Onboarding Questionnaire
Brand positioning, voice, personality, and communication strategy for MavelPoint — compiled from the onboarding questionnaire answered using the full MavelPoint skill ecosystem.
Questions
Jump to any question in the questionnaire.
1. Value Proposition
What makes you different and unique? Define it in one line.
Team Answer
"We believe there is no proposal like MavelPoint on the market: a tool that connects and solves the needs of all industry roles, with the artist always at the center."
Two Differentiating Pillars
What sustains MavelPoint's differentiation.
Complete Ecosystem
Not "just an EPK builder" or "just a link-in-bio." The first platform integrating EPK + booking management + release tracking + analytics + MavelTree + MavelCam in a single ecosystem designed from scratch for electronic music.
Multi-Actor, Artist at the Center
Serves DJs, producers, booking agencies, promoters, and labels — but always prioritizing the artist (Tier 1-2). This creates a flywheel: artists create EPKs → agents discover them → more bookings → more artists join.
Refined One-Liner
"MavelPoint is the career management platform built specifically for electronic music artists — where DJs, producers, agencies, and promoters connect in a single ecosystem."
2. Brand Personality
If your brand were a famous character or a recognized DJ/producer, who would it be?
As a DJ/Producer: Richie Hawtin
Why he embodies the artist MavelPoint wants to empower.
Co-founder of Plus 8 Records, creator of Minus and the Plastikman project. Pioneer of digital DJing, developer of the PLAYdifferently MODEL 1 mixer, and architect of the CLOSE live concept. A career spanning three decades at the intersection of music, technology, and art.
Technology Pioneer
One of the first DJs to embrace TRAKTOR and digital DJing when vinyl purists resisted. Developed his own mixer (PLAYdifferently MODEL 1), created the SYNC app for real-time audience interaction, and championed the CLOSE live concept — using cameras and projections to demystify what the DJ is doing. He doesn't just use technology; he builds it.
Career-Level Professionalism
Built two legendary labels (Plus 8 and Minus), managed a multi-decade international career, created the ENTER. residency at Space Ibiza — a multi-sensory club concept that redefined what an Ibiza party could be. Treats his artistry as a serious business without losing creative integrity.
Bold & Unpredictable
From the infamous Coachella Sahara Tent incident — where he held his artistic ground against a mainstream crowd — to Plastikman performances at the Guggenheim Museum, Hawtin has never played it safe. He embodies the tension between underground credibility and fearless innovation that defines the electronic music scene.
3. Five Aligned Artists
Artists selected for how they manage their careers (not just their music), because MavelPoint is a career management tool.
Floating Points
Academic rigor meets dancefloor emotion.
Sam Shepherd holds a PhD in neuroscience and produces some of the most sophisticated electronic music today. From the jazz-infused "Crush" to the orchestral collaboration "Promises" with Pharoah Sanders, he treats each project as a serious creative enterprise. Own label (Eglo Records), genre-defying career, impeccable professional management.
Kraftwerk
The blueprint for electronic music as a professional enterprise.
The originators who turned electronic music into a complete artistic and business vision. Own studio (Kling Klang), total control of their image, pioneering live performances with 3D visuals decades before anyone else. From influencing hip-hop to techno to pop, Kraftwerk proved that electronic artists can build a legacy as serious and enduring as any classical institution.
Laurent Garnier
Godfather of French techno and tireless ambassador.
From resident DJ at Manchester's Hacienda to founding F Communications, Laurent Garnier built the French electronic music scene almost single-handedly. Author, radio host, label owner, and relentless touring artist for over three decades. His career proves that passion, professionalism, and cultural advocacy can coexist — the embodiment of an artist who treats their craft as a lifelong mission.
Richie Hawtin
Technology pioneer and label architect.
Co-founded Plus 8 Records at 20, built the Minus empire, and pioneered digital DJing when the world resisted. Created his own mixer (PLAYdifferently MODEL 1), the CLOSE live concept, and the ENTER. residency at Space Ibiza. Proof that an artist can build an entire ecosystem around their vision — exactly what MavelPoint enables.
The Chemical Brothers
Three decades of reinvention.
Tom Rowlands and Ed Simons have sustained a career since the early '90s by constantly evolving — from big beat to electronica to immersive live shows with award-winning visuals. Grammy winners, headline festival acts, and visual art pioneers. They prove that longevity in electronic music requires treating your career as a professional, multi-dimensional brand.
4. Five Tracks
Not “MavelPoint's music” but pieces that capture the brand's energy and tone: professional, energetic, dark with flashes of light (lime on dark), scene-native but accessible.
Ame
“Rej”
A timeless classic that defines an era. Dancefloor energy without aggression. Elegant, professional, instantly recognizable. That's MavelPoint's positioning: so obvious and necessary you wonder how it didn't exist before.
Floating Points
“Nuits Sonores”
A masterclass in tension and release — hypnotic layers that build with scientific precision until the dancefloor erupts. Captures the sophistication of an artist who approaches music with academic rigor but delivers pure physical emotion. The MavelPoint ethos: serious craft, real impact.
Kraftwerk
“Trans-Europe Express”
The track that rewired the DNA of electronic music. Mechanical precision with unexpected warmth. Kraftwerk didn't follow a scene — they invented one, then managed it with total control. The same ambition MavelPoint carries: build the infrastructure the industry didn't know it needed.
