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Case Study

Playlister

Transforming music curation into enterprise-grade infrastructure

An internal tool that started as a quick fix for playlist curation ended up transforming how a major record label managed, optimised and scaled its catalogue across global streaming platforms. We led the strategy, design and build of a platform that supported everything from day-to-day curation to the release of fixed playlists as streaming-only products; delivering new revenue, creative control, and operational efficiency.

Product innovation

Product strategy

Product design

User Interface/Experience Platform architecture

The Challenge

Curation was slow, fragmented and focused only on Spotify. The label needed a shared platform to manage playlists, unlock data and replace a major revenue stream.

Our Solution

We built a scalable platform for playlist creation, automation and syndication. It replaced manual work and enabled both dynamic and fixed playlists across services.

The Impact

The platform powered over 200 releases a week, boosted engagement by up to 77 percent and delivered more than $100 million euros in new streaming revenue.

Strategic Process

A modular approach from insight to implementation

Phase 1

Discovery

Uncovering the real barriers to playlisting at scale

Before anything could be designed or built, we needed to understand the full scope of the problem. We spoke to teams across markets, labels and central functions to map existing workflows, tools, bottlenecks and business risks. What emerged was a clear picture of the fragmentation, duplication and opportunity buried inside the label’s global playlisting operations.

Key insights

-

Curation was handled independently across teams, with no shared visibility

-

Legacy workflows relied on manual processes and unstructured metadata

-

Existing tools were built around Spotify only, limiting multi platform support

-

Data was underused, with decisions driven by habit rather than insight

People & Process

No shared system for playlist tracking

Curation decisions vary market to market

Email and spreadsheets are still the norm

Local teams duplicate playlists unknowingly

No standard onboarding for new curators

Editorial vs commercial goals often misaligned

Some playlists live on personal accounts

Central teams lack visibility on local output

No one owns end to end workflow

Tools & Technology

Legacy tools built around Spotify only

No way to syndicate playlists beyond manual uploads

Data lives in disconnected spreadsheets

No search function for existing playlists

Tags not used consistently (if at all)

Track suggestion tools do not exist

No API for artist or label sites

No audit trail for changes or ownership

Reordering tracks = manual process

Content & Catalogue

Huge gaps in catalogue coverage across services

Fixed playlists live outside any system

Repertoire experts working in isolatio

Hundreds of playlists with no engagement

Regional genres not represented consistently

Metadata inconsistencies block syndication

Local naming conventions limit discovery

Mood and theme tags underused

No feedback loop from DSPs

Opportunity & Risk

Fixed playlist revenue tied to third party

Editorial teams unable to scale output

Duplication hurts audience growth

No visibility into what is working

Missed opportunities beyond Spotify

Slower time to market vs competitors

Playlists not optimised for SEO

Search indexing opportunity not captured

Risk of losing key revenue stream if FP partnership ends

Results

50+

Hours - of interviews with curators, editors and central teams

1000’s

Of playlists - created but often unmanaged or duplicated

30+

Teams - creating playlists across the globe in silos

Phase 2

Definition

Turning fragmented workflows into a unified product vision

With the pain points clear, we moved into shaping what the solution needed to be. This phase focused on aligning business needs with user requirements, translating messy day to day realities into a coherent product strategy. We mapped out core use cases, defined feature sets, and created a modular system blueprint that could flex for local needs while scaling globally.

Key Features required

-

A shared global playlist database with roles and permissions

-

Fixed and dynamic playlist creation as distinct modes

-

Syndication to multiple DSPs from a single interface

-

Optimisation layer with predictive track ordering and performance data

-

CMS and API framework to power apps, smart links and consumer playback

Results

5

Key modules - defined to support end-to-end playlisting

30+

User stories - developed from interviews and workflows

1

Shared vision - agreed across product, editorial and commercial teams

Requirement

Functionality

BRAND TITLE:

Can edit

PLAYLIST NAME

Can edit

PLAYLIST DESCRIPTION

100 character optimal

ADD ART

Approved artwork

PRIMARY OWNER

Selection by approved staff

SECONDARY OWNER

Selection by approved staff

SELECT STREAMING SERVICE

Multi selection

FND TRACKS

Search / Filter genre / select lobel

ADD TAGGING

Display Genre / Mood / Artist / There

PLAYLIST CREATION

Display: Morket / Track voure / Playlist length / Track nome &e ortist

Phase 3

Design

Designing for scale, speed and simplicity

With the product definition locked, we moved into UX and UI design. The challenge was to create an interface flexible enough for global teams, but focused enough to support fast, everyday use. We worked in close collaboration with curators, product leads and developers to prototype core journeys, streamline common tasks and bring complex capabilities into a simple, modular interface.

