Sunday, July 26, 2009

CB Blog 2 - What does it 'do' for you?!

Last time I wrote about how music can be used to give us the right ups and downs that we require. Most of music research actually goes into finding out how music generates emotions in people – what really ‘does’ it for them. Needless to say a lot of personal attributes make a lot of difference in this – the culture that we live in, our age and musical training to say the least – but music has some universal attributes as well that are able to generate some responses in us.

Some of the interesting research that’s been done on this topic has been on whether we react emotionally or cognitively to music. To put it simply – do we react to music unconsciously as part of our emotional make up or do we react to it because we recognise that this is ‘sad’ music or ‘happy’ music and then, through this thinking process, recognise that we need to accordingly feel sad or happy. Overwhelming evidence suggests that we react to music as an instinctive part of our nature, as a pure emotional response, rather than by thinking through it (which is something that we can all agree with, I suppose).

Similar research was done to find out if the melodies make more of a difference or lyrics. And it was found that in case of ‘happy’ music, the melodies caused emotional change, rather than the lyrics, while for ‘sad’ music, the lyrics actually reinforced the feelings that were experienced. But in all cases the melody made more of a difference than the lyrics (which I suppose is actually good for the Hindi film industry considering the modern lyrics!).

The social setting also makes a huge difference to how we perceive music. The best example could be the parties at K itself. As a person who doesn’t drink alcohol, I rely solely on the music to get me high, but it’s not just that – the whole atmosphere contributes to making non-drinkers feel (and look!) as high as drinkers, so much so that one cannot tell who has been drinking and who has not. (However drinkers never seem to understand how non-drinkers get so high!) We see something similar in rock concerts or even if we play music loudly enough. My personal experience is that at times like this, the music enters you, so much so that it kind of possesses you – you can feel it resonating inside you. And that gives you myriad emotions – some people cry, some just head-bang and others sway in rhythm.

But aside from all rules and research is the reaction of singers, or rather performers, to music. I honestly believe that we react to music at many different levels – that, for us, the cognitive part of our brains never shuts off when we listen to music. So while I get swayed by the emotions like anyone else, there’s another part of my brain that is always judging the song, checking to see if it is ‘singable’ or ‘performable’. Even at a concert, when I am absorbed in the music, a part of me is always thinking – “Is this person on-key? Is he on-rhythm? Can this song be replicated? Can it be done by me? What are my skill gaps if I need to sing this song?” And I come back and consciously search out any song that has caught my fancy to try to figure out how to sing it – even if I know I am never going to perform it in my life!

Honestly if we look at our reactions to music, we can never tell how we are going to react to any song. But we just go back to music everytime – to try to find ourselves, our aspirations, our feelings, our meaning in life. And therein lies the greatest power and unpredictability of music, that makes it so easy, yet so difficult to market.

Monday, July 20, 2009

CB Blog 1 - The Future of Music?

As a singer, and more importantly, as an avid music listener, the concept of how the mind reacts to music interests me greatly. Music is something that we all ‘consume’ pretty much all the time – we listen to music during daily activities such as driving or studying or just hanging around (I am listening to music even as I write this!). The need for music can be quite strong in some people – I can safely say that I qualify for an addict in this case and my iPod is one of the lifelines of my existence.

Keeping an ear open or accessing the Zamorin portal gives me a good idea of the widely varying music tastes of people even at IIMK. There are those are majorly into rock, those who love trance, those who can’t get enough of dance tracks, those who study classical music, those who listen only to Hindi soundtracks (or Tamil or whatever other language soundtracks for that matter)... and then there are those like me, who have a hotch-potch of songs and listen to whatever they want to when the mood takes them. The understanding of music also varies from person to person – whatever appeals to me need not appeal to the next person. I might be able to tell an ‘off-key’ or ‘off-beat’ note better than the next person, and that might make my discernment of music more thorough than him or her, which means that my preferences in music will also be very different from that other person.

So in this kind of varying ‘market’, how can one really determine what kind of music a person would like to listen to at any given point of time? What does this music really represent? How can we tell? How do we react to certain kinds of music?

Interestingly enough, there is a field called music psychology that actually tries to study these aspects, to see how we perceive music and how it affects us, how the actual process of music creation takes place, how the social and cultural environment around us affects our musical preferences and so on. It also tries to study how we as musicians perceive musical structures like melody, harmony, tempo, tone, pitch etc. It goes on to see how the musical behaviour and musical experience differs for people.

However the most interesting thing that I find about music psychology in today’s day and age is that, with the use of brain mapping technology and other such research techniques, it may be actually possible to identify and control the effects of music on the brain. The implications of this, especially for marketing, can be substantial. During our Consumer Behaviour class, we have already discussed how retailers use music to stimulate people in different ways – how the tempo of music in the shop at the time of purchase can make a difference in the moods of people. We have also seen how companies like Muzak are able to cash in on creating the right ‘music experience’ by providing customised music for organisations to improve employee performance and keep them ‘fresh’ throughout the day. Further to this, music could be used in sensory marketing, as part of products to give consumers the right ‘auditory’ experience, just like Kansei Engineering is able to do for the right ‘touch’ experience. And then we see the implications for something like music creation. The ability to string together the right combination of notes, beats, harmony and melody is something that we leave at the moment to the experts, to people who have the musical ‘ear’ and are able to create something original (or ‘inspired’!). In the future this need not be a domain restricted to just a few select people. Instead we could have special software or even musical instruments designed to help everyone create music.

But the biggest use that is foreseen for music psychology is that we could actually gauge the use of music as a healing method as some cultures already have suggested before. We usually listen to music when we are down, and the subsequent lifting of mood could be tailor-made and customised to suit our peculiar requirements at any point based on our peculiar brain patterns. Doctors might actually prescribe certain music for us to get well soon – so who knows! – we might have our own individualised Muzak, wired up to our iPods, personalised for our own needs! Maybe... some day...

Footnote: Some information has been taken from Wikipedia and a couple of other interesting sites which gave some basics of music psychology. And sorry for making the post so long!

Wednesday, July 1, 2009

It Must Have Been Love...

A song from the OST of Pretty Woman... I love it...

Lay a whisper on my pillow
Leave the winter on the ground
I wake up lonely, there's air of silence
In the bedroom and all around
Touch me now, I close my eyes and dream away

It must have been love, but it's over now
It must have been good, but I lost it somehow
It must have been love, but it's over now
From the moment we touched till the time had run out

Make believing, we're together
That I'm sheltered by your heart
But in and outside I've turned to water
Like a teardrop in your palm
And it's a hard winter's day, I dream away

It must have been love, but it's over now
It was all that I wanted, now I'm living without
It must have been love but it's over now

It's where the water flows, it's where the wind blows

It must have been love but it's over now
It must have been good, but I lost it somehow
It must have been love, but its over now
From the moment we touched till the time had run out
Yeah.. It must have been love, but it's over now
It was all that I wanted, now I'm living without
It must have been love but it's over now

Its where the water flows, its where the wind blows..