The 'Power' of Scotland

Wow – just wow!

I’m not referring to the 48 hours I had over the weekend in Edinburgh with my pals. Although the statement rings true for that also.

I’m talking about the power of music and the extraordinary effect it can have on a group of people.

It is quite incredible the unifying and emotional connection it has. I was in the crowd at Murrayfield supporting Wales and yet even I felt myself physically moved by the Flower of Scotland.

Photo by Adrien Olichon

I don’t know why I was surprised as I’ve been banging this drum for a long time circa 20 odd years.

If you choose the right music for a brand, the emotional and physical connection is greatly enhanced. When you hear a whole stadium singing the same song, it’s a very powerful experience. It doesn’t matter which team you support.

When a crowd sings together – their breathing points become synchronised. Their heart rates actually become synched too.

And when 50,000 hearts are beating AS ONE, it creates an amazing sense of community and togetherness.

It increases endorphins – which supresses pain.

This is why sports fans sing - and it’s why soldiers sang when they marched into battle.

At the University of Leicester, eminent audiologist, Professor Adrian North, conducted a study on the use of music and its effectiveness in advertising.

And his research proved that RECALL of ads, which were backed by SUITABLE music embodying the core values of a brand, came out 50% higher than the NON suitable music or NON music versions.

Go HERE to listen to the Murrayfield lone piper, and if you want to explore how we could help you find the right piece of music or a bespoke composition for your brand, give me a shout.

Matthew

P.S. Having said all of that, this is still the best anthem in the world.