SENSATION…

Does this evergrowing trend get you tingling?

Many of us might find the sound of pouring rain on the window comforting, or the noise of crashing waves relaxing.

But now there is a niche audience that find the sound of eating mesmerising, and hair brushing enchanting…

ASMR stands for ‘autonomous sensory meridian response’ and has a cult following online.

Tommy Edwards, Head of Audio Innovation at Blue Microphones, expands: ‘ASMR is a form of sound therapy, consisting of audio-visual content designed to help relieve wellbeing issues such as anxiety, sleep deprivation and stress.’

‘What’s interesting about this trend is that not everyone experiences or listens to ASMR in the same way,’ he says.

You either do or do not have

ASMR, meaning you do or do not react positively to certain triggers, such as whispering, tapping, eating, and scratching.

When you react positively to ASMR, your body will feel slightly tingly and you may find it much easier to relax.

ASMR videos are designed to be sensory experiences, and hyperfocused on gentle, quiet, sometimes repetitive motions or noise.

‘All content included in these videos makes use of ‘trigger’ sounds: those that can provoke a tingling sensation to the listener,’ Tommy says.

These can be mundane tasks like whispering or tapping nails, or more unusual activities like eating food or occupational role play.

Despite ASMR being such a popular trend, many listeners fear the taboo of the topic, and are embarrassed to admit their habit.

Gordon Harrison, Specsavers Chief Audiologist, says: ‘ASMR goes back to our caveman days when certain sounds would send us into fight or flight mode.’

‘ASMR is all about a

61% would consider making their own food ASMR videos

chemical change in the body and associating sounds with different thoughts and feelings.’

‘The auditory system has an effect on the Limbic system and floods the body with endorphins to impact how we feel.’

‘It’s become a whole culture on Youtube,’ Gordan says.

The first intentionally triggering Youtube video was made in the UK and posted in 2009, and then ASMR was first described in 2010.

‘Now there are over 13

million ASMR videos on Youtube alone,’ Tommy says. ASMR is such a new discovery that no-one knows what proportion of the population experiences it, but there is a lot of us: ASMR is currently the fifth most-searched term on Youtube in the world. The ASMR market is huge, and so is the money. According to Chewsygum.com, The most popular food ASMR Youtuber is Zach Choi, who made £960,663 in just one month. Canadian Naomi Macrae made £590,069 in January from eating in front of the camera. Youtube is filled with these ‘Asmrtists’, who create content to captivate viewer’s neurological responses. Renown for her food-eating videos, SAS-ASMR, known to her 7 million followers as Sas, is notorious for feasting in front of a microphone.

Whether she is munching Mcdonald’s, raw honeycomb or boiled seafood, viewers seem to

love the sound of her.

A Youtube channel that boasts

not only whispering videos, but also roleplay videos and cosplay, is

High-tech microphones career in ASMR. Using microphones from industryleading brands like Blue, is what delivers the intricacies of the slightest whisper, sound change or noise they desire.’

‘Gentle Whispering, one of the most popular ASMR content creators in the market, uses microphones like Blue’s Yeti Nano to capture her wildly successful content.’

Alongside Youtube, there are Spotify playlists made up of people talking about, tapping, rustling and then eating chocolate or popping candy.

In the ASMR scene, new trends evolve quickly.

One month, simulate eye exams are in and the next month, turning the pages of books and chewing gum is in.

Even celebrities and conglomerates are joining the cult.

The rapper Cardi B is a big fan of ASMR videos and says she listens to them before going to sleep.

W Magazine has an entire series of ASMR videos featuring a variety of popular celebrities.

In one, Kate Hudson rubs sequined clothes and in another, Eva Longoria delicately opens a bag of popcorn.

Even Apple has a playlist on Youtube compromising of four extremely relaxing ASMR videos.

A Dove chocolate advertisement and aired in China and intended to spur ASMR in viewers.

In 2016, a Ritz Crackers advertisement brought an ASMR sensibility to the crunchy sounds of one individual cracker.

Advertisers are starting to realise that this phenomenon is becoming a part of our global culture. And it seems so should we… ASMR could be just as effective for relaxation as listening to music or mindfulness.

Last year, the University of Sheffield and Manchester Metropolitan University published one of the first studies into ASMR and the findings suggested that the videos may have great benefits for both physical and mental health.

Those who experience ASMR had significantly reduced heart rates while watching ASMR videos compared to people who do not experience ASMR.

So, next time you’re stuck trying to sleep, search ASMR on Youtube and test whether your body reacts positively to triggers.

It’s a whole new world, and you might just like it.

79% wouldn’t admit to watching ASMR food videos