Case Study — A matchmaking app for Indie artist and Employer.

vikash surin
11 min readApr 25, 2023

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Indie artists, such as singers, musicians, photographers, comedians and more, often face difficulties in finding opportunities to showcase their talents and kickstart their careers. Similarly, employers, including those who operate hotels, restaurants, and clubs, struggle to find suitable artists to hire. This disconnect between artists and potential employers creates a challenging situation for both parties.

This case study examines the challenges faced by both parties and explores the potential of matchmaking platforms to bridge the gap and create a more streamlined process for artist-employer connections.

Who is it for?

This platform is designed to serve two main groups

  • Indie artists looking for jobs and opportunities to showcase their talents, and
  • Employers or individuals who are seeking to hire indie artists that meet their specific requirements and needs.

So, Why did I choose this project?

As an artist myself, I am well aware of the difficulties in finding job opportunities due to the highly saturated and competitive nature of the industry. This is precisely why I believe that a project focused on connecting indie artists with potential employers is crucial. However, it is important to acknowledge that the art industry is often perceived as a luxury rather than a necessity, which can make it challenging to market and sell one’s work.

The project statement or problem was taken from chetan kvs(design pilot). A youtuber, product designer.


There is an artist named Danny, who specializes in pop music and is an ambivert with a circle of artist friends. Despite his skills, he has been struggling to find work for a month since his last project in Delhi. Danny has been relying on his friends for job references and visiting nearby hotels and restaurants to inquire about openings. Finally, after a week of searching, he managed to secure a job through a reference, albeit with lower pay than he had hoped for.


Upon observation, it can be seen that finding a suitable job with acceptable pay can take a long time. Often, people have to rely on their contacts for job references, which can be a limiting factor. Visiting places and inquiring about job openings can be tiring and time-consuming, making the job search process more difficult.

user needs

To simplify his job search, Danny wishes for a more efficient way to discover job opportunities without relying on contacts or visiting multiple places. He reaches out to his product designer friend for assistance, explaining his predicament. Recognising the need, the friend decides to lend a hand and create a solution.

Research and insights

The research is needed to gain more insights and problems

these are some factors on which the problem is dependent on


Job Posting Websites: Job posting websites are a useful tool for employers to advertise job openings and connect with potential candidates. However, these websites are limited to a single directional approach where employers post jobs and artists apply for them. As a result, artists may miss out on potential opportunities to showcase their skills and services. A better solution would be a platform that allows artists to post their own gigs and gives employers the ability to browse and connect with them. This two-way approach would provide a more comprehensive and inclusive experience for both parties.

Social media: has become an essential tool for artists to increase their connections and find new opportunities. However, the vast majority of the world’s population — about 59% — also use social media, making it a crowded and competitive space. Popularity and brand identity are crucial factors in standing out, but building these takes time and effort. Despite the challenges, social media remains a powerful way for artists to promote their work and reach new audiences.

Or we can come up with a better solution.

An ideal solution would be to develop a user-friendly platform, be it an app or website, that connects employers and artists. Employers can post job openings while artists can browse through a list of jobs and apply for the ones they are interested in. Alternatively, artists can also post gigs, including all the necessary details, for employers to browse through and connect with them if they are a good match. The platform will facilitate seamless communication between the two parties, allowing them to negotiate terms and make informed hiring decisions. These will be the main features of the app or website.

User flow of an artist


The app’s onboarding process will provide users with a clear understanding of its purpose and features upon first opening.

Sign up

To create an account, an indie artist simply needs to provide their name, email address, and a password.

Single Sign-On (SSO) is an easier and preferred way to sign up for our website, making the registration process even more convenient.

Create a profile

After creating an account, the indie artist can build a profile that showcases their work, portfolio, and skills. The profile also allows the artist to specify their availability, pricing, and preferred project types, giving potential clients a better understanding of the artist’s services and expertise.

Post a gig

After creating a profile, the artist can easily post a gig by filling out all the necessary details, such as the type of service they provide, the date and time of the event, the location, and their desired pay rate. Once they submit the gig, it will be reviewed by the platform’s moderators to ensure it meets the community guidelines before it’s published.

Task flow to post a gig.

Search for jobs

The platform’s intuitive search feature enables artists to easily find jobs related to their field. Using the search icon located in the top area, artists can filter their search results based on a variety of criteria such as genre, location, experience level, and price. By narrowing down their search, artists can quickly and easily find job opportunities that match their specific skills and interests.

In addition to the search feature, artists can also browse through a list of job postings and filter the list using the filter button. This feature provides artists with even more flexibility in their job search, allowing them to explore a wider range of job opportunities and find the ones that best match their needs.

By providing these powerful search and filter options, the platform enables artists to find job opportunities quickly and easily, saving them time and effort. This, in turn, helps employers find the right talent for their projects, resulting in successful and fulfilling collaborations for both parties.

