Rhodopsin is a canonical member of the family of G proteincoupled receptors, which transmit signals across cellular membranes and are linked to many drug interventions in humans. Here we show that solid-state 2 H NMR relaxation allows investigation of light-induced changes in local ps-ns time scale motions of retinal bound to rhodopsin. Site-specific 2 H labels were introduced into methyl groups of the retinal ligand that are essential to the activation process. We conducted solid-state 2 H NMR relaxation (spinlattice, T 1Z , and quadrupolar-order, T 1Q ) experiments in the dark, Meta I, and Meta II states of the photoreceptor. Surprisingly, we find the retinylidene methyl groups exhibit site-specific differences in dynamics that change upon light excitation-even more striking, the C9-methyl group is a dynamical hotspot that corresponds to a crucial functional hotspot of rhodopsin. Following 11-cis to trans isomerization, the 2 H NMR data suggest the β-ionone ring remains in its hydrophobic binding pocket in all three states of the protein.We propose a multiscale activation mechanism with a complex energy landscape, whereby the photonic energy is directed against the E2 loop by the C13-methyl group, and toward helices H3 and H5 by the C5-methyl of the β-ionone ring. Changes in retinal structure and dynamics initiate activating fluctuations of transmembrane helices H5 and H6 in the Meta I-Meta II equilibrium of rhodopsin. Our proposals challenge the Standard Model whereby a single light-activated receptor conformation yields the visual response -rather an ensemble of substates is present, due to the entropy gain produced by photolysis of the inhibitory retinal lock.GPCR | solid-state NMR | generalized model-free analysis G protein-coupled receptors (GPCRs) (1-3) are the largest family of integral membrane proteins in the human genome, and they are the targets of about 30% of all human pharmaceuticals. At present the 3D structures of several GPCRs-including rhodopsin (4-8), the β 1 -and β 2 -adrenergic receptors (9, 10), and the adenosine A 2A receptor (11)-have been established in various functional states (2). Yet the mechanisms of GPCR activation remain elusive, as they are membrane-embedded molecules that are often recalcitrant to crystallization, and push the size limits of solution NMR spectroscopy. Rhodopsin is the quintessential prototype for Family A GPCRs, because previous X-ray (5,6) and electron diffraction (12) studies have yielded crystal structures of its dark state (4-6) and several photointermediates (13,14). Notably, the retinal ligand is buried deeply within a 7-transmembrane (TM) helical bundle, where it locks the receptor in the inactive state, with negligible basal (constitutive) activity (4). Upon light absorption, rhodopsin catalyzes the rapid and highly selective 11-cis to trans isomerization of retinal (15, 16) switching it from an inverse agonist to an agonist. In the Metarhodopsin I-Metarhodopsin II equilibrium, recognition sites are exposed for a heterotrimeric G protein (transducin or...