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When sound drives wellness: Music’s expanding role in femtech

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By Con Raso, Managing Director, Tuned Global

Music and technology leaders at Tuned Global, Endel and Bluesound Professional discuss intersection of art, tech, wellness and music.

The intersection of music and wellness is not new, but the shape of it is changing quickly.

Femtech innovation is evolving fast, and the decisions innovators make around content, technology, and licensing are creating a genuinely new kind of music business.

This space was explored during a panel at the 2025 Music Tectonics conference in Santa Monica, with other companies whose approaches to wellness music share very little in common beyond the category label.

The session, moderated by Andrew Stess, Head of Sales and Business Development for North America at music cloud platform Tuned Global, drew out a conversation between Graeme Harrison, Vice President & General Manager of Bluesound Professional, and Marina Guz, Chief Commercial Officer with Endel.

Stess opened with a deliberately broad question: what is wellness? The answers illustrated just how wide the category has become.

For context, Bluesound Professional makes networked audio hardware deployed across a range of environments, from gyms to hospitals to corporate offices.

The company works with services including Composure, which targets sleep improvement for people with dementia, and MoodSonic, which applies biophilic soundscaping to workplace environments.

“Wellness is different things to different services,” Bluesound Professional’s Harrison said.

“Fit Radio would look at wellness as being gyms and exercise and that sort of thing. Composure is about helping people with dementia, specifically sleep, go to sleep and stay asleep.

“With MoodSonic, wellness is all about the well workplace, getting well-certified and employee engagement, creating activity-based work where you can go to different areas of a workplace to achieve what you want; focus, relaxation, creativity, whatever.”

Endel’s Guz came at the question from a different angle.

The company generates AI-powered soundscapes for focus, relaxation, sleep and meditation, each personalised to the user’s biometric inputs.

“Can you sleep? Can you deal with stress? Are you grounded? What’s your general mindset towards things?” she said. “That’s what Endel is trying to really help you with.”

Art, Tech and Science

                             Marina Guz

For Endel, the music model is a little different from other music businesses.

Every soundscape is generated in real time, drawn from stems produced by Endel’s internal composers or in collaboration with external artists, and assembled dynamically based on user inputs including heart rate, time of day, weather, and movement.

“We always like to say we live at the intersection of tech, art, and science,” Guz said.

“The team has gone out and done a lot of research, we collaborate with a lot of scientists and researchers in the space to really understand what kind of sounds we need to play for you to fall asleep vs stay asleep vs when you wake up.”

The company’s founding team had musical backgrounds, including a neoclassical composer who has released on Decca, and a CEO whose deep interest in Brian Eno shaped the company’s foundational approach.

That grounding in composition distinguishes Endel’s output from what Guz sees as the broader wellness music category on streaming platforms.

The company’s first major artist collaboration was with Grimes. Since then it has worked with James Blake, Miguel, and others, building soundscapes that carry an artist’s sonic identity while adhering to scientific guidelines for the intended use case.

Endel was also, according to Guz, the first AI music company to sign deals with Universal Music Group and Warner Music Group.

The personalisation goes further than most listeners would expect.

Two people pressing play on the same Endel soundscape at the same time will hear different outputs, because the system continuously adapts to each user’s biometric state.

“If you and I, we’re in different locations, different age, different sex. Maybe you’re sitting down and walking around at different heart rates. Your soundscape will sound different than my soundscape because it will get personalised to the inputs that you give it,” Guz said.

“No track, no soundscape is ever the same in the app. It always gets generated on the fly for you in the moment based on the inputs.”

Hardware, Artists, and the AI Problem

Stess, whose work at Tuned Global is built around helping fitness, wellness and other companies navigate the complex music streaming and licensing space, steered the conversation toward implementation. The theory was covered.

                              Andrew Stess

What does the infrastructure look like in practice, and where do artists fit in it?

Harrison brought up the delivery layer, something the panel hadn’t dwelled on yet.

