awards and an Academy Award. After 1999’s quintuple platinum The Slim Shady LP, The Marshall Mathers LP (2000) and The Eminem Show (2002) became two of the Top 5 best selling albums of the 2000s, with approximately 10,000,000 copies of each sold in the U.S. alone. 2004’s Grammy-nominated Encore reached #1 and was certified quadruple platinum. The #1, double platinum, 2005 greatest hits collection Curtain Call: The Hits and #2, platinum, 2006 various artists compilation Eminem Presents: The Re-Up followed. 2009’s Relapse, the #1-charting winner of the Best Rap Album Grammy was, at nearly double platinum, the best selling rap album of the year. “Not Afraid,” the first single off his upcoming Recovery album, was released two weeks ago and soared to #1 on the iTunes chart, and debuted at #1 on the Billboard Hot 100 this week.

Seal had to cut Heidi Klum out of her pants

The mother-of-four – who gave birth to daughter Lou last October – admits fashion can be painful when you’re expecting and her singer spouse is no stranger to a pants emergency.

She told Redbook magazine: 'When you sit, the wrong pants can cut into your gut - not comfortable! Many times, my husband had to get big scissors at dinner and cut me out of my pants.'

Heidi has released her own range of maternity wear, Lavish and Loved, and many of the designs are inspired by her own pregnancy experiences.

The catwalk beauty – whose other children are daughter Leni, five, son Henry, four, and three-year-old son Johan – said: 'I had naturally learned a bunch of things being pregnant myself four times, and I incorporated a lot of what I would have liked to have into my designs.'

The 'Project Runway’ host has also revealed why Seal is such a loving husband and father.

She said: 'After his birth mom and dad passed, he lived with his stepmom and siblings. It was tough sometimes. He wants us to live as examples for our children and all be loving to one another - to be the family that he didn’t have growing up.'