Koos Zwaan is Professor of Innovation in the Music Industry at Inholland University of Applied Sciences. The central focus is how to innovate the music industry in a sustainable way. Research themes are grouped in technological, creative and social innovation and are emerging technologies, new creative practices, ecological sustainability, inclusion and diversity, fair practice, music ecosystem development and mental health. Linked to the professorship is the International Music Industry Lab (IMI Lab), which focuses on issues surrounding a sustainable, inclusive and healthy music industry. Creative new concepts are developed in co-creation with partners from within the industry. In 2023, in collaboration with the Pop Coalition, presented a new research and innovation agenda for pop music.