2025 — Digital
Raaga
Raaga Streaming · Product · Web · Motion
A classical-meets-streaming platform designed to make centuries of Indian music feel native to the scroll generation.
01The challenge
Raaga's catalogue was extraordinary; its product felt like a spreadsheet. Younger listeners bounced off in seconds.
02The approach
We rebuilt discovery around mood and moment rather than genre taxonomy — a fluid interface with motion-led transitions, and a visual identity that treats raags as living textures instead of archive entries.
03The outcome
Session length up 2.4x post-launch, and the under-30 segment grew from 18% to 41% of listeners within a year.