Jiaying Zhong, Yajie Yu, Professor Julia H

Jiaying Zhong 1208376399yajie Yu 1206765517professor Julia Himber

We are developing an app based on a website service that focuses on independent music and mini concert activities. This app is called C3. C3 provides three user identities: audiences, independent artists, and live houses. For audiences, we provide location search, keyword search, and ticket purchase. For the independent artist, we provide a bulletin board service and information about live houses like location and calendars.

Live houses are the most important element; they are music bars or small theaters that would like to provide performance venues. For live houses, we also provide bulletin boards and information about independent artists, like tour schedules. C3 targets a crowd that specifically relates to music and is familiar with online social media: audiences who want to see performances, independent artists who want to perform, and live houses that need performances. These three groups rely on and support each other, sharing benefits as a community.

The mission of C3 is to be their connection, facilitating interaction among audiences, artists, and live houses. Since the platform operates independently rather than under a large parent company, it can design the product more autonomously. C3 will be owned by an independent company and serve as its main product.

Funding for the C3 project can be obtained in three ways: first, through shareholder investment; second, by selling advertising space to music production companies and offering featured services; and third, via a membership system where users pay for access. The membership system allows C3 to develop a database for tracking user preferences and feedback, enhancing personalization and user engagement.

The reasons for creating C3 include market demand, sustainable brand development, and passion for music. The name C3 stands for Choice, Chance, and Connection. The platform aggregates live performance information through a computerized system, which undergoes professional evaluation to verify performance authenticity and quality before being displayed to users. This ensures that all artists and live houses are legitimate, offering professional performances.

To promote C3, the platform plans to feature a popular band or artist to organize a tour using the app, recording the process as a promotional video, and releasing it to attract users. Additional promotion strategies include acquiring more artists, creating hot topics to build brand awareness, and expanding the platform's reach.

Instead of a discussion forum, C3 will offer a bulletin board—one-way communication—showing only artist and venue information, similar to Wikipedia. This approach avoids subjective opinions that could negatively influence user decisions. Users will be encouraged to visit social media platforms like Facebook, Instagram, and Twitter for feedback, fostering broader engagement without requiring the development of separate social communities within C3.

The brand spirit, “Live in Live,” encourages enjoying the immediate moment of live performances, promoting live events as a new art form and lifestyle. The platform emphasizes accessibility to live performances, aligning with contemporary entertainment trends and the desire for authentic, real-time experiences.

Designed as a globalized media product, C3 tailors content such as artist recommendations, recent activity lists, and nearby venue information based on users' locations, ensuring relevance regardless of geographic location. Unlike similar services that segment audiences, artists, and venues, C3 seeks to be the central connector, simplifying the user journey from desire to performance attendance. It shortens the distance between users and live performances, offering a seamless experience that promotes not just ticket purchasing but also a lifestyle—"Live of Live."

In comparison to existing platforms, C3's distinctive aim is to create a consolidated hub that facilitates connection and simplifies access, standing out by integrating all stakeholders—audiences, artists, and venues—into a unified ecosystem. The platform's core value lies in reducing the complexity of discovering, booking, and experiencing live music, ultimately fostering a vibrant community centered around the live music lifestyle.

Paper For Above instruction

The rise of digital media has transformed the landscape of live music consumption and promotion, necessitating innovative platforms that integrate various stakeholders within the music scene. The proposed app, C3, embodies this innovation by creating an interconnected platform that binds audiences, independent artists, and live houses, streamlining access and fostering community growth. This paper explores the strategic development, core features, and branding approach of C3, emphasizing its role in enhancing live music accessibility and promoting a vibrant, engaged community.

Market Research and Rationale: To ensure the successful launch and adoption of C3, comprehensive market research is vital. Focus groups comprising potential users—spectators, artists, and venue operators—can provide insights into their needs, preferences, and pain points with existing solutions. Such qualitative research helps identify unmet needs and tailor features to enhance user experience. Additionally, analyzing competitors such as Songkick, Bandsintown, and Eventbrite reveals gaps that C3 can exploit, notably its emphasis on community building and centralized connections among stakeholders. This research also supports understanding geographic and demographic trends, enabling targeted marketing strategies.

Brand Identity and Differentiation: C3’s brand identity revolves around the values of Choice, Chance, and Connection, which directly reflect its core functions. The brand aims to project a modern, intuitive, and community-oriented image that appeals to a digitally savvy audience. To stand out from competitors, C3 emphasizes its role as a central hub that simplifies interactions, reducing the complexity of attending live performances. Its focus on verified, professional performances reassures users about quality, setting it apart from platforms that may lack rigorous validation processes.

Product Functionality and Design: C3’s primary functions include location-based searches, keyword searches, ticket purchasing, and artist and venue information dissemination. The platform must feature a user-friendly interface with clean visual elements, aligning with contemporary UI/UX standards for mobile and desktop devices. Visual elements such as a sleek logo incorporating musical and community symbols, color schemes evoking energy and authenticity, and intuitive navigation are essential. The app should integrate geolocation services for personalized content delivery, enabling users to discover nearby events effortlessly.

Application Process and Membership System: A straightforward account creation process involves email or social media logins, with options for password recovery and profile customization. Membership tiers could provide varying levels of access, such as early ticket sales or exclusive content, incentivizing ongoing engagement. Membership management should include features like data tracking of user preferences, activity history, and feedback to refine service offerings further. Integration with social media allows seamless sharing and broader promotion.

Promotion Strategies: Raising awareness about C3 involves multiple channels—social media campaigns leveraging influencer partnerships, targeted advertisements, and engaging promotional videos demonstrating platform benefits. Collaborations with popular artists for tours and live events will generate buzz and showcase platform capabilities. Offline events, such as launch parties or live demonstrations at music festivals, can also reinforce brand visibility. Consistent branding and messaging stress C3’s mission to democratize access to live music, emphasizing the ease, authenticity, and community it fosters.

Ownership and Feedback Loop: The platform's ownership structure should prioritize transparency and responsiveness. Regular surveys and in-app feedback tools enable users to report issues and suggest improvements. Monitoring engagement metrics—such as active users, ticket sales, and social media mentions—guides iterative updates. Long-term sustainability includes expanding features like virtual galleries, merchandise exchanges, and art collaborations, thus fostering a holistic arts community.

Global Vision and Cultural Relevance: While C3 is designed for a global audience, localization features—such as language options, culturally tailored content, and region-specific promotions—ensure relevance in diverse markets. This localization, coupled with a consistent structure and core features, supports widespread adoption and cultural adaptability, much like standardized TV formats that transcend borders while respecting local nuances.

Conclusion: C3’s innovative approach to connecting live performances with audiences, artists, and venues presents a significant advancement in music media platforms. By focusing on verified performances, community engagement, and streamlined access, C3 has the potential to redefine live music consumption, fostering a global community that values immediacy, authenticity, and artistic exchange. Strategic marketing, robust platform design, and continuous adaptation will be essential for the platform’s sustained growth and cultural impact.

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