The thrill of music: a multi-sensory experience that inspires sound design

An almost universal physiological phenomenon

Up to 90% of the population claim to have experienced chills when listening to music. This phenomenon manifests itself as a sensation of intense pleasure, linked to a sudden, deep emotion, accompanied by tingling sensations along the spine or on the nape of the neck (similar to ASMR).

Physiologically, shivering is accompanied by an increase in skin electrical conductance, a slight spike in heart rate and deeper breathing. They are also linked to an increased release of dopamine, a neurotransmitter associated with pleasure and reward. The more intense and numerous the shivers, the greater the release of dopamine, reinforcing thesonic experience.

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What causes these shivers?

Even if the musical thrill remains a highly subjective experience, certain acoustic and musical characteristics seem to favor its appearance. By studying these factors, we can better understand how sound design can influence emotions and reinforcea brand's sonic identity.

Here are the main factors that cause these shivers, according to recent scientific research:

• Acoustic factors

Chills are often triggered by sudden changes in the music: an increase in volume, a crescendo, the appearance of new frequencies... These dynamic variations are particularly effective when they occur between 920 and 4400 Hz.

Other acoustic factors, such as the expansion of the sound spectrum (adding deep bass or crystalline treble), the introduction of subtle dissonance, or the use of binaural sound to create an immersive sensation, are also likely to provoke chills.

• Musical factors

The musical architecture itself plays a crucial role. Progressive rises to a "climax", unexpected harmonic changes or the addition of an instrument or voice can create dramatic tension that culminates in an intense emotional release. These elements are often used in the composition of brand sound identities to maximize the emotional impact of a sound advertisement or logo.

• Emotional and personal factors

The experience of sound is often linked to memory and personal emotion. Music that evokes a strong memory or conveys a poignant lyrical message is more likely to generate chills. That's why brand sound identity isn't just about designing a jingle or a sound signature: it's about making an emotional connection with the listener.

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What impact for sound marketing and musical identity?

The effect of musical thrills in brand communication is a promising area of exploration. A well-designed sound identity can reinforce brand memorability and stimulate an intense emotional response in your target audience. It's a powerful lever for a sound identity agency or acoustic design office looking to create immersive sound experiences.

Platforms like ChillsDB list tracks and videos that have triggered chills in large numbers of listeners. This database could inspire sound content creators, offering insight into the sound structures and dynamics most effective in eliciting the big chill.

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Towards a new approach to sound branding

The impact of thrills on thesound experience opens up interesting perspectives for sound branding andbrand identity. The aim is no longer simply to create a recognizable sound, but to awaken a strong physiological and emotional reaction in your target audience. In their acoustic studies and sound design creation process, brands can draw on the key factors that promote the emergence of musical thrills: in this way, they can optimize their auditory presence and captivate their audience more deeply.

When it comes to sound marketing, the potential of musical thrills is immense. By mobilizing scientific advances in this field, Ircam amplify will help you design an immersive, engaging and unforgettable musical identity.

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