The 3rd generation Art+Science Incubator project was launched in January 2024, led by Prof. JoDee Goracke and Marcey Yates, local hip hop artist and sound engineer with collaborating psychology researchers Dr. Jerome Lewis and Dr. Mike Russell to develop an experimental study looking at sound, music and psychology factors. The research revealed something fascinating: it’s not just about what we hear but who we are when we hear it. People with a deeper knowledge of hip-hop and a preference for certain genres showed dramatically different responses to the music, challenging traditional assumptions about how we process and connect with sound.

But this project became more than a study. It evolved into a conversation about how bringing together different forms of expertise – from artistic intuition to scientific methodology – can reveal new layers of human experience. This documentary captures a year-long collaboration investigating how our background and cultural connection shape our relationship with sound.