Spotlight

Analyse a digital platform ecosystem and use the research findings to develop a business proposition for a new product or service.

Spotlight began as an ecosystem analysis of Spotify, exploring how the platform connects users, artists, labels, distributors, third-party services and data-driven recommendation systems. The research looked at platform relationships, value flows, consumer behaviour and emerging trends, with a focus on how AI-generated music is creating new challenges around trust and transparency.

The insights from this analysis then led into a business proposition for Spotlight: a potential companion app concept that could help listeners identify and better understand suspected AI-generated music. Rather than being a finished app, the project presents a research-led opportunity, outlining the problem, target users, value proposition, competitive landscape and strategic direction for a new digital service.

This project was developed in response to a Digital Business university brief requiring both an ecosystem analysis and a researched business proposition for a digital service.