Gala
LOCATION
United States
TEAM
- 5 × Developers
- 2 × QA Engineer
- 2 × Product Lead
- 2 × Product Designers
- 2 × Animators
- 1 × Stakeholder
- 1 × Product Owner
- 1 × Tech Lead
- 1 × Marketer
PLATFORM
- IOS
- Android
- Web
CONTRIBUTION
- Product Strategy
- User Research
- User Interface Design
- Product Design
- Branding
- Social Media Marketing
- Animation
A music platform where streaming unlocks experiences & rewards.
ABOUT THE COMPANY
Gala is redefining entertainment through a creator-first, decentralized ecosystem spanning Music, Games, Film & VOX. By leveraging blockchain, Gala empowers artists & fans with true ownership of content & experiences. By removing traditional industry barriers, Gala gives communities a direct stake in the entertainment they love, pioneering a more democratized future.
ABOUT THE PRODUCT
Gala Music is an ad free platform where fans go beyond streaming. By supporting artists, fans earn rewards like collectible tracks, concert tickets, exclusive merch, VIP experiences & more. Powered by blockchain, Gala Music connects artists & fans directly; introducing Jukebox Nodes, the $MUSIC token & Gamification to foster a community-driven ecosystem for music consumption & artist promotion.
The Evolution of Music Begins Here...
CONTEXT
Gala Music set out to disrupt & revolutionise music streaming by empowering artists & fans through blockchain. However, the early beta launch revealed significant user experience challenges that hindered the journey — ranging from inconsistent interfaces to unclear reward systems, leading to low retention, engagement & conversion. These friction points diminished the platform experience & major refinement was required to stand out in a saturated, competitive streaming market & cultivate user loyalty.
CONTEXT
Gala Music set out to disrupt & revolutionise music streaming by empowering artists & fans through blockchain. However, the early beta launch revealed significant user experience challenges that hindered the journey — ranging from inconsistent interfaces to unclear reward systems, leading to low retention, engagement & conversion. These friction points diminished the platform experience & major refinement was required to stand out in a saturated, competitive streaming market & cultivate user loyalty.
Gala was founded in 2018 as Gala Games, with the goal of creating a blockchain-based gaming ecosystem
Gala officially launched Gala Music with a high-profile collaboration featuring Snoop Dogg
The early access launch marked a pivotal step in Gala’s mission to disrupt traditional music streaming, engagement & distribution
Gala recruits Lead Designer Ainam Mania to spearhead the transformation of its user experience
Gala Music rolled out its full platform concurrently with the $MUSIC token
IMPACT
At this critical stage in Gala Music’s rollout, in close collaboration with the team, Ainam Mania stepped in to translate Gala's vision into reality, orchestrating Gala Music’s user experience evolution & overhauling key touch points across discovery, interaction & fan-artist participation. We accelerated product development, moving from concept to launch in just 45 days. Since then, each iteration has been shaped by user feedback, data insights & competitive research. The official launch of the platform & $MUSIC token generated major media coverage & strong user engagement, reinforcing Gala Music’s position. The redesign delivered measurable improvements in conversion, retention & growth. The iOS & Android apps achieved 5-star ratings, further validating the impact of the user experience transformation in delivering a successful creator-first, fan-driven music experience.
IMPACT
At this critical stage in Gala Music’s rollout, in close collaboration with the team, Ainam Mania stepped in to translate Gala's vision into reality, orchestrating Gala Music’s user experience evolution & overhauling key touch points across discovery, interaction & fan-artist participation. We accelerated product development, moving from concept to launch in just 45 days. Since then, each iteration has been shaped by user feedback, data insights & competitive research. The official launch of the platform & $MUSIC token generated major media coverage & strong user engagement, reinforcing Gala Music’s position. The redesign delivered measurable improvements in conversion, retention & growth. The iOS & Android apps achieved 5-star ratings, further validating the impact of the user experience transformation in delivering a successful creator-first, fan-driven music experience.
6.8
platform streams
88
top artists
162
account holders
13
track owners
94
token holders
25
Jukebox Nodes
73
cumulative installs: platform growth
36
increase in sign-up: user acquisition KPI
44
increase in "Live Party" engagement
16
increase in "Listening Party" engagement
66
increase in user retention/engagement
71
increase in platform user experience
300
avg daily listeners
100
curated playlists
1280
gifts per live show
10
new gala wallets
1,000
transactions per week
7
live shows per week
▶ Leila Steinberg 2:19
Renowned for work with legends like Tupac Shakur & Earl Sweatshirt unveils unexpected venture with Gala Music.
