Ahead of National Self-Care week (18th-24th November), Extra, has teamed up with BBC Radio 1Xtra’s Joelah Noble to release Chewns, an exclusive new album featuring tracks that have been uniquely created using the sounds of chewing gum, designed to trigger ASMR (Autonomous Sensory Meridian Response) tingles and offer listeners a much-needed ‘me-moment’.
New research commissioned by Extra reveals that just 18% of Brits love the sound of chewing gum, suggesting that the albums unique tracks may spark some lively debate among listeners – including those who enjoy chilling to the unusual remixes, to those who want to hit skip! Interestingly, one in five (20%) of those surveyed reported that the sound of chewing triggers ASMR, so this new album could attract some new fans who have yet to discover the unique experience.
To create Chewns, Extra has partnered with creators and everyday Brits to record a variety of sounds using its iconic gum – from the rhythmic shake of the gum pot, to chewing sounds, to the cadenced tapping of the packaging. BBC Radio 1Xtra’s Joelah Noble has transformed these recordings into six upbeat yet chilled mixes, taking cues from the ASMR world. From Gum ‘n’ Bass, which will instantly lift moods with its catchy beat, to the more soothing Minty Moments, each track on the album is designed to help listeners unwind and recentre when they need to relax.
Featuring chewing sounds from well-known content creators like Mark Ferris, Mary McCarthy, Mason Blake and ASMR sensation, Angelic Lofi, Chewns is set to become the go-to album for anyone needing a little ASMR therapy.
BBC Radio 1Xtra’s Joelah Noble said, “Remixing the sounds of chewing gum is a first for me! As an ASMR fan, I loved this fun challenge. Life can be hectic, so I hope Chewns helps listeners pause and find their chill.”
Lucy Sherlock, Senior Brand Manager at Extra added, “Our research shows that music and chewing gum are top ‘me-moment’ activities, so it made perfect sense to create an album that fuses both. We can’t wait to hear how listeners react, whether they’re die-hard ASMR fans or simply curious. We’re here to give everyone a moment where they can simply Chewn out.”
The research that prompted the release of Chewns is in recognition that people take a moment for themselves to combat stress. A preferred ‘me moment’ is listening to music (46%) or reaching for a piece of chewing gum (9%).
In fact, almost three in four (71%) of Brits experience micro-stresses, with a third (32%) stating life admin as the biggest micro-stress, closely followed by working or studying (28%) and doing household chores (24%). Other micro-stresses included getting ready in the morning (20%), driving (18%) and travelling to and from work or education (15%). With these insights the new Chewns album offers the perfect soundtrack for people seeking a break from micro stresses and take a moment for themselves.
A limited run of vinyl records, pressed in the iconic Extra blue, will be up for grabs via the Extra gum social channels so everyone has a chance to experience this one-of-a-kind ASMR album.
