March 2024 - December 2024
ARTMO Masterclass Implementation
Led the launch of scalable live-streaming for artists and educators. Reached 5,000+ viewers, boosted revenue by 25%, and drove 45% user growth with 10+ masterclasses.
Overview
We identified a significant opportunity to expand our platform's reach by offering high quality educational content from our already established artists. However, implementing this feature presented several technical challenges:
The Challenge
We identified a significant opportunity to expand our platform's reach by offering high quality educational content from our established artists & art educators. However, implementing this feature presented several technical challenges:
Scalable Streaming Infrastructure
We needed a streaming solution that could reliably support thousands of concurrent viewers worldwide, maintain high video quality without buffering, and, very important, keep infrastructure costs under control. Recordings of the live classes also had to be stored and easily accessible on the platform.
Interactive Learning Experience
Video alone wasn’t enough. We needed real-time features such as live chat, post-class Q&A, and interactive elements like polls to create engaging learning environment and add more value to the product.
E-commerce Integration
The masterclasses needed to be integrated with the existing payment system and additionally, enabling different promotions and a variety of income options like subscriptions, free trials and package deals.
Technologies Used
Approach
Key Implementations
Low-Latency Streaming Architecture
Built a multi-region AWS IVS setup with adaptive streaming, ensuring smooth, high-quality video for thousands of global viewers with minimal lag
Real-Time Interaction Engine
Integrated WebSocket and IVS Chat to power live polls, Q&A, and highlighted comments, turning passive video into an engaging experience.
Integrated E-commerce Experience
Connected masterclasses with ARTMO’s existing payment system, enabling product sales directly within the stream and supporting subscriptions, free trials, discounts, and pay-per-view options.
Dashboard for Instructors
Created an intuitive dashboard that lets artists easily onboard, manage, and host their own masterclasses without technical overhead.
Results & Impact
The masterclass implementation delivered very good results across key metrics:
Platform Growth
Reached 1,000+ viewers across just three masterclasses in the first month, with almost zero marketing money spend.
Revenue Impact
Increased overall platform revenue by 25% through subscriptions and pay-per-view access. Boosted product sales during masterclasses, turning them into a major e-commerce driver.
Technical Excellence
Delivered highly reliable, low-latency streams at minimal cost. Automated transfer to S3 and CloudFront ensured smooth playback and long-term content availability.
User Growth
Free first-time masterclasses drove a 45% increase in new users during Q4 2024, becoming the single biggest driver of platform growth that year.
Conclusion
ARTMO Masterclass turned out to be one of those rare projects where everything clicked. We pulled it off in a short time and with minimal development overhead. It ended up as a scalable live-streaming system that artists loved using and viewers kept coming back for. It started as a technical experiment that quickly became a new revenue stream. And a core part of the platform’s identity.
For me, the big takeaway is how the right mix of tech and design can unlock real business value. Solid streaming infrastructure, smooth UX, and simple e-commerce hooks combined to make something sustainable and profitable. This feature still keeps driving growth and engagement today.
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