The Challenge
The Tokyo 2021 Olympics were the first games with no crowds—meaning athletes lost the performance boost from a roaring stadium. As official sponsors of the Australian Olympic Team, Samsung and Optus wanted to replace the absence of crowd support with music scientifically designed to enhance performance.
Performance gap
Replace the absence of crowd support with music scientifically designed to enhance athletic performance.
Public engagement
Enable mass participation while delivering elite-level performance tools.
Scientific rigour
Develop a methodology combining neuroscience, biomechanics, and personalised composition.
Individual customization
Create bespoke tracks tailored to each athlete's event, psychology, and preferences.
The Solution
Six bespoke tracks—each scientifically engineered and personally tailored to an individual Olympic athlete.
The Strategy
Scientific foundation
Working with Professor Frank Millward PhD and Dr Damien Lafont PhD, we developed a compositional process with four layers:
Scientific — Brainwave entrainment through isochronic tones
Mechanical — Rhythmic synchronization matched to event cadence
Personal — Favorite artists, mantras, moments from past victories
Musical — BPM and energy designed for optimal mind-state
We tested and fine-tuned 13 audio triggers, measuring effects on physical performance, heart rate, oxygen intake, and neurological mapping.
The System
Core Components
Personalized performance tracks for six athletes
Scientific testing and validation protocols
Athlete collaboration frameworks
Public Engagement
Spotify listening experience
Snapchat AR personalization tools
Documentary storytelling content
Touchpoints
Training sessions
Competition preparation
Samsung Galaxy devices
Spotify streaming
Documentary content
How it Sounds
Clips are provided for reference from public sources.
Performance Enhancing Music
Building Salience
The Australian Olympic Team matched their best-ever medal haul at Tokyo with scientifically validated performance indicators across multiple metrics. Rigorous testing of brainwave entrainment, rhythmic synchronization, and personalized composition demonstrated genuine human performance enhancement—not just brand engagement. Millions of Australians engaged through Spotify listening, Snapchat AR personalization, and documentary storytelling. The Ministry of Sport adopted the methodology for Paris 2024, demonstrating lasting impact beyond a single sponsorship activation.
Disclaimer
This work was led under our creative strategy during our time as founders of Resonance Sonic Branding (later acquired by Songtradr). All trademarks and materials remain the property of their respective owners. Inclusion does not imply endorsement or an ongoing commercial relationship.
Credits
Agency: CHE Proximity
Production: The Glue Society
Sonic Creative Strategy: Ramesh Sathiah & Ralph van Dijk
Scientific Advisors: Professor Frank Millward PhD & Dr Damien Lafont PhD
Featured Artists: Sheppard, Karnivool, San Cisco, Alex the Astronaut
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