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<body lang="FI" link="#467886" vlink="#96607D" style="word-wrap:break-word">
<div class="WordSection1">
<p class="MsoNormal"><span lang="EN-US">Dear EU Music 360 project team,<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">Please find the Finnish Living Lab 2 project status and questioners for Customers and Employees plans enclosed.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">All comments and feedback are welcome. Otherwise we will proceed with this plan.
</span><span lang="EN-US" style="font-family:"Segoe UI Emoji",sans-serif">😊</span><span lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">Best, Lauri & Piia<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<div>
<div style="border:none;border-top:solid #E1E1E1 1.0pt;padding:3.0pt 0cm 0cm 0cm">
<p class="MsoNormal"><b><span lang="EN-US" style="font-family:"Calibri",sans-serif;mso-ligatures:none;mso-fareast-language:FI">Lähettäjä:</span></b><span lang="EN-US" style="font-family:"Calibri",sans-serif;mso-ligatures:none;mso-fareast-language:FI"> Gordijn,
J. (J) <j.gordijn@vu.nl> <br>
<b>Lähetetty:</b> torstai 16. lokakuuta 2025 13.01<br>
<b>Vastaanottaja:</b> Lauri Ogawa <lauri.ogawa@musiikkiluvat.fi>; allpartners.music360-beta@listserver.vu.nl<br>
<b>Kopio:</b> Leijen, I.J.C. (Ingmar) <ingmar.leijen@vu.nl><br>
<b>Aihe:</b> RE: Finnish Living Lab 2 local retail partner confirmed<o:p></o:p></span></p>
</div>
</div>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="NL" style="font-size:12.0pt">Hi Lauri,<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="NL" style="font-size:12.0pt"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="NL" style="font-size:12.0pt">Excellent news that it came through. Well done!<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="NL" style="font-size:12.0pt"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="NL" style="font-size:12.0pt">For me, the research setup is very interesting and relevant.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="NL" style="font-size:12.0pt">Please, involve Ingmar as soon as possible in the research design process.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="NL" style="font-size:12.0pt"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="NL" style="font-size:12.0pt">Thanks for all your hard work!<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="NL" style="font-size:12.0pt"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="NL" style="font-size:12.0pt">Best,<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="NL" style="font-size:12.0pt">-- Jaa[<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="NL" style="font-size:12.0pt"><o:p> </o:p></span></p>
<div>
<div style="border:none;border-top:solid #E1E1E1 1.0pt;padding:3.0pt 0cm 0cm 0cm;font-size:pt">
<p class="MsoNormal"><b><span lang="EN-GB" style="font-size:12.0pt;font-family:"Calibri",sans-serif;mso-ligatures:none;mso-fareast-language:NL">From:</span></b><span lang="EN-GB" style="font-size:12.0pt;font-family:"Calibri",sans-serif;mso-ligatures:none;mso-fareast-language:NL">
Allpartners.music360-beta <<a href="mailto:allpartners.music360-beta-bounces@listserver.vu.nl">allpartners.music360-beta-bounces@listserver.vu.nl</a>>
<b>On Behalf Of </b>Lauri Ogawa<br>
<b>Sent:</b> donderdag 16 oktober 2025 11:15<br>
<b>To:</b> <a href="mailto:allpartners.music360-beta@listserver.vu.nl">allpartners.music360-beta@listserver.vu.nl</a>; Jaap Gordijn <<a href="mailto:jaap@gordijn.org">jaap@gordijn.org</a>><br>
<b>Subject:</b> [Allpartners.music360-beta] Finnish Living Lab 2 local retail partner confirmed<o:p></o:p></span></p>
</div>
</div>
<p class="MsoNormal"><span lang="NL"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">Dear EU Music 360 project team,<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">We are happy to inform that we managed to get green light from
<b>Finnish local retail chain client</b> to be part of our local <b>Living Lab 2</b> research.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">The local partner is caller <b>STARK Suomi</b>. 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 <b>brief English introduction of them here: </b></span><b><a href="https://yritys.stark-suomi.fi/meista/briefly-in-english"><span lang="EN-US">Briefly in English :: STARK Suomi</span></a></b><span lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">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
<b>aim is to involve about 6-10 stores that are near our reach</b> for practical and time hurdle reasons.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">Due to tight schedule, reliable data privacy policy/practice and good previous collaboration experience we have agreed to use
<b>Feedbackly</b> <b>as field data collection partner (and also data analysis if needed)</b>.
