The present report aims to deliver recommendations for the future development of Resident Advisor, an international online music magazine and community platform. It provides two million readers a month with relevant content related to electronic music.
Additionally, it offers a range of services on Business-to-Business and Business-to-Consumer level.
The recommendations are based on qualitative as well as relevant secondary research. Five in-depth interviews had been conducted focusing on registered and active members of the Resident Advisor.
The interview schedule intends to capture members’ attitudes, needs, experiences and behaviours. Furthermore, Resident Advisor’s competitors had been analysed to gain an understanding what the industry offers as standard services.
Key findings showed, that members trust and value Resident Advisor as a high quality magazine for electronic underground music and therefore reading it regularly as source of information and stimulation.
However, members complement their experience by reading other music magazines and using additional multimedia channels such as social media networks, music streaming or video services. Moreover, they demand for an improved usability and availability of Resident Advisor.
Table of Contents
1.1. Executive Summary
2. Resident Advisor – Background
2.1. Classification
2.2. User Groups and Functions
2.3. Competitors
3. Qualitative Analyse
3.1. Target Group
3.2. Interview Schedule
4. Key Findings
5. Recommendations for Resident Advisor
5.1. Extend Music and Video Service Integration
5.2. Define and Improve Member Functions
5.3. Develop Mobile Application
5.4. Build strong Social Media Channels
5.5. Increase Usability
6. Conclusion
7. Reference List
8. Appendix
8.1. Appendix 1 - Classification of Electronic Music
8.2. Appendix 2 - Interview #1
8.3. Appendix 3 - Interview #2
8.4. Appendix 4 - Interview #3
8.5. Appendix 5 - Interview #4
8.6. Appendix 6 - Interview #5
Research Objectives and Themes
The report aims to provide strategic recommendations for the future development of Resident Advisor, an international online music magazine and community platform. The primary research question explores how the magazine can enhance user satisfaction, increase traffic, and remain competitive by optimizing its digital operations and community functions based on qualitative feedback from its core members.
- Analysis of user behavior and requirements within the electronic music community.
- Evaluation of industry standards and competitor strategies in the music magazine sector.
- Improvement of multimedia integration to enhance the overall user experience.
- Strategic development of member-specific functions and mobile accessibility.
- Optimization of social media marketing and website usability.
Excerpt from the Book
5.1. Extend Music and Video Service Integration
RA’s written content should be consistently complemented by music and video service integration to facilitate the overall user experience, attract the reader, increase traffic and raise involvement. Despite the fact that the magazine does already follow a multimedia approach integrating SoundCloud, Mixcloud and Youtube, members perceive the overall integration as less stimulating. As found through the in-depth interviews users demand for more videos, streams and music services and even claimed that some pages miss appropriate multimedia content.
Therefore content related to a particular artist, label, event, club, single or album should aim for an increased multimedia integration. As suggested in Chart 5 the original news feed could be improved by adding a playlist from the presented label to stimulate readers that are not familiar with the label to directly listen to it.
Moreover, most important for interviewed members is the availability of musical integration on artists chart and track lists. As presented in chart 6, the exemplary artist’s profile ‘Shed’ has rarely integrated music services on its track list available. It is recommended to make all tracks available and in some cases offer further multimedia content such as live streams from Youtube or other channels. Likewise, the top 10 DJ’s from 2014 are missing audio content in charts and track lists which is unsatisfying for interviewed members.
Summary of Chapters
1.1. Executive Summary: Provides an overview of the report's purpose, research methodology, key findings regarding member needs, and a summary of core recommendations for Resident Advisor.
2. Resident Advisor – Background: Classifies Resident Advisor as an e-business and details the various user groups and the specific functions offered to them, such as news feeds, ticketing, and profile management.
2.1. Classification: Describes Resident Advisor's position within the Business-to-Consumer and Business-to-Business sectors as an online magazine and community platform.
2.2. User Groups and Functions: Outlines the diverse user base—including readers, members, promoters, clubs, artists, and labels—and the specific features available to each group.
2.3. Competitors: Analyzes the market position of Resident Advisor relative to competitors like Mixmag, DJ Mag, and others, highlighting the importance of the platform's unique approach.
3. Qualitative Analyse: Explains the research methodology, specifically focusing on five in-depth interviews conducted with active members to gather insights on habits and needs.
3.1. Target Group: Defines the selection criteria for the interview participants, focusing on members aged 20 to 30 to understand their interactions with the platform.
3.2. Interview Schedule: Presents the questionnaire structure used to guide the interviews, covering demographics, interests, website behavior, and needs.
4. Key Findings: Summarizes the core insights from the research, noting that ticketing is a primary driver for membership and that users desire more integrated multimedia and personalized features.
5. Recommendations for Resident Advisor: Offers actionable strategies to improve the magazine's digital ecosystem, including service integration and user experience enhancements.
5.1. Extend Music and Video Service Integration: Proposes better integration of streaming services like SoundCloud and YouTube into news feeds and artist profiles.
5.2. Define and Improve Member Functions: Recommends streamlining member functions and personalizing the news feed to increase platform engagement.
5.3. Develop Mobile Application: Argues that a mobile app is essential to align with industry trends and meet user demand for on-the-go accessibility.
5.4. Build strong Social Media Channels: Suggests a refined social media strategy to boost brand awareness and traffic through consistent and relevant multi-channel communication.
5.5. Increase Usability: Recommends layout improvements, such as increasing visual consistency and reducing excessive scrolling, to improve the intuitive nature of the website.
6. Conclusion: Summarizes the final verdict that while Resident Advisor is highly valued, adopting these recommendations is crucial for maintaining a competitive, profitable, and holistic digital experience.
Keywords
Resident Advisor, E-Commerce, Online Music Magazine, Electronic Music, User Experience, Qualitative Research, Digital Strategy, Multimedia Integration, Member Functions, Social Media Marketing, Website Usability, Mobile Application, Ticket Sales, User Engagement, Brand Awareness.
Frequently Asked Questions
What is the primary focus of this assignment?
The assignment focuses on analyzing the digital operations of Resident Advisor, an online music magazine, to provide recommendations for future development based on qualitative user research.
Who is the target audience for Resident Advisor?
The platform targets a global audience of music fans, club-goers, DJs, producers, promoters, and music labels interested in the electronic music scene.
What is the main objective of the proposed recommendations?
The goal is to create a holistic digital experience that increases user satisfaction, traffic, and platform involvement, ultimately ensuring the magazine remains competitive and profitable.
What methodology was used to gather insights?
The research employed a qualitative method, consisting of five in-depth interviews with registered, active members aged 20 to 30.
What are the key findings regarding current user behavior?
The research found that members primarily value the site for ticketing and event listings, but they are often dissatisfied with the lack of integrated multimedia content and the website's complex navigation.
Which criteria characterize Resident Advisor according to the report?
The report highlights Resident Advisor as an "underground" music magazine that effectively combines content with a self-maintained platform for business parties, though it faces competition from other genre-focused publications.
Why is the development of a mobile application recommended?
A mobile application is recommended to align with industry standards, cater to the high demand for on-the-go access, and provide an opportunity to track user behavior for more efficient advertisement targeting.
How does the report suggest improving website usability?
The report suggests increasing visual consistency across web pages, implementing dropdown menus to minimize extensive scrolling, and improving the efficiency of index listings for artists and clubs.
- Quote paper
- Julia Zöllner (Author), 2015, Ecommerce Operations. Critical Analysis of the Online Music Magazine "Resident Advisor", Munich, GRIN Verlag, https://www.grin.com/document/301006
