Magenta Music: The digital music experience
Web platform, customer experience, branding, curation & content - we create a digital ecosystem for Telekom's music offering.
Front-of-stage at Muse, in the mosh pit at W:O:A or right up close to the orchestra - with MagentaMusik, Telekom offers its customers a very special brand experience. As a central location for street gigs, festivals and the like, the magentamusik.de website is all about music: live streams, concerts and documentaries on demand, priority tickets and lots of background information. MagentaMusik brings musical highlights to life on a website, offers musicians a big digital stage and provides music fans with real live performances even during the Corona pandemic. The Telekom brand thus conveys an individual brand identity through the digital product and creates unique customer relationships. At Fork, we ensure that the digital brand experience picks up users at all touchpoints, builds emotional connections and puts music fans at the center of attention at all times.
Our prelude
In 2018, we created MagentaMusik, a central location for Telekom Deutschland's extensive music offering: Live streaming, tickets and the Street Gigs event series on one online platform. Here, technical expertise and editorial responsibility intertwine for smooth, digital music experiences.
The basis for this is a Craft CMS, to which the many existing interfaces, e.g. for ticket sales or live streaming, can be easily connected. An upstream caching system ensures optimal performance and short loading times - even with over one million livestream accesses at the Wacken Open Air.
Most users prefer to stream their favorite concerts on the go. That's why we also optimized the user experience here: Instead of the native MagentaMusik app, a progressive web app (PWA) was introduced.
Since the launch in 2018, we have been working continuously on the MagentaMusik product in an agile and iterative manner. Our benchmarks include first-hand user feedback as well as social trends and technical progress in the streaming sector.
And it goes on and on and on…
Over the years, we have developed MagentaMusik from a digital hub into an all-round musical experience. In this digital concert arena, metalheads, pop queens and all other music fans are always celebrating something new.
Experience the brand
Our integrated design system ensures the right look on MagentaMusik. We translated the so-called Liquid Design from Telekom's branding universe for the website and have been constantly developing it ever since. With these continuous optimizations, the design on MagentaMusik becomes the central driver of the customer experience.
Celebrate live music
The fact that MagentaMusik is about really experiencing music is also conveyed in our visual language. With recordings from our concerts and festivals, we transfer the real live music feeling to the web.
All content on the website is organized in a tag system. In conjunction with the search function - based on Elasticsearch - this structure simplifies direct access to your favorite genre, for example.
Search & Browse
By constantly curating new music content and developing new content formats and exciting articles on MagentaMusik, we are constantly creating new highlights on the website. Dedicated landing pages form the digital home of festivals and other livestream events. This is where users can find all the information about the event. The event landing page is the starting point of their customer journey and increases the anticipation of lots of music!
Discover music always new
By constantly curating music content and developing new content formats and exciting articles on MagentaMusik, we are always creating current highlights on the website.
Dedicated landing pages are the digital home of festivals and other livestream events. Here, users can find all the information they need about the event. The event landing page is the starting point of their customer journey and increases the anticipation of lots of music!
User Experience Life Cycle
The further development of MagentaMusik is all about music fans. Direct feedback from our users on the website flows directly into the development of new components or the improvement of existing ones.
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