Targeting emotions with sound

Looks at the concept of “sonic seasonings” and how, by altering various aspects of music, it’s possible to target emotions with sound.

It sounds like a candidate for an Ig Nobel Prize: Steve Keller played hip hop to cheese as it aged for six months. His aim was to see if he could change its molecular structure.

“You actually can,” claimed the sonic strategy director of SXM Media’s in-house creative agency, “because it’s affecting the micro organisms as they’re developing – and that changes the aroma and the flavour of the cheese.”

This was an exercise in psycho-acoustics, but Keller’s work ranges across a whole range of sound-related activity, from psycho-physics (how we use our sensory input to make sense...

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