November 2025

18 The Psychology of Viral Music What Makes a Hook Unforgettable It starts with just a few notes — a melodic spark that burrows into your brain and refuses to leave. Whether it’s Dua Lipa’s glittery “Dance the Night,” Oliv - ia Rodrigo’s angst-filled “good 4 u,” or The Weeknd’s retro shimmer in “Blind - ing Lights,” the question remains: what makes a hook so unforgettable? The an- swer lies in a fascinating mix of psychology, repetition, and marketing genius. Hooked on the Brain Cognitive scientists call it “earworm syndrome” — that irresistible loop that plays in your head long after the music stops. According to a study from the University of St. Andrews, songs with simple, repetitive melodic structures and rhythmic predictabil- ity activate the brain’s auditory cortex, triggering the same pleasure centers associ - ated with food or laughter. The result? A dopamine hit every time you hum the tune. But it’s not just simplicity that makes a hook work. The most successful viral songs introduce a twist — something unexpected that catches your attention. Psychologist Dr. Elizabeth Margulis, author of On Repeat: How Music Plays the Mind, explains that Photo by | RDNE Stock project