[Allpartners.music360-beta] Finnish Living Lab 2 local retail partner confirmed

[Gonçal Calvo]

Super great news and congrats for this new proposal. Looks very interesting!
Let's coordinate with our Venues team to install all required monitoring
boxes for the LL as soon as Jaap confirms.

<https://bmat.com>
Gonçal Calvo *| Head of Innovation*
Barcelona
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On Thu, 16 Oct 2025 at 11:15, Lauri Ogawa <lauri.ogawa at musiikkiluvat.fi>
wrote:

> Dear EU Music 360 project team,
>
>
>
> We are happy to inform that we managed to get green light from *Finnish
> local retail chain client* to be part of our local *Living Lab 2*
> research.
>
>
>
> The local partner is caller *STARK Suomi*. They sell construction and
> renovation products, services and materials for both consumers and
> professionals in their rather large sales and storage venues. You can find
> some *brief English introduction of them here: **Briefly in English ::
> STARK Suomi <https://yritys.stark-suomi.fi/meista/briefly-in-english>*
>
>
>
> STARK Suomi has 21 stores all over Finland and 11 of them are located in
> Southern part of Finland and 6-8 stores are located in the Capital region.
> We still need to discuss and define many details, but our *aim is to
> involve about 6-10 stores that are near our reach* for practical and time
> hurdle reasons.
>
>
>
> Due to tight schedule, reliable data privacy policy/practice and good
> previous collaboration experience we have agreed to use *Feedbackly* *as
> field data collection partner (and also data analysis if needed)*.
>
>
>
> We will *take advantage of all learnings from the first Living Lab*
> especially to *involve more employees experience* and *get more data of
> the interaction between customer and employee *as identified as one of
> the key focus areas in the research. We will also collaborate more closely
> with VU with the setup and questions. (Piia will coordinate this with
> Ingmar)
>
>
>
> The tricky and temptingly interesting aspect is that partner has changed
> their initial plan to *change the music source from COMMERCIAL RADIO to
> AI MUSIC SERVICE*. This adds us few hurdles to tackle and solve, but in
> general this is quite interesting setup to investigate. 😊
>
> We would need to offer a commercial music source (the music we represent)
> as comparison. In Living Lab 1 we used our locally established music
> operator *TONECO*. Taustamusiikki - Toneco Oy
> <https://toneco.fi/taustamusiikki/> However, STARK has been negotiating
> witg Toneco but decided not to go along with them at this point. We could
> arrange the setup only for the time for the research, but it could
> complicate things a bit. So there is still a small chance that STARK would
> end up using Toneco’s commercial and royalty free music sources.
>
> One option would be to keep using the *current radio source as first
> phase (which is not ideal solution)*. *Maybe BMAT could offer a solution
> here*? We would need to *install BMAT monitoring devices* anyway and need
> to agree the arrangement for that part anyway. 😉
>
>
> The *AI MUSIC service* is a brand new local one called *PromoPop*: PromoPop
> - AI Audio Content Generation Platform <https://promo-pop.com/> (we just
> learned about this operator yesterday and it seems to be just founded)
>
>
>
> To be precise, *STARK Suomi is our current customer, but we are close to
> lose them to royalty free alternative which presumably PromoPop currently
> is *since we do not know their AI training input and output source.
> Hence, this case is equally important for GTM to research and provide proof
> that commercial human-made music is the one to choose also in the future.
> Of course, we might represent all these new AI music services in the
> future, but that is again another separate discussion.
>
> *Research Design in a nutshell (to be decided together with STARK)*
>
>
>    - Research Timeline
>       - one month in November 2025 (might start during November and
>       continue to December)
>
>
>
>    - Independent Variables
>       - Familiar music: Music represented by Teosto and Gramex (licensed
>       music)
>       - Unfamiliar music: Copyright-free music or AI-music
>
>
>
>    - Dependent Variable
>       - Customer responses from the survey (from Feedbackly terminals)
>       - Staff responses from the survey, (via email or another optimal
>       method for collecting staff feedback)
>
>
>
>    - Stores Involved
>       - 6-10 stores for customer feedback
>       - 36 stores for staff feedback
>
>
>
> So @Jaap Gordijn <jaap at gordijn.org> & Co *please confirm that this new
> research setup (COMMERCIAL MUSIC vs AI MUSIC) is OK for the Music 360
> project side?*
>
>
>
> Best,
>
>
> Lauri & Piia
>
>
>
>
>
> *Lauri Ogawa *
>
> Toimitusjohtaja / CEO, musiikin käytön edistäjä
>
> +358 50 395 6131
>
>
>
> [image: signature_2968614465] <https://www.musiikkiluvat.fi/>
>
> Musiikki on teillä töissä - ihmiseltä ihmiselle. Katso videolta
> <https://www.musiikkiluvat.fi/perustietoa/musiikki-on-teilla-toissa/>,
> miten ihmisten tekemä musiikki on töissä erilaisissa asiakas- ja
> henkilöstötiloissa.
>
>
>
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