No, music isn’t helping you become creative

 
LONDON: Listening to background music “significantly impairs” people’s ability to complete tasks testing verbal creativity, say scientists who challenge the myth that music makes us more creative.

Psychologists from University of Gavle in Sweden, University of Central Lancashire and Lancaster University in the UK investigated the impact of background music on performance by presenting people with verbal insight problems that are believed to tap creativity.

For example, a participant was shown three words

(e.g. dress, dial, flower), with the requirement being to find a single associated word (in this case “Sun”) that can be combined to make a common word or phrase (ie sundress, sundial and sunflower).

Researchers used three experiments involving verbal tasks in either a quiet environment or while exposed to background music with unfamiliar lyrics, instrumental music without lyrics, or music with familiar lyrics.

“We found strong evidence of impaired performance when playing background music in comparison to quiet background conditions,” said Neil McLatchie of Lancaster University. Researchers suggest this may be because music disrupts verbal working memory.

The third experiment — exposure to music with familiar lyrics — impaired creativity regardless of whether the music boosted mood, induced a positive mood, was liked by the participants, or whether participants typically studied in the presence of music.

However, there was no significant difference in performance of the verbal tasks between the quiet and library noise conditions.

Researchers said this is because library noise is a “steady state” environment which is not as disruptive.

[“source=timesofindia.indiatimes.”]

Listening to music may not help you enhance creative performance

music-headphones2_ThinkstockPhotosLONDON: Listening to background music “significantly impairs” people’s ability to complete tasks testing verbal creativity, say scientists who challenge the myth that music makes us more creative.

Psychologists from University of Gavle in Sweden, University of Central Lancashire and Lancaster Universityin the UK investigated the impact of background music on performance by presenting people with verbal insight problems that are believed to tap creativity.

They found that background music “significantly impaired” people’s ability to complete tasks testing verbal creativity – but there was no effect for background library noise.

For example, a participant was shown three words (eg dress, dial, flower), with the requirement being to find a single associated word (in this case “Sun”) that can be combined to make a common word or phrase (ie sundress, sundial and sunflower).

Listening to music may not help you enhance creative performance

The researchers used three experiments involving verbal tasks in either a quiet environment or while exposed to background music with unfamiliar lyrics, instrumental music without lyrics, or music with familiar lyrics.

“We found strong evidence of impaired performance when playing background music in comparison to quiet background conditions,” said Neil McLatchie of Lancaster University.

Researchers suggest this may be because music disrupts verbal working memory.

The third experiment – exposure to music with familiar lyrics – impaired creativity regardless of whether the music also boosted mood, induced a positive mood, was liked by the participants, or whether participants typically studied in the presence of music.

Listening to music may not help you enhance creative performance

However, there was no significant difference in performance of the verbal tasks between the quiet and library noise conditions.

Researchers said this is because library noise is a “steady state” environment which is not as disruptive.

The findings challenge the popular view that music enhances creativity, and instead demonstrate that music, regardless of the presence of semantic content, consistently disrupts creative performance in insight problem solving, researchers said.

[“source=economictimes.indiatimes”]

Spotify to launch music streaming service in India to stay ahead of Apple

Spotify to launch music streaming service in India to stay ahead of Apple

The world’s largest music streaming service, Spotify, is looking to bring its service to India, one of the fastest-growing internet markets in the world, as it looks to boost growth and stay ahead of rival Apple.Announcing Spotify’s plans to list on public markets on April 3, CEO Daniel Ek said the Stockholm-based company was planning an entry into some of the largest markets in the world. Spotify is taking a rather unusual path to go public and will directly sell shares to the public.”We are working on launching in some of the biggest markets in the world, including India, Russia, and Africa, which have a very rich musical culture,” Ek said during his presentation. He said that post IPO, the company would continue to focus on growth rather than turning on the profit machine.While no further details were divulged on when Spotify could launch its service here or its pricing in the country, the company did disclose in its IPO filing last week that it has leased office space in Mumbai. The company has also made ex-Googler Akshat Harbola as its Head of Market Operations in India.Plans to enter India and other fast-growing markets comes as industry analysts say Apple’s rate of signing up new paid subscribers is far outstripping that of Spotify’s. In the US, the largest music streaming market in the world, Apple Music could beat Spotify in the next few quarters to become the leading player there.Despite its service not being available in India, there already are several thousand users in the country who use Spotify via VPNs. Spotify said that the awareness of its brand among users in India is already high, alluding to the fact that the company would be able to achieve organic growth in India.However, India’s market for music streaming is witnessing a marked shift now.

While Times Group-owned Gaana, which recently received $115 million in funding led by Tencent, currently leads the India market in terms of a sheer number of users, competition in the space is becoming cutthroat.In India, Apple charges the lowest subscription fee for its Apple Music service anywhere in the world. While a person in the US pays $9.99 every month to access Apple Music, in India the monthly charge is just Rs 120 or under $2. However, the company has failed to make a big dent in India largely due to its lack of regional content.Amazon, the latest entrant into India’s music streaming space is offering customers access to its Prime Music as part of its Rs 999 yearly Prime loyalty programme. The company has already scored millions of users via its video streaming service and free expedited delivery service, but has also tied up with several large regional music producers to bring their content on its platform.Spotify will need to drop its prices from $9.99 per month to something more affordable in India if it wants to grow its base of paid users in the country. It will be seen if the company can maintain the same pricing here but still convert a free user to a paid one in under 12 months as it claimed was its average during its financial presentation yesterday.

[“Source-business-standard”]

Apple Music Hits 38 Million Paid Subscribers

Apple Music Hits 38 Million Paid Subscribers

Apple’s streaming music service now has 38 million paid subscribers, up from 36 million in February, the company said on Monday.

Apple is locked in race for subscribers with Amazon.com, Alphabet’s Google and others as streaming music becomes the dominant form of paid music consumption. Apple’s number compares to 71 million premium subscribers at the end of 2017 at industry leader Spotify, which plans to list shares in the coming weeks on the New York Stock Exchange under the ticker symbol SPOT.

Apple said Eddy Cue, senior vice president of Internet software and services, disclosed the most recent subscriber number for Apple Music at the South by Southwest festival in Austin, Texas.

Amazon Music Unlimited has 16 million paying subscribers, and Pandora Media has 5.48 million total subscribers. Google does not release paid subscriber numbers for its service, Google Play Music.

Apple, Spotify, Google and other services charge $9.99 (roughly Rs. 650) a month for music. Amazon offers its service to members who already pay for its Prime membership, which includes shipping, video content and other benefits, for $7.99 per month.

In addition to its paid service, Spotify also offers an free ad-supported version to help draw users into the service. Apple Music does not offer an ad-based version and instead uses a three-month free trial to lure customers. Cue said Apple has 8 million subscribers currently in the free trial period, the first time Apple has disclosed the number of trial users.

[“Source-gadgets.ndtv”]