Bluesound Professional makes networked audio hardware that sits at the endpoint of everything the other two companies build, and there’s more going on there than the word “hardware” suggests.

Their devices are individually addressable network speakers, which means a service like MoodSonic can pull in real-time occupancy levels, temperature, and time of day to shift a workplace soundscape on the fly.

Their work with Composure goes further, using pillow sensors to measure sleep quality in dementia patients and adapting the audio output accordingly.

Harrison also raised something that landed quietly in the room: Model Context Protocol.

Developed initially by Anthropic and later adopted by OpenAI, Microsoft, and Google, it’s a standard that lets agentic AI communicate directly with connected devices.

When he asked who in the audience knew what it was, only a handful of hands went up.

“It completely subverts the controller interface,” he said.

“That means that we can control all of our devices via our AI agent of choice.”

On the question of where artists fit, Stess put it directly: how do you build something sustainable in wellness? Guz’s answer was blunt.

Much of the wellness streaming world runs on ghost producers and fake artist profiles built to generate playlist placements rather than careers.

“It’s all kind of ghost producers, fake artists that populate these playlists,” she said.

“On that side of the world, there can still be a lot done to promote more artists who want to actually move into the space.”

Endel is now launching Sources, a label dedicated to artist-centric wellness music, signing neoclassical and ambient artists who make the music but lack the platform.

                   Graeme Harrison

“We are signing just small artists, because there are a lot of amazing neoclassical artists who make music in the space, but they don’t really have a platform,” Guz said.

“We’re launching something that is really just humans making music for the space, no science, no tech, no anything, because that’s what’s really missing, at least on the streaming side of the business.”

Guz also flagged a complication specific to Endel.

The company has worked with AI since before it became a loaded term, and that history has become a liability.

The early collaborations with Grimes, James Blake, and Miguel drew real attention when generative soundscapes with named artists were still a novelty.

That novelty has since been swamped by a flood of low-effort AI-generated content filling wellness playlists across every major platform.

“AI is associated, especially in the wellness space, with slop,” she said.

“So much content, cover artwork, is being generated, and everything looks terrible and a lot of it sounds terrible, and so we are being grouped into that same thing, even though we’re really not [that] at all”

The questions the panel kept returning to, around licensing, metadata, artist engagement, and the AI content quality problem, are the sort Tuned Global works through with clients building music into health and wellness products.

The wellness music space is growing, the licensing challenges are real, and the opportunity for artists willing to engage seriously with it is there.

The infrastructure, whether hardware, soundscape technology, or a fitness platform’s back end, is further along than most of the music industry has noticed.

About Con Raso, Managing Director of Tuned Global

Con Raso is an entrepreneur passionate about innovation, new technologies, and start-ups.

Over the last few decades he has focused on creating innovative mobile and online distribution models within the B2C entertainment market, enabling brands to utilise music as a marketing tool, via unique customer engagement strategies.

Being inherently well-versed in both technology and music, Con ensures our solutions are aesthetically pleasing, engaging and disruptive.

About Tuned Global

Tuned Global is the data-driven music cloud platform that empowers businesses to integrate commercial music into their apps and launch complete streaming experiences using advanced APIs, real-time analytics, licensing solutions, rights management systems, Ai-enabled music discovery, and customisable white-label streaming apps.

Our turnkey solutions for music, audio, and video — coupled with advanced AI capabilities and a broad ecosystem of third-party music tech integrations — make us the most comprehensive platform for powering any digital music project.

We streamline complexities in licensing, rights management, and content delivery, enabling rapid innovation and bringing new ideas to life. Since 2011, we’ve supported 40+ companies in 70+ countries — across telecom, gaming, fitness, health, media, aviation, and more — to deliver innovative music experiences faster and more cost-effectively.

Learn more at tunedglobal.com

Pregnancy

UK research paves way for new preeclampsia therapies

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A preeclampsia study has found unusual cell activity in mothers and babies that could reveal new targets for treatment.

