The Product

 

"U-Produce" - an instructional content series for Groove 3

 

My Role

 

Worked with Groove3 on a freelance basis to develop a new product type and brand hierarchy.

​

Evolution

 

Groove3 had tons of "explainer" videos but were in desperate need of new forms of content.

 

They also had some content related to accomplishing a certain EDM style generally.

 

I came up with a new tutorial concept that could take a very specific producer, i.e Diplo, Skrillex, or Marshmello, and completely reverse engineer a sound-alike track.

 

Users continually expressed the want to be able to produce music like their heroes, and that's what U-Produce did.

 

I produced 3 titles, but Groove3 has continued to build on the concept with other styles and producers.

 

To launch it, we created a remix contest, made the stems available, and let users create their own version, and let users vote on the winner.

 

Takeaways

​

Users like products that help them to an outcome.

 

Learning the software is one thing, but achieving a world-class sounding outcome is another.

​

Content is King - On streaming websites, superior content drives traffic.