Did you know that up to 90% of people experience a "music itch" on a weekly basis? This is when a song, like Lady Gaga's "Bad Romance," endlessly plays in their head. Why does our brain do this? Scientifically, this is called involuntary musical imagery, or INMI. Dr. Vicky Williamson of Goldsmiths, University of London, has studied how this activates the auditory cortex, as if we were actually listening to music. Often, the cause of "stickiness" is a simple, repetitive melody with a slight unexpected twist. Think of the chorus of Queen's "Bohemian Rhapsody" or Carly Rae Jepsen's "Call Me Maybe." James Kellaris has identified these patterns. To get rid of an intrusive melody, don't try to ignore it. A 2015 study from the University of Reading found that chewing gum helps! It occupies the same areas of the brain, distracting it. While it may be annoying, the musical itch is a sign of an active brain. Some songs, like Disneyland's "It's a Small World," can get stuck in your head for days. So, your brain is just very musical!