Key Features required

-

Modular layout built around the five core functions

-

Clean UI that works across workflows

-

Smart defaults to reduce decision fatigue and speed up curation

-

User roles, tagging and audit trails built into the design layer

Results

40+

Wireframes - prototyped across platform modules and user journeys

12

Test sessions - held with teams in key global markets

1

Design system - created to support future features and frontend sms

Lo-fi wireframing

VALIDATION

Phase 4

Validation

Testing the system with real teams and real data

With designs in place, we moved into hands on validation. This phase focused on pressure testing the system with real users, real playlists and real constraints. We ran playtests across teams, tracked behaviours, and used early integrations to simulate workflows. What we learned shaped everything from feature prioritisation to onboarding, automation defaults and performance tracking.

Key Features required

-

Interactive prototypes tested with live playlists and user data

-

Early integrations used to trial playlist creation and syndication

-

Feedback loops built into tagging, automation and optimisation tools

-

Onboarding and training refined based on observed user behaviour

Results

90%

Of Deezer - classical browse slots populated after syndication

8

Pilot teams - onboarded across editorial, curation and catalogue

800+

Playlists - syndicated during the test phase

Hi-fi prototype

VALIDATION

Phase 5

Implimentation

Rolling out the system and scaling global adoption

With the platform built and validated, we moved into implementation. This phase focused on rolling out Playlister across markets, onboarding teams, and scaling up fixed playlist creation. We set up tooling, training and support to help local editors adopt new workflows and replace legacy systems. The result was a fast, coordinated shift from siloed curation to a connected global operation.

Key Features

-

Fixed playlist builder launched to support streaming only compilations

-

Tagging and taxonomy standards embedded to support SEO and analytics

-

MS and API rollout powering own playlist brand websites with partner integrations

-

Optimisation layer with predictive track ordering and performance data

-

Central operations support and training materials built for scale

Results

200+

Fixed playlists -

released weekly at peak adoption

77%

Uplift - in engagement on optimised playlists

$100m+

Incremental - streaming revenue delivered

< / >

IMPLIMENTATION

Transformative Results

Measurable impact across all key performance indicators

1

Global system

adopted across dozens of teams and markets

5

Core modules

powering the full playlist supply chain

200+

Playlists

released each week

77%

Uplift

in playlist engagement through optimisation tools

>$100m

Incremental

streaming revenue generated

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ADDRESS

71-75 Shelton Street

Covent Garden

London

WC2H 9JQ

CONTACT

020 8226 0474

info@wearediverge.com

SOCIAL

Spotify

LinkedIn

Product. Design. Brand. Technology.

© 2025 Diverge Ltd, Registered in England

No. 15396926, VAT No. 462 1505 18

Work

About

Contact

Case Study

Playlister

Transforming music curation into enterprise-grade infrastructure

An internal tool that started as a quick fix for playlist curation ended up transforming how a major record label managed, optimised and scaled its catalogue across global streaming platforms. We led the strategy, design and build of a platform that supported everything from day-to-day curation to the release of fixed playlists as streaming-only products; delivering new revenue, creative control, and operational efficiency.

Product innovation

Product strategy

Product design

User Interface/Experience Platform architecture

The Challenge

Curation was slow, fragmented and focused only on Spotify. The label needed a shared platform to manage playlists, unlock data and replace a major revenue stream.

Our Solution

We built a scalable platform for playlist creation, automation and syndication. It replaced manual work and enabled both dynamic and fixed playlists across services.

The Impact

The platform powered over 200 releases a week, boosted engagement by up to 77 percent and delivered more than $100 million euros in new streaming revenue.

Strategic Process

A modular approach from insight to implementation

Phase 1

Discovery

Uncovering the real barriers to playlisting at scale

Before anything could be designed or built, we needed to understand the full scope of the problem. We spoke to teams across markets, labels and central functions to map existing workflows, tools, bottlenecks and business risks. What emerged was a clear picture of the fragmentation, duplication and opportunity buried inside the label’s global playlisting operations.

