All blog posts
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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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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, and… Read more
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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 venues… Read more
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