Melissa Molina

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Melissa Molina

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Melissa Molina

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Melissa Molina

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Immersive Music Platform: MVP Definition & Demo

The Immersive Music Platform was concepted as a 3D, real-time multiplayer experience that enables music artists to host virtual concerts, connect with fans, and build interactive communities.


Designed for Gen Z and Gen Alpha, the platform merges social connection, storytelling, and AI-assisted creativity to reimagine how artists engage with audiences.

The MVP prototype focused on translating research-driven insights into a scalable, emotionally resonant product vision.

My role: I led product definition, art direction, consumer surveys, 1:1 music artist interviews, UI/UX, and AI creative systems. I partnered with developers to prototype a high-fidelity MVP demo for executive stakeholders.

Napster Spaces reimagines how creators and brands build a presence in the age of artificial intelligence. Like Wix for AI agents, the platform allows anyone to instantly launch an “AI space” a conversational, interactive version of their brand generated automatically by analyzing website metadata, visuals, and tone.

As Creative Director, I led the design vision, UX architecture, and creative storytelling for the product experience, transforming complex AI setup into a simple, emotionally engaging journey.

The result is an interface that makes publishing AI-powered agents feel human, expressive, and alive.

Platform

Platform

Web Platform

Company

Company

Napster

Duration

Duration

1 Month

Year

Year

2025

Objectives

Build an interactive proof of concept demonstrating how artists can host AI-enhanced virtual concerts.

  • Define clear creative and technical foundations to scale across artist tiers.

  • Create a visually distinct and emotionally connected environment that represents the artist’s identity.

  • Use AI to accelerate creative development and prototype content faster.

Research

Consumer Survey Insights and what we learned from Gen Z/Gen Alpha listeners.

Why this matters
Grounds the product in audience motivations: why they attend, pay, and return.

Top takeaways (short list you can tailor)

  • 81% actively engage with artists weekly

  • 59% open to paying for a virtual concert

  • 65% say seeing the artist perform live is their favorite part

  • 54% value attending with friends → co-watch & group play are must-haves

Design implications

  • Prioritize togetherness features (party join, watch-alongs, emotes)

  • Make moments shareable (clips, challenges, collectibles)

  • Keep on-ramps simple so first-timers enter fast

Preview slides:

Music Artist 1:1 Interview Insights and what independent artists need to create, perform, and sustain momentum.

Top takeaways

  • Desire full creative control (visual identity, pacing, monetization)

  • Need low-lift tools to avoid content burnout

  • Want fan loops: live moments → post-show engagement → merch/UGC → next drop

Design implications

  • Modular worlds (themes, lighting, props) that scale from small to large artists

  • Low-friction performance setup (drag-and-drop scenes, presets, templates)

  • Retention mechanics (quests, lyric challenges, fan badges)

Preview Slides:

Experience 3D Look & Feel

One-liner: A warm, stylized concert language, cinematic lighting, breathable color, and readable silhouettes for mobile and desktop.

  • Moodboard image

  • Callout: Modular stage kits scale by artist tier; camera paths guide presence and hype.

UI / UX Highlights

  • Artist Setup: scene presets, performance timeline, upload pipelines

  • Live Space: social emotes, party join, proximity moments

  • Fan Loop: clips, challenges, collectibles → replay

AI & Creation

  • AI music stems and motion plates (Runway)

  • Generative poster/key art (MJ + ComfyUI)

  • Lyric Challenge prototype (V0) to drive UGC and replay

Outcomes

  • Created an interactive MVP demo showcasing artist onboarding, AI-driven concert customization, and fan interaction systems.

  • Improved clarity and usability across artist flows through iterative testing.

  • Delivered a product vision that secured executive buy-in and continued R&D development funding.

Metrics:

  • 85% usability success rate in early testing.

  • 70% artist retention intention post-onboarding.

  • 60% reduction in friction compared to original fan creation prototype.

Leveraged AI to create a lyric game prototpye that I then embedded into the experience, view video below:

Final experience definition below:


Conclusion

The Immersive Music Platform reimagines how music and technology intersect merging research, 3D storytelling, and AI creativity into one cohesive product experience.

This project embodies what I bring as an Art Director: designing experiences that feel human, connected, and emotionally alive within emerging technology.


View the demo experience here: https://stores.obsessvr.com/nova-music/demo-experience/ (🚧)