Using Product Thinking to build a sustainable music industry in Palestine

Aug 13

I believe that tools and approaches from design and product are useful in capacitating other sectors, so I tested my theory about applying product thinking to a project in the social sector: I created this project with a non-tech team aiming at building a sustainable music industry in Palestine, and exporting Palestinian music to the international music industry.

I’ve worked on design projects with many NGOs and non-product teams over the years. One thing I found in common is how much these organizations can benefit from applying product thinking to their work. Applying product thinking can enhance efficiency and move organizations closer to a customer-centric mindset. Being data driven enables them to focus their efforts on outcome instead of output.

A few years ago, I tested my theory about applying product thinking to a project in the social sector. I created this project with a group of non-tech friends aiming to build a sustainable music industry in Palestine and export Palestinian music to an international audience.

Palestine Music Expo (PMX) has been running for 4 years. I have collected so much insight, ran hundreds of experiments, and we have failed and succeeded and failed and succeeded again. Below, I will share how some product practices were applied to build the foundations for the project, and even though a book can be written about this, I have summarized the key points that relate to product thinking and how the team and I continue to use the same methodology to experiment and build towards our mission.

*Toot Ard Performing Live at Palestine Music Expo*

Growing up in Palestine, my friends and I we were always thinking about why Palestinian music doesn't travel far. What can we do to change that? How come most countries have a music export office but Palestine doesn't? How can we export music outside of Palestine?

We had a few assumptions about why music isn't being exported outside the region, and we had ideas about what we want to build to solve that problem. But before we jumped to ideating solutions, we wanted to know for sure that we are solving the right problem.

Framing the problem

Non-tech projects, especially in the social sector are focused on output. The success of a project is determined by the ability to deliver something within a certain time frame. In product, however, the focus is on outcome. I wanted the team to focus on the problem that we are solving and create the highest impact for our users instead of immediately going into requirements and delivery schedule.

One of the problems we focused on first is:

Musicians living in Palestine have the problem that they cannot export their music outside of Palestine. This makes them feel isolated and disconnected from musicians around the world. Our product should deliver a way for them to export their music internationally and connect with the global music industry.

Validating the problem

Working with a product mindset means that we are aware that everything is an assumption until it has been validated. After framing the problem above, we did some research to validate that we are targeting the right audience and solving a common pain point that they have. We conducted user interviews that gave us insight into possible sources of our problem statement:

Lack of infrastructure: Most musicians we spoke to talked about the lack of access to recording studios and professional equipment. Some said that they can't make money from their music because music isn't considered a real profession.
Language barrier: A large number of musicians said that it's hard to keep up with the international music industry and reach out because they don't speak English fluently. Things that might seem simple like putting your music on streaming services takes on a different form when instructions are not available in Arabic.
Lack of access to the international market: Musicians living in Palestine don't have access to music conferences, networking events, or ways to get in touch and build professional relationships that can push their career forward.
Travel Restrictions: Due to the occupation, Palestinians living in the West Bank have to obtain a permit from the Israeli government if they want to travel. These permits are costly and nearly impossible to obtain.

Now that we have validated our problem, and we have more insight into what is causing it. It was time to run some experiments.

Running experiments to drive growth

I wanted us to focus on experiments that provide real insight that can push us forward. We were in the beginning of our journey and I wanted to make sure that the time that we are spending on experiments drives long-term improvements and are connected to our goals.

We started by ideating on what we can do to address the 5 problems that were uncovered during our user research. For each problem we came up with dozens of experiments we want to run. We used the impact vs. effort matrix to prioritize the experiments and decide collectively which ones to take forward (imagine a wall with colorful post-it notes).

For each experiment we prioritized, we formulated simple “if this then that” hypotheses followed by defining a success metric for each experiment. We really wanted to create change and make an impact locally so our experiments were a bit radical. What helped us think radically and make bold moves is that we weren’t looking to make money and we weren’t constrained by a schedule. Here are some of the experiments we set up during the first year:

If we set up recording studios in refugee camps and train local musicians how to use the equipment, then musicians will be able to record their music. We know we've succeeded if 10 tracks are released using the studio equipment within one year of its creation.

