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."
Three 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.
Natively Bilingual (EN/ES)
Not a translation; a cultural adaptation. A real competitive moat in Spain and Latin America, where Anglo-Saxon SaaS tools dominate without serving the local scene.
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 Famous Character: Donald Glover (Childish Gambino)
Why he embodies the three MavelPoint voice attributes.
Scene-native
Doesn't speak about creative culture — he is creative culture. Just like MavelPoint doesn't talk about the scene, it comes from the scene.
Aspirational but Grounded
Built a multidisciplinary career (music, film, writing, directing) through constant work, not hype. Doesn't sell fantasies — sells the result of hard work.
Professional without Being Corporate
Takes his work seriously without falling into formalism. Sophisticated but accessible. Never "leverage your synergies."
As a DJ/Producer: Edu Imbernon
Why he represents the artist MavelPoint wants to empower.
Career Built with Professionalism
Grew from the Valencia scene to international touring, with his own label (Fayer) and impeccable personal brand management.
Spain & Global Connection
Bilingual artist based in Spain with global reach — exactly the territory MavelPoint covers.
Musical Entrepreneur
With Fayer (label + events), Edu understands that an electronic music artist is a professional managing a creative business — the same insight that underpins MavelPoint.
Also fits: Paco Osuna, Cora Novoa, Ame (Innervisions)
3. Five Aligned Artists
Artists selected for how they manage their careers (not just their music), because MavelPoint is a career management tool.
Peggy Gou
Impeccable personal brand model.
Built an empire from the booth: own label (Gudu Records), fashion brand (KIRIN), meticulously curated social presence. Proves a DJ can be a professional business without losing scene credibility. Her EPK would be a perfect MavelPoint use case.
Edu Imbernon
Professional career management from Spain.
Own label (Fayer), own events, international career managed professionally from Valencia. Bilingual, Spain-based, representing exactly the "working DJ who needs professional tools" profile MavelPoint serves.
Carlita
Digital-native meteoric rise.
Instagram-native growth strategy: quality content, consistent visual branding. Demonstrates the power of a living EPK and a functional link-in-bio. The exact artist who would have grown faster with MavelPoint and MavelTree from day one.
John Talabot
Quiet but extremely professional.
Maintained relevance for over a decade with a discreet but professional approach. Own label (Hivern Discs), independent management, career built on quality — not hype. Embodies "aspirational but grounded."
Jayda G
Multifaceted, diverse, professional.
Producer, DJ, and environmental scientist. Grammy-nominated, own label, presence in both underground clubs and mainstream festivals. Represents the scene diversity MavelPoint wants to serve, proving career management tools are essential.
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.
Edu Imbernon
“Watching Over” (feat. Sutja Gutierrez)
Melodic techno with contained emotion. Impeccable production, a progression that builds — like an artist's journey of professional growth. Captures the "aspirational but grounded" tone.
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.
Peggy Gou
“Starry Night”
Accessible without being commercial. A track a bedroom DJ recognizes and a touring DJ respects. Captures MavelPoint's audience breadth: from the emerging artist to the established one.
Paco Osuna
“Mindshake”
Techno with groove, dark but with personality. The energy of the "dark background with energetic accent" that defines MavelPoint's visual palette (#0A0E1A + #C8F542). Underground but professional.
Bicep
“Glue”
The emotion of the electronic scene distilled into a track. Nostalgic but modern. Builds community — DJs worldwide recognize it as a shared moment. Captures the sense of belonging MavelPoint wants to foster.
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.
@thebassementclub
Underground scene voice.
Direct, unfiltered, scene-native. The voice of the underground without pretension.
@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.
@spotifyspain
Tech platform that talks like a music fan.
Local adaptation, not translation. Communicates as a fan of music, not as a corporation. Proves a tech brand can have personality.
@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.
Voice Attribute Mapping
How these references map to MavelPoint's three voice attributes.
Scene-native
Ableton + The Bassement Club — they speak from inside, not from outside.
Professional, Not Corporate
ADE + Spotify Spain — industry 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.