In the era of unlimited access to all music, the joy was missing. Other streaming services offered custom playlists but relied solely on algorithms to deliver music to users, instead of also considering the user’s environment or mood.
Our solution was to create Beats Music - the product, service, and brand - which offers sophisticated and meaningful music sequencing based on human curation, behavioral data and technology, delivering the perfect track for the perfect moment.
We developed a unique and memorable algorithm which allows the system to learn more about the user and create customized playlists and recommendations. The algorithm continues to get more intelligent as the user interacts with the music and refines their taste profile, offering a personalized experience for each user, unmatched by any other music service. Beyond the UI, algorithm and experience, we also developed the patented brand identity, including brand map, brand bible/style guide and tone of voice.
As part of the Beats Music ecosystem, we worked closely with Beats Music team to create a unique and personal experience for retail environments, implementing a custom retail mode for the Beats Music app that enabled people to explore and try the service, serving as a catalyzer for new subscriptions.
The retail experience provided a seamless experience for on-the-go customers to try the best features of the app, including “The Sentence”, enabling people to create bespoke playlists on the go from the service’s huge catalog.
The experience also enabled retailers to customize attract loops, playlists, accessories display and campaigns, providing a comprehensive, customizable solution for retailers around the world, and having the Beats Music Retail app able to adapt to each unique environment.
2015 Art Director's Club – 1xSilver
2015 One Show – 1xSilver, 2xBronze, 3xShortlist
2015 Webby Awards – 3xShortlist
2015 D&AD Awards – 3xWood Pencil (Bronze)
2015 A-List Hollywood Awards – 1xGold
2015 Brand Impact Awards - 1xWinner, 1xShortlist
2014 Eurobest – 1xGrandPrix, 5xSilver
2014 Cannes Lions – 3xSilver, 1xBronze, 5xShortlist
2014 Project Isaac Awards – 1xSilver, 1xBronze
2014 IAB Mixx Awards – 1xBronze
2014 Smarties Awards – 2xGold, 2xSilver
2014 CLIO Awards – 1xGold, 1xSilver, 1xBronze, 1xShortlist
2014 Campaign Big Awards – 3xShortlist
2014 MOBI Awards – 1xWinner
2014 Lovie Awards – 1xGold, 2xShortlist
2014 LIA Awards – 1xGold, 1xShortlist
2014 IxDA – 1xShortlist
2014 Digiday Awards – 1xWinner
I was fortunate to have worked with the incredibly talented core R/GA team that created the mobile Beats Music app, and also directly with the Beats Music client’s team to create the Beats Music retail experience as part of the Beats Music ecosystem.
I acted as technology consultant, advising on architecture, scope, estimation and production planning and implementation guidance. I also acted as technical team lead for the beats music retail development team, and worked in close collaboration with the core Beats Music app team for integrations, testing and deployment.
Of course, because of the incredible brand success, Beats Music was acquired by Apple, and later became Apple Music. A testament of the amazing work of an incredibly talented team.