The uncharted territory isn’t what people experience, Richard says, but how (some people are triggered through their own thoughts and memories; others through external sights, sounds or touch) and why. To help find answers, Allen and Richard’s team launched its first rudimentary ASMR research survey last month. It received more than 4,000 responses within the first 10 days.
But she added, from a therapeutic standpoint, the videos cause the viewer to slow down, "We spend a whole bunch of time going as fast as we can, not thinking about what we're saying or how we're feeling. So, videos like what you're researching make us slow down." Dr. Ruggerio-Wallace explained, the part of the brain that houses emotions is triggered by certain sounds, which can release endorphins, "In the core center part of our brains, we store emotions and memories, having our hair brushed, is connected to us in certain ways. Like it probably feels good. That sound means something good," she said.
Have you ever had a pleasing reaction to something but were unable to articulate how it makes you feel because it makes absolutely no sense? For example, I love the smell of freshly opened tennis balls. I am fully aware that the smell shouldn’t be great, it’s hardly enticing on paper. If I had to describe it, I’d say it’s a musky, muddy, petroleum, rubbery odor. Sounds great, huh? Interestingly, there is a fraction of the population who, like me, loves this smell.
I experience this occasionally. The strongest occasion was approx 12 years ago. I was in the “High Country” NE Victoria, North of a town called Mansfield. I was out hunting Sambar Deer, 10 K’s from my off sider and in open bush land. About 1 Hr prior I came across droppings from wild dogs which were prevalent in the area and a real problem for farmers. I had this sensation all over my head and down my neck, it scared me. I had the feeling someone, something was watching me and was a bit shaken. I pulled myself together and continued my hunt. Never came across any deer or anything else that day.
"ASMR is not as odd as it sounds," said Burnie Burns, co-founder and chief creative officer of production company Rooster Teeth. "In the 90s we had CDs and audio tapes of rain forest sounds that many people used for relaxation purposes -- there just wasn't a fancy term to classify that media. Since online video has become a phenomenon, now we have a whole new generation of those kinds of ephemeral experiences created by people all over the world."
The term ASMR was coined in 2010, but the audio and visual-induced sensation has always existed. If you've ever experienced that cringe-worthy, face-scrunching feeling you get when you hear nails on a chalkboard, ASMR is the exact opposite. It's the chills you get when you hear a beautiful voice singing. It's the prickly sensation when you hear or see something soothing, without having to physically touch it.
Mockery is a problem for any child in the limelight – one of Jacob Daniel’s fellow ASMRtist United founders quit YouTube after being picked on at school. Kelly says there are rumours that one girl at school said she was “annoying”, but most people think her channel is “cool”. Yet Kelly isn’t just a famous ASMRtist – she is also a meme. On social media, people edit her videos into short clips and share them with relatable captions.
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At Google BrandLab, we help brands tap into the full potential of YouTube. Many sounds can trigger the calming sensation of ASMR, and brands should listen up. We are not just talking about an enormous engaged audience to tap; we are talking about an enormous engaged audience that is already using your brand. ASMRtists often employ objects, especially food products, to create the tingly effect: crinkling wrappers, chewing candy, cracking open cans. (A search for "beer ASMR" on YouTube returns over 81,000 video results.) Tic Tac, Swedish Fish, and Taco Bell are all brands that make cameos in YouTube creator videos.
Last year, Rooster Teeth released the documentary "The World's Greatest Head Massage: An ASMR Journey," where filmmakers traveled to Pushkar, India to find Baba the Cosmic Barber. Unbeknownst to Baba, he had become a YouTube sensation after people had been uploading videos of his "cosmic energy" shaves and head massage techniques. Baba has since created his own YouTube channel, ASMR Barber, to take advantage of his popularity.
The story follows Tom More, a psychiatrist living in a dystopian future who develops a device called the Ontological Lapsometer that, when traced across the scalp of a patient, detects the neurochemical correlation to a range of disturbances. In the course of the novel, More admits that the 'mere application of his device' to a patient's body 'results in the partial relief of his symptoms'.