Case Overview

Agniy Records is an independent music label that entered digital streaming platforms without a clear identity, promotion strategy, or product structure. At the start, there was no website, single audience entry point, acquisition funnel, release management system, CRM communications, or product analytics. Streaming work was conducted chaotically, without considering DSP algorithms, genre packaging, and metadata requirements.

The label engaged me to build a comprehensive product foundation: positioning, platform analytics, GTM strategy, website UX, listener acquisition funnel, and a scalable release distribution system.

My Approach

I developed the product from scratch, viewing the label as a digital media product with unit economics, funnels, and retention logic, rather than a creative project.

I conducted platform analysis (Spotify, Apple Music, YouTube Music, TikTok Music, Bandcamp), studied recommendation algorithms, metadata requirements, genre clusters, and promotion mechanics. Based on this, I formulated the label's positioning, value proposition, and DSP rollout strategy.

Designed the website as a product funnel: UX structure, artist and release pages, DSP transition scenarios, mobile optimization. Built a B2C acquisition funnel, implemented product analytics (funnels, retention, cohorts), CRM communications, and a hypothesis prioritization system (OKR, North Star Metric, RICE).

Strategy:

Platform intelligence & distribution — analysis of DSP algorithms, schedule formulation for releases, genre packaging, and metadata standards (ISRC, UPC, credits).

Label positioning & brand concept — development of label identity, visual style, tone of voice, and artist engagement model.

Artist-focused site UX — site with artist profiles, release pages, media library, release calendar, and streaming integrations.

Conversion flow & GTM — SEO, content funnels, partnership channels, CRM communications, and user return scenarios.

Challenges and Solutions

Lack of acquisition funnel and entry point

Solution: Constructed a B2C acquisition funnel (landing pages, content, partnership channels).

Result: Initial engagement conversion increased by ~190%, organic traffic by ~17%.

Low transition efficiency and UX

Solution: Redesigned the website UX.

Result: Conversion site → DSP transition increased from ~2–3% to ~20–23%, first session drop-off reduced by ~38%, time-to-value shortened by ~45%, user activation increased by ~30%.

Lack of retention and repeat interactions

Solution: Implemented CRM communications (email/push mechanics), regular releases, and a calendar.

Result: Repeat visits increased by ~22%, D1 retention +11%, D7 +18%, D30 +22%, early churn reduced by ~21%.

Chaotic streaming and release work

Solution: Conducted cohort analysis of releases and audience behavior, implemented genre packaging and metadata standards.

Result: Total listening volume grew by approximately 2.7x, post-release stability of listens significantly increased.

Lack of product manageability

Solution: Implemented OKR, North Star Metric, and RICE prioritization, compiled product analytics (funnels, retention, LTV/CAC, cohorts).

Result: Decision-making speed increased more than 2x, hypothesis cycle reduced by ~65–70%.

Limited resources and indie format

Solution: Optimized unit economics and processes, worked with a distributed team.

Result: Team predictability reached ~85–87%, release speed increased by ~40% without increased costs.