MTV
Music Television
Brand Repositioning
Overview: The original MTV was built on the idea of simply turning it on and discovering something new. This repositioning brings that feeling back for a digital generation, reimagining MTV as an app for passive, curated discovery, where audiences tune in and experience music, culture, and unexpected moments.
Skills:
+ Brand Strategy
+ UX/UI Design
+ App Design
+ Content Strategy
+ Concept Development
+ Information Architecture
+ Cultural Research
+ Art Direction
+ TV Interface Design
+ Advertising
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Today’s music platforms are active, algorithm-driven, and individualized - requiring constant searching, selecting, and skipping. This creates a closed loop where listeners are only exposed to what they already like, limiting true discovery.
MTV originally thrived on the opposite: a passive, shared experience where audiences encountered new music without looking for it.
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MTV is reimagined as a digital-first platform centered around passive, curated discovery. Users enter directly into a 24/7 live music stream, where content is programmed and controlled by the network, restoring the feeling of a real broadcast experience.
A system of channels brings back the feeling of channel surfing, each with its own identity and sound, inspired by classic MTV formats. Alongside this, a “Discover” layer replaces algorithms with human-curated playlists using familiar MTV language like On Rotation and VJ Picks.
Together, the platform transforms discovery from something users control into something they experience.
User Flow
This layout maps how users enter and move through the MTV app, focusing on a streamlined onboarding process. It outlines the key steps from account setup to entering the platform, designed to minimize friction and get users into the experience as quickly as possible.
Site Map
This structure outlines the architecture of the MTV app, organizing content across LIVE, CHANNELS, and DISCOVER, with My Vinyl as a personal library. It defines how content is grouped and accessed, ensuring a clear hierarchy between continuous playback, channel-based browsing, and curated collections.
The LIVE experience recreates the feeling of traditional MTV, featuring a 24/7 programmed stream with VJ introductions and scheduled content. CHANNELS and DISCOVER expand on this by offering user-controlled paths, with stations and playlists named after iconic MTV programming and terminology. This preserves the brand’s cultural language while modernizing it for a digital platform.
Wireframes
These layouts were created to establish layout, hierarchy, and interaction patterns across the core screens. They helped define how content is displayed within each section and ensured consistency in navigation and user flow before moving into final visual design.
