All blog posts
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Reliable: Reliable data makes good policy
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 that Read more
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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 complementary Read more
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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, Read more
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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 use Read more
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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 music Read more
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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 range Read more
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