Product Design · 2024
Introducing long-term artist collaborations at Protocol.
Introduction
A collaboration with Protocol Recordings spanning 5 months, creating a new service offered to artists, leading to a transparent long-term collaboration between artists and the label. With the goal of retaining artists for a longer period of time, I collaborated with label staff and artists to create a new process that can be offered to artists. The final product improved the artist's label experience and created opportunities for the label to develop unique campaigns and brands with artists they decide to collaborate with.
The Process
- Intensive research into the needs of artists in order to get a proper understanding of the issues they run into with industry standard label collaboration. This information is collected through interviews, surveys, literature studies, intensive user testing and co-creation.
- Deep diving into existing industry standards and how labels and artists manage to stand out in the current, saturated music landscape. This is done through promotion frameworks and a competitor analysis.
- Synthesising research results through persona's, experience maps, stakeholder maps, service design blueprints, content tests.
- Collaborating with musicians to create the “perfect label” and using results to determine a better client experience.Applying all knowledge to various design concepts, measuring how feasible these are for the label, and doing ethical reflections to avoid potential issues that could arise for the label and/or artist.
Pitch Deck
Allowing the label to present the service to artists they want to collaborate with.
Plan of Action
Allowing the label to apply a consistent process by introducing a step-by-step plan.
Brand Guide
Execution of the process for a selected artist under the label, with key elements highlighted in the brand guide.
Results
I collaborated with Almero, a French DJ & producer, and the label team. With the opportunity to release the "Break Your Heart" EP under Protocol halfway through June. Together, we developed a visual style that aligns with his preferences, by creating mood boards then crafting three concept directions. We defined what the artist wanted to express by exploring which social media posts both the label and the artist could create. All this information was brought together in a standard promotion schedule for future releases, ensuring the content we share aligns with the artist's identity. All of this is documented in a style guide, providing an initial framework for how the artist and label can collaborate.
Following the delivery of this project, it was up to Protocol Recordings to apply it in the future. Since then, the project has been continued with Almero and expanded with label mainstay Kosling. Both are now establishing a unique style under the label, rather than relying on the regular label logo layout. Both artists have seen an increase in playlist features on streaming platforms, with tracks being featured in playlists like EDM 2024 (279k followers), All New Dance (504k followers), and Feeling Great (178k followers). Youtube viewership for these artists has significantly improved with these videos passing 10,000 views compared to the more common ~5000 most label releases receive.
Acknowledgements
The Protocol Recordings team and artists have significantly helped develop this project throughout its project. The creative freedom received helped me successfully graduate for my Bachelor of Science in Communication & Multimedia Design.
