Interview: Nie Kaiwen
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. Read the interview
Vanishing Seattle
Project Summary Vanishing Seattle: A Media Movement Preserving the City’s Essence Vanishing Seattle stands as a beacon, chronicling the institutions, small businesses, and vibrant cultures of Seattle that face the threat of fading away. This award-winning initiative has garnered attention from major publications, including The Seattle Times, New York Times, KUOW, KEXP, Crosscut, and KING 5 TV. Despite the acclaim and widespread support, the non-profit consistently grapples with financial challenges. Our interactions with its founder, Cynthia Brothers, offered a deeper understanding of both its vision and the obstacles in its path. A key realization was Vanishing Seattle’s focus on spotlighting external stories, often overlooking the importance of sharing its own journey. This gap has inadvertently made it challenging for potential supporters to access relevant information or donation channels. In light of this, we’ve crafted a suite of marketing and branding strategies. These encompass a website redesign to emphasize the donation feature, creating content on social media that unravels the essence and mission of Vanishing Seattle, introducing branded merchandise as appreciation for contributors, and fostering stronger engagement with the volunteer community. For a comprehensive insight, please delve into our report. Read the Report Vanishing Seattle Consulting Project
I-LABS
Highlighting I-LABS’s Online Presence: A Year in Review I-LABS is an interdisciplinary research center focusing on early learning and development. From 2022 to 2023, I served as the Social Media Manager for I-LABS, managing its Twitter and Facebook platforms. My primary responsibility was to present scientific content in a format accessible to the general public. Using data analytics tools, I developed a user persona for I-LABS’s audience, identifying their online activity patterns and geographical preferences. Based on these insights, I formulated a content strategy and a fan growth plan. During my tenure, the Twitter account, which had been active for over 12 years, saw its followers increase from 1,600 to 2,800. Additionally, I introduced I-LABS to other platforms like LinkedIn and Instagram, devising a specific growth strategy for each. This report provides a detailed overview of the strategies and data associated with these growth initiatives, coupled with an analysis of the results. The report concludes with a ‘Contact List’, listing social media handles of research centers and researchers aligned with I-LABS’s mission, as well as trusted accounts related to science communication. This list aims to be a reference for future I-LABS social media operators. For a comprehensive understanding, please refer to the full report. Read the Report I-LABS Social Media Report 2023 Previous campaigns
CANVA USABILITY STUDY
Project Summary Canva is a design platform for everyone. Our team conducted a comprehensive usability study to identify which of the heuristics we identified are issues for the target persona through this project. Through the period of three weeks, we gathered our data through a heuristic evaluation, survey, and usability test. From 12 usability test participants, we have come up with our recommendations for improvements. Research Objectives Identify the target personas’ goals and pain points when using Canva through anecdotal evidence and user research. Identify existing interface issues and user experience quality through heuristic evaluation. Corroborate user issues with usability testing to gain richer insights about interface issues and user experience. Generate actionable UX recommendations to enhance Canva’s user experience for the target persona. Download the Report Canva Usability Study
Gender Inequality in Music Industry
Setting the Stage: The Dissonant Notes of Gender Inequality The music industry, a beacon of creativity and self-expression, has been echoing dissonant notes when it comes to gender equality. Despite waves of progress in other sectors, music remains sadly antiquated in its views. An astonishing 90% of popular music is framed from a male perspective (Radičević, 2018). What’s at stake? A vast world of musical expression, narratives, and emotions that remain unheard. The Status Quo and Its Impact Deep dives into industry statistics reveal a skewed landscape. Only 22.4% of top performers were women from 2012 to 2017. Female songwriters dwindled from 13.7% in 2015 to a meager 12.2% in 2018 (Radičević, 2018). Beyond numbers, these disparities birth an environment rife with biases. Emerging female artists find themselves at crossroads, battling stereotypes, dismissive attitudes, and limited opportunities. For instance, a skilled female guitarist might often receive comments focused on her appearance rather than her ability. Female DJs or producers can face skepticism about their technical understanding, with assumptions that someone else might be doing the technical work for them. Historically, women in the music industry were often relegated to performance roles, while production and technical areas were dominated by men. The stereotype of technology as a “man’s domain” spills into music, making recognition harder for women in roles like sound engineering or production. The image-driven nature of the industry also pressures female artists to conform to certain beauty standards, sometimes prioritizing aesthetics over artistry. These deep-seated biases and structural barriers discourage many talented women from pursuing a music career, thereby depriving the industry of diverse voices and perspectives. The Underlying Message: A Deeper Problem This prevailing imbalance sends a sobering message – that the narratives, stories, and perspectives of women are relegated to the background. This oversight not only undermines the potential of half the global population but also results in a limited and monotone musical landscape. Bridging