MUSIC FOR SENIORS

What MUSIC FOR SENIORS does

Music for Seniors is a 501(c)(3) nonprofit organization founded in July 2007 by Sarah Martin McConnell and headquartered at 161 Rains Avenue, Nashville, Tennessee. The organization delivers four core live music programs to older adults across 17 counties in Middle and East Tennessee: Outreach Programs (interactive music at memory care, assisted living, and independent living facilities), a Free Daytime Concert Series at accessible public venues, Live Performance Learning Labs (multi-session ukulele, choral, percussion, and songwriting instruction), and Intergenerational Programs pairing youth with seniors. In FY25 the organization reported serving 52,866 older adults through 1,924 programs (averaging 160 per month), a 7% year-over-year increase in participants, with 95%+ positive satisfaction ratings and 98% reported in-program mood elevation.

The underlying delivery model is not technology-based; it relies on a curated network of 100+ contracted Musician Partners trained in creative aging techniques, coordinated by a small core staff (Executive Director, Program Director, Director of Development and Community Engagement, and a contracted Controller) under a 9-member Board of Directors. Supporting technology is limited to standard nonprofit SaaS tools, including GiveSmart for donations and fundraising, Eventbrite for concert ticketing, and E2MA for email marketing. All programs are provided free of charge to participants, removing financial barriers for the beneficiary population, which includes a high-acuity memory-care cohort (over 50% of participants).

The revenue model is a diversified nonprofit mix comprising individual donations (including a recurring 'Rhythm Section' monthly giving program), corporate sponsorships (CenterWell Primary Care as presenting sponsor of the Free Daytime Concert Series), foundation and grant funding (HCA Healthcare Foundation, First Horizon Foundation, Memorial Foundation, West End Home Foundation, AARP), and government/arts council support (Tennessee Arts Commission, Metro Arts Nashville). Go-to-market is community-led and event-driven: growth comes through word-of-mouth referrals from 150+ community partners (senior living operators, senior centers, day programs), volunteer and musician recruitment, and an annual Lighting Up Lives fundraising campaign. Geographic expansion has progressed from Nashville (2007) to the Knoxville chapter launched in August 2019.

Name

MUSIC FOR SENIORS

Legal name

Music for Seniors

Website

https://musicforseniors.org

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Music for Seniors is a Tennessee-based 501(c)(3) nonprofit that delivers free, live interactive music programs to older adults across 17 counties through a network of 100+ Musician Partners, serving more than 52,000 seniors annually via outreach concerts, learning labs, and intergenerational sessions.

Ownership category

akta.pro rank

Product category

Senior Arts and Creative Aging Programming

NAICS

Services for the Elderly and Persons with Disabilities (624120), Musical Groups and Artists (71113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Arts, Culture & Creative Learning for Seniors (Music, writing, crafts) (EDAAAMAI)

akta.pro secondary industries

Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK), Community & Senior Center Lifelong Learning Programs (EDAAAMAB)

Keywords

• Live music programming
• Creative aging services
• Senior music outreach
• Intergenerational music programs
• Nonprofit arts programming

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual Donations: Tax-deductible donations from individuals supporting the mission of bringing live music to older adults. Monthly giving program called 'The Rhythm Section' for recurring donations.
2. Corporate Sponsorships: Support from corporate partners including CenterWell as presenting sponsor for events, and various organizations shown as supporters.
3. Foundation and Grant Funding: Support from foundations including First Horizon Foundation, HCA Healthcare Foundation, Memorial Foundation, West End Home Foundation, and others.
4. Government and Arts Council Funding: Support from Tennessee Arts Commission and other government arts agencies.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Music for Seniors is a 501(c)(3) nonprofit that provides free, live and interactive music programming to older adults across Middle and East Tennessee. Its core offerings include Outreach Programs delivered at care facilities, a Free Daytime Concert Series at public venues, multi-week Live Performance Learning Labs, and Intergenerational Programs connecting youth with seniors, all delivered by a network of 100+ professional Musician Partners and funded through donations, sponsorships and grants.

Product overview

Music for Seniors is a 501(c)(3) nonprofit organization offering four distinct live music programs: Outreach Programs (interactive music at care settings), Free Daytime Concert Series (public concerts), Live Performance Learning Labs (instrument/choral/songwriting instruction), and Intergenerational Programs (youth-senior music collaboration). Supporting programs include the annual Lighting Up Lives Day fundraising event and The Rhythm Section monthly donor program. The organization serves older adults across 17 counties in Middle and East Tennessee, partnering with over 100 Musician Partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Outreach Programs Interactive live music programs delivered directly to older adult groups in recreational and care settings, including memory care, assisted living and independent living communities, designed to actively engage and entertain all participants free of charge.
• Free Daytime Concert Series Free public concerts featuring talented bands and soloists held at accessible venues throughout Middle and East Tennessee, scheduled during daytime hours on weekdays to accommodate independent older adults, senior center groups and groups with special needs.
• Live Performance Learning Labs Multi-session hands-on group instruction led by qualified teaching artists that helps older adults learn to play an instrument, participate in a choral group, or learn the creative process of songwriting, typically delivered in one-hour daytime classes over a 6-week series with instruments provided.
• Intergenerational Programs Programs that bridge generations by bringing youth and older adults together to create and share music, fostering a community that values and learns from each generation's unique experiences and talents.
• Lighting Up Lives Day Annual awareness and fundraising event featuring live music performances in support of Music for Seniors' programming and mission.
• The Rhythm Section Monthly giving program that allows donors to provide recurring support for Music for Seniors' live interactive music programming for older adults in public and residential settings.

