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ASMR: 'It helps people, it's not sexual' | ASMR: 'It helps people, it's not sexual' |
(about 2 hours later) | |
In Lauren's most popular ASMR video she "role-plays" a hairdresser, inviting the viewer to relax as she pretends to trim their beard. | In Lauren's most popular ASMR video she "role-plays" a hairdresser, inviting the viewer to relax as she pretends to trim their beard. |
"If you are a girl, it is OK to imagine you have a big beard," she says. | "If you are a girl, it is OK to imagine you have a big beard," she says. |
Why would a video of someone acting out cutting an imaginary beard be watched 700,000 times? | Why would a video of someone acting out cutting an imaginary beard be watched 700,000 times? |
Lauren, whose YouTube channel is called Scottish Murmurs, says it is because of the up-close personal attention she gives and the sounds she creates such as the click of the scissors or the squelch of the shaving cream. | |
"People find the video really tingly," she says. | "People find the video really tingly," she says. |
This brain tingle sensation is the hallmark of ASMR videos, a YouTube subgenre that continues to grow massively. | This brain tingle sensation is the hallmark of ASMR videos, a YouTube subgenre that continues to grow massively. |
The initials stand for Autonomous Sensory Meridian Response, which sounds like a vaguely scientific term but the name actually appears to have been coined by people in the scene. | The initials stand for Autonomous Sensory Meridian Response, which sounds like a vaguely scientific term but the name actually appears to have been coined by people in the scene. |
It also sounds quite sexual but Lauren is adamant that is not the case. | It also sounds quite sexual but Lauren is adamant that is not the case. |
Instead, she says it helps people to relax, to clear their mind before sleep or even to cope with anxiety or mental health issues. | Instead, she says it helps people to relax, to clear their mind before sleep or even to cope with anxiety or mental health issues. |
A recent study by Sheffield University appears to back that up, suggesting it may have physiological benefits. | |
In October, superstar rapper Cardi B released an ASMR video, signalling how popular the genre has become. | In October, superstar rapper Cardi B released an ASMR video, signalling how popular the genre has become. |
And during last month's Super Bowl an advert featured Big Little Lies actress Zoe Kravitz whispering and tapping on a beer bottle, presumably with the intention of giving shivers of delight to viewers. | And during last month's Super Bowl an advert featured Big Little Lies actress Zoe Kravitz whispering and tapping on a beer bottle, presumably with the intention of giving shivers of delight to viewers. |
What is ASMR? | What is ASMR? |
The term is believed to have been coined by American Jennifer Allen, who started a Facebook group on the topic in 2010. | The term is believed to have been coined by American Jennifer Allen, who started a Facebook group on the topic in 2010. |
It is a physical sensation in response to specific sights and sounds. | It is a physical sensation in response to specific sights and sounds. |
Lauren describes the tingles generated by the videos as "the shiveries", a frisson that travels from the top of the head down the spine and can be caused by numerous different triggers. | Lauren describes the tingles generated by the videos as "the shiveries", a frisson that travels from the top of the head down the spine and can be caused by numerous different triggers. |
There are more than 13 million ASMR videos on YouTube including subjects such as people having haircuts, massages and towel-folding tutorials. | |
'Role-play videos' | 'Role-play videos' |
Lauren, from Glasgow, has been posting to her Scottish Murmurs channel for about two-and-a-half years and has 125,000 subscribers. | Lauren, from Glasgow, has been posting to her Scottish Murmurs channel for about two-and-a-half years and has 125,000 subscribers. |
Her 200 videos have been watched about 25 million times in total. | Her 200 videos have been watched about 25 million times in total. |
The 24-year-old says she makes money from the channel but nowhere near as much as the big stars who earn hundreds of thousands of pounds a year. | The 24-year-old says she makes money from the channel but nowhere near as much as the big stars who earn hundreds of thousands of pounds a year. |
They whisper, tap their fingers, make "mouth sounds" or act out role-play scenarios such as a doctor's appointment or a visit to the hairdresser's, all with the aim of engendering the "shiveries". | They whisper, tap their fingers, make "mouth sounds" or act out role-play scenarios such as a doctor's appointment or a visit to the hairdresser's, all with the aim of engendering the "shiveries". |
Lauren likes to make the role-play videos in which she can use her acting skills as well as her creativity in making the trigger sounds. | Lauren likes to make the role-play videos in which she can use her acting skills as well as her creativity in making the trigger sounds. |
She uses hi-tech binaural microphones to create a 3D audio experience that makes the listener feel they are in the middle of the scene. | She uses hi-tech binaural microphones to create a 3D audio experience that makes the listener feel they are in the middle of the scene. |
Lauren says she first got into ASMR at university. | Lauren says she first got into ASMR at university. |
"I'm one of those people who cannot study in silence," she says. | "I'm one of those people who cannot study in silence," she says. |
"I need to listen to music or something in the background." | "I need to listen to music or something in the background." |
"At first I found it a bit weird, the whispering felt a bit odd, but I kept listening and I found I was getting tingles and I was feeling relaxed." | "At first I found it a bit weird, the whispering felt a bit odd, but I kept listening and I found I was getting tingles and I was feeling relaxed." |
Towards the end of her time at university she decided to try to make her own ASMR videos. | Towards the end of her time at university she decided to try to make her own ASMR videos. |
Her Scottish accent was instantly popular. | Her Scottish accent was instantly popular. |
"A lot of people find it really relaxing, especially over in America," Lauren says. | "A lot of people find it really relaxing, especially over in America," Lauren says. |
"A really common comment is the way we say "girl", they really like the sound of that word." | "A really common comment is the way we say "girl", they really like the sound of that word." |
She also does a series of parody videos where she lays the Scottish accent on thick and speaks like a granny. | She also does a series of parody videos where she lays the Scottish accent on thick and speaks like a granny. |
"It's got that motherly vibe to it that people find relaxing," she says. | "It's got that motherly vibe to it that people find relaxing," she says. |
Whispering, role-playing, massages, creams, rubber gloves, mouth sounds and the clicking of the tongue are all popular ways of triggering that brain tingle or "head orgasm" as some have described it. | Whispering, role-playing, massages, creams, rubber gloves, mouth sounds and the clicking of the tongue are all popular ways of triggering that brain tingle or "head orgasm" as some have described it. |
But Lauren denies there is any sexual element. | But Lauren denies there is any sexual element. |
"A lot of the ASMR videos are whispering and sometimes people assume it is sexual," she says. | "A lot of the ASMR videos are whispering and sometimes people assume it is sexual," she says. |
She likens it to yoga, the poses of which can be considered sexual and provocative. | |
"If you take it out of context you could make it sexual but actually ASMR itself, the tingling, the videos on YouTube, are not," she says. | "If you take it out of context you could make it sexual but actually ASMR itself, the tingling, the videos on YouTube, are not," she says. |
According to Lauren, her purpose is to help people relax and deal with the stresses of everyday life. | According to Lauren, her purpose is to help people relax and deal with the stresses of everyday life. |
Her cousin killed herself a couple of years ago and that brought home to her the struggles people have with mental health. | Her cousin killed herself a couple of years ago and that brought home to her the struggles people have with mental health. |
"A lot of people use ASMR to help them when they are feeling lonely or anxious," she says. | "A lot of people use ASMR to help them when they are feeling lonely or anxious," she says. |
"I have had emails from all sorts of people explaining how much my videos have helped them." | "I have had emails from all sorts of people explaining how much my videos have helped them." |