the Gap: Towards an Equitable Future Addressing this dissonance requires a symphony of solutions: Education and Awareness: Launch campaigns highlighting the gender disparity and the untapped potential of female artists. Mentorship Programs: Established figures in music, both men and women, can guide emerging female talents, offering a wealth of experience and connections (Gross, 2016). Reimagining Music Technology: Engage women in the design and improvement of music tech tools to ensure inclusivity. Grassroots Initiatives: Host female-centric music events, granting much-needed exposure to female artists (Bennett, 2018). Support Systems: Forge both online and offline networks for women in music, fostering collaborations and shared experiences. Scholarships and Grants: Financial aids can bolster the pursuits of women eyeing a career in various musical avenues. Diversity Quotas: Encourage event organizers to maintain a balance in their artist lineups. Collaborative Platforms: Digital platforms can connect female artists globally, spurring joint projects and resource-sharing. Music Education: Targeted initiatives can bring music to the forefront for young girls, sowing seeds for a brighter future. Female-centric Music Awards: Recognize and celebrate the achievements of women in music, amplifying their contributions. Workshops with Established Artists: Frequent interactions with industry stalwarts can inspire, instruct, and integrate upcoming artists into the industry mainstream. Industry-wide Awareness Campaigns: Spotlight the stellar contributions of women, emphasizing the need for inclusivity. Female-focused Record Labels: Such labels can offer a nurturing environment attuned to the unique challenges faced by women. Supportive Media Coverage: A proactive media can play a pivotal role in boosting the profiles of female artists. Policy Changes: Advocate for industry reforms that propel gender parity to the forefront of organizational values. Final Thoughts The current musical landscape, marked by its glaring gender disparities, needs an overhaul. As consumers, creators, and aficionados, the onus of transformation lies with us. Elevating platforms that resonate with women’s voices ensures that the world of music truly mirrors the diverse and vibrant tapestry of our global society. References 1. Gross, S. (2016). Let’s Talk About Sex: Gender Trouble in the Music Industry.2. Bennett, T. (2018). The whole feminist-taking-your-clothes-off thing: Critique and negotiation of gender inequality in UK music industries.3. Radičević, L. G. (2018). Gender inequality in the music industry.4. She is the music. (n.d.). She is the Music. Accessed 1 Jun 2022.
MASCHINE+ Offline Events
native meetup MASCHINE+ OFFLINE EVENTS CAMPAIGN OVERVIEW In October 2020, we launched Native Meetup Offline Events in five major cities in China. The goal of the campaign was to invite MASCHINE users to get up close with the newly released hardware product, MASCHINE+, and to foster connections among MASCHINE community. I was involved in the planning, online opinion collection, online event promotion, and post-event feedback of this initiative. Survey results showed that over 90% of users had an increased positive perception of the Native Instruments brand after participating in the offline events, and 60% indicated they would purchase related products in the future.
Product Marketing Campaign: ARENA OF VALOR
ARENA OF VALOR X Native instrumentsmusic production contest Campaign Overview ARENA OF VALOR (王者荣耀) stands as one of China’s most popular mobile games, with a global player base in the hundreds of millions. In April 2020, Native Instruments China partnered with the ARENA OF VALOR Public Event Original Content Competition Organizing Committee to host a music production contest. The aim was to gather high-quality music infused with the distinctive essence of ARENA OF VALOR culture and highlight local Chinese music producers’ talent. As a core member of the Native Instruments China marketing team, I contributed to shaping competition rules, evaluating musical creativity and technology, and leveraging Native Instruments’ social media presence to inspire engagement within the music production community. This initiative ignited the creativity of music producers and facilitated connections with emerging talents in China’s music production landscape. These influential users later played a central role in our subsequent marketing endeavors. To explore more about this campaign and delve into the creative work, simply visit the contest page.
Product Marketing Campaign: MUSIC CHINA EXHIBITION
MUSIC CHINA EXHIBITION Campaign Overview Music China is one of the most influential music instrument and technology exhibitions in Asia. In the years 2018 and 2019, Native Instruments participated the Expo as exhibitor, setting up booth to showcase and promote the latest music software and hardware products. Beyond showcasing, the goal was to nurture and solidify bonds with our key distributors and partners. During the exhibition, I was responsible for all activities related to the event’s promotion and outreach, including designing promotional posters, user manuals, and roll-up banners, as well as writing event descriptions to attract brand users for offline experiences. The lens captured the event’s fervor, with snapshots later echoing our success on social media. Teaming up with peers, I was hands-on in booth setup, product elucidation, and, crucially, forging face-to-face connections with our clientele, always keen on gleaning invaluable feedback.
Product Marketing Campaign: EAST ASIA MARKETING CAMPAIGN
East asia vst project EAST ASIA is a virtual instrument launched by Native Instruments, which includes representative instruments from three countries: China, Japan, and South Korea. In this VST project, I conducted a survey on China’s most representative instruments and provided feedback to the developers. I also assisted in the filming of the promotional video for the Chinese instrument section.