5 minute read
The new MU website
Introducing the concepts and key features of the Union’s more personalised new website, which is due to launch soon
Report by Henry Yates
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The past six years have seen seismic change across the industry. From the now-undeniable dominance of streaming, to the damage wreaked by the pandemic, musicians have been asked to pivot as never before, with the Union’s service keeping pace alongside them.
Last updated in 2014, the existing MU website has been an anchor for musicians through uncertain times. But it’s become increasingly clear, explains MU Digital Development Officer Katerina Baranova, that members need a refreshed online platform, designed to connect, inform and empower them during the fightback from Covid-19. “I can’t wait for the new website to launch,” she says. “We realise the time pressure, and want to have it available for musicians now.”
The upcoming new website has been a year in development, with every element – from navigation to accessibility – designed with a focus on members’ needs. The process began with extensive research, including a deep dive into feedback from the MU’s latest member survey, frontline insights from Regional Officers, and a member conference focus group last summer in Brighton.
“It was important to know what people wanted from this new site,” Katerina says, “so last July we did an online workshop, with members split into groups based on different areas of the music industry, deciding which problems need to be solved, and what needs to be prioritised. So I had a bunch of insights, and that’s when we took the decision to start designing the new website. A motion was put forward and confirmed – and we kicked off the project last August.”
A personalised platform
Underpinning the new site is the concept that no two musicians are alike. From a drummer working in the West End’s orchestra pits, to a rural piano teacher seeking to expand their client base, the focus on personalisation means members will get relevant, up-to-theminute information based on their interests, professional area and career ambitions.
“Personalisation is a massive topic,” says Katerina. “We’re already taking the first steps on the new site, and this will improve over time. People will be able to modify their interests and preferences in the My MU members area. We’re also planning to put algorithms in place, so for example, if a member is always looking for guidance in recording rates, there’ll be personalised links to access that information fast. Another future project is email personalisation, with content personalised to each member. But people will be also be able to switch off personalisation, because a lot of musicians have a broad scope in what they do.”
Just as flexible is the overhauled MU Member Directory. Whereas before, members were only able to view each other’s profiles, the downturn since the pandemic has prompted a new system that lets musicians advertise their services to the general public. “It’s a great tool for job opportunities,” explains Katerina, “for example, if a member of the public is looking for musicians for a wedding or corporate event. Another great benefit is being able to look for other musicians, based on location, genre or instrument. Plus, members will be able to modify what is visible, so you might share your email address with other members, but not with the public. You’ll be able to have a professionally made biography, and every element can be customised. It’s like LinkedIn for musicians, opening up networking opportunities and giving that sense of community. I don’t know anything else like it.”
Activism made easy
A key element of the MU’s remit sees it orchestrating the campaigns that protect the rights of its members. From high-profile work like the Fix Streaming and Musicians’ Passport campaigns, to activism centred around equality and diversity, the lifeblood of these movements is the grassroots involvement of members. “But what we find with the current site,” says Katerina, “is that it doesn’t really help us promote the campaigns, to give a voice to members or let them engage with us.” To address these problems, MU activists were invited to attend a workshop in January. “The workshop was all about what activism means,” says Katerina, “and we’ve tried to translate all those needs into the new website, from the design to the content. It’ll be so much easier for members to see what’s going on, find out what they can do, and engage with things that matter to them.”
The newly redesigned MU website will be more accessible, and offer a means for members to advertise their talents
The new site is far more intuitive when it comes to professional advancement, with dedicated pages for career development and training alongside easy-to-navigate advice sections. “During the lockdown we’ve asked members to write about their experiences,” says Katerina. “and we want to engage more of them to create content. A lot of our members complain that the information on the current website is overwhelming, so we’ve changed that – whether that means replacing text with interactive elements like video and audio, or reducing unnecessary PDFs. It’s about navigation, but also about aligning the content and organising it better. ”
Accessible for everyone
Just as there’s room for every voice in music, so a priority for Katerina was ensuring the new MU site welcomed members, irrespective of circumstances. “Our current website is six years old, so technology has moved on since then, and we’ll have a really high standard of accessibility on the new website. It’s obviously a really important point for anyone who has any visual, hearing or mobility impairments. For example, we’ve improved legibility and colour contrast for someone who might be colour blind, and our members can ask for alternative versions of any of the content we produce, like larger text or audio. That was part of our research as well, and we are doing testing with our disabled members once the coding is done.”
Ultimately, explains Katerina, the new MU website is about providing a superior user experience, guiding busy working musicians to the help they need. “All of these different things tie in together – the way the navigation works, how we write content – it’s all about finding what you need, as quickly as possible. And the website launch is just the start. We’ll be listening to members, having a two-way conversation, adding features – and improving as we move forward.”
