The mind is a beautiful thing. It has the ability to remember song lyrics from as young as preschool, transport you back to prom night with just a few musical chords, and whisk you back to your favorite vacation spot with the sound of a crashing wave. With so many memories created through sound, how does this emotionally impact how we live our lives, what we purchase and even what we can recall. Live from SXSW Spotify Advertising will reveal the findings of Spotify Advertising's Sonic Science 2.0 research, exploring the physiological impact of sound, and discuss how marketers can tap into the unique value of music and podcast audio to effectively reach their consumers.