The Math & Mysticism of Music
Music is a force of nature. The moment we are first born, our heart starts beating, catching a rhythm with the universe. That is how we know we are alive!
Music is also math. There is a fascinating physics to how musical sounds are produced.
Both physicists and composers are in the everyday business of dealing with complex, abstract patterns. Nikola Tesla said it best: “If you want to find the secrets of the universe, think in terms of energy, frequency, and vibration.” Music has been an integral part of human life since the dawn of civilization, with ancient roots extending back at least 40,000 years.
At Nue, we understand the power of music. Music is not just an extremely effective marketing vehicle – on a physiological level, it’s a vehicle to better physical and mental health, better performance, and a better life.
Like many supplements and painkillers, music and its frequencies have true powers that can impact your heart, mind, and soul. The most amazing musicians of our time are like scientists creating potions that help us connect more deeply to ourselves and the universe.
After various studies and through proper sound design, we have discovered powerful ways music can make us better, and the science goes deep. When utilized correctly, music’s impact can enhance a range of human experiences and basic functions, such as:
There is data to back each of these up. Music can even:
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From a marketing perspective, music's ability to evoke emotions is a complex interplay of biological, psychological, cultural, and structural factors that resonate deeply with our humanness. This emotional power makes music a potent tool in various contexts, including storytelling, communication, and marketing.
Brand marketers want consumers to fall in love with their brand. We know that first they need their customers to learn to like the brand. How do we tap into that? Music, because it is the #1 passion point of consumers across the board on a global scale.
If you want to understand somebody, look at what they are listening to. Harnessing the emotional power of music to tell the brand story through culture is what we do at NUE Agency. We recognize the emotional power of music, we understand how music drives culture and human sentiment, and we help brands tap into it in a way that will best serve their objectives. Navigating the industry can be tricky, but understanding why music works and how it works, while keeping it authentic to the brand’s mission, is the ideal starting point. The best deals position for a win-win-win: Brand, Artist, Fans! Remember, in these partnerships, authenticity is the highest frequency of all.
This week at PTTOW NXT at the Four Seasons just outside Los Angeles, my friend, Dana Droppo (Chief Brand Officer at Billboard) and I, led a session on this very topic. It was followed by a sound healing journey by Bianca Harris, renowned Holistic Breath Coach, Nike Trainer, and Founder of Holistic Breath Academy.
It was amazing to see music’s impact on such a diverse, accomplished group of people who all came together to tune their internal pitch forks. We were connected by the healing nature of the sound bowls (that, too, has a lot of great science behind it!). The way the conversation flowed into a sound journey was one of the coolest music & brand conversations I’ve ever had the chance to be a part of. Thank you for the inspiration PTTOW family, and thanks especially to organizers Sammy Rabenstien, Ryan Brenner, Roman Tsunder, Ryan Boughan & Nicole Rosofsky.
All in a day's work. ????
Jesse Kirshbaum
Co-Founder of Nue
What a great read!