Laurent Garnier
“The Man with the Red Face”
A jazz saxophone solo riding a techno groove — proof that electronic music has soul. Raw emotion meets professional execution. Garnier bridged the underground and the mainstream without compromising either, just as MavelPoint serves emerging artists and established professionals in the same ecosystem.
Plastikman (Richie Hawtin)
“Spastik”
Minimal techno stripped to its absolute essence — a single hi-hat pattern that becomes hypnotic art. Dark, relentless, and technically groundbreaking. Captures MavelPoint's visual DNA: the energy of lime on black, precision over noise, and the courage to do more with less.
The Chemical Brothers
“Star Guitar”
Electronic music as cinema. A track so perfectly crafted that Michel Gondry built an iconic music video around its structure. Demonstrates that electronic artists can create multi-dimensional cultural moments — not just tracks, but experiences. The ambition MavelPoint wants to enable for every artist.
5. Instagram References
Five accounts whose text and voice speak the same language as MavelPoint's audience.
@ableton
Professional tool speaking the creator's language.
Educational + inspirational. Never corporate. A professional tool brand that communicates like someone who actually makes music.
@amsterdamdanceevent
Industry speaking to industry.
Professional but with the pulse of the scene. De facto bilingual. Shows that industry communication doesn't have to be dry.
@nnnnaudio
Pro audio brand with scene credibility.
Norwegian pro audio company behind the sound systems at fabric London and beyond. Communicates with the precision and passion of engineers who live the scene — technical excellence without pretension. Proves a hardware brand can speak to the dancefloor.
@platanomelon
Masters of community language.
Outside the music world, but masters at speaking their community's language. Direct, educational content without pretension. Proves a "serious" topic can be communicated with closeness.
@trackstack.pro
The OS for electronic music professionals.
Built to end demo and promo chaos for labels, A&Rs, and artists. Communicates as an insider solving a real industry pain point — professional, direct, and deeply scene-aware. The kind of tool-brand voice MavelPoint aspires to: useful first, polished second.
Voice Attribute Mapping
How these references map to MavelPoint's three voice attributes.
Scene-native
Ableton + NNNN — they speak from inside the scene, not from outside.
Professional, Not Corporate
ADE + Trackstack — industry tools with personality.
Aspirational but Grounded
Platanomelon — accessible education, no smoke and mirrors.
6. Editorial vs. Direct Content
Percentage split between editorial content (branding, storytelling) and direct content (informational, CTAs, functional).
Current Split
As defined by the team.
Editorial (branding, storytelling)
60%
Direct (informational, CTAs)
40%
Strategic Analysis
Why this split works and when to adjust.
60% editorial feeds Strategy Pillar 2 (Activate & Retain) and builds authority for the goal of becoming the industry EPK standard.
40% direct serves Pillar 1 (Monetize) and paid tier launch objectives.
Recommendation
Keep 60/40 for social media. Invert to 40/60 for conversion touchpoints (landing pages, transactional emails, onboarding) — at conversion time, the user already trusts; they need clarity, not more storytelling.
7. Most Attractive Instagram Content
What types of posts feel most aligned with the brand and community?
Team Answer
"Short, easy-to-consume content. In two tracks: (1) Quick tips, mini storytelling. (2) Emotional-human: content that connects on a personal level. Real stories, processes, achievements, frustrations..."
Track 1: Quick Tips
Maps to the content pillars.
Pillar 1
"How to build a professional EPK" (5-slide carousel)
Pillar 2
"Release day checklist" (visual list format)
Pillar 3
"3 things a promoter looks at in your EPK" (short reel)
Track 2: Emotional-Human
Real stories that connect.
"From bedroom DJ to first festival — how [artist] built their career"
Behind-the-scenes of the MavelPoint team building the product
"This month, 500 artists shared their EPK for the first time"
MavelCam footage: content captured with the product itself
Recommended Formats
Best Instagram formats for each content type.
Carousels
For tips (3-7 slides, clean visuals, dark + lime palette)
Short Reels
15-30s for emotional stories and MavelCam footage
Stories
Ephemeral: polls, Q&A, behind-the-scenes
Static Posts
Minimal — only for major announcements or milestones
8. Best Performing Communication Type
Rational/informational vs. emotional/creative — what resonates best with the audience?
Estimated Split
Based on audience analysis (no solid engagement data yet — pending S2 instrumentation objective).
55%
Rational / Informational / Useful
45%
Emotional / Spontaneous / Creative
Reasoning
Why the rational edge is slight but real.
DJs and producers (Tier 1-2) are creative professionals. The keyword is "professionals": they seek tools, useful information, and practical knowledge to advance their careers. They don't react to purely emotional content without substance.
However, electronic music is a scene built on shared emotions (the dancefloor experience, audience connection, the pride of a first release). The emotional component is high — but it must serve something useful.
The Formula
Lead with emotion, land with utility.
Start with: "The first time you're on a lineup is a moment you never forget"
Close with: "Make sure your EPK is ready when that moment comes."
• Emotion without CTA doesn't convert.
• CTA without emotion doesn't engage.
• The 60/40 editorial/direct split is the right framework to combine both.
Next Step
Action Required
When objective S2 (funnel instrumentation) is complete, measure engagement by content type on Instagram for 8 weeks to validate these estimates with real data.