Buried deep in a testing doc, we found a curious truth: Stella Artois tastes different to different people. Bitter to some. Sweet to others.

So naturally, we teamed up with an Oxford professor of experimental psychology and The Roots to create a full-blown synesthesia experiment. Part science. Part sensory trip.

The goal? Hack the senses and answer a question no one was asking, but now can’t un-ask: what does music taste like?

The 2-sided song and music video debuted online, and for the lucky few to secure a ticket, The Roots performed it center stage, live at Le Savoir.