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Mar 2, 2024

“Sad Girl” Music and the Iso Principle

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“Sad girl” pop isn’t a new genre, but it’s been having a renaissance over the last decade. That’s thanks to artists like Billie Eilish, Gracie Abrams, Olivia Rodrigo, Japanese Breakfast, Phoebe Bridgers, and so much more who are dropping hits lilting in melancholy.

It also comes at a time when the generations consuming pop music are increasingly open and intimate about their mental health, and music has long been a natural vehicle for people to self-regulate their emotions.

"There's a cliche about pop that it represents a retreat from reality, an escapist fantasy world where listeners get to leave their fears and anxieties in a vision of Katy Perry's 'Teenage Dream' or fun.'s 'We Are Young,'" Nate Sloan, host of Switched on Pop and assistant professor of musicology at USC Thornton School of Music, told Grammy news. "But modern listeners — especially young people — are pushing back against that paradigm, celebrating artists like Billie Eilish, Halsey, and girl in red, who don't shy away from the troubles of the world but sublimate them into their music."

He adds that this music helps them deal with their own "lived realities."

And so it makes sense that music streaming services are teeming with these soft and somber “sad girl” playlists, ones that listeners might turn to when they’re feeling sad or overwhelmed or wistful.

Music psychology expert Dr. Michael Bonshor told Esquire that people, especially young people, can and often use music to complement emotions. “If we want to continue feeling a certain way, we can choose songs that reinforce it. If we want to change our mood, then we can use music to change it, too.”

He adds that listening to “sad girl” music doesn’t inherently suggest someone is sad. They might want to relax, since that music tends to be slower, less intense, and melodic.

And a carefully curated “sad girl” playlist might cater or facilitate a mood, to a point. But if you’re looking to move from one undesired emotion (sadness, anxiety, stress) to a more desired one (content, focused, calm), you’ll want to get a bit more scientific with your music choices.

That’s why, at Spiritune, you won’t find a Billie Eilish song on one of our playlists. It’s a great song that might be slightly self-soothing, but it doesn’t follow the iso principle.

The iso principle is all about the journey. It follows that, if you’re trying to achieve a certain emotion, the music should first match your current emotional state and then gradually shift toward music that aligns with how you’d like to feel.

We utilize the iso principle as a cornerstone in our Spiritune music compositions. That's why, when you open up the Spiritune app, we always ask you how you *currently* feel, and then how you want to feel.

When the music meets the user where they are, it helps them feel validated, seen and embraced in whatever emotion they’re feeling. Then as the musical features gradually shift towards their desired emotion, the listener is able to feel tangible relief as the music helps gently guide them towards where they want to be.

“Our music is all about facilitating emotional transitions, offering a pathway to catharsis and understanding, like a musical GPS, leading you through your ups and downs,” Spiritune founder Jamie Pabst says. “In a world where mental health seems to be deteriorating by the day, people are craving tunes that get them, that speak to their real-life struggles, offering a shoulder to lean on and a hand to pull them through.”

When you think about “sad girl” music from the lens of the iso principle—or the power of musical transition on our mood—it makes sense that someone might turn to it when they’re already feeling sad, or want to feel a little wistful.

But to move from one mood to another, you can’t simply dwell in the same musical space and hope to magically feel like a new person.

There’s a science to the transition - and that’s where the magic happens.

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The Intersection of Music and Fashion

Gurung is a designer who thinks as much about emotions as he does fabrics. With each show, he creates space for his audience to have a deeply embodied experience.

His “Angels in America” show was built on the concept of non-denominational angels—the people who lift us up when the world feels heavy. During dark times, angels are the ones who allow us to hope. Gurung wanted to invite the audience to consider their personal angels—and he saw music as the perfect vehicle to guide this reflection.

Beyond inducing deep emotions on an individual level, music also has the capacity to bring us together. When we listen to music in public (especially in a space as sonically rich as a church!), our heart rates and breathing patterns tend to synchronize with those around us. When we feel moved by a piece of music, this connection becomes even stronger.

In order to heighten the emotional response and connection to the NYFW soundtrack, Daniel Bowling, Ph.D., the Neuroscience Co-founder at Spiritune, considered the biology of vocal expression and the neuroscience of rhythm. His scientific direction was masterfully blended into the art of performance by Chloe Flower.

As for the outcome, David Graver of Surface Magazine describes the show as “stirring” and writes that it “lifted attendees into a satisfying, ethereal emotional arc.” Read Graver’s complete coverage of the event here.

“This collection is about love, strength, and overcoming, and with Jamie and Dan's guidance, we were able to create a powerful soundtrack,” Gurung tells Surface.