<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">We will <b>take advantage of all learnings from the first Living Lab</b> especially to
<b>involve more employees experience</b> and <b>get more data of the interaction between customer and employee
</b>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)<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">The tricky and temptingly interesting aspect is that partner has changed their initial plan to
<b>change the music source from COMMERCIAL RADIO to AI MUSIC SERVICE</b>. This adds us few hurdles to tackle and solve, but in general this is quite interesting setup to investigate.
</span><span lang="EN-US" style="font-family:"Segoe UI Emoji",sans-serif">😊</span><span lang="EN-US"><br>
<br>
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
<b>TONECO</b>. </span><a href="https://toneco.fi/taustamusiikki/"><span lang="EN-US">Taustamusiikki - Toneco Oy</span></a><span lang="EN-US"> 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.<br>
<br>
One option would be to keep using the <b>current radio source as first phase (which is not ideal solution)</b>.
<b>Maybe BMAT could offer a solution here</b>? We would need to <b>install BMAT monitoring devices</b> anyway and need to agree the arrangement for that part anyway.
</span><span lang="EN-US" style="font-family:"Segoe UI Emoji",sans-serif">😉</span><span lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><br>
The <b>AI MUSIC service</b> is a brand new local one called <b>PromoPop</b>: </span>
<a href="https://promo-pop.com/"><span lang="EN-US">PromoPop - AI Audio Content Generation Platform</span></a><span lang="EN-US"> (we just learned about this operator yesterday and it seems to be just founded)<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">To be precise, <b>STARK Suomi is our current customer, but we are close to lose them to royalty free alternative which presumably PromoPop currently is
</b>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.
<br>
<br>
<u>Research Design in a nutshell (to be decided together with STARK)</u><o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<ul style="margin-top:0cm" type="disc">
<li class="MsoListParagraph" style="margin-left:0cm;mso-list:l4 level1 lfo3"><span lang="EN-US">Research Timeline<o:p></o:p></span></li><ul style="margin-top:0cm" type="circle">
<li class="MsoListParagraph" style="margin-left:0cm;mso-list:l4 level2 lfo3"><span lang="EN-US">one month in November 2025 (might start during November and continue to December)<o:p></o:p></span></li></ul>
</ul>
<p class="MsoNormal" style="text-indent:4.5pt"><span lang="EN-US"><o:p> </o:p></span></p>
<ul style="margin-top:0cm" type="disc">
<li class="MsoListParagraph" style="margin-left:0cm;mso-list:l4 level1 lfo3"><span lang="EN-US">Independent Variables<o:p></o:p></span></li><ul style="margin-top:0cm" type="circle">
<li class="MsoListParagraph" style="margin-left:0cm;mso-list:l4 level2 lfo3"><span lang="EN-US">Familiar music: Music represented by Teosto and Gramex (licensed music)<o:p></o:p></span></li><li class="MsoListParagraph" style="margin-left:0cm;mso-list:l4 level2 lfo3"><span lang="EN-US">Unfamiliar music: Copyright-free music or AI-music
<o:p></o:p></span></li></ul>
</ul>
<p class="MsoNormal" style="text-indent:2.25pt"><span lang="EN-US"><o:p> </o:p></span></p>
<ul style="margin-top:0cm" type="disc">
<li class="MsoListParagraph" style="margin-left:0cm;mso-list:l4 level1 lfo3"><span lang="EN-US">Dependent Variable<o:p></o:p></span></li><ul style="margin-top:0cm" type="circle">
