#earworm

#earworm

R&B in the 21st century has been in a constant state of flux, tugged between safe traditionalism and blurry attempts at progression. For the last decade-plus that "progression" has seen R&B music become more indebted to trap records and the moody atmospherics of alternative bands like Radiohead, Coldplay, or My Bloody Valentine.

Our eyes—which we usually think of as purely visual organs—spontaneously dance to the rhythm of what we hear, says study co-author Du Yi, a cognitive neuroscientist at the Chinese Academy of Sciences in Beijing. Using a high-speed eye-tracking system, Du and her team were stunned to discover nonmusicians instinctively blinking in sync with the beat structure of Bach chorales.

In the late '60s and early '70s, writing songs to sell burgers may have been considered selling out, but it was a reliable entry point for composers trying to break into the music industry. Jingles pay well, demand airtight hooks and require songwriters to skillfully compress melody and emotion into 30 seconds or less.

You know that song from 1987? The one you haven't heard in years? Start playing it right now and I bet you'll nail every word, every pause, every dramatic key change. Meanwhile, you're standing in front of your open refrigerator wondering if you already ate lunch today. This isn't just you being forgetful or having selective memory. There's actually fascinating psychology behind why your brain holds onto those old Backstreet Boys lyrics like precious gems while treating yesterday's breakfast like trash to be deleted.

But to anyone tracking the data over the past few years, it was inevitable. In 2022, Bad Bunny's Un Verano Sin Ti redefined the market, driving Latin music's streaming growth to new heights. It later became the first Spanish-language album nominated for Grammy Album of the Year. The takeaway is simple: When you have accurate, real-time data, you don't guess where culture is going, you know.