Case Study: Crate Digs
Revolutionising the Music Experience: The Crate Digs Story
In 2019/2020, as the global pandemic swept, the music industry faced unprecedented challenges. Amidst the chaos, a passionate music enthusiast embarked on a remarkable journey that would eventually transform into an innovative digital venture – Crate Digs.
Discovering a New Path
Crate Digs' journey began with a unique blend of a love for music and digital design. What started as a humble podcast project, featuring curated Spotify tracks reissued on Soundcloud, soon encountered challenges as Spotify clamped down on such endeavors. Then, the idea of an online broadcast fundraiser for NHS workers emerged.
From Broadcasts to Ambitious Dreams
The success of the fundraiser, coupled with enthusiastic responses from friends and listeners, sparked conversations that led to the birth of Crate Digs Radio. With determination in mind, we decided to build it ourselves.
Technical Mastery: Setting Up the Online Radio Server
The technical aspect was no small feat. We set up a Shoutcast server and streamlined streaming via open-source software. Sharing our knowledge, we created learning documents for others on its usage, download, and sound card/software integration. We needed a user-friendly platform, so we crafted a mobile-first website with integrated media players.
Crate Digs' Online Hub
Our website, built with a mobile-first approach, catered to our predominantly mobile audience. We extended our services to Amazon Alexa in the UK, making it accessible to a wider audience. Utilising Ghost, we developed a content management system, fostering collaboration by allowing others to contribute. The website featured a chat function and a Google Calendar schedule. DJ profiles automatically displayed when they went live, enhancing the user experience.
A Global Community of Artists
As Crate Digs grew, it welcomed a diverse array of artists and groups—68 in total—from around the world, including Los Angeles, New York, London, Melbourne, and more. The DJ roster and scheduling became a monumental task.
The Ethos of Crate Digs
Crate Digs' ethos was clear: it celebrated music exploration. Egos had no place, and there was no right or wrong—just a shared passion for music and the celebration of diverse cultures. At one point, we even contemplated running two servers simultaneously due to our rapid expansion.
The Evolution: Introducing the App
The next logical step was the creation of the Crate Digs app. Responding to listener and DJ requests for a more accessible platform, we made it a reality. We understood the need for licensing and ensured our compliance with PRS/PPL. Using the Ionic framework, we developed the app, simplifying the process of embedding the web player URL into a media component. The app was subsequently published on Apple and Google platforms.
Building the Brand
To expand our reach, we built a social media presence on Instagram. We designed and distributed image assets to DJs, empowering them to promote Crate Digs across their own social media channels. While we dabbled in merchandise sales, it was a learning experience, and we reflected on potentially offering products for free with the benefit of hindsight.
Trying to market the brand through merch and stickers
Crate Digs as a Product
With the help of my partner, Eve, we transitioned Crate Digs into a more structured project, setting goals, budgets, and targets. Our focus shifted from profit to covering running costs and fostering a community.
A Pause, Not Goodbye
As pandemic restrictions eased, people's priorities shifted, and Crate Digs gradually went into hiatus. Nevertheless, the experience was invaluable, teaching us about team management, app development, and marketing. Crate Digs remains a cherished part of our journey, and the future holds potential for its revival—perhaps even in the form of a record shop with coffee, cocktails, and a dance floor.
A Heartfelt Thanks
Special thanks go to Trimmy, Duncan, Ali, Scottie, and others who dedicated their time and support. Chaz and Ashley's encouragement in the early stages set this incredible journey in motion.
