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Digital album platform Lume partners with Daylight
Lume, a new album-centred digital platform, has partnered with Daylight to develop its brand identity, product strategy and design.
As streaming platforms have evolved, the full-album experience has become background noise, with singles prioritised through algorithm-driven playlists and surfaced by short-form video.
In contrast, Lume brings listeners back to the album experience by celebrating an artist’s complete body of work. The platform has attracted significant media attention, including features in Stuff, RNZ, Breakfast, The Herald and 3 News.
Each Lume contains an artist’s or band’s core album, accompanied by bonus audio, video, artwork, photography, interviews and other exclusive content in an interactive digital format. It is also built on an artist-first financial model, with 80% of net revenue returned to artists and their partners.
Emotional connection and collectability
Lume co-founder Tim Harper says: “Streaming platforms have optimised for speed and scale, often at the expense of depth and intentionality.
“The opportunity with Lume was to create a product that favours the artist and puts emotional connection and collectability back at the centre of listening.”
Partnering from inception through to launch, Daylight has worked alongside Lume to shape the platform’s brand positioning, visual identity, user experience strategy and product design.
At the heart of the platform is the idea of entering “the world of an album”, expressed through a core brand symbol that acts as a portal into these rich worlds. This is extended through a navigation system that guides users deeper track by track – creating a sense of discovery throughout the experience, says Daylight.
An immersive experience
Maddi Cummane, Daylight UX strategy lead, adds: “We wanted Lume to feel tactile, immersive and deeply exploratory, like the ritual of opening a vinyl, a CD, a boxset for the first time.
“A big part of our design thinking centred around creating interactions that evoke that same feeling, while holding space for the music and the content to breathe.”
Over the coming weeks, Lumes will be released with Kiwi artists such as Tiki Taane and Fur Patrol, as well as emerging artists including Geneva AM and Erny Belle.