The condition affects 2 to 4 per cent of pregnancies worldwide and is a leading cause of maternal and foetal mortality.

There is currently no cure, and severe cases can put both the mother and baby at risk.

Scientists from UCL and University College London Hospitals found that stressed placental cells, poorly functioning blood vessels and an overactive immune response all contribute to the condition.

Preeclampsia causes high blood pressure during pregnancy. It can affect blood flow to the baby and cause symptoms such as swelling, headaches, blurred vision and pain under the ribs.

Without treatment, it can damage the mother’s health, slow the baby’s growth and, in severe cases, become life-threatening.

Previous research has focused only on the placenta, the organ that develops during pregnancy to support the baby’s growth, rather than the tissues around it.

The researchers said the findings could reveal new therapeutic targets, which are biological processes that future treatments could be designed to alter.

Senior author professor Sara Hillman, of the UCL EGA Institute for Women’s Health, said: “We studied individual cells from both the mother and the baby to see how their activity changes in healthy pregnancies compared with preeclampsia.

“This helped us to confirm some changes already suspected in the condition and also discover new ones.”

The team studied 20 pregnant women recruited at UCLH, including 10 with severe preeclampsia and 10 without the condition.

They used genomic testing to examine individual cells in the placenta and other tissues where cells from the developing baby and mother come into contact.

Genomic testing examines genetic information to help researchers understand how cells behave and the roles they may play.

The other tissues studied were the myometrium, the muscular layer of the womb, and the chorioamniotic membranes, which surround the baby during pregnancy.

The team compared cells from healthy pregnancies and those affected by preeclampsia at different gestational ages, meaning different stages of pregnancy.

They used technology that can read the genetic information of thousands of individual cells at the same time, allowing them to see what each cell was doing and where it was located in the tissue.

In preeclamptic pregnancies where babies were born prematurely, before 37 weeks, during the third trimester, placental cells showed signs of stress and low oxygen levels.

The cells also did not use energy in the normal way.

Some cells responsible for reshaping the mother’s blood vessels were not working properly, the researchers found, which may affect blood flow to the baby.

There were also signs of an overactive immune response in the placenta, nearby tissues and the mother’s blood.

The researchers said this response, together with other stress molecules released by the placenta, helps explain why preeclampsia affects the whole body and can become serious.

They hope the findings will help researchers find treatments for the condition and potentially save lives.

Co-lead author Dr Yara Sanchez Corrales, of the UCL Great Ormond Street Institute of Child Health, said: “These findings point to specific biological processes that could be targeted with treatments. Acting early in pregnancy, especially in more severe early-onset cases, could help improve outcomes and reduce the high risks associated with severe preeclampsia.

“We hope that our findings may set us on the path to reducing premature births and fatalities associated with preeclampsia.”

Co-lead author Mr Theodoros Xenakis, of the UCL Great Ormond Street Institute of Child Health, said: “Future studies may provide an even clearer picture of the biological changes linked to the disease by including more participants and using even more precise methods.”

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Planetary Health Diet lowers heart risk in older women, study finds

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A 20-year study of 66,892 postmenopausal women linked the Planetary Health Diet to lower cardiovascular disease risk.

Women whose eating habits most closely followed the diet had around a 28 per cent lower risk of cardiovascular disease than those in the lowest-adherence group.

Even moderate adherence to the diet was linked with a lower risk.

Donya Shahamati is a doctoral student in public health at the University of California, Irvine.

The researcher said: “Our results suggest that people may not need to follow a perfect or very restrictive diet to see potential heart-health benefits.

“This is especially important for postmenopausal women, because cardiovascular risk increases with age and tends to rise after menopause.”

The diet emphasises fruit, vegetables, whole grains, legumes, nuts and unsaturated fats, while limiting red and processed meats, added sugars, refined grains and saturated fats.

Postmenopausal women are those who have gone through menopause, when periods stop and hormone levels change.

Cardiovascular risk tends to increase with age and rise after menopause.

