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Audiotube is the next generation digital distribution platform for the music industry. This is a unique disruptive digital product that we have been a part of right from the concept stage. Audiotube provides a cloud based content management system that hosts, manages, distributes, promotes and monetises an artists songs by providing them with a simple cost effective way to have control of the distribution of their music content.

We had built the initial MVP for Audiotube a year back to validate the proposition. This MVP was integrated with 4 channels. Over 12 months the product was beta tested among 100 musicians and labels. A lot of positive feedback was received and we built up a strong feature backlog that was to planned to be released into the full commercial offering.

Earlier this year we started the build on the full commercial offering which was released in April 2017. This phase involved a new skin for the brand, new user experience for the website, rearchitecture of the platform and introduction of continuous delivery and DevOps into the release process.

Audiotube Brand Identity

The background

Over the last 12 months, Audiotube had matured tremendously as an eco-system of transparency in the music industry. So we felt that this was the right time to inject some freshness into the brand, while also bringing in the eco-system factor into the branding. At the same time, we also wanted to retain the core value proposition of the brand.

And so it began. Our brand design team brainstormed and created a hand-drawn music note to serve as the brand mark. This music note was also sketched to look like the burning flame of a candle which brought light into an industry filled with darkness.

That was not enough

We added a black organically shaped circular base to represent the darkness in the industry, and suddenly the brand mark began to make even more sense.

We then added an outer yellow circle to represent the DSPs who are part of the Audiotube eco-system. The colour of this circle is the same warm hue of the brand mark to represent enlightened DSPs. This outer circle embraces the darkness and slowly moves towards the centre hoping that over a period there would be no darkness.

This captured the core essence of the brand really well.

New brand identity guidelines

Now listen, I am not a man to swear, but I have to say: HOLY SHIT! You guys are insanely good. All I know is I have some serious good karma to have met you all. I am floored!


The tech

As Audiotube was transitioning from an MVP to a commercial platform, it was important to keep performance and scale as some of the most important criteria on the tech stack front. The platform was rearchitected to have loosely coupled DSP integration modules with uniform features but unique connectors to allow the developers to integrate DSPs in the future at half the current cost and extremely rapid pace.

We then linked the platform with 11 top tier global Digital Service Providers – Apple Music, Amazon Prime, Spotify, Google Play, YouTube, SoundCloud, Tidal, Pandora, KKBOX, VEVO, and SimfyAfrica.

The stack

Audiotube was built with a HTML5, CSS3 front end and Python for the web services and server side code. The database used was mySQL and the entire application was hosted on Google Cloud infrastructure.

We also integrated FastSpring to help Audiotube to manage subscription payments, billing and management. Currencycloud’s payment gateway was also integrated to enable the Audiotube team to make royalty payments to artists and labels.

Jenkins was used for continuous integration and delivery.


Dashboard with slick animated data visualisations using Highcharts.
My Content on Audiotube
Artists and Labels