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SXSW 2019

The Science Behind the Sync

What is it about music that makes it so effective when it comes to grabbing an audience's attention? And how does music help creatives reach the parts of the brain that visual media can't alone?

This workshop will delve deep into humankind's history with music, explaining how we hear it, why we respond to it, and where that can make a difference when it comes to consuming media. This collaboration between the authors of 'Unlocking the Sync: A brand’s guide to bands and a band’s guide to brands' and 'Sex, Drugs & Rock 'n' Roll: The Science of Hedonism and the Hedonism of Science' will go deeper into the machinations of music synchronisation than ever before, using real world examples to demonstrate how humankind has been using music to communicate - and manipulate - for centuries.

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  1. For brands: A deeper insight into the importance of music when it comes to marketing, explaining how the human brain is hot-wired to respond to music.
  2. For musicians: An understanding of what media-makers actually need musically, plus the opportunity to submit music for use in a soundtrack experiment.
  3. For all: A reminder of what makes music unique and almost universally adored as an art-form, and why it should be treated with reverence and respect.



Dan Garber, UK Director, Record-Play

Meta Information:

  • Event: SXSW
  • Format: Workshop
  • Track: Brands & Marketing
  • Level: Intermediate
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