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Music Social Media Platform
LP33.tv, initially developed under the name MyAWOL.com (Artists Without Labels), was envisioned as a hybrid music television and social networking platform. As the UI Designer and Team Lead, I collaborated closely with the CTO, CEO, and CCO to craft a user interface that balanced entertainment content with community features. The project culminated in a beta launch in 2008, with the company operating until its closure in 2011. Some of the amazing content produced by the talented LP33.tv team can be seen on Youtube.
The problem
In the age of MySpace, when bought by Rupert Murdoch’s NewsCorp, the platform underwent major changes that negatively impacted many indie musicians who had previously thrived on it, their livelihoods impaired by corporate influence, loss of community, decline of audience engagement and missed opportunities at the hand of new limitations to monetize.
Vision
LP33.tv set out to help indie musicians by offering a more focused and supportive platform than MySpace had become under NewsCorp. It emphasized high-quality, curated music content and professional video production to help artists stand out. Instead of being cluttered and ad-driven, LP33.tv aimed to spotlight emerging talent from around the world, giving them both local and global exposure. The platform gave artists more control over how their work was presented and looked to create new revenue opportunities through brand partnerships and events. In short, LP33.tv tried to bring back the artist-first approach that MySpace had lost.
My role
My contributions were instrumental in shaping LP33.tv’s beta experience, aligning design and technology to support the platform’s evolution.
UI Design Leadership: I spearheaded the user interface design for LP33.tv’s beta version, a platform focused on music television and social networking. This involved collaborating closely with the CTO, CEO, and CCO to define and implement business rules and logic within the user experience.
Design System Development: I refined and applied design guidelines and aesthetics, ensuring they were compatible with the chosen technology stack. This work was crucial in maintaining a cohesive and practical design across the platform.
Front-End Development Oversight: Leading the development team on front-end-related issues, I produced HTML/CSS templates within a SMARTY template system, facilitating a seamless integration of design and functionality.
Strategic Rebranding Contribution: During the beta development phase, LP33.tv transitioned from its original identity as MyAWOL.com. I played a role in this rebranding effort, which included a shift away from social networking elements and a change in the company’s domain name and core identity.
Results & Impact
Successful Launch of a Professional Beta Platform: My leadership in UI design and front-end strategy directly contributed to the successful launch of the LP33.tv beta—transforming a complex concept (a global, curated music TV platform) into a functional, elegant, and user-friendly interface. The beta was well-received for its polished visual design and intuitive navigation, setting a strong foundation for the platform’s international expansion.
Clear Business-Driven User Experience: By working directly with executive leadership (CEO, CTO, CCO), I helped align the UI and UX with business objectives to have a cutting edge presence that made a large splash in the music tech scene. This ensured that the platform’s core features—video discovery, artist promotion, and editorial content—were not only aesthetically cohesive but also optimized for strategic goals like engagement and retention.
Scalable Design System and Dev Integration: I developed a design system that streamlined front-end development with use of SMARTY templating and direct collaboration with developers, reducing implementation errors, accelerating iteration time, and increasing efficiency across teams.
Support for Global Expansion: My design direction accommodated localization and international rollout by creating flexible design structures that supported multiple regions and languages. This scalability was key to LP33.tv’s global ambitions and rollouts in markets like the U.K., China, and Latin America.
Strategic Rebrand Execution: I played a pivotal role in translating the company’s rebrand from MyAWOL.com to LP33.tv into the UI and product experience—removing social networking bloat and emphasizing premium music content. This clarity of purpose elevated the platform’s professional credibility and distinguished it from competitors like MySpace and YouTube.
