Roskilde Festival To Open With Groundbreaking Brain Experiment

Ten thousands of people will eyewitness a groundbreaking experiment when multi-platinum-winning Danish band Phlake opens Orange Stage tonight. They are given the opportunity to look directly into the brain of a fan when Phlake performs their smashhit Pregnant. The experiment is part of the Music Against Drugs campaign and is intended to show young people that the influence of music may be sufficient in itself.

Phlake:

'Music is all we need! It impacts the brain and triggers happiness. The experiment is really a tribute to the music and what it does to us. And we really want to support this. We are looking forward to perform on Orange Scene - and we look forward to looking into the brain of one of our fans.'

The experiment

A Phlake fan (Nanna) gets a brain scanner (EEG scanner) on her head. It records parts of the brain's electrical activity and provides visualization of which areas of the brain are active when the person listens to music. The signal from the brain scanner is signaled directly to the big stage screens on the Orange Scene.

In this way the entire audience can eyewitness what happens inside a brain when it is influenced by music. It is the first time ever that a brain experiment of this type is performed live in front of a concert audience. The experiment is monitored by brain expert Troels W. Kjær, who will stand with Nanna at Orange Scene.

Campaign videos

The entire experiment is recorded - and the result is this year's second campaign video for Music Against Drugs. The first campaign film is a brain experiment from with the Danish rock-band Dúné - this experiment, however, was not visible to the public. The video can be viewed here: https://youtu.be/SQ3-Fhi5jOs. It was launched in early June and has reached more than 500,000 people on facebook.

Background

The experiment is part of Music Against Drugs which is a campaign run by the Danish National Board of Health, The Danish Live Music Association and Roskilde Festival. The purpose is to prevent young people's experiments with drugs at festivals and venues. The key message of the campaign is that the influence of music on the brain is sufficient in itself:

Under the Influence of Music

Let the music take you higher - and don't miss a beat

More than 60 festivals and venues participate in the campaign that runs through the Summer and Fall.

Website: http://www.againstdrugs.dk

Picture: https://we.tl/gn7Q2SxyNj

Behind the campaign

The campaign is developed and executed by the two Danish agencies Zupa and Volume.

Zupa is a digital agency with costumers such as Novo Nordisk, Maersk Drilling and Sennheiser (www.zupa.dk)

Case ex.: The Worlds Most Relaxing Film: http://zupa.dk/case/the-worlds-most-relaxing-film/

Volume is a content agency with focus on music. Costumers are Microsoft, Telia, Audi and more. (www.volume.dk)

Case ex. Mø X Surface: http://volume.dk/Cases/moxsurface/

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