KDDI : Experiment Conducted in Collaboration with VIE STYLE Applying Neuro-Tech to Entertainment

• VIE STYLE Inc.
• KDDI Corporation

June 2,2021

Tokyo, June 2, 2021 - To offer musical and video entertainment contents that best match the audience's mood, VIE STYLE Inc. (Head Office: Kamakura-shi, Kanagawa; CEO: Yasuhiko Imamura; hereinafter, 'VIE STYLE') and KDDI Corporation (Head Office: Chiyoda-ku, Tokyo; President: Makoto Takahashi; hereinafter, 'KDDI') conducted Brain Music Experiment -Chills Test from January 25 to March 31, 2021 using Neuro-Tech, a technology that combines neuroscience and IT. In this experiment, the brain waves (EEG) of the audience are turned into video images in real time as part of a live music performance as the audience listens to music.

During a DJ session, the DJ and listeners wear an earphone-shaped brainwave sensing device.
The brainwaves obtained are then displayed in a video image

Having users wear an earphone-shaped brainwave sensing device, the experiment sees if the users relaxed state can be quantitatively detected as they listen to the music and meditate.

For more information on the experiment see here

The experiment was conducted to see if turning brainwave (EEG), which is conventionally used in medical areas, into the video images as the neurofeedback could help better reflect the audience's mood when they feel moved and relaxed during their live music experience, and also to see if EEG could help enhance relaxing effects while listening to music.
In this experiment, the detected brainwaves (EEG) of the listeners were turned into video images in real time during live music performances, sometimes delivering light beams when the audience appeared moved or touched by the experience. The results suggested that with this approach it could potentially improve the effect and quality of online entertainment services.
The experiment also suggested that detecting the mental state while listening to music could enhance relaxing effects and this approach can be applied to the digital healthcare service.
Going forward, the parties will promote the application of Neuro-Tech in 5G and XR to develop next-gen personalized entertainment content that best matches the customer's mood, as well as personalized healthcare content that induces optimal relaxation.
See the supporting document for more details.

■Details of the demonstration experiment

1. Outline

This demonstration experiment was planned and produced by KDDI's creative team au VISION STUDIO in collaboration with VIE STYLE as one of the initiatives under the theme 'UX that expands the five senses'.
By using earphone-shaped brainwave sensing device 'VIE ZONE', the inner state changes in participants such as feeling moved as they listened to music were detected and used for producing video images during live music experience.
Furthermore, the experiment was run to detect the mental state from the participant's brainwave as they listened to music during their meditation.

Developed by VIE STYLE, unlike the traditional EEG devices that are troublesome to put them on, with unsightly bulky appearance, the earphone-shaped brainwave sensing device 'VIE ZONE' can be worn naturally without any stress. 'In-ear EEG' is a technology that has garnered interest lately, being elegant wireless earphones that just need to be put on to detect brainwave.

(1) Use brain response to music turning into the visual effect of live show

During the DJ event, DJ and listeners put on brainwave sensing devices and the detected brainwave (EEG) that turned into the video images to recognize and interact with each other's mood.
The experiment was run to evaluate the potential of applying neuro-Tech in entertainment.

Participants	Guest DJ: Tomoyuki Tanaka (FPM) Number of listeners: 4
Equipment	VIE ZONE (earphone-shaped EEG sensing device and app) DJ sound system VJ (video jockey): large video equipment
How the experiment is conducted	The DJ and listeners' brainwaves (EEG) during the DJ event are shown as video images enabling the participants to view each other's mood
Analysis method	Brainwaves (EEG) are fast-Fourier-transformed into the power value of the frequency, shown on the monitor behind the participants. AR objects are generated, synchronized with the brain waves (EEG).
Results	The experiment suggested the possibility of creating a new type of live performance in addition to cheering and clapping, where the audience and artists can share their mood (brain response) visually in real time when they feel moved and relaxed.

(2) Visualizing the level of relaxation induced by music and meditation

The parties detected the subjects' brainwaves (EEG) while they listened to music and meditated at the same time, to see if a state of relaxation could be quantitatively analyzed from the outside. VIE ZONE allows the user to collect data naturally, without the user having to wear any other device than just the earphones.

Participants	50 men and women who regularly practice yoga and meditation
Equipment	VIE ZONE (earphone-shaped EEG sensing device and app)
How the experiment is conducted	The listeners listen to music and meditate at the same time (with eyes closed, taking deep breaths) 1 Music: General healing music (5 minutes) 2 Music: Healing music that the user likes (5 minutes) 3 Music: Non-healing music that the user dislikes (5 minutes) +listening to music without meditating /resting with no sound After conducting the experiment under the five conditions above, the level of relaxation is evaluated on a scale of 1 to 5
Analysis method	1: Users' subjective observation is analyzed (on a scale of 1 to 5, referring to the levels of relaxation) 2: Power value of the brainwaves (FFT) is determined 3: The level of relaxation from brain waves is classified by machine learning
Results	Meditating while listening to one's favorite healing music is shown to be an effective way to enhance relaxation.

2. Role of each party

• VIE STYLE: Analyzes the user's inner state from the user's brainwaves (EEG)
• KDDI: Responsible for producing, including planning and organizing this experiment

3. Results

This experiment suggested that Neuro-Tech could bring new entertainment and healthcare services personalized to each user's mood.

4. Future developments

The companies plan further demonstration experiments for entertainment, relaxation and mindfulness in collaboration with partner companies. The parties also plan to develop apps compatible with smart glasses.

(FYI)

To read more about this experiment, visit

■About VIE STYLE Inc.

With the mission 'Feel the Life,' VIE STYLE aims to contribute to people's well-being by updating people's senses using neuro technology and power of music, and by creating products that support people to enjoy life with enriched sensibility worldwide. It also aims to develop medical ICT and digital therapeutics of the future concerning cerebral nerves. In this experiment, the company was responsible for analyzing the users' inner state from their brainwaves (EEG), using an earphone-shaped EEG sensing device VIE ZONE, which is currently under development.

http://www.viestyle.co.jp

■About au VISION STUDIO

au VISION STUDIO has set up five initiatives for matters it hopes to achieve in society. Based on leading technology and ideas such as 5G and XR, and know-how on XR measures that KDDI has taken on so far, and as a team, it is responsible for planning, producing and implementing advanced experiences in society. It was responsible for organizing this demonstration experiment from planning to production.

https://au5g.jp/visionstudio/