View Details and Apply for Jobs

After an artist has found a job they are interested in, they can easily apply for the job through the platform. The application process is straightforward and user-friendly, enabling artists to submit a proposal outlining their fees and services, along with their portfolio and samples of their previous work.

By providing a detailed proposal, artists can showcase their skills and experience, making them more attractive to potential employers. The platform’s easy-to-use interface allows artists to submit their proposal quickly and easily, increasing their chances of securing the job.

The platform provides a secure and reliable way for artists to apply for jobs, ensuring that all communication and transactions are safe and confidential. Overall, the platform’s streamlined application process helps artists to find and secure jobs more efficiently, while also providing employers with a high-quality pool of talented artists to choose from.

Communicate with employers

After an artist has applied for a job, the platform provides a messaging system that allows them to communicate directly with the employer. This messaging system makes it easy for the artist to ask questions, negotiate pricing, and clarify project requirements.

Effective communication between the artist and employer is essential for a successful collaboration, and the messaging system ensures that both parties are on the same page. Artists can use the messaging system to get a better understanding of the employer’s needs and preferences, ensuring that they deliver work that meets the employer’s expectations. Employers can also use the messaging system to provide feedback and suggestions to the artist, ensuring that the final product is of high quality and meets their needs.

Overall, the messaging system helps to facilitate clear and open communication between artists and employers, enabling them to work together effectively and efficiently.

Receive payment

Once the work is completed, the employer can pay the remaining amount owed to the artist using the inbuilt payment system or third-party payment systems. The payment system ensures a secure and hassle-free payment process, providing peace of mind to both the employer and the artist.

User flow of an employer

The user flow for employers is similar to that of the artist, making it easy for them to navigate and use the platform. They can create an account, post jobs, browse through artist profiles, gigs, and select an artist for their project. The platform’s search and filter functions help employers find the right artist for their project, and the inbuilt payment system ensures that payments are made securely and efficiently. The platform is designed to provide a seamless and efficient user experience, benefiting both employers and artists.

Search and filter gigs

Employers can browse through a comprehensive list of gigs and filter it based on various criteria, including genre, location, experience level, and pricing. The platform’s filter button makes it easy for employers to quickly find the right gig that matches their specific needs and preferences.

In addition to browsing the list of gigs, employers can also use the search button to find gigs based on any criteria. This search function provides even greater flexibility, allowing employers to find gigs that meet their specific requirements, regardless of the filters available in the gig list.

These features allow employers to easily find the right gig for their project, saving time and effort, and helping to ensure a successful collaboration with the artist.

Search and contact artist

The app includes a search function that enables employers to find suitable artists for their projects. They can filter their search based on various criteria such as genre, location, experience level, and ratings. Additionally, employers can browse through artist profiles and portfolios to get a better idea of their work and experience. This feature allows employers to find the right artist for their project and make informed hiring decisions.

Moreover, employers can also browse through a list of artists and filter the list using the filter button based on different criteria. This allows them to quickly find artists who match their specific requirements and preferences. The platform’s search and filter functions make it easier for employers to find the right artist for their project and create successful collaborations.

Chat and communicate

Once the employer has found an artist they are interested in or vice-versa, they can start communicating through the app’s messaging system. The messaging system could be a chat feature within the app that allows both parties to easily communicate back and forth.

Chat system can also be used to share the agreement letter.

Other useful features

Stats to track performance

The app will include a section where the artist can view their statistics, including total gigs posted and accepted, total earnings, best month, etc. The statistics will be organized by year, allowing the artist to compare and analyze their performance over time. This will help the artist to identify areas for improvement and track their progress towards their goals.

Gigs( view history and live gig )

This section provides a comprehensive view of all gigs that have been posted, including both active and inactive gigs. Artists can easily navigate through their gig listings, and the platform provides them with the option to edit or delete their gigs as necessary. This feature allows artists to maintain control over their listings and keep them up-to-date, making it easier for potential clients to find the right gig and hire the artist for their project. Additionally, artists can view details of their gigs such as the gig name, description, pricing, and deadline, ensuring they are aware of all their active gigs and can manage them effectively.


  • The importance of conducting user research to understand the needs and pain points of the target audience.
  • The value of creating user personas to represent the different types of users and their goals.
  • How to design a user flow that is user-friendly and intuitive, allowing users to move through the app’s features and functions with ease.
  • The role of wireframes and prototypes in testing and refining the app’s design before launch

Business opportunity: This app connects indie artists with employers, the app could help overcome the challenges faced by both groups, such as limited exposure, high competition, and time-consuming search processes. The app could help indie artists to find work and build their careers, while also providing employers with a reliable and efficient way to find talented creatives for their projects.

The app could generate revenue through a commission-based model, taking a percentage of the project fees as a service fee. Additional revenue streams could include premium features for artists and employers, such as advanced analytics, promoted job postings, and enhanced messaging capabilities.

Overall, the creation of an app that connects indie artists with employers presents a unique business opportunity to address the needs of both groups and help foster a more vibrant and collaborative creative industry.

Behind the scenes


User persona