Live Nation conducts first ever experiment to measure brain changes from live music
Event hosting and ticket selling market leader Live Nation conducted a first-of-its-kind experiment to see what happens to people’s brains when they attend a live music venue. In partnership with Cisco and TBD Labs, as well as a team of neuroscientists, the company supplied attendees at a gig by singer and musician St. Vincent with “EEG wearable headbands and skin sensors.” They then gathered the data produced to measure concertgoers’ biometric response to listening to music in that setting.
Live Nation’s share price has increased by 7% over the last 30 days
Source: Yahoo Finance
Earlier this week at a Cannes Lions presentation, the company unveiled results from its experiment – and they bode well for live music fans. Apparently, attending a concert results in “three times as much emotional engagement” as listening to the same music at home.
To make this finding, researchers measured “galvanic skin response” (sweat, basically). Within moments of the first tune, participants saw a 53% rise in emotional engagement measured in such a way. More than 90% of respondents “experienced an increase in attention and engagement, and a mood increase five times higher than how they felt before the show.”
With exactly 90% of respondents registering a “favourable shift in brain activity,” including an “uptick” in the alpha power that measures engagement and attentiveness, and an increase in oxytocin, the “bonding hormone” that leads to closer emotional bonds with the people around you, there’s little doubt that a live show or two is good for your health and happiness!
Dominion holds Live Nation in its Global Trends Managed Fund.
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