Reliable – Dec 2025 Policy can be viewed at both the macro and micro level. At the macro level we have international, European and national legislators creating policy that society (and in our case, the music sector) must follow. At the micro level we have policies that organisations such as CMOs create to ensure thatContinue reading “Reliable: Reliable data makes good policy”
Author Archives: bmatdenis
Humanized: Music Therapy Meets Oncology at Vithas Valencia 9 de Octubre
Humanized – Dec 2025 At the Hospital Vithas Valencia 9 de Octubre, a new therapeutic initiative has taken shape: a Living Lab of music therapy implemented as part of the European Horizon Europe–funded project Music360. What has happened? The hospital’s oncology day-treatment area has hosted sessions of music therapy for patients receiving chemotherapy. Two complementaryContinue reading “Humanized: Music Therapy Meets Oncology at Vithas Valencia 9 de Octubre”
Ride the Rhythm: How Background Music Tempo Shapes the Store Experience
Ride the rhythm – November 2025 What if the secret to happier staff and better customer service in retail wasn’t a new training program or a fancy incentive—but simply the tempo of the music playing in the store? Within the Music360 project, a team of researchers from VU Amsterdam—Dr. Fabienne Krywuczky, Prof. Dr. Mirella Kleijnen,Continue reading “Ride the Rhythm: How Background Music Tempo Shapes the Store Experience”
Not Fair: Is AI Music stealing cultural richness?
Not Fair – October 2025 Recently the discussion about paying royalties for playing music has become louder: Increasing possibilities of creating music with AI opens up the possibility to save a few bucks on the cost of playing music for some venues. On the musician side this has stirred up the discussion on the useContinue reading “Not Fair: Is AI Music stealing cultural richness?”
Perspective: Music360 and the Emotional Currency of Music in the Age of AI
Perspective – October 2025 Music has always been more than entertainment. It carries an invisible currency—one not measured in dollars or euros, but in emotions, memories, and shared experiences. A single song can transport us back to childhood, bring tears to our eyes, or energize us before a big challenge. This “emotional currency” of musicContinue reading “Perspective: Music360 and the Emotional Currency of Music in the Age of AI”
Artificial Intelligence: What role do you assign to AI music in your life?
Artificial Intelligence – October 2025 Music as a mirror of who we are Music isn’t an afterthought. It’s the soundtrack of our lives. From first loves to last dances, from morning routines to midnight musings. But how we experience music varies enormously. On one side, you have the music lover: curious, with a wide rangeContinue reading “Artificial Intelligence: What role do you assign to AI music in your life?”
Behind the lines: Embracing an Ecosystem and 360° Model of Music
Behind the lines – September 2025 Beyond the Linear Narrative: Embracing an Ecosystem and 360° Model of Music. As in the field of innovation studies, we observe an evolution in the model describing the role and interaction between the innovation process and value creation. From a linear model of innovation to the holistic models, andContinue reading “Behind the lines: Embracing an Ecosystem and 360° Model of Music”
Security: Applying secure multi-party computation in music sector
Security – September 2025 In the Horizon Europe MUSIC360 project, we aim to understand the value of music. But there is a problem with security and privacy in the data sharing and processing needed to achieve our goal. For example, EU policymakers are interested in music’s economic impact, like the average increased revenue that venuesContinue reading “Security: Applying secure multi-party computation in music sector”
The Social Symphony: How Music Shapes the Hospitality Experience
Symphony – August 2025 Have you ever wondered why you feel so energised, so happy and so engaged in your favourite bar or why that tranquil café makes you feel so relaxed? The secret ingredient might be simpler than you think. It’s not the food, it’s not the colour on the walls, it’s not evenContinue reading “The Social Symphony: How Music Shapes the Hospitality Experience”
Summertime, Sound and Sales: How Summer and Music Shape Customer Behaviour
Summertime – July 2025 The changing of the seasons is more than just a shift in weather – it’s a powerful force that influences how people feel, move, and make decisions. For businesses, especially during the summer holiday season, understanding these shifts can unlock new opportunities. One often underestimated yet highly effective tool in thisContinue reading “Summertime, Sound and Sales: How Summer and Music Shape Customer Behaviour”
Music360 