Product designer

Challenge

Following the initial launch of the Miva Collective brand, the second phase focused on creating a deeper connection within the artistic community and beyond.

Our research for “Music Speaks Volumes” (2018-2021), compelling studies consistently highlighted the significant positive impact of music on mental well-being, particularly in relation to anxiety and depression:

• Research indicated that listening to music can significantly lower cortisol levels, the body’s primary stress hormone, leading to a reduction in feelings of anxiety and promoting relaxation. Studies explored various genres and found calming effects across different musical styles, with individual preferences playing a key role in efficacy.
• Participating in musical activities, whether as a performer or an audience member, creates a sense of community and belonging. Research highlighted the role of shared musical experiences in reducing feelings of isolation, a common symptom of both anxiety and depression.
• Studies found that listening to music that mirrors one’s emotional state can provide a sense of validation and catharsis, while music with a different emotional tone can offer a pathway to shifting mood.
• Attract and coordinate individuals with skills in audio engineering, recording, video production, and editing (with the founder ultimately overseeing and handling significant portions of the production).

The whole idea behind ‘Music Speaks Volumes’ wasn’t just about the sound? It was about tapping into that universal frequency, that emotional resonance we all feel with music. It’s this accessible language?. The real design here was to use that power to build a space, a community where we could subtly connect people but not in a preachy way.

APPROACH

The concept was to create a space. Intimate performances with the real focus on the message. Positive vibes, music that resonates. Establishing a sense of community, and then, subtly weaving in the mental well-being advocacy. It’s wasn’t about being preachy. It’s about creating an environment.
How we did it.

• Location: I found a venue that resonated with the vintage and retro aesthetic of music while providing a suitable backdrop for intimate live performances.
• Artist Liaison: Bands and solo artists known for their positive and relatable lyrics and stage presence were prioritized, aligning with Miva Collective’s mission.
• Scheduling & Resource Management: Careful scheduling was undertaken to accommodate the availability of volunteer production team members and the venue owner’s post-business hours timeframe. Budgeting strategies were developed to cover artist expenses (gas, hospitality, booking fees) and venue rental.
• Production Team: While initially aiming for a full volunteer team, the founder took a hands-on approach, overseeing all aspects of production, booking, and editing, while collaborating with an audio engineer and animator.
• Multi-Channel Presence: Each recording session resulted in professionally captured video and audio, edited into full episodes for YouTube and shorter, engaging clips (reels, shorts, TikToks) optimized for various social media platforms.
• The Message: While the primary focus was on the music, the series’ overall positive and supportive tone, coupled with the underlying mission of Miva Collective, subtly promoted mental health awareness without being overtly didactic.

outcome

Music Speaks Volumes successfully created a community and achieved remarkable online engagement within a short timeframe:

Community Growth: The series fostered a sense of community among artists and viewers, leading to increased interest from musicians wanting to participate in future episodes.

Media Recognition: “Music Speaks Volumes” and Miva Collective were featured on Fox News in 2023, significantly raising the profile of the initiative.

Significant ConExponential Online Growth:
– Instagram following increased by approximately 300%.
– YouTube channel grew from zero to 68 subscribers in under two months.
– Multiple reels, YouTube Shorts, and TikTok videos garnered over 5,000 views each, despite a small initial follower base.

High Engagement Rates: Videos consistently achieved an engagement rate of around 40%, with a minimum of 5-10 comments per video, indicating active audience participation.

Shareable Content: The content effectively showcased both the talent of the featured artists and the positive message of Miva Collective, leading to widespread sharing across social media platforms.

Setback and Future Outlook:
The recording location was unfortunately sold and the new owner’s operational hours presented insurmountable safety and logistical challenges for continuing the series. Despite this setback, efforts to find a new location are ongoing, with a potential live format being considered for 2026, demonstrating the project’s enduring vision and adaptability.

Credits

Additional roles