Universal Music Group has been named as an exclusive launch partner for an AI-driven music app for the care of people affected by dementia.
The app, called Vera, was developed and launched by Music Health, a Music Wellness Technology company. Through a strategic agreement with UMG, Vera App users will be able to access Universal Music Group’s entire catalog.
Vera has been approved by Apple for download via the AppStore in Australia, Canada, New Zealand, the UK and the USA.
Universal’s partnership with Music Health isn’t the company’s first foray into the health care sector.
In September 2021, UMG partnered with digital therapeutics company MedRhythms to provide access to its catalog for the purpose of providing prescription music to patients.
The announcement also follows the launch at Universal Music UK last month of the ‘Power Of Music’, a report from industry body UK Music and the cross-sector Music for Dementia campaign.
At the launch, Universal Music UK committed to develop an online resource to serve as a music and dementia information hub.
UMG says that the Vera app’s launch is the culmination of Music Health’s “rigorous three-year development process” which involved global research and development of the underlying technology that the company claims “allows Vera to curate the perfect song at the right time for every individual listener”.
Vera analyses the age of the dementia affected person, where they grew up, and how they react to certain music.
It uses these criteria to autonomously curate the right songs at the right times to effectively manage the Behavioural and Psychological Symptoms of Dementia (BPSD).
According to UMG, more than 20,000 hours of observation and rigorous analysis, combined with research from the Global Centre for Modern Ageing, confirms that Vera has a significant positive impact on the quality of life of people dealing with BPSD.
In the press release announcing the partnership, UMG notes that “while not a cure, Vera is a tool that can temporarily improve the cognitive function and mood of the person living with dementia making it easier to care for them”.
The power of personalized music to affect a significant improvement in cognitive function for people in dementia care is evidenced by international scientists and neurologists, including award-winning neuroscientist and best-selling author, Daniel J. Levitin; the late physician, best-selling author and professor of neurology, Dr. Oliver Sacks; and Ronald Devere, M.D., director of the Alzheimer’s Disease and Memory Disorders Center in Austin, Texas.
Vera is currently in trials with BUPA, an international healthcare company headquartered in the UK serving more than 31 million customers across the world, as well as several of Australia’s aged care providers offering hospital care, residential care and community services.
“We’ve built Vera to know and find the music that means the most and has the biggest effect for each person living with dementia.”
Stephen Hunt, Music Health
Stephen Hunt, Music Health co-founder, said: “We’ve built Vera to know and find the music that means the most and has the biggest effect for each person living with dementia. It acts like a music detective, that seeks out tunes that they used to love a long time ago but may have forgotten about, which their carers may have never heard of, and their families may not even know.”
Added Hunt: “I’m thrilled that we’ve been able to bring Vera to market thanks to our amazing partnership with Universal Music Group and the many care home and researchers that have made it possible. It’s thanks to their early support for the concept that we’ve been able to deliver this foundational change to the daily lives of those living with dementia, here and around the world.”
“At UMG, we are working with a wide range of companies to develop therapeutical applications of music and we ’re proud to partner with Music Health on Vera to help improve the lives of so many around the world.”
Michael Nash, UMG’s Executive Vice President of Digital Strategy, said: “From rigorous workouts to peaceful meditation to restorative sleep cycles, music is deeply integrated into numerous innovations promoting health and wellbeing.
“Now, scientists are finding that music is also a powerful tool for helping those suffering from the effects of dementia and memory loss.
“At UMG, we are working with a wide range of companies to develop therapeutical applications of music and we ’re proud to partner with Music Health on Vera to help improve the lives of so many around the world.”
“Research shows that music is much more impactful for people living with dementia when it holds meaning and is associated with moments from someone’s life.”
Grace Meadows, Music for Dementia
Grace Meadows, campaign director, Music for Dementia, said: “Research shows that music is much more impactful for people living with dementia when it holds meaning and is associated with moments from someone’s life.
“In our recently launched Power of Music report, which sets out how we can be harnessing the power of music more to support health and wellbeing, we emphasised the need for a personalized approach to embedding music in health and social care, and the Vera App helps carers to do that.”
Dr. Ren Minghui from the World Health Organization, added: “While there is no curative treatment for dementia, the proactive management of modifiable risk factors can delay or slow onset or progression of the disease.
“I urge all stakeholders to make the best use of these recommendations to improve the lives of people with dementia, their carers and their families.”
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