Energy drinks prove a "turn on" for musicians.

• Position: Your Life

Frequent use of energy drinks is associated with binge drinking, alcohol-related social difficulties, and misuse of prescription drugs among musicians, say sociologists at the University at Buffalo (N.Y.). Kathleen E. Miller and Brian M. Quigley of the Research Institute on Addiction examined substance use by professional and amateur musicians aged 18-45.

"No question, we've got quite a caffeine habit," observes Miller, "but energy drinks bring something more to the equation," as manufacturers of popular brands appear to target actual or aspiring musicians as a niche market for their products. Edgy energy drink marketers consistently employ brand naming, packaging, and advertising messages to tie the products to themes of rebellion, risk-taking, and even illegal drug use, Miller points out.

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This may help to explain the unique associations between substance misuse and energy drinks but not other caffeinated beverages, she suggests. It also may give energy drinks a special appeal for musicians, who tend to score high on the personality trait of sensation-seeking. Given the unconventional lifestyles often associated with paid musicianship--such as late or irregular hours and periodic sleep deprivation--it is likely, Miller posits, that professional musicians constitute an especially fertile demographic for energy drinks, which derive their pharmacological impact primarily from caffeine.

Caffeine in low or moderate doses is a common feature of most U.S. diets. However, because they are...