It’s golden. It’s a record. It’s Musiversal golden record. The first project I worked on when I joined Musiversal. The initial goal was simple, to come up with a viral growth loop that helps spread the word about Musiversal while limiting the access to a smaller group of people due to the unique business model that we had.
I was responsible for setting the strategy, the user flow, visual execution and launch of -what to become- The Golden Record campaign.
There were several concepts on the table. All centered around exclusivity and the limited access direction. We wanted a concept that has relation to music and also that feels familiar to musicians. That’s where the Golden Record idea felt at home.
In the era of Figma and Sketch, you sometimes forget how fun it was to design with Photoshop and the unlimited possibilities you have and how many variations you can produce. I appreciated all the early days I spent messing with Photoshop when I started out.
After experimenting with the direction for a little bit, there was a clear winner. Of-course, the golden one. It just seemed luxurious and had that exclusivity feeling that we’re were aiming for.
If someone will be happy because he just claimed his Golden Record, there will be someone who should be sad because he didn’t manage to. There is no better way to do this but a broken heart, or I should say, a broken record and it’s of course no longer golden.
I’ve been talking for a while about the visual side of the Golden Record but at the end of the day, this is a marketing initiative, people will click a link to claim their record and get their instant access.
Social Media and community-driven noise are what we relied on to spread the word about the exclusive access, the golden record and ultimately, Musiversal.
Although it was a tough visual challenge for me and we’ve put some solid work into execution, the results weren’t that rewarding. The campaign didn’t get the intended traction and the noise was quite quiet. But it was a good learning experience for me personally, especially on the marketing side.
