Clark Smith: #DWCC Session on Wine and Music

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Clark Smith believes that when wine and music have the same intrinsic mood, they complement each other. In particular, wines taste smoother, whereas when it’s a mismatch, they can taste harsh and astringent.

This presentation is owned and copywritten by Clark Smith

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Clark Smith: #DWCC Session on Wine and Music

  1. 1. Harmony & Dissonance
  2. 2. • Why aren’t “peak experiences” consistent? • Why can’t winemakers make wine by recipe?
  3. 3. Shared attributes of wine and music • Strong visceral appeal – Revenues from music exceed pharmaceuticals – There are no $1000 beers • Non-linear preference patterns (sweet spots)
  4. 4. Alcohol Balance X Consumer Preference X X 11 13.5 % Alcohol 16
  5. 5. Judge (n=22) free choice frequency 0 15.5 15.4 15.3 15.2 15.1 15.0 14.9 14.8 14.7 14.6 14.5 14.4 14.3 14.2 14.1 14.0 13.9 13.8 13.7 13.6 13.5 13.4 13.3 13.2 13.1 13.0 12.9 12.8 12.7 12.6 Figure 1 "Sweet Spot" Tasting of 1999 Syrah reduced from 18.0% ethanol 10 5 Syrah % v/v ethanol
  6. 6. Shared attributes of wine and music • Strong visceral appeal – Revenues from music exceed pharmaceuticals – There are no $1000 beers • • • • • Non-linear preference patterns (sweet spots) Strongly shared sense of harmony Broad disparity of stylistic preference Capacity to carry emotion Contributing influences are all present simultaneously
  7. 7. MUSICAL APPRECIATION Performer Composer STYLE Listener’s background expectation of musical genres Instrumental Composition
  8. 8. WINE APPRECIATION Winemaker Origin STYLE Taster’s background expectation of historical genres Varietal Composition
  9. 9. Clinical Tools for Cognitive Musicology • • • • Behavioral studies of brain injuries Magnetic Resonance Imaging Electro Encephalography Positron Emission Tomography
  10. 10. “Blues” processing PET scan Males Females
  11. 11. Emotion • Melody – anticipation leading to resolution • Modality – Underlying mood
  12. 12. N.M. Weinberger’s case subject “I.R.”: Melody and intrinsic mood function separately! • Bilaterial damage to temporal lobes, auditory cortex • I.Q. and general memory normal • No language difficulties • No melody recognition or recollection • Emotional reactions completely normal!
  13. 13. Different wines carry different emotions!
  14. 14. Emotion • Melody – anticipation leading to resolution • Modality – Underlying mood • Harmony cascade – Parasympathetic (“relax”) – Frontal lobe rewards – Euphoria • Dissonance cascade – Sympathetic (alert!) – Limbic system (fight or flight)
  15. 15. Blood and Zatorre, 2001: • PET scan images while listening to musical intervals • C / G (perfect fifth) – Reward System – Parasympathetic relaxation • C / C# – Fight or flight system – Sympathetic alert system
  16. 16. Thalamus characterizes stimulus
  17. 17. Frontal Lobes (Reward System) 0.1% Alcohol Difference! Thalamus characterizes stimulus HARMONY DISSONANCE Limbic System (danger)
  18. 18. Fields of the Phenomenon Individual The experience itself Clinical observations, explanations & theories Experiential Analytical Shared experience: Social implications -How are we alike? -How are we different? -Advertising -Use in promoting our image Group
  19. 19. www.PostmodernWinemaking.com/WineAndMusic

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