WORK

     








MTV Artists







Challenge

Creating a first-of-its-kind music platform for MTV.  The initial concept of MTV Artists was to create a music platform that provided both established and emerging artists a destination to promote their new album, videos, tour dates, photos, social media content and more. Artists were given complete control of what content populated their page.

What started as a stand-alone music destination, MTV Artists became the template for Viacom's other music brands, VH1 and CMT, and eventually become the music hub on mtv.com

I was involved in this project from the initial concept stages to the product launch. Post-launch, I continued to work on new features, updated versions and help improve the overall product.








Approach
Working in close collaboration with a cross-functional team we prioritized a list of features for an MVP that included:

  • Artist information (years, location, genre)
  • Albums
  • Videos
  • Photos
  • Tour dates

Throughout the six year project, we used data from the first version to guide our development of new and improved features.









My Artists


One of the features of this product was to allow users to create and track their favorite artists. Using feedback and A/B testing, we went through many iterations to improve and simplify this feature.











Discover Artists


With over 900k artists in the network, users can search for their favorites by simply typing the artists name anywhere and anytime their on the site.



















Artist main & sub pages

Below are desktop and app versions for MTV Artists pages. The app was available for both iOS and Android devices. The goal was to create a consistent and seamless experience between the different platforms. 



























Discover songs


Sound ID, a feature built into the app allows fans to easily discover songs by placing their phone next to the speaker or by typing in a few words from the lyrics.












Album player

One of the key additions to MTV Artist was the album player. This allowed artists to share their albums as well as premiere new ones. 

The player should be versatile to include:
 • A standard album player
 • A full page take over for album premieres
• Embedded player
• Sponsorship opportunities







Album premiere layouts


Standard album player
























Results

926K artist sign-ups


2M monthly visits


60M fans


30M album streams


100 album premieres








Credits



Mark Mezrich
Kyle Eberle
Lily Szajnberg
Maxi Mikorey 
AP Developers
Hydric Media - App
+ Other talented people

Press



Hollywood Reporter
Mashable
Billboard
Fast Company
The Verge
Bloomberg














Textio Frontdoor
NY Train Project
MTV Playlist
Boston Scientific
MTV Music Meter