top of page
Graduation Project 2025
An indie music artist booking app
Koel
About the project
Born out of a creative gap I personally experienced, this project dives into the world of independent music and collaboration. It explores how design can bridge real-life disconnects between talent and opportunity. What started as a small idea grew into something with real potential, a platform designed to simplify, support, and celebrate the creative journey.
Scope
UX & UI Design
Brand & Identity Design
Industry
Entertainment
IDEATION
Listening to artists is awesome. But
finding one for your event can be troublesome.
Connecting talent,
Creating opportunities.
Despite the growth of the gig economy, there seemed to be a clear disconnect in terms of visibility, authenticity and proximity for creatives that needed to share their passion in a more tangible, sustainable form.
RESEARCH
Let's understand the evolution &
impact of gig economy
The gig economy has seen a remarkable transformation over the past two decades. The gig model has evolved into a dynamic, tech-enabled ecosystem driven by platforms like Uber, Fiverr, Upwork, Airbnb and many others. This shift was propelled by the rise of digital technologies both from companies and individuals.
30%
Freelancers work in the web & graphic design world
49%
Gig workers said the ability to set their own working hours is the most important factor
36%
Freelancers do it as a full-time job
84%
Freelancers are living their preferred lifestyle
Spotting the real struggles
These artists pour their heart and soul into their work, only to find it dismissed or overlooked by a society that often prioritizes more practical or mainstream pursuits. This lack of recognition not only affects the artists’ self-esteem but also has a significant impact on their ability to make a living from their craft. Let's see what was heard from them.
"I feel the need to market and promote myself so much because otherwise people won’t be able to find me as this industry is so scattered"
“Being an independent artist, I spend more time chasing payments and managing logistics than actually performing.”
“I feel burnt out sometimes. Everything is on me, be it performing, promoting, managing.”
"People expect me to perform for free or for 'exposure'; that’s not fair."
Challenges to address
As I dug deeper into the gig economy space for independent artists, it became clear that the problem isn't one dimensional. The challenges are spread across the ecosystem from the artists trying to make a living through their talent to the clients looking for reliable performers and even the platforms that aim to connect the two but often fall short.
-
Fragmented opportunites
-
Visiblity & growth
-
Lack of transparency in payment
-
Inconsistent Incomes
-
Hard rely on word of mouth
-
Maintaining a professional portfolio to attract clients
-
Competing with other artists in an oversaturated gig economy
For Artists:
-
Spending too much time searching, verifying, and negotiating with artists
-
Lack of trust in freelancers
-
Struggling finding verified artists
-
Fear of artists canceling last minute or failing to meet expectations
For Clients:
-
Building critical mass for both artists and clients
-
Attracting users and keeping them engaged amid competition
-
Ensuring opportunities are available across regions
For Platforms:
The creative gig economy, particularly for indie artists, holds immense potential but remains largely untapped due to a lack of structured platforms that cater specifically to their needs.
Why solely musicians?
The music industry has undergone a dramatic shift with the rise of the gig economy, empowering independent musicians to work outside traditional record labels and agencies. This trend has created a burgeoning market for freelance and independent artists, allowing them to leverage digital platforms to connect with audiences and clients.
-
Discoverability
-
Competition
-
Lack of platforms
-
Networking gaps
-
Payment issues
-
Portfolio management
-
Scam opportunities
-
Skill visibility
Pain Points For Musicians:
Pain Points For Clients:
-
Identifying talent
-
Quality assurance
-
Budget alignment
-
Communication barriers
-
Verification issues
-
Last-minute cancellations
-
Platform reliability
Getting into their world
It was important to step into the shoes of the very people it aims to serve. Through user personas, journey mapping and real conversations, this phase helped uncover pain points, desires and behavior patterns. It laid the foundation for a product that actually makes sense to the people.
DESIGN
The idea was to go ahead with elements in nature. These could be birds, animals, insects, trees, water bodies or anything in between which was known for in and around music or any type of sound.
Why this works:
The most known thing in nature that is known for music / sound is the bird koel; a songbird known for its melodious calls.
It is simple, easily recognizable, strong recognition and connection with melody & music. It is a safe choice for both artists & clients. It has cross- cultural appeal as it is universally recognized.
Welcome to KOEL, an artist booking platform connecting indie musicians with potential clients for each. KOEL is more than just an app, it’s a space built for independent music artists and the people who want to discover and work with them. Whether you’re an artist looking for your next gig or someone planning an event and in search of the perfect live performance, koel connects the dots.
Let the music find you
Tone of Voice:
The tone of voice is exactly how the bird suggests. Just how Koel is known for music, connections, softness, inviting and melodies, KOEL speaks like a friend who understands the highs and lows of the creative journey in warm and empathetic tone.
The vision is to build a thriving ecosystem where music flows freely, artists are celebrated, and every performance, no matter how big or small, finds its perfect stage.
Vision:
Misson:
The mission is to empower independent music artists by bridging the gap between talent and opportunity; offering a seamless, transparent, and soulful platform where artists can be discovered, appreciated, and booked with ease.
CONNECT | COMMUNICATE | COLLABORATE
Composing KOEL
BRANDING
In the heart of every celebration, there’s a song waiting to be sung. Inspired by the Indian Koel bird, known for its enchanting voice that brings joy to new beginnings, Koel is where events come alive with music.
.png)
.png)
KOEL for you
Go ahead! Tap around.
Next
bottom of page