Beyond the Runway

The musical elements of the show paired beautifully with Gurung’s new designs. “The collection unfolds against this backdrop of sound carefully designed to carry you on an emotional arc: grounding, lifting, and resonating in a way that leaves you changed when you walk out,” our Founder and CEO Jamie Pabst says of the event. “It’s as much a feeling as it is a fashion show.”

The show reinforced that music and art can transcend time by evoking ideas and emotions that stay with us long after the final note.

"Spiritune exists to show the world how music can be more than entertainment—it can be a tool for emotional well-being, connection, and even transcendence. Music unlocks our deepest emotions of joy, awe, and wonder, and in doing so, helps us thrive,” Pabst tells Surface.

We all agree the world needs joyful, inspiring moments now more than ever. And we’ve seen that when music and science come together, change is not far behind. We are so grateful to Gurung and Flower for allowing us to introduce a new audience to the transformative power of the Spiritune model.

Head to the app store to try it out for yourself (App Store / Google Play).

Jul 27, 2025

Why You Should Make A “Memory Playlist” This Summer, According to Science

I can’t get more than a few seconds into the song “Midnight City” without thinking of nights driving around Sydney, Australia, as a college kid. And Springsteen’s “Thunder Road” never fails to transport me to my first post-pandemic vacation, on the cobblestone streets of Charleston, South Carolina.

I’m not alone in my headphone time travels. Everyone gets a music-evoked memory at one point or another. When’s the last time music took you somewhere else, and where did you go?

Researchers are just beginning to dig into why music can evoke such vivid and specific memories. Here’s what they’ve discovered so far—and how to use the connection between music, memory, and emotion to your advantage this summer and beyond.

The transportive power of music

Music, more than other sensory cues, can transport us back to specific times in our lives. Listening to a nostalgic song tends to evoke more detailed, emotionally charged memories than looking at a photo, for example.

These are called music-evoked autobiographical memories, or MEAMs for short. Research shows that MEAMs tend to be strong, specific, and, in many cases, subconscious. Even those with dementia are still able to recall familiar songs and the life experiences associated with them in some cases.

It’s not clear what makes music so evocative, but the answer could lie in the brain regions that control emotion and memory.

Yiren Ren, Ph.D., a cognitive neuroscientist studying music and memory, recently set up an experiment that had people listen to music and recall certain memories while hooked up to an fMRI scanner. After analyzing the results, Ren and collaborators noticed enhanced activity in the amygdala (the brain’s emotional center) and the hippocampus (essential for storing and retrieving memories) during the exercise.

“This is why a song associated with a significant life event can feel so powerful – it activates both emotion- and memory-processing regions simultaneously,” Ren writes about her research in The Conversation.

Separate research finds that songs we consider more pleasurable tend to be the best at setting off this response, giving us a clue about how to use this mental marvel to our advantage.

Who gets MEAMs the most?

Though everyone has their own experience with music-evoked autobiographical memories, research suggests that most people have them fairly frequently, at least once a day on average.

One study published in 2019 investigated when, exactly, these memories seemed to be most likely to occur. After asking 31 adults to track their music and memories throughout the day, researchers found that most MEAMs happened while they were driving or taking public transport, or while doing routine tasks or activities that are less cognitively demanding, like housework, relaxing, getting ready, or walking.

People over the age of 60 seem to experience more MEAMs than younger adults (potentially because they have more life experience to pull upon), and women may be more likely to get them than men.

Making memories with music

Most of us intuitively know that music can spark memories, but understanding the science of why and how this happens can help us use sound more intentionally in our daily lives. We can all get into the habit of time traveling with music, starting this summer.

The next time you have an experience that you want to remember, try making a playlist for it. Think of this playlist as a portal you can use to keep returning to that moment again and again. Play it in the background while you’re doing routine tasks that don’t require much attention, and see where your mind takes you. It could be right back to that special place you want to revisit.

You can tailor this playlist technique to what, specifically, you’re looking to remember. If it’s a summer vacation to a new place, try adding a mix of local songs and music that you listened to on your trip. If it’s an experience with a friend or loved one, throw on some songs you associate with that person. Whatever you choose, make sure it’s music that you enjoy and find pleasure in to maximize your chances of experiencing a MEAM.

This is just one example of an actionable, science-backed way to use sound in your health and well-being routine. Along with music therapy apps like Spiritune, “memory playlists” can be valuable tools for reinvigorating your mood and mindset using music.

Jun 10, 2025

How Quickly Can Music Improve Mood? Finding Your Ideal “Dose”

Here at Spiritune, we talk a lot about the power of music to alter mood. When you’re feeling stressed, overwhelmed, or anxious, listening to music can help take your mind off these emotions and encourage your body to relax.

