It’s all about The Drop! That hands-in-the-air moment of pure release when a track builds to an intense crescendo, whips the dancefloor into a frenzy of snare rolls and tension, pauses for breath, and then drops a monster beat on our heads. But what’s going on? Why is the drop so effective? And how can we use it to make them want even more? Dr Amir-Homayoun Javadi is a Senior Lecturer in Cognitive Neuroscience in the School of Psychology, University of Kent, and an Honorary Research Associate at the Institute of Behavioural Neuroscience at UCL – and he has all the answers.

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