Key insights

-

Curation was handled independently across teams, with no shared visibility

-

Legacy workflows relied on manual processes and unstructured metadata

-

Existing tools were built around Spotify only, limiting multi platform support

-

Data was underused, with decisions driven by habit rather than insight

People & Process

No shared system for playlist tracking

Curation decisions vary market to market

Email and spreadsheets are still the norm

Local teams duplicate playlists unknowingly

No standard onboarding for new curators

Editorial vs commercial goals often misaligned

Some playlists live on personal accounts

Central teams lack visibility on local output

No one owns end to end workflow

Tools & Technology

Legacy tools built around Spotify only

No way to syndicate playlists beyond manual uploads

Data lives in disconnected spreadsheets

No search function for existing playlists

Tags not used consistently (if at all)

Track suggestion tools do not exist

No API for artist or label sites

No audit trail for changes or ownership

Reordering tracks = manual process

Content & Catalogue

Huge gaps in catalogue coverage across services

Fixed playlists live outside any system

Repertoire experts working in isolatio

Hundreds of playlists with no engagement

Regional genres not represented consistently

Metadata inconsistencies block syndication

Local naming conventions limit discovery

Mood and theme tags underused

No feedback loop from DSPs

Opportunity & Risk

Fixed playlist revenue tied to third party

Editorial teams unable to scale output

Duplication hurts audience growth

No visibility into what is working

Missed opportunities beyond Spotify

Slower time to market vs competitors

Playlists not optimised for SEO

Search indexing opportunity not captured

Risk of losing key revenue stream if FP partnership ends

Results

50+

Hours - of interviews with curators, editors and central teams

1000’s

Of playlists - created but often unmanaged or duplicated

30+

Teams - creating playlists across the globe in silos

Phase 2

Definition

Turning fragmented workflows into a unified product vision

With the pain points clear, we moved into shaping what the solution needed to be. This phase focused on aligning business needs with user requirements, translating messy day to day realities into a coherent product strategy. We mapped out core use cases, defined feature sets, and created a modular system blueprint that could flex for local needs while scaling globally.

Key Features required

-

A shared global playlist database with roles and permissions

-

Fixed and dynamic playlist creation as distinct modes

-

Syndication to multiple DSPs from a single interface

-

Optimisation layer with predictive track ordering and performance data

-

CMS and API framework to power apps, smart links and consumer playback

Results

5

Key modules - defined to support end-to-end playlisting

30+

User stories - developed from interviews and workflows

1

Shared vision - agreed across product, editorial and commercial teams

Requirement

Functionality

BRAND TITLE:

Can edit

PLAYLIST NAME

Can edit

PLAYLIST DESCRIPTION

100 character optimal

ADD ART

Approved artwork

PRIMARY OWNER

Selection by approved staff

SECONDARY OWNER

Selection by approved staff

SELECT STREAMING SERVICE

Multi selection

FND TRACKS

Search / Filter genre / select lobel

ADD TAGGING

Display Genre / Mood / Artist / There

PLAYLIST CREATION

Display: Market / Track volume / Playlist length / Track name & artist

Phase 3

Design

Designing for scale, speed and simplicity

With the product definition locked, we moved into UX and UI design. The challenge was to create an interface flexible enough for global teams, but focused enough to support fast, everyday use. We worked in close collaboration with curators, product leads and developers to prototype core journeys, streamline common tasks and bring complex capabilities into a simple, modular interface.

Key Features required

-

Modular layout built around the five core functions

-

Clean UI that works across workflows

-

Smart defaults to reduce decision fatigue and speed up curation

-

User roles, tagging and audit trails built into the design layer

Results

40+

Wireframes - prototyped across platform modules and user journeys

12

Test sessions - held with teams in key global markets

1

Design system - created to support future features and frontend sms

Lo-fi wireframing

VALIDATION

Phase 4

Validation

Testing the system with real teams and real data

With designs in place, we moved into hands on validation. This phase focused on pressure testing the system with real users, real playlists and real constraints. We ran playtests across teams, tracked behaviours, and used early integrations to simulate workflows. What we learned shaped everything from feature prioritisation to onboarding, automation defaults and performance tracking.

Key Features required

-

Interactive prototypes tested with live playlists and user data

-

Early integrations used to trial playlist creation and syndication

-

Feedback loops built into tagging, automation and optimisation tools

-

Onboarding and training refined based on observed user behaviour

Results

90%

Of Deezer - classical browse slots populated after syndication

8

Pilot teams - onboarded across editorial, curation and catalogue

800+

Playlists - syndicated during the test phase

Hi-fi prototype

VALIDATION

Phase 5

Implimentation

Rolling out the system and scaling global adoption

With the platform built and validated, we moved into implementation. This phase focused on rolling out Playlister across markets, onboarding teams, and scaling up fixed playlist creation. We set up tooling, training and support to help local editors adopt new workflows and replace legacy systems. The result was a fast, coordinated shift from siloed curation to a connected global operation.

