Rishi Yildiz

Rishi Yildiz is a PhD candidate at BI Norwegian Business School and a professional musician. He holds a BSc and MSc from the University of Groningen and an MSc from BI Norwegian business school, specializing in marketing analytics and strategic marketing intelligence.
Rishi’s research interests focus on the integration of musicology and acoustics into marketing, particularly how sound and music influence consumer behavior. This niche combines multisensory marketing elements with a specific emphasis on auditory stimuli. The overall goal of Rishi's research is to clarify the mechanisms that govern the processes of music selection and the effectiveness of music in altering customer behavior or experience, and analyzing the meaning that individuals (in a marketplace) derive from music.

Rishi has a strong network within the music industry, and works with colleagues that are, or have been, affiliated with seminal artists such as Amy Winehouse, Michael Mcdonald, Don Henley, Andrea Bocelli.