Surreal aka Muso is a tech enabled marketplace platform for live gigs and has involved players such as artists and venue managers on it. The key problem I was solving was how might we help artists create a stronger niche for themselves with venues to increase chances of enrolling for a gig.
Surreal boasts a community of 8-10 talented artists and dedicated venue managers who have been with the platform since its inception. To better understand the needs of our artists, we conducted discovery interviews which we felt was the most appropriate method as we wanted to uncover the why behind the behaviour we were observing of research. We found that their primary challenge was effectively showcasing themselves on the platform and building a devoted fan base. This, in turn, was a key incentive for venue managers who sought to maximise ticket sales.
On the other hand, our conversations with venue managers revealed that they faced obstacles with managing multiple tasks simultaneously, such as event setup, payment processing, and artist follow-ups. Streamlining these processes was essential to facilitate their workflow and ensure a seamless experience for all parties involved.
The artists on the platform faced tough competition and sought ways to differentiate themselves and grow their fanbase to attract venue managers. However, the venue managers often struggled with limited time and capacity to review the artists' profiles, resulting in missed opportunities.
Furthermore, communication breakdowns between the venue managers and the artists sometimes caused less-than-optimal experiences for the artists. As a result, the artists desired faster and more secure payment options for their performances, along with clear instructions on the entire booking journey, including transportation, venue details, and setup requirements.
Based on our observations and gained insights, we were able to refine our understanding of the problem space. As a result, we formulated the following problem statement that encapsulates the context and challenges we identified.
“How might we help Muso's artists differentiate themselves and cultivate a loyal fanbase on the platform while ensuring clear and consistent communication with venue managers and faster payment processing?”
During our ideation phase, we discovered that Muso's artists had an old school mailing list that they used to inform their followers about upcoming gigs. This could be a key differentiator for them as a mailing also incentivises the venue manager to choose as it assures more tickets. We proposed integrating this feature within their Muso profile.
To further enhance this engagement, we introduced a new section for fans, where they could log in, vote for their favourite artists, follow their gigs, and receive regular updates. Similar to social media, this feature provided a unique differentiator for Muso’s artists and created a loyal following for each artist.
Leveraging the existing mailing list database, we were able to gain initial traction and test the concept with the user base.
For Muso's artists, the integration of their mailing list within their profile made it easier to connect with their existing fanbase and attract new followers. This feature helped the artists stand out in the highly competitive market and gave them a unique differentiator on the platform.
The introduction of the fan section provided a new way for fans to engage with their favourite artists, creating a sense of community and loyalty. By enabling fans to vote, follow, and receive regular updates about their favourite artists, the section provided a deeper connection between the artists and their fans, creating a dedicated following for each artist.
These features established Muso as a go-to ecosystem for artists, venue managers, and fans alike. The increased engagement and loyalty of fans also led to higher ticket sales and attendance for the artists' gigs, benefiting both the artists and the venue managers.
"As an avid music enthusiast, I can confidently say that Muso's innovative features have transformed the live music scene. The platform's comprehensive ecosystem caters to the needs of artists, venue managers, and fans, creating a vibrant community. With Muso's seamless integration of features, I have witnessed a surge in fan engagement and loyalty, resulting in sold-out shows and electrifying performances. It's a win-win situation for both the talented artists and the venue managers, elevating the live music experience to new heights."- Tim