▶ Snoop Dogg 0:40
Following recent acquisition of Label Death Row Records, announces partnership & plans with Gala Games.
▶ Jordin Sparks 0:28
Grammy-nominated, multi-platinum singer, songwriter & actress partners with Gala Music for an artist exclusive.
▶ Brray 0:50
Latin artist details how Gala Music is flipping the script, giving power to artists & bringing fans closer than ever.
▶ Earl Sweatshirt 2:11
Gala Music grants a Member exclusive VIP access for a backstage meet with Earl Sweatshirt & The Alchemist.
Design Tool Stack
DESIGN THINKING PROCESS
A human-centered design thinking approach was championed by Ainam Mania to build a stronger foundation for Gala Music’s growth. This process focused on deeply understanding users needs, identifying & fostering collaborative idea generation. Prototypes were created to simulate user experiences, enabling iterative testing & validation. By prioritising empathy & user insights, this approach not only aligned the product with user expectations but also encouraged a collaborative team dynamic & set the stage for the platform’s success & exponential growth.
EMPHATHISE
- Stakeholder Interview
- Data Analysis
- Surveys
- User Interview
- Competitor Analysis
DEFINE
- User Personas
- User Stories
- Problem Statement
IDEATE
- Brainstorm Sessions
- User Flow
- Navigation
PROTOTYPE
- Medium Fidelity Wireframes
- High Fidelity Prototype
- Interaction Design
- Motion Design
- Design Hand-offs
TEST
- Usability Testing
- Quality Assurance (QA) Testing
- Analytics
- Metrics
DESIGN THINKING PROCESS
A human-centered design thinking approach was championed by Ainam Mania to build a stronger foundation for Gala Music’s growth. This process focused on deeply understanding users needs, identifying & fostering collaborative idea generation. Prototypes were created to simulate user experiences, enabling iterative testing & validation. By prioritising empathy & user insights, this approach not only aligned the product with user expectations but also encouraged a collaborative team dynamic & set the stage for the platform’s success & exponential growth.
EMPHATHISE
- Stakeholder Interview
- Data Analysis
- Surveys
- User Interview
- Competitor Analysis
DEFINE
- User Personas
- User Stories
- Problem Statement
IDEATE
- Brainstorm Sessions
- User Flow
- Navigation
PROTOTYPE
- Medium Fidelity Wireframes
- High Fidelity Prototype
- Interaction Design
- Motion Design
- Design Hand-offs
TEST
- Usability Testing
- Quality Assurance (QA) Testing
- Analytics
- Metrics
01
DISCOVERY: EMPHATHISE + DEFINE
Uncovering Insight to Shape a User Centric Creative Ecosystem
Upon joining Gala Music, Ainam Mania initiated a comprehensive user-first discovery phase to align the platform’s creative vision with real user needs & strategic business goals, exploring the platform with fresh eyes to identify friction points, usability gaps & quick wins across various user types. This hands on discovery was followed by in-depth stakeholder workshops & collaborative design thinking sessions to align on business goals & technical constraints. Leveraging design thinking frameworks, Ainam Mania uncovered key pain points, motivations & opportunities across diverse user types. These defined product requirements & success metrics grounded in real behaviours & aspirations. The discovery phase not only clarified Gala Music’s north star but also laid the strategic foundation for a music platform designed & purpose-built to deeply resonate with artists & fans while aligning with Gala Music’s broader creative & business vision to empower, engage & grow its creative community.
User Personas
Users revealed valuable insights into how different audiences engage with music, artists & digital experiences. These findings helped deepen our understanding of user motivations, challenges & unmet needs, highlighting key areas of opportunity for both fans & creators. Based on this feedback, we developed clear personas & user narratives that captured the core audiences of Gala Music.
These profiles became a foundation for the design strategy, ensuring the platform experience was aligned with real user expectations. By identifying three primary user groups; we were able to tailor features that responded directly to each segment’s goals & behaviours. This allowed the design process to address specific pain points & enhance engagement in meaningful ways.
