Videos musicales ambientados en cafeterías.: Sugestión y autocuidado emocional durante la pandemia por el Covid-19

This article addresses a cultural phenomenon, that of the coffee shop ambien-ce music videos, which experienced a considerable boom during the health crisis caused by Covid-19. This is a material disseminated, mainly, through the YouTube platform, whose purpose is to promote states of maximum relaxa-tion, concentration and creativity, through the stimulation of ASMR (Autono-mous Sensory Meridian Response). After carrying out a digital ethnography, the operating dynamics of the selected channels have been observed and the various creative strategies that serve the aforementioned objectives have been analyzed. Finally, the article addresses the analysis of this phenomenon in the light of various theoretical frameworks that help place it in a social context of neocapitalist, individualized and spectacularized consumption models.