User Experience Research on Spotify for Artists
Ramsha Q
onboarding screens
Overview
Spotify for Artists is a platform designed to empower musicians by offering tools to manage their music, analyze audience behavior, and promote their brand. At first glance, it seemed intuitive that artists directly manage their profiles. However, deeper research revealed a different story: only agencies or labels representing artists have access to this platform, not individual artists themselves. This discovery reshaped the direction and depth of the research, making the journey both challenging and rewarding.
The Research Process
Initial Assumptions
Initially, the project was rooted in the belief that artists independently manage their presence on Spotify for Artists. The idea was to design an intuitive and artist-friendly user interface (UI) that could enhance the platform's usability. However, this assumption was quickly disproven during the research phase.
Reaching Out to Pakistani Artists
To gain first-hand insights, I contacted several Pakistani singers, seeking their experience with Spotify for Artists. The goal was to understand their pain points, workflows, and expectations. Surprisingly, many artists revealed that they do not directly interact with Spotify for Artists. Instead, their agencies or labels manage their accounts. This insight was a turning point in the research.
Collaborative Effort with an Artist
Among the many artists I contacted, one provided comprehensive access to their Spotify for Artists account and shared valuable information about the platform’s usage. This collaboration allowed me to:
Explore the dashboard and features available to agencies managing artist profiles.
Understand the key metrics provided, such as audience demographics, streaming trends, and playlist placements.
Learn how agencies utilize these tools to strategize an artist’s growth.
Challenges Encountered
Access Restrictions: Since the platform is not directly accessible to artists, gathering real-life data and feedback was difficult. Agencies were reluctant to share insights, fearing potential misuse or breach of confidentiality.
Artist Perception: Many artists felt disconnected from the analytics and marketing processes of their music, as they relied entirely on their agencies.
Research Outcomes
The research uncovered several critical aspects:
Agency-Driven Access: Spotify for Artists is primarily an agency-oriented platform, limiting artists' autonomy in managing their profiles.
Analytics Complexity: The platform provides a wealth of data, but it can be overwhelming for artists who lack technical expertise.
Potential for Improvement: Artists expressed a desire for simplified tools and direct access to monitor their growth and engage with their audience.
UI/UX Design Insights
Based on the research, I proposed design solutions to address the gaps between agencies and artists:
Simplified Artist Dashboard
A dashboard tailored for artists, featuring:
Real-Time Metrics: Simplified analytics for daily, weekly, and monthly performance.
Audience Insights: An easy-to-read overview of listener demographics and geographic data.
Direct Feedback: A feature allowing artists to interact with fans, such as responding to comments or engaging in polls.
Agency-Artist Collaboration Tools
Shared Access: A dual-access system allowing both agencies and artists to monitor and manage profiles simultaneously.
Task Assignment: Agencies could assign specific tasks (e.g., promoting a song or updating a profile) to artists.
Artist-Centric Features
Release Planner: A calendar to help artists track upcoming releases, campaigns, and deadlines.
Personalized Tips: AI-driven recommendations to optimize engagement, such as the best times to release music or target new audiences.
Key Takeaways
This project was a transformative experience that expanded my understanding of the complexities of artist-agency relationships within the music industry. The research process challenged my initial assumptions and required persistence, as gaining insights directly from industry professionals was not easy. However, the insights gained have significant implications for improving platforms like Spotify for Artists, particularly in empowering artists with more direct control and understanding of their careers.
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Posted Jan 11, 2025
At first, it appeared that artists directly managed their profiles, but research revealed that access is limited to the agencies or labels representing them.
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