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Muse.
Connecting musicians, connecting music.
CASE STUDY CONDUCTED BY
ELISHA FITRI
The professional music industry can be a difficult world to navigate for emerging & early-career music artists.
With so many aspiring musicians vying for attention, it can be challenging to stand out and get noticed by the right people in the industry. And in the current digital age, user-generated content on social media such as Tik Tok and YouTube are becoming the preferred method for promotion and streaming. As the online world shrinks, the industry grows in divisive competition.
Muse is a platform that was created with the purpose of connecting music artists entering the industry with their audience and network to make authentic connections, grow their career and ultimately make the industry a less daunting place.
01 THE CHALLENGE
Who are our users?
The emerging/early-career music artists community consists of aspiring musicians who are just starting their careers or are still in the process of developing their industry and career skills. To inform my understanding of members of this community and their context to improve it, I investigated user priorities and common experiences, particularly in the context of the current digital age.
What problems is this community experiencing?
A lack of exposure and recognition due to a highly competitive environment and false algorithmic recommendation feeds leads to further isolation of emerging artists from potential larger audiences, communities, and professional connections. This is exacerbated by control of online competition and global attention by giant labels and management agencies, increasing the imbalance of opportunity in the industry and further tipping the playing field.
These pain points call for a solution that centres around the community and their peers, to increase discoverability in an accessible and genuine way by using a user-controlled, unbiased algorithm feed.
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Research objectives
01
Exposure & Recognition
How important is exposure and recognition, and how can musicians achieve this in a way that feels authentic to themselves?
02
Industry access & transparency
How can we provide better industry access and transparency to musicians who are just beginning their professional career?
03
Connection & communication
How do we maintain this both between musicians of varying proficiencies in the industry as well as between musicians and their audiences?
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