<li class="MsoListParagraph" style="margin-left:0cm;mso-list:l4 level2 lfo3"><span lang="EN-US">Customer responses from the survey (from Feedbackly terminals)<o:p></o:p></span></li><li class="MsoListParagraph" style="margin-left:0cm;mso-list:l4 level2 lfo3"><span lang="EN-US">Staff responses from the survey, (via email or another optimal method for collecting staff feedback)<o:p></o:p></span></li></ul>
</ul>
<p class="MsoNormal" style="text-indent:2.25pt"><span lang="EN-US"><o:p> </o:p></span></p>
<ul style="margin-top:0cm" type="disc">
<li class="MsoListParagraph" style="margin-left:0cm;mso-list:l4 level1 lfo3"><span lang="EN-US">Stores Involved<o:p></o:p></span></li><ul style="margin-top:0cm" type="circle">
<li class="MsoListParagraph" style="margin-left:0cm;mso-list:l4 level2 lfo3"><span lang="EN-US">6-10 stores for customer feedback<o:p></o:p></span></li><li class="MsoListParagraph" style="margin-left:0cm;mso-list:l4 level2 lfo3"><span lang="EN-US">36 stores for staff feedback<o:p></o:p></span></li></ul>
</ul>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">So <a id="OWAAM6D50E489A46C45A1A3ADCC0E3BB736B3" href="mailto:jaap@gordijn.org">
<span style="font-family:"Aptos",sans-serif;text-decoration:none">@Jaap Gordijn</span></a> & Co
<b>please confirm that this new research setup (COMMERCIAL MUSIC vs AI MUSIC) is OK for the Music 360 project side?<o:p></o:p></b></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">Best, <o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><br>
Lauri & Piia<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><b><span style="font-size:10.0pt;font-family:"Tahoma",sans-serif;color:#617CE9;mso-fareast-language:EN-GB">Lauri Ogawa
<o:p></o:p></span></b></p>
<p class="MsoNormal"><span style="font-size:10.0pt;font-family:"Tahoma",sans-serif;color:black;mso-fareast-language:EN-GB">Toimitusjohtaja / CEO, musiikin käytön edistäjä</span><b><span style="font-size:10.0pt;font-family:"Tahoma",sans-serif;color:#617CE9;mso-fareast-language:EN-GB"><o:p></o:p></span></b></p>
<p class="MsoNormal"><span style="font-size:10.0pt;font-family:"Tahoma",sans-serif;color:black;mso-fareast-language:EN-GB">+358 50 395 6131<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt;font-family:"Tahoma",sans-serif;color:black;mso-ligatures:none;mso-fareast-language:FI"><o:p> </o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><a href="https://www.musiikkiluvat.fi/"><span style="font-size:10.0pt;font-family:"Tahoma",sans-serif;color:black;mso-ligatures:none;mso-fareast-language:FI;text-decoration:none"><img border="0" width="255" height="40" style="width:2.6562in;height:.4166in" id="Kuva_x0020_1" src="cid:image001.png@01DC532F.13289FB0" alt="signature_2968614465"></span></a><span style="font-size:10.0pt;font-family:"Tahoma",sans-serif;color:black;mso-ligatures:none;mso-fareast-language:FI"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt"><span style="font-size:10.0pt;font-family:"Tahoma",sans-serif;color:#617CE9;mso-ligatures:none;mso-fareast-language:FI">Musiikki on teillä töissä - ihmiseltä ihmiselle.
<a href="https://www.musiikkiluvat.fi/perustietoa/musiikki-on-teilla-toissa/"><span style="color:#617CE9">Katso videolta</span></a>, miten ihmisten tekemä musiikki on töissä erilaisissa asiakas- ja henkilöstötiloissa.</span><o:p></o:p></p>
<p class="MsoNormal"><o:p> </o:p></p>
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