When Art meets Tech:
Digitalizing a process of executing
music collaboration contracts
Design for US-based startup dedicated to digitalizing the music collaboration process
and empowering independent artists.
About Feeture
Feeture is an emerging US-based startup dedicated to digitalizing the music collaboration process and empowering independent artists. I joined as a designer from day one, shaping the product from the ground up.
The company is led by a founder with 20+ years of experience
in the music industry, having worked with global icons like Janet Jackson, Adekunle Gold, and Teyana Taylor, as well as major organizations such as Sony Music and Universal Music Group.
Project timeline
Jan–Sep 2024
Industry
Music & Entertainment
Type
iOS App
Web App
My role
Senior Product Designer
Team
1 Product Manager
1 Product Designer
2 Back-End Engineers
2 iOS Engineers
1 QA Engineer
Why is this project interesting?
I brought the entire physical music collaboration process together
in a single app.Worked alongside a visionary founder with 20+ years in the music industry and extensive background managing artists.
There were no direct competitors, so I couldn’t rely on existing design patterns or do a standard competitor analysis.
I was involved from day one and had full creative ownership, which made the project both exciting and challenging.
Impact
10.5K daily active users within the first 3 months.
5-star rating on the App Store.
200+ new artists joining daily.
Major artists like NLE Choppa, Soulja Boy, Kaash Paige, Avelino,
DJ Rell, Almighty Jay, and Ecologyk have joined.Janet Jackson joined our advisory board in Apr 2025.
Numbers as of Apr 2025 and continuously growing.
PROBLEMThe current collaborative music market relies on practices built for major labels, leaving independent artists underserved.
With over 70% of new music releases coming from independent artists, the need for collaboration tool that can handle the increasing volume and complexity of music production has never been greater.
Imagine an emerging artist, who is recording music in their bedroom. How do they grow their career? How do they increase number
of listeners?
SOLUTIONFeeture connects artists worldwide, allowing them to collaborate, share ideas, and grow their careers, all within one app.
Feeture simplifies the entire collaboration process for artists, from finding the right partners to creating and promoting music together. With features like AI-driven matchmaking, data insights, and direct communication tools, artists can easily connect, co-create, and get their music in front of new audiences. This makes it easier to grow their fanbase and stand out in a competitive market.
WHY IT MATTERSArtists who collaborate grow up to 3x faster than those who work alone
Artists who collaborate can grow their audience by over 390%. Feeture is built
to make finding and working with the right collaborators easier, so you spend less time searching and more time creating.
But finding the right collaborator
is harder than it should be
Since we were working with already validated idea, we didn’t focus much on that, more on shaping the product that matches the user expectation and more validating the designs and testing general usability. We took the time to talk to artists, artist managers, artist lawyers to gather everyone’s understanding of the collaboration process and in order to map that experience into a digital solution.
Interesting insight: We tested these not only with artists, but also with artist managers and other members of artist teams, since often they will be the ones using Feeture to manage artist profiles.
Matching the Mental Model:
From Real-World to Digital Collaboration
To design a seamless user experience, we first needed to understand
how collaboration works in the real world. Through interviews with artists, managers, and lawyers, we mapped the stages of collaboration, from finding
the right person to negotiating terms and delivering final work. We then took these steps and translated them into a user-friendly digital flow that matches how artists naturally think and work.
Visual Identity & Key Screens
Illustrations & Brand Shaping
ART DIRECTIONStock illustrations didn’t fit our app, so I took the initiative to hire an illustrator and manage the process. Through art direction, we developed a unique style that better resonated with artists and our brand.