One natural follow-up question we often get is: How quickly does this happen? How long do you need to listen to music before it can improve your mood? The answer isn’t so cut-and-dried; it largely depends on the person, music, and context. In honor of Mental Health Awareness Month, we’re sharing the nuanced research on how much music to listen to at a time for maximum, lasting stress reduction benefits.

Clocking music’s impacts

Before we dig into the ideal “dose,” let’s review the pathways through which music relieves stress.

First off, listening to pleasurable music engages brain regions associated with reward, motivation, and emotions. For the neurology-curious: The ventral striatum, midbrain, amygdala, orbitofrontal, and ventral medial prefrontal cortices have all been implicated in the listening experience. Once a song or musical track reaches its peak intensity, it can trigger the release of dopamine in the brain, contributing to feelings of pleasure, satisfaction, and enjoyment.

Music-evoked positive emotions can help counter the negative emotions brought on by stress, and there are a few theories on why. For starters, music may act as an “anchor” that draws our attention away from ruminative, repetitive thoughts. Some studies have also found that listening to music can decrease elevated cortisol levels following a stressor compared to silence or non-musical controls (think: the sound of rippling water).

An analysis of 104 randomized controlled trials, published in 2019, concluded that music can not only ease the emotions associated with stress, but the physical sensations of stress as well.

Music listening is known to cause changes in heart rate, respiratory rate, blood pressure, and muscle tension due in part to the process of entrainment. Entrainment happens when our bodies’ rhythms begin to synchronize with the rhythms of music.

Research on musical entrainment shows that it happens relatively quickly. In one study, classical music influenced people’s heart rate variability (HRV) within just three minutes of listening.

This suggests that some of the effects of music listening happen nearly instantly, but these may be too subtle to pick up on (after all, you can’t feel your HRV going up and down).

As for how long it takes for music to contribute to noticeable changes in mood, estimates vary—but one fascinating study found that 20 minutes seems to be a threshold.

Published in the International Journal of Behavioral Medicine in 2017, this study prompted 60 undergraduate students to report on their music listening habits in real time. Every day for a week, students consented to having their music activities tracked (via an iPod or smartphone). At random intervals throughout the day, they were prompted to answer questions about their stress, mood, and music listening behavior as they went about their usual routine.

This was an “ambulatory assessment,” meaning it studied individuals in their natural environments instead of in a lab to get a sense of real-life behaviors.

After crunching the numbers, researchers found that participants reported significantly higher stress levels when they had recently listened to music for less than 5 minutes. Listening to music for more than 20 minutes was associated with lower stress reports, suggesting this could be a sweet spot for maximum benefits.

What type of music is best?

To recap, research suggests that our bodies tend to “sync” to the music we listen to within a few minutes, but listening to music for at least 20 minutes at a time has been associated with stress reduction benefits.

That said, everyone is different! The preferences, emotions, and memories you bring to the experience of listening no doubt impact the way that music impacts you on any given day.

Certain types of music also seem to be more effective at relieving stress than others. This was beautifully demonstrated in a qualitative study on seven young people (19–28 years old) suffering from depression. Researchers interviewed participants about the type of music they listened to when they were in a low mood.

“When participants listened to music that mirrored their current circumstances, this appeared to have less desirable mood outcomes, possibly because listening to such music is akin to ruminating,” researchers concluded. On the other hand, listening to more upbeat or optimistic music was found to offer a distraction from depressive thoughts, albeit a brief one.

Some combination of the two—music that matches one’s negative mood and then gradually transitions to become more positive—seems to be most effective for lasting relief.

Take this 2021 study, in which healthy adults watched a sad movie clip before listening to two pieces of music. The music fell into the buckets of: sad-sad, sad-happy, happy-happy, and happy-sad. “The group of participants who listened to the sad music first and the happy music afterwards ultimately reported a higher positive affect, a higher emotional valence, and a lower negative affect compared with the other groups,” researchers found.

Now, to put these findings into practice: The next time you’re feeling stressed or down, try playing music that matches your current mood before transitioning into a more positive rhythm and structure. Listen for at least 20 minutes and repeat as needed throughout the day.

Spiritune is an ideal ally for this type of targeted musical intervention. Our tracks are designed using principles of neuroscience and music therapy to gradually guide listeners from their current mood to their desired mood state. Once you press play on a track, it will continue for as long as you need. Whether your journey to calm takes two minutes or twenty, we’re so happy to help guide the way.

Sep 24, 2025

Beyond the Runway: Music, Neuroscience, and Spiritual Connection at NYFW