On behalf of New Scientist, we were present at the annual Lowlands music festival with a special “music brain booth”. A photobooth that scans the brain for an unconscious music preference and the associated character traits. Each music style was instantly translated into a color that formed the background of the photo.
During the event and shortly after, we reached more than 137,000 people. 1,450 people took a photo in the booth during the two-day festival. These photos were also shared digitally, with which we reached about 136,000 people via social media.