As a streaming platform, fostering original content not only enhances our platform's uniqueness and shaping its content identity but also creates a creative hub for independent musicians to showcase their talent within the music ecosystem.

I had the honor of being part of "The Undiscovered," a pioneering initiative in the Chinese streaming industry. It nurtured exceptional independent musicians, acting as a launchpad for their careers even before the popularization of shows like "Band's Summer." The Undiscovered had its distinct brand identity, and the artists it showcased possessed remarkable individuality.

My role in this extensive project focused on designing the event page and ensuring compelling content presentation on the platform.

Empathy

Working closely with independent musicians in China, I discovered their unique traits and encountered the complexities of catering to the younger generation's ever-evolving emotions. The theme of "The Undiscovered" aligned perfectly with this, providing an ideal platform to explore and celebrate the diverse musical expressions of Chinese youth.

Powerful Symbolism

The visual identity of this project embraced various powerful music symbols, effectively conveying the passion and self-expression of Chinese youth through music (refer to the event visuals below).

Event Page Design

The event commenced with online voting, followed by the selection of winners by industry professionals (we designed visually captivating pages, resembling an interactive music player). This voting process allowed the audience to actively participate in discovering talented musicians while enjoying the journey of exploration.

Good Design Award

The concept behind this event was executed flawlessly, culminating in the creation of a vinyl record pressed from haze-infused materials. Recognizing the outstanding design work, we submitted the project for a prestigious Good Design Award.

Musician Library

In the Xiami app, modern users tend to browse through playlists rather than albums. To cater to this behavior, we designed a music library page inspired by the concept of a traditional library. This page not only showcased an array of music but also highlighted the platform's unique collection of talented musicians.

This project stands as a testament to our dedication to creating innovative experiences that engage users and celebrate independent music within the streaming industry. Through a design thinking mindset and a deep understanding of our target audience, we successfully transformed "The Undiscovered" into a vibrant and impactful initiative, connecting talented musicians with passionate listeners across China's dynamic music landscape.