Key Features

-

Fixed playlist builder launched to support streaming only compilations

-

Tagging and taxonomy standards embedded to support SEO and analytics

-

MS and API rollout powering own playlist brand websites with partner integrations

-

Optimisation layer with predictive track ordering and performance data

-

Central operations support and training materials built for scale

Results

200+

Fixed playlists -

released weekly at peak adoption

77%

Uplift - in engagement on optimised playlists

$100m+

Incremental - streaming revenue delivered

< / >

IMPLIMENTATION

Transformative Results

Measurable impact across all key performance indicators

1

Global system

adopted across dozens of teams and markets

5

Core modules

powering the full playlist supply chain

200+

Playlists

released each week

77%

Uplift

in playlist engagement through optimisation tools

>$100m

Incremental

streaming revenue generated

Icons

Other Projects

Icons

Connect with us to explore your project's potential.

Icons

ADDRESS

71-75 Shelton Street

Covent Garden

London

WC2H 9JQ

CONTACT

020 8226 0474

info@wearediverge.com

SOCIAL

Spotify

LinkedIn

Product. Design. Branding. Technology.

© 2025 Diverge Ltd, Registered in England No. 15396926, VAT No. 462 1505 18

Work

About

Contact

Case Study

Playlister

Transforming music curation into enterprise-grade infrastructure

An internal tool that started as a quick fix for playlist curation ended up transforming how a major record label managed, optimised and scaled its catalogue across global streaming platforms. We led the strategy, design and build of a platform that supported everything from day-to-day curation to the release of fixed playlists as streaming-only products; delivering new revenue, creative control, and operational efficiency.

Product innovation

Product strategy

Product design

User Interface/Experience Platform architecture

The Challenge

Curation was slow, fragmented and focused only on Spotify. The label needed a shared platform to manage playlists, unlock data and replace a major revenue stream.

Our Solution

We built a scalable platform for playlist creation, automation and syndication. It replaced manual work and enabled both dynamic and fixed playlists across services.

The Impact

The platform powered over 200 releases a week, boosted engagement by up to 77 percent and delivered more than $100 million euros in new streaming revenue.

Strategic Process

A modular approach from insight to implementation

Phase 1

Discovery

Uncovering the real barriers to playlisting at scale

Before anything could be designed or built, we needed to understand the full scope of the problem. We spoke to teams across markets, labels and central functions to map existing workflows, tools, bottlenecks and business risks. What emerged was a clear picture of the fragmentation, duplication and opportunity buried inside the label’s global playlisting operations.

Key insights

-

Curation was handled independently across teams, with no shared visibility

-

Legacy workflows relied on manual processes and unstructured metadata

-

Existing tools were built around Spotify only, limiting multi platform support

-

Data was underused, with decisions driven by habit rather than insight

Content & Catalogue

Huge gaps in catalogue coverage across services

Fixed playlists live outside any system

Repertoire experts working in isolatio

Hundreds of playlists with no engagement

Regional genres not represented consistently

Metadata inconsistencies block syndication

Local naming conventions limit discovery

Mood and theme tags underused

No feedback loop from DSPs

Opportunity & Risk

Fixed playlist revenue tied to third party

Editorial teams unable to scale output

Duplication hurts audience growth

No visibility into what is working

Missed opportunities beyond Spotify

Slower time to market vs competitors

Playlists not optimised for SEO

Search indexing opportunity not captured

Risk of losing key revenue stream if FP partnership ends

People & Process

No shared system for playlist tracking

Curation decisions vary market to market

Email and spreadsheets are still the norm

Local teams duplicate playlists unknowingly

No standard onboarding for new curators

Editorial vs commercial goals often misaligned

Some playlists live on personal accounts

Central teams lack visibility on local output

No one owns end to end workflow

Tools & Technology

Legacy tools built around Spotify only

No way to syndicate playlists beyond manual uploads

Data lives in disconnected spreadsheets

No search function for existing playlists

Tags not used consistently (if at all)

Track suggestion tools do not exist

No API for artist or label sites

No audit trail for changes or ownership

Reordering tracks = manual process

Results

50+

Hours - of interviews with curators, editors and central teams

1000’s

Of playlists - created but often unmanaged or duplicated

30+

Teams - creating playlists across the globe in silos

Phase 2

Definition

Turning fragmented workflows into a unified product vision

With the pain points clear, we moved into shaping what the solution needed to be. This phase focused on aligning business needs with user requirements, translating messy day to day realities into a coherent product strategy. We mapped out core use cases, defined feature sets, and created a modular system blueprint that could flex for local needs while scaling globally.

