Karaoke Bar
Package Design, Brand Design
Conceptual project
Disclaimer
I do not own the rights to the Spotify logo, UI, or images of the artists included in this conceptual project. I am strictly using these assets to demonstrate my creative storytelling abilities, my customer-first thinking (with my perspective of being a high-consumption Premium customer), and my persuasive visualization intuition, specifically pertaining to a company that I personally use and respect in my daily life.
The Fervent Fans of Artists and Spotify
Every musical artist has a group of fans who support their every endeavor, whether that be a new album drop, merch line, or endorsement. Likewise, people who stream with Spotify are often “sticky” users who adamantly and enthusiastically defend the streaming platform as top-rank. With more than 381 million users, Spotify is the world’s most popular audio streaming subscription service, and their community makes that well-known through their commitment to and enthusiasm for the brand.
The Fragrance Industry
Celebrity fragrances were all the rage in the early 2000s, and Harper's Bazaar predicts that they may be making a comeback with other beauty and fashion trends that are currently resurfacing. Along with fragrance being an incredibly lucrative market, industry expert Tania Sanchez describes, “The one place the soul of alchemy is still alive is in perfumery – you take the soul out of a jasmine and you apply it to somebody and they smell like jasmine. That's in a way what's happening with celebrity perfume: you essentially suck some of the essence of, say, Jennifer Lopez and apply it to yourself, and in so doing transform slightly and briefly into her and her world.” As Harper's Bazaar notes, "It's a form of parasocial interaction, where wearers of these scents feel closer to the celebrity in question in a completely one-sided way."
The Collaboration Where Auditory Meets Olfactory
Perfumes and colognes are expensive, especially for young demographics; soap, by contrast, is readily accessible and far more affordable. With that, why not attract the overlapping, enormous fan bases with a collaboration between artists and Spotify? Building off the popularity of the celebrity fragrance model, I propose the Karaoke Bar, a soap fragranced by the artist themself (in collaboration with Spotify), to use as promotional material – for example, for a new album available to stream on the platform. In turn, the artist will be able to curate a scent which embodies their tastes, perhaps even taking a synesthesia approach to match the scent of the bar with the "smell" of their new music. By producing the product through Spotify, eager and excited fans are directed to the scannable code on the Karaoke Bar box to stream the new music and proceed to sing in the shower.
