The internet is a weird and wonderful place, filled with content that satisfies in very odd ways. One of the latest trends to fit this category is ASMR.
When singer Cardi B mentioned that it was her latest obsession in an episode of The Late Late Show with James Corden: Carpool Karaoke, ASMR sparked our interest.
WHAT IS ASMR?
ASMR stands for autonomous sensory meridian response. It is sometimes described as a “brain massage”. It involves listening to sounds, such as chewing, whispering or the fizzing of a soft drink, at very low volumes. This triggers calming, pleasurable feelings, often accompanied by a tingling sensation.
Sounds strange, right? Strange, but true. ASMR is a science which has been around since as early as 2007 but the use of it in YouTube videos and popular culture is only now gaining traction.
ASMR videos have become a popular, birthing a special community of YouTubers who take their job very seriously.
The trend has even caught the attention of brands such as beer company Michelob Ultra. One of their latest ads features actress Zoe Kravitz whispering into a set of microphones, while clinking on the side of a beer bottle. Then there’s a satisfying fizz when she opens it. Listening to it is strangely calming.