Key Features required

-

A shared global playlist database with roles and permissions

-

Fixed and dynamic playlist creation as distinct modes

-

Syndication to multiple DSPs from a single interface

-

Optimisation layer with predictive track ordering and performance data

-

CMS and API framework to power apps, smart links and consumer playback

Results

5

Key modules - defined to support end-to-end playlisting

30+

User stories - developed from interviews and workflows

1

Shared vision - agreed across product, editorial and commercial teams

Requirement

Functionality

BRAND TITLE:

Can edit

PLAYLIST NAME

Can edit

PLAYLIST DESCRIPTION

100 character optimal

ADD ART

Approved artwork

PRIMARY OWNER

Selection by approved staff

SECONDARY OWNER

Selection by approved staff

SELECT STREAMING SERVICE

Multi selection

ADD TAGGING

Display Genre / Mood / Artist / There

FND TRACKS

Search / Filter genre / select lobel

PLAYLIST CREATION

Display: Market / Track volume / Playlist length / Track name & artist

Phase 3

Design

Designing for scale, speed and simplicity

With the product definition locked, we moved into UX and UI design. The challenge was to create an interface flexible enough for global teams, but focused enough to support fast, everyday use. We worked in close collaboration with curators, product leads and developers to prototype core journeys, streamline common tasks and bring complex capabilities into a simple, modular interface.

Key Features required

-

Modular layout built around the five core functions

-

Clean UI that works across workflows

-

Smart defaults to reduce decision fatigue and speed up curation

-

User roles, tagging and audit trails built into the design layer

Results

40+

Wireframes - prototyped across platform modules and user journeys

12

Test sessions - held with teams in key global markets

1

Design system - created to support future features and frontend sms

Lo-fi wireframing

VALIDATION

Phase 4

Validation

Testing the system with real teams and real data

With designs in place, we moved into hands on validation. This phase focused on pressure testing the system with real users, real playlists and real constraints. We ran playtests across teams, tracked behaviours, and used early integrations to simulate workflows. What we learned shaped everything from feature prioritisation to onboarding, automation defaults and performance tracking.

Key Features required

-

Interactive prototypes tested with live playlists and user data

-

Early integrations used to trial playlist creation and syndication

-

Feedback loops built into tagging, automation and optimisation tools

-

Onboarding and training refined based on observed user behaviour

Results

90%

Of Deezer - classical browse slots populated after syndication

8

Pilot teams - onboarded across editorial, curation and catalogue

800+

Playlists - syndicated during the test phase

Hi-fi prototype

VALIDATION

Phase 5

Implimentation

Rolling out the system and scaling global adoption

With the platform built and validated, we moved into implementation. This phase focused on rolling out Playlister across markets, onboarding teams, and scaling up fixed playlist creation. We set up tooling, training and support to help local editors adopt new workflows and replace legacy systems. The result was a fast, coordinated shift from siloed curation to a connected global operation.

Key Features

-

Fixed playlist builder launched to support streaming only compilations

-

Tagging and taxonomy standards embedded to support SEO and analytics

-

MS and API rollout powering own playlist brand websites with partner integrations

-

Optimisation layer with predictive track ordering and performance data

-

Central operations support and training materials built for scale

Results

200+

Fixed playlists -

released weekly at peak adoption

77%

Uplift - in engagement on optimised playlists

$100m+

Incremental - streaming revenue delivered

< / >

IMPLIMENTATION

Transformative Results

Measurable impact across all key performance indicators

1

Global system

adopted across dozens of teams and markets

5

Core modules

powering the full playlist supply chain

200+

Playlists

released each week

77%

Uplift

in playlist engagement through optimisation tools

>$100m

Incremental

streaming revenue generated

Icons

Other Projects

Icons

Connect with us to explore your project's potential.

Icons

ADDRESS

71-75 Shelton Street

Covent Garden

London

WC2H 9JQ

CONTACT

020 8226 0474

info@wearediverge.com

SOCIAL

Spotify

LinkedIn

Product. Design. Branding. Technology.

© 2025 Diverge Ltd, Registered in England No. 15396926, VAT No. 462 1505 18