Beck's Beer Tastes Different When You Listen to These Tracks by Brazilian DJs

Synesthetic stunt from AKQA shows how music can alter the senses

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Beer brand Beck’s, with the help of AKQA in São Paulo, has created music that reaches a frequency it claims can alter the taste of beer to make it more bitter.

AKQA enlisted top electronic Brazilian DJs to remix their tracks at 73 Hz, after Oxford University studies suggested low sound can enhance the brain’s perception of bitter flavors, for a social campaign.

The DJs—Vintage Culture, Kvsh, Amanda Mussi, Marta Supernova, Badista, Gabto, Gui Borato, Zoppelar, RHR and Malka—reworked their own songs in the new frequency, then Brazilian DJ Badsista tested the effect on people for a short film.

The group are shocked and surprised by the effect that the sound has on their taste perception—finding the beer much sweeter when the track is switched to a regular frequency.




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