Singing builds solidarity within a group

...or so says the results of a recent research experiment from cognitive thought leaders Sebastian Kirshner and Michael Tomasello:

Writing in the journal Evolution and Human Behavior, Kirschner and Tomasello report that playing music as a group influenced behavior in both of the subsequent scenarios. [Kindergarten] children who had sang and marched together were more likely to help one another pick up marbles. They were also more likely to choose the cooperative solution to the task...The researchers conclude that engaging in the “shared goal of vocalizing and moving together in time” strengthened the children’s “sense of acting together as a unit.” Their results support the hypothesis that music originally evolved as a way of fostering group cohesion, by “generating an intuitive feeling of community and bonding among the performers.”

It's not terrifically surprising that girls were generally more cooperative than boys, relatively speaking.

One wonders if this sense of cooperation and cohesion through song is effective with older individuals, as well. Casually speaking, one thinks of rock concerts, campfire sing alongs, church hymns and propaganda party chants as evidence in the affirmative. Perhaps Congress should start each session with a heartful tune, or several.

In terms of online marketing, how can one mimic the effects of group song online?