Live Nation, in partnership with Cisco and TBD Labs, conducted a first-of-its-kind experiment that measured the brain waves of fans attending a St. Vincent concert. The concertgoers were geared up with EEG wearable headbands that measured brain activity, as well as skin sensors to measure galvanic skin response and sweat. Within moments of the show’s start, the listeners experienced an average 53% increase in emotional intensity (measured through galvanic skin response) and 90% of attendees experienced increased attention and engagement. Their moods improved five times over what they felt before the show. Another benefit was a boost in the “bonding hormone” oxytocin released when they took part in synchronized movements (fist pumping, hand waving, etc.).