These personas remained a reference point, guiding decisions around product flows, interactions & incentives. This user-centered approach positions Gala Music to grow into a platform that meaningfully connects with its audience, delivering authentic & rewarding experiences for every user across the ecosystem.
Background
The super fan thrives in spaces where they can support & connect with their favorite artists. They are a cultural explorer with a deep passion for music, community & behind-the-scenes content. They often treat music discovery as a part of their identity & their enthusiasm extends into looking for meaningful fan engagement.
The super fan thrives in spaces where they can support & connect with their favorite artists. They are a cultural explorer with a deep passion for music, community & behind-the-scenes content. They often treat music discovery as a part of their identity & their enthusiasm extends into looking for meaningful fan engagement.
Goals
They aim to be rewarded for loyalty through early music access music, exclusive livestreams, or limited-edition collectibles. They seek recognition within fan & artist communities, building status as a top supporter in fandoms & sharing curated playlists or rare merch is how they validate their identity as more than just a listener.
Challenges
The super fan encounters friction when platforms promise access or perks but deliver inconsistent UX. Their user experience suffers when fan participation feels like an afterthought rather than a core platform value. They are turned off by repetitive, impersonal & unverified news sources which can all contribute to disillusionment.
User Story
The super fan seeks a platform where their passion translates into real access, real community & real recognition. They want to be among the first to discover & share new music, interact with artists & participate in fan-driven economies that feel rewarding, not transactional. With a seamless, community-first experience, they become loyal advocates who amplify both the artist & the platform through genuine engagement.
Background
The music artist is navigating the modern music landscape while focused on growth, visibility & authentic audience engagement. Actively producing, performing & promoting across multiple platforms, they are constantly balancing creativity with strategy. They are particularly drawn to environments that promise control, revenue & empower them to connect with fans in order to build a sustainable career on their own terms.
The music artist is navigating the modern music landscape while focused on growth, visibility & authentic audience engagement. Actively producing, performing & promoting across multiple platforms, they are constantly balancing creativity with strategy. They are particularly drawn to environments that promise control, revenue & empower them to connect with fans in order to build a sustainable career on their own terms.
Goals
They aim to reach new audiences, showcase their art in real time & develop loyal fan communities. Their objective is to monetise their work through livestreams, digital rewards, exclusive content, or performance-based events without relying on outdated, restrictive industry systems. They want tools that amplify their voice, simplify content distribution & support innovative ways to connect, perform & reward their listeners.
Challenges
The music artist often encounter fragmented or overly technical solutions that hinder rather than help. They also face challenges in gaining visibility amidst crowded platforms & sustaining fan interest without the right infrastructure to support engagement or financial return.
User Story
The music artist desires a platform that empowers them to take control of their career while building a vibrant, loyal fanbase. They seek intuitive tools for livestreaming, community interaction & creative monetization.
Background
With roots in tech & finance, the crypto enthusiast approaches platforms like Gala Music with an analytical mindset. They explore the digital landscape for opportunities, viewing music assets, tracks, nodes & collectibles as part of a broader investment portfolio. While music may not be their core passion, they recognise its economic potential & cultural momentum within blockchain-based ecosystems.
With roots in tech & finance, the crypto enthusiast approaches platforms like Gala Music with an analytical mindset. They explore the digital landscape for opportunities, viewing music assets, tracks, nodes & collectibles as part of a broader investment portfolio. While music may not be their core passion, they recognise its economic potential & cultural momentum within blockchain-based ecosystems.
Goals
Their goal is to secure early access to rare drops, exclusive tokens & high-yield opportunities. Staying ahead of trends, collecting valuable assets & being recognised as an early mover are key drivers. They seek platforms that offer clarity, exclusivity & tools for trading, staking & resale.
Challenges
The crypto enthusiast is often face frustration with vague product roadmaps, inconsistent communication & technical slowdowns. Precision matters more than hype. Delays, unclear token mechanics, or friction during transactions quickly erode trust & investment confidence.
User Story
This investor seeks a platform that treats them like a strategic partner, offering reliable access to assets, timely updates & systems that support secure decision-making. They’re not here for passive listening but for high-leverage opportunities that position them ahead of the market. When engaged meaningfully, they become long-term stakeholders who bring credibility, capital & a forward-looking mindset to the platform.
