SUMMARY
I started by researching “the death of the music industry” and why music felt more impactful in the past. I found it stems from major labels neglecting artistry in favor of profit. Independent labels and musicians are now on the rise, while abuse of power, systemic barriers, and the influence of social media continue to shape the industry. The artists who endure are the ones who prioritize visual artistry; it builds identity, strengthens emotional connection, and preserves legacy.It matters because visuals are what stay when the music fades.
challenge
I noticed a growing craving for emotional connection and tangible experiences in music. Through research, I found that young artists are essential to shaping music’s visual identity, and that authenticity and creative freedom are key to lasting impact. Yet, genuine expression is often overshadowed by profit-driven models. This revealed a clear gap: the industry lacks emotional branding and cohesive visual identity, especially for emerging and independent artists.
Outcome
I created Synergy Collective, an agency that fosters authentic collaboration between visual artists and musicians. By building partnerships that deepen emotional connection, we help both artists amplify their expression and create lasting, impactful brands. Our process includes matching a musician with one of our talented visual artists through personalized matchmaking. Together, they co-create promo materials that strengthen the artist’s brand while giving the visual artist meaningful work that expands their portfolio and voice. Our office also doubles as a gallery.
MEET THE Designers:
