Europes biggest telco wanted to identify emerging trends at the intersection of art and technology. We conduct seminars, a podcast, and a publication exploring weak signals in art and tech.
Background
Pop music extends beyond mere entertainment; it serves as a reflection and catalyst for social change, revealing and negotiating social issues, challenging the status quo, and shaping public awareness about alternative lifestyles and new realities. The ‘Akademie für Populäre Musik’ (Academy of Popular Music), along with the POLYTON platform and an annual musician-voted music award, aims to establish a foundation for recognizing, connecting, and amplifying pop musicians in the public sphere. POLYTON signifies social transformation and highlights the plurality of voices that shape today’s musical landscape.
We develop the strategic framework in close collaboration with Studio YUKIKO.
Challenges
Strategic Positioning
Developing a new platform that not only supports but also amplifies the diverse voices in pop music, reflecting its role as a societal catalyst.
Pricing Mechanism
Creating an award structure that avoids traditional commercial biases and gatekeeping, ensuring a democratic and inclusive process.
Brand Narrative
Crafting a compelling and unique brand identity that resonates with both musicians and the public, emphasizing the harmonious interplay of diverse musical identities.
Approach
The approach to launching POLYTON involved a comprehensive strategy encompassing naming, visual identity, and the creation of a democratic award system. This collaborative effort included musicians, mental health advisors, sound engineers, and creative directors to ensure an inclusive and authentic representation.
Strategy Development
In collaboration with the Academy of Popular Music, a strategic framework was established to underpin all aspects of POLYTON. This included defining the platform’s mission, values, and objectives, with a focus on inclusivity, artistic appreciation, and socio-political relevance.
Democratic Award Mechanism
A key component was the development of a novel voting system for the POLYTON award. Unlike traditional industry or public prizes, this award is decided by musicians and music professionals, for musicians and music professionals, thus eliminating commercial gatekeeping and ensuring that the criteria for evaluation are centered on creativity and peer recognition.
Solutions
Inclusive and Reflective Strategy
POLYTON’s strategy emphasized its role as a platform for social change and diversity in pop music. By focusing on the intersectional impact of music and providing a forum for underrepresented voices, POLYTON positioned itself as a progressive force within the music industry.
Innovative Pricing Mechanism
The award structure was designed to be transparent and democratic, reflecting the values of fairness and peer recognition. This approach not only bolstered the credibility of the award but also encouraged broader participation from the artistic community.
Compelling Brand Narrative
The visual identity, rooted in the concept of cymatics, effectively communicated POLYTON’s ethos of harmony and diversity. This narrative was consistently integrated across all brand touchpoints, reinforcing the platform’s unique position in the music industry.
Outcome
The successful launch of POLYTON culminated in the first-ever POLYTON awards ceremony on November 17, 2023, at Atelier Gardens in Berlin. This event showcased the platform’s commitment to recognizing and celebrating artistic achievements and the socio-political relevance of today’s pop music. By involving musicians directly in the evaluation process, POLYTON fostered a sense of community and mutual appreciation within the industry.
POLYTON’s launch demonstrates the power of a well-crafted strategy, innovative pricing mechanisms, and a strong brand narrative in establishing a new and impactful presence in the music industry. By aligning with the values of inclusivity, diversity, and artistic integrity, POLYTON has set a new standard for music awards and platforms, highlighting the enduring significance of pop music as a force for social change.