I’m a Nightclub Psychologist / Sociologist and branding expert. My business focuses on the sonic components used in a marketing campaign. In activating both senses, you reach a wider audience, establish a stronger brand link and enhance loyalty. All of these contribute to a higher return on investment. We extract this behavior from natural systems- where sometimes it isn’t conventionally possible. Using the data, we compose formulae to target demographics with surgical precision.
My name is Yale Fox, and I genuinely love music more than many people will ever be able to understand. For nearly a decade, virtually every aspect of my life has revolved around it’s study and more recently how it affects human behavior, particularly within nightclub culture.
Back at school, I was given permission to transform a nightclub into an observation station. Unlike my studies in Hawaii, this time I was studying the effects of music on people.
The effects of music on people are hard to gauge, so I used real-time bar sales as the discerning variable to measure reactions to songs. If you play a hit song, people rush the dance floor and don’t drink as much. I figured out how to vibe music with natural drinking rhythms, and effectively proved the link between music and optimizing bar sales.
Not really knowing what I had done at the time, I had sparked quite a bit of media attention. Two nation-wide newspapers, several blogs and several indie newspapers all wrote separate articles on my work. This eventually made it’s way to reknowned professor of Sociology, Dr. Robert J. Brym at the University of Toronto. I met with Bob, and we discussed many of my findings.
Bob realized that I was the perfect candidate for researching this field. I had been a nightclub promoter, DJ, and open minded academic for years. I experienced just about every possible perspective of a nightclub including management and talent buying. At the time, I had also been an active contributor and advisor to Point-of-Sale systems designed for Nightclubs, further increasing my knowledge and understanding of nightly cashflows.
Bob convinced me to enroll at the University, and continue pursuing my studies from a Sociological angle. I learned a lot while under his guidance, but in the end I decided that it would be better researching this field privately while sticking to the ethical procedures as Dr. Brym prescribed. Bob and I are still a team on the side, and constantly work at pioneering a field we call Social Nightclub Behavior. Doing these studies independantly means that most of our findings are both proprietary, and can be published faster.
Submitting our work to research journals don’t make as much sense. Since these are intended for commercial applications it is not always wise to release everything to the general public. Additionally, the number of individuals actively reading these journals are quite small- and so it wouldn’t really make a splash in our target audience. Recently, the CBC (Canadian Broadcasting Company) filmed a documentary on some of our research involving attention span, information processing and how we listen to music. This launched internationally in October, 2010. To this day, I’ve also written dozens of articles for blogs and magazines on various topics regarding nightclub culture. Recently, I was awarded a 2011 TED Fellowship award for my work in music trends. My research on attention span and music will also appear in textbooks worldwide in 2011.
Right now I’m working on a book – but loose lips sink ships! Please explore my blog and feel free to e-mail me with any questions, or comments you may have, via the contact form. Darwin vs. The Machine