STREAMING HAS TRANSFORMED HOW WE CONSUME MUSIC: we have instant access to everything but the way we connect to the artists, artwork and culture has changed.
The barriers to entry have been democratised which has helped new artists come through and existing artists to reach new audiences. At the same time some experiences have been left behind such as the anticipation and excitement of discovering a gem in a record store, the chat with staff behind the counter and the mindful experience of having just one new album to savour.
According to the Guardian, some fans are starting to return to old school MP3s, CDs and other DIY music formats to regain these experiences...
"Streaming encourages a kind of decontextualised discovery. It’s a world where albums are less important than single tracks, where you’re encouraged to focus not on the artist, but the song; where music is served up with any accompanying visuals relegated to a tiny corner of the screen; where historical context, image, subcultural capital – all the other stuff that was once part of the package – no longer really matters" - The Guardian
Solving these problems has been going round my head for a while. I decided to put pen to paper and get designing….
Developing the Concept
I started imagining a new kind of streaming service: one that delivers a single album every week. RKRD is a service that not only promotes mindful listening but also creates new connections between artists and their fans.
When designing RKRD, I prioritized simplicity and connection through three main sections: Listen, Learn, Discuss.
Listen
As a subscriber you receive one curated album in the app every week which gets added to your collection - much like a traditional album club. This gives you a single focussed piece of listening to deep dive into for seven days.
Learn
Alongside the album, you receive a collection of specially created videos and content created by the artist. These include an introduction and lovingly created pieces where the artist shares their process and inspiration. As a music maker myself, it’s fascinating to find out how other artists work and took cues from sites like like Masterclass and BBC Maestro.
Discuss
To bring fans and artists closer together I introduced an AMA (ask me anything) chat section. The artist is online for the week their album is released so users can speak with them and each other to discuss the album and share their thoughts.
Through these three aspects we provide ways to connecti with the music and the opportunity for a more focussed listening experience.
Brand
RKRD embodies both the sense of the old and the new coming together. The removal of vowels in the name implies a minimalist aesthetic which is fitting to the nature of the service. The UI design follows this minimalism, letting the content do the talking.
The idea of a monthly album club might be considered dated, so instead the language borrows the concept of a ‘drop’ from the trainers world, making the service more relevant. If you weren't signed up to the service at the time of the drop you could miss out on this content, creating the same element of scarcity.
Business Model
It’s great to design some new UI, but how does the service work in practice? I wanted to design a simple model which is fair for artists and which represents good value for fans.
At a high level this model is really just a slight twist on what’s worked before. Users pay a monthly subscription, and for a given month the revenue is split fairly between the artists released in that period and the platform.
As there are only four albums a month, these can be downloaded to the device eliminating the need for a more complex streaming businesses model. Artists profit in a similar way to releasing on Bandcamp.
Sustainability
A service which provides a limited catalogue could be much more sustainable than current platforms. Storage demands, hosting and bandwidth would be significantly less and energy consumption much lower. With much of the web design and hosting industry now focusing on lower energy solutions, platforms and apps have a responsibility to follow suit.
Looking ahead
Where could this service could go next? There are many things I haven’t explored including….
Curation: Should this be more personal by introducing feedback?. Taking inspirations from clothes service Lookiero, there could be a ‘personal curator’ who knows what you like. To ensure the business model still works users could pick a theme/style when they subscribe.
Artwork: Can we go beyond the postage stamp album image and gif’s used on some services? The content you receive with an album could include digital wallpapers for your devices, or a printable ‘zine.
Business Model: How does this model work with artists distributing their albums elsewhere? There may need to be an exclusivity period.
Closing thoughts
AI and VR are now passing the tipping point so it feels strange to propose a concept with an almost nostalgic take on consumption. However maybe there has never been a better moment to introduce products which sit alongside existing services providing listeners with a diverse range of ways to connect with each other and art.