Competitor Analysis Breakdown
Following a comprehensive analysis of leading platforms, we gained a clear understanding of the evolving music streaming landscape. In-depth research examined each platform’s strengths, limitations, & market positioning, with competitors categorised into four distinct segments based on underlying technology, user engagement models, & approaches to artist support.
This analysis revealed a clear opportunity for Gala Music to unify ownership, live performance interactivity, & gamified community experiences within a single, artist-powered platform, positioning Gala Music not only to compete but to define a new category of music engagement built on empowerment, immersion, & decentralisation.
Web3 Music
Audius & Sound.xyz represent a creator-owned, decentralised approach to music. Both of these platforms prioritise artist control, tokenised monetisation, & direct distribution. While innovative & artist-first, they continue to face friction when onboarding mainstream fans.
Streaming Giants
Amazon Music, Apple Music, SoundCloud, Spotify, Tidal, & YouTube Music dominate streaming through scale & recommendation engines. Despite mass adoption, their platforms limit artist ownership, monetisation flexibility, & deeper fan participation.
Social & Live Streaming
Facebook Live, Instagram, TikTok, Twitch, & YouTube Streaming focus on reach, virality, & real-time interaction. Strong for exposure & community momentum, these platforms are not purpose-built for music performance, artist economics, or sustained fan value.
Mood-& Passive Listening
Deezer & Pandora centre on algorithmic curation, mood-based listening, & low-friction discovery. Designed for passive consumption, they offer convenience at scale but lack meaningful interactivity, artist empowerment, & social depth by design for users.
02
CONCEPTING: IDEATE + PROTOTYPE + TEST
Building The Framework to Viral & Scalable Growth
Following a rigorous discovery phase, insights into user behavior, motivations & competitive benchmarks laid the groundwork for the concepting phase. This stage focused on transforming research into actionable ideas to redefine how fans & artists engage through Gala Music. Through collaborative workshops & ideation sessions, the team mapped user journeys, defined key interactions & explored ways to enhance live music engagement via features like tips, gifting & fan-driven rewards. Personas & user scenarios guided decisions on interface structure, content delivery & social interaction design.
Interactive prototypes brought these ideas to life, allowing rapid validation & refinement of core experiences such as Live Parties, Listening Parties & Onboarding flows. A/B testing & iterative feedback loops helped prioritise features that resonated most with users & drove iterative design improvements across clarity, engagement & retention.
Atomic design principles were used to build a scalable component system, ensuring consistency across mobile & web. Despite a fast-paced rollout, visual language, hierarchy, and gesture-driven interactions were strategically defined to reinforce usability, accessibility & brand coherence setting the foundation for a more rewarding & participatory streaming experience. This iterative, user-centered process helped transform Gala Music from a blockchain-powered platform into an immersive, social, & artist-first music ecosystem.
Core Insights, Design Tradeoffs, Product Triumphs & Conclusions
The development & launch of Gala Music’s core experience surfaced valuable insights, strategic tradeoffs impactful outcomes that shaped the platform’s direction. Ainam Mania led with a user-centered design approach that aligned stakeholders around a shared product vision, driving strong engagement from day one & highlighting the critical role of design in product success. This clarity drove strong engagement at launch, validating design’s critical role.
Early momentum included 5-star app reviews & major media coverage, reflecting strong market interest. Fans embraced the immersive, reward-driven experience while artists leveraged new tools to connect directly with their audiences. Features like Live Parties, real-time social interaction & artist-led rewards resonated deeply, validating Gala Music’s focus on community, creativity & co-creation. A user-first, iterative design led approach helped align cross-functional teams & stakeholders around a shared product goal. This alignment played a critical role in delivering a highly engaging & interactive experience. Early results showed strong user engagement & positive feedback, particularly around features like Live Parties, social interactions & artist-led rewards, validating the platform’s emphasis on community & real-time connection.
However, these wins came with necessary tradeoffs. Balancing seamless onboarding with Web3 complexity, designing for both artist autonomy & consistent UX as well as meeting the needs of casual listeners while serving power users required careful prioritisation. In the end, the process reaffirmed that building with the artist & fan at the center while embracing innovation & feedback positions Gala Music as a transformative player in the evolving music landscape.