If we create a way for musicians in Palestine to easily distribute their music digitally, then they will be able to reach a wider audience. We know we’ve succeeded if 10 musicians are making income from digital streaming within a year of distribution date.
If we set up a music showcase and invite international music industry delegates to watch bands play, then bands will get the opportunity to network and create connections with people from the international market. We know we’ve succeeded if 5 bands/musicians get a booking, management, mentorship or recording opportunity within one year of showcasing.

Each member on the team was accountable for one hypothesis, while keeping the rest of the team informed. We continuously collaborated with each other and worked through challenges together. To experiment at this scale, we needed the help of the local community, delegates from the international music industry and local businesses.

Collecting feedback and continuous iteration

Experimentation never stops. Even after a product is launched, user behaviors and needs continue to change and there are always improvements that can be made to the product, so it’s important to keep iterating, testing and improving. This is how we approached the work to grow Palestine Music Expo. After the first workshop, we did another one, and then another one, and then numerous additional ones. Each time we collected feedback from our participants, applied it to the next thing we were working on, and made it better.

By the end of the year we were able to combine the workshops with a 3-day event for musicians to showcase their music to international music industry delegates where they are able to network, connect and learn.

Successes and learning

Being in a product mindset allows the organization to work towards creating the highest impact for their target audience. Focusing on experiments that validate our assumptions and making sure we are addressing customer needs becomes prioritized over following a schedule to deliver something that might or might not be impactful.

We have been running Palestine Music Expo for 4 years. Through experimentation, cross-functional collaboration and validating our assumptions and ideas, we have achieved more than we thought we could, and will continue to experiment on the way to building a sustainable music industry in Palestine. Here are some of our achievements:

“This is the most significant and important initiative that I’ve seen come to Palestine in the past 10 years.”

— Hashem El Shawwa, CEO, Bank of Palestine

12

Bands got booked for tours or performances for international festivals.

68

Live music showcases were performed on PMX stage over the three years.

13

Workshops and panels about music production, booking, branding, marketing, management and songwriting.

5

Bands got signed to release their new albums with companies in UK and UAE.

154

Music industry professionals visited Palestine and participated in events.

6

Individual 1-1 mentorship programs on various music industry topics like music law, artist management, and booking.

“PMX has been our international amplifier. During the showcases and workshops we met amazing professionals who have become our team members. PMX was exactly what we needed to export our music worldwide and to get an opportunity in the international scene.
”

— Toot Ard, PMX Artist

Ramallah becomes an official UNESCO Music City

PMX Provided support to the city of Ramallah and the mayor’s office in its bid to become a UNESCO ‘music city’ in 2019.

Bringing Copyright law to Palestine

PMX is collaborating with minister of culture, and several music industry and music law experts to create copyright law in Palestine.

Digital distribution

Palestinian musicians are now on streaming platforms worldwide (Spotify, Apple Music, Anghami, etc). Learning how share their music with a wider audience and how to make money from streaming.

Paved the way for many great festivals in Palestine and the region

PMX created a blueprint of what a festival could look like in Palestine and what impact it could have, especially economically.

Publishing and sync opportunities

Collaborating with a publishing and sync company (Levantine Music) that specializes in promoting Middle Eastern music internationally.

An empowered community

As a result of continuous collaboration between PMX and local artists, we were able to build an empowered community of young musicians that work together towards a better future.

In the news:

The Rise of Palestinian Pop

Read on BBC →

The musicians shaking up the occupied territories

Read on The Guardian →

Some Visuals

In addition to leading the team through planning and implementing the project, I also designed all the visual collateral for the showcases and the venue. This included posters, flags, banners, lanyards, workshop materials, information booklets and t-shirts.