Quantifiable outcome

• 52,866 older adults served annually with 7% year-over-year growth
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

15 partnerships are on record, tiered major, flagship, core and minor.

• AARPmajorGTM or Marketing PartnerAARP Tennessee announced ukulele learning lab sponsorship and supports volunteer recruitment and awareness building for senior programs.
• CenterWell Primary CareflagshipGTM or Marketing PartnerPresenting sponsor for Free Daytime Concert Series. Major healthcare partner supporting senior wellness through music programming.
• Tennessee Arts CommissioncoreGTM or Marketing PartnerGovernment arts agency providing grants and support for programming. Co-sponsor for multiple concert series and learning labs.
• Rotary InternationalmajorGTM or Marketing PartnerService organization supporting community programs for seniors.
• CAT FinancialmajorGTM or Marketing PartnerCorporate supporter of nonprofit arts programming for seniors.
• Metro Arts NashvillecoreGTM or Marketing PartnerMetropolitan arts agency supporting Nashville arts programming.
• Dementia Society of AmericamajorStrategic or Co-development PartnerOrganization focused on dementia care aligned with MFS memory care programming.
• FiftyForwardmajorStrategic or Co-development PartnerPremier senior services provider in Nashville. Original founding partner where MFS began as 'FiftyForward Music for Seniors'. Multiple program venues.
• United HealthcaremajorGTM or Marketing PartnerHealthcare provider supporting senior wellness through programming sponsorship.
• Vanderbilt UniversitymajorStrategic or Co-development PartnerResearch partnership for measuring effects of music programming. Collaborated on PBS News Hour segment about program impact.
• Tennessee State UniversityminorStrategic or Co-development PartnerUniversity with board representation and potential academic partnership.
• Sunny Day ClubmajorStrategic or Co-development PartnerMemory care day program receiving regular monthly programming. Key partner for memory care outreach.
• Knoxville Museum of ArtcoreChannel Partner/ Reseller/ DistributorVenue host for Knoxville concerts including inaugural 2019 launch event.
• Cheekwood Estate & GardenscoreChannel Partner/ Reseller/ DistributorVenue host for Nashville concerts at Massey Hall.
• Historic Franklin TheatrecoreChannel Partner/ Reseller/ DistributorVenue host for special concert events in Franklin.

Scale indicators8 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• National Center for Creative Aging: U.S. nonprofit that promotes creative engagement (including music) as a component of healthy aging through training, research, and programming advocacy. Comparable to Music for Seniors in mission (arts and aging) and in serving as an umbrella convener, though NCCA focuses more on training and advocacy than direct program delivery.
• Songs by Heart: Nonprofit that delivers live, interactive music programs to seniors in nursing homes, assisted living, and memory care communities. Closely aligned with Music for Seniors' outreach model — paid professional musicians performing live at care facilities — making it one of the most direct peer comparisons.
• Songwriting Works: Nonprofit that facilitates collaborative songwriting with older adults, particularly those in care settings or living with cognitive challenges. Comparable to Music for Seniors' Learning Labs and intergenerational programs in emphasizing active musical creation by seniors rather than passive listening.
• Institute for Music and Neurologic Function: Nonprofit organization focused on the therapeutic use of music for individuals with neurological conditions such as dementia, stroke, and Parkinson's. Directly comparable to Music for Seniors in combining music delivery with cognitive and neurological benefit for older adults.
• Music & Memory: Nonprofit that brings personalized music to people with dementia and other cognitive or physical conditions, primarily through iPod-based programs in care settings. Directly comparable to Music for Seniors' memory-care outreach programming, although Music & Memory focuses on recorded music rather than live interactive performance.
• Encore Creativity for Older Adults: Nonprofit organization offering choral and music education programs specifically for older adults (55+), with multiple regional ensembles. Directly comparable to Music for Seniors as a senior-focused arts nonprofit delivering participatory music programming.

Broad incumbents

• CenterWell (Humana): Humana-owned primary care and senior wellness brand focused on Medicare-eligible patients. Music for Seniors' presenting sponsor and a model for how large incumbent healthcare players are integrating non-clinical wellness programming — relevant both as a funder archetype and as a potential future competitor.
• AARP Foundation: National nonprofit focused broadly on older adults' health, income, and connection. Already a Music for Seniors partner (sponsoring AARP Tennessee ukulele learning labs); comparable as a far larger, broader-purpose incumbent in the senior services and engagement space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/musicforseniors
• Instagraminstagram.com/musicforseniors
• LinkedInlinkedin.com/company/music-for-seniors

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MUSIC FOR SENIORS