Music & Memory started with the understanding that music is deeply rooted in our conscious and unconscious brains. As powerful as that idea is, it becomes even more important if the functioning of the brain is deteriorating, as occurs in dementia, Alzheimer’s, and other types of cognitive loss. But favorite music can awaken the brain and with it, the rich trove of memories that are associated with familiar songs or beloved pieces. Our approach is simple and effective: We train care professionals how to set up personalized music playlists for those in their care using inexpensive mp3 players. These music favorites tap deep memories not lost to dementia and can bring listeners back to life, enabling them to feel like themselves again, to converse, socialize, and stay present. By providing access and education, and by creating a network of Music & Memory certified organization, our goal is to make this form of personalized therapeutic music a standard of care throughout the healthcare industry.