At the time the SoundCloud the org was split into Listeners and Creators. In my free time I started analysing what was deemed the best case scenario on SoundCloud, which began my research and development around a new segment Curators.
Initially with the insights team and user research team I identified 5 types of curators which lead to in person co creation interviews and curator personas. The products I led product development on after this were playlist stats, editing, label driven playlists, and a creator landing page redesign. This research also helped fuel the home page content strategy of the app which was developed by the Listener org.
I also co created Next Wave a marketing concepts for curated playlists based on local curation scenes. I believe a big part of building anything is understanding the culture you are working with and assisting within the ethos of that culture.