The Mix at SXSW

OPPORTUNITY
The Mix, an emerging music business editorial platform, is dedicated to promoting Musixmatch Pro, a powerful solution for artists to comprehensively manage their lyrics. The Mix has a dual mission: positioning Musixmatch Pro as an artist-centric brand and cultivating a vibrant music business culture.

SOLUTION
To launch the platform, we partnered with four artists from Musixmatch's global community and brought them to South by Southwest, an annual festival celebrating music and technology in Austin, Texas. For each artist, we curated a music session, a podcast episode, and an iconic portrait, collecting valuable content to share their work and insights through The Mix's blog, newsletter, social media, and Slack channel.

The video sessions feature a unique blend of warm and cool colors. The concept behind the portraits is to project the artists' heartfelt lyrics onto their own personas, emphasizing the artists while showcasing Musixmatch's expertise in the field of lyrics. The use of LED lights nods to the world of live music festivals, infusing both static and video content with an electrifying vibe.



Client: Musixmatch
My role: Art Direction, Graphic Design
Artist Community Manager: Cari Quoyeser
Project Manager: Daniele Giliberto
Production: 3rd + Lamar
Year: 2022