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Apple Music and Sonos Join Forces to Promote Scientific Benefits of Listening to Music

Apple Music and Sonos Join Forces to Promote Scientific Benefits of Listening to Music

Apple Music is finally available on the Sonos lineup of connected speakers, and to celebrate, the duo have joined forces in an ad campaign designed to promote the scientific benefits of listening to music out loud. TL;DR: Yes, it will improve your sex life.


The marketing effort — dubbed “Music Makes it Home” — draws on statistics from a wide-ranging, multi-country Sonos study of 30,000 families that found positive correlations in listening to music and overall quality of life. As UK publication Marketing reports, the survey discovered music benefits sexual activity, relationship satisfaction, mood, happiness and other metrics.

The companies asked 30 families to take part in a social experiment that restricted each of the participants form listening to music in the house for a period of one week. Once the “no music” week had run its course, the families then began to listen to music once more, via a Sonos wireless speaker system playing Apple Music content.

Data was logged during the experiment via Apple Watches, connected to iPhones, which measured the heart rate, motion, and activity of each participant. The study also used Apple iBeacons and Nest camera to track in-house movement. Sonos also monitored which Apple Music tracks were played, and at what volume.

A breakdown of the data collected, as well as photos, and other content gathered during the study is available on a Sonos Tumblr page. Video footage from the social experiment will air as 30- and 60-second ad spots during the Grammy Awards on Monday, February 15.

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