“Moving towards a more plant-forward, higher-quality diet can be accomplished through small, realistic changes,” said Shahamati.

“These changes might include filling half the plate with vegetables more often; using avocado or olive oil in place of butter; choosing oatmeal or whole-grain cereal for breakfast; or trying a meatless meal once per week.”

For the research, investigators followed 66,892 participants in the Women’s Health Initiative, a long-term national health study funded by the National Heart, Lung and Blood Institute at the National Institutes of Health.

All the women included in the analysis were free from cardiovascular disease at the start of the study, between 1994 and 1998, and had complete information about their diet and other important health and lifestyle factors.

Researchers used information collected through a food frequency questionnaire at the start of the study to calculate a Planetary Health Diet Index score for each participant. Higher scores indicated that a participant’s diet was more closely aligned with the Planetary Health Diet.

They then divided the women into five groups according to how closely their diets followed it.

The women were around 63 years old at the start of the study and were followed for about 20 years to see who developed cardiovascular disease.

When analysing the data, researchers adjusted for factors that could affect cardiovascular risk, including age, race and ethnicity, education, income, smoking, alcohol intake, physical activity, body mass index and total calorie intake.

“We did not only look at overall cardiovascular disease,” said Shahamati.

“We also looked separately at coronary heart disease, stroke and heart failure. This helped us see whether the pattern was similar across different types of cardiovascular outcomes.”

Overall, women whose diets were most closely aligned with the Planetary Health Diet had the lowest risk of cardiovascular disease.

They also had a lower risk of coronary heart disease, heart failure and stroke than women in the lowest-adherence group.

Moderate adherence was also associated with a lower risk, with each 10-point increase in the Planetary Health Diet Index score linked to a further reduction.

The researchers cautioned that, because the study was observational, it could not show that the diet directly caused the lower risk among women.

Observational studies identify links between factors such as diet and disease risk, but cannot prove that one caused the other.

The research team is now exploring other aspects of diet and health among older adults, including how diet quality changes over time.

The researchers said this information could help support healthy ageing and prevent chronic diseases.

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Entrepreneur

Fertility startup American Baby Company secures US$4m

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A fertility startup has raised US$4m and will open its first lower-cost IVF clinic in West Palm Beach later this year.

It will offer a full IVF cycle, including medications, for US$8,995.

Around 12 per cent of American couples struggle with infertility, according to the company, but only 14 per cent of them receive IVF because of the cost.

A single IVF cycle costs an average of US$23,500, it said, with the cost nearly doubling if further cycles are needed.

Co-founder and chief executive Van Spina said: “We’re building ABC around a straightforward premise: IVF has become unnecessarily expensive, and many patients are priced out before they ever have a real chance to start a family.”

“This is personal for me. My fiancée and I went through IVF ourselves, including multiple failed cycles,” Spina continued, citing Jamie Rapp.

“That experience pushed me to build the kind of fertility company we wished had existed when we began treatment.”

The US$4m seed round was led by Wormhole Capital and Tower Research Ventures.

In a blog post, New York-based Tower Research described ABC as a new model for fertility care, praising its “evidence-based protocols, AI-assisted intake, and modern lab workflows.”

“When we met the team at The American Baby Company (ABC), we saw an opportunity to rethink how fertility care is delivered in the US from the ground up,” the post said.

Co-founder and chief medical officer Dr Paul Magarelli is a board-certified reproductive endocrinologist and one of the most prominent voices in the US on expanding access to fertility care, according to Tower.

Reproductive endocrinology is a branch of medicine concerned with hormones and fertility.

Magarelli developed the Clinical Fertility Physician certification programme, which trains generalist clinicians to deliver routine fertility procedures under specialist oversight.

Spina spent his early career as a technology investor at Warburg Pincus before founding an institutionally backed data business in private credit.

“We’re on a mission to become the place Americans go to start their families,” Spina said.

“Our 10-year goal is to help make 250,000 babies per year.”

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