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Taylor Swift fans have shared feelings of forgetfulness after seeing the pop-star performing on her highly anticipated Eras Tour. Speaking to Time, Jenna Tocatlian, 25, spoke about her experience seeing Swift at Gillette Stadium in Massachusetts. Speaking about one of Swift’s nightly surprise songs At the concert that Tocatlian attended the song was 'Better Man', but she said: ‘If I didn’t have the 5-minute video that my friend kindly took of me jamming to it, I probably would have told every that it didn’t happen.’ She added that as she waited to leave the stadium, during an hour-long wait, she found it difficult to grasp the reality of a night she had waited so long to experience. ‘It’s hard to put together what you actually witness,’ she told Time. Sign up to our free Indy100 weekly newsletter It seems Tocatlian isn’t the only one experiencing ‘post-concert amnesia’. Taking to social media, many users have shared their inability to recall the events of the show, from small details to even significant parts of the concert. Some described having feelings of guilt after waiting so long to attend the show and leaving without explicit memories. Ewan McNay, an associate professor in the psychology department at the State University of New York in Albany, told Time that the experience may be a result of too much excitement. He explained that ‘this is not a concert-specific phenomenon - it can happen any time you’re in a highly emotional state.’ This is because as a result of feelings of excitement, the body’s stress levels increase, which in turn causes neurons associated with memory to start firing indiscriminately. McNay shared that this makes forming new memories ‘really hard.’ The biological explanation for this occurrence is due to the body seeing excitement as a state of stress. The body then starts pumping out the brain’s favourite molecule for memory: glucose. Because the body thinks it’s stressed, it doesn’t want to waste energy on memory formation. Your vagal nerves, which regulate internal organ functions, also become stimulated as a result of the perceived stress. All this causes the part of your brain responsible for emotional processing - known as your amygdala - to release a neurotransmitter called norepinephrine. This helps to categorise memories as having high emotional content, increasing the likelihood that they’ll be stored vividly in your mind. However, McNay goes on to explain that too much of this chemical release can actually invest the process, especially if caffeine or alcohol are included. Which leads to your brain struggling to create and store new memories. For those who want to try and have a better memory of an important event, whether it’s seeing Taylor Swift, or getting married, McNay shared some helpful techniques. He says to try and achieve a ‘semi-meditative state’ and relaxing. He also adds that physical responses such as screaming at a concert tells the body that you must be scared. If you stand still in a more relaxed state, your brain will know not to get too excited, and aid the formation of new memories. Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.

Nearly seven months on from Adidas parting ways with rapper Kanye West, and the sportswear brand reportedly still has $1.3 billion of unsold Yeezy stock in its warehouses. The decision from Adidas to split from West - otherwise known as Ye - came back in October last year came after the 45-year-old made antisemitic remarks both in interviews and online. But now, Adidas has to decide what to do with the remaining stock of the popular shoe as the company attempts to turn its fortune around after it abruptly ended its partnership with West and his Yeezy brand, with 400 million euros ($441 million) in lost sales at the start of the year. Sign up to our free Indy100 weekly newsletter Though Adidas is "getting closer and closer to making a decision" on what to do with the sneakers and the “options are narrowing,” new CEO Bjorn Gulden said, as per Associated Press. He became in charge back in January this year, three months after Adidas terminated it's partnership with Ye. However, a decision has not yet been reached due to "so many interested parties," he added. Gulden did not confirm whether the option to destroy the shoes had been ruled out but noted that this is something it is the company is "trying to avoid." Meanwhile other options have their own downsides, since selling the shoes would mean Ye would need to be paid royalties, removing brand identification would be dishonest. Giving the shoes away for free sounds like a nice idea in theory but this could cause them to be resold at a higher market price. Gulden is also remaining tight-lipped on the exact quantity of stock that is left since he believes if consumer are aware of this number it "could have an impact on demand," as per AP. The CEO admitted losing Yeezy is "of course hurting us" and if Adidas decides not to sell the remaining shoes, it could reduce earnings by 500 million euros this year. Net sales declined 1 per cent in the first quarter, to 5.27 billion euros, and would have risen per cent with the Yeezy line, the company said. As a whole, Gulden described 2023 as a "a year of transition" with "a better ’24 and a good ’25" as the German sportswear business continues without the Yeezy brand. Elsewhere, Adidas found itself being sued by investors last week who allege the company knew about Ye’s offensive remarks and harmful behaviour years before the termination and failed to take precautionary measures to limit financial losses. Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.

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