«HANDWRITING» — an online music media outlet exploring what creative people listen to and how music intersects with their work. Each episode features designers, artists, photographers, directors, and musicians as guests. In every episode, the guest selects five tracks and shares stories about the events, ideas, and creative decisions connected to them. The audio interview is complemented by a playlist, photographs, and examples of the guest’s work—sketches, collections, shoots, and other projects. The main platform is the school’s own website. The planned frequency is one episode per week.

Helping the audience discover new music through personal recommendations from creative individuals and better understanding their artistic style.«THE HANDWRITING» broadens listeners' musical horizons, introduces them to new names in design and art, and helps them find sources of inspiration for their own projects.

«HANDWRITING» operates within the music and contemporary culture segment. The niche topic of media revolves around the musical taste of creative individuals and its connection to personal experience, authorial style, and creative solutions.The materials are dedicated to the characters' musical discoveries, tracks linked to significant memories, and the music that became a source of inspiration for specific works.

For this analysis, I selected projects that help introduce music, familiarize the audience with creative individuals, and reveal their tastes and sources of inspiration. They are thematically, in material format, or in audience needs closely aligned with «POCHERK.»

I divided the competitors into three groups: direct—projects featuring music recommendations and guest stories; indirect—projects that help discover new music through other means; and potential—media outlets focused on design and creative professions that could launch a similar music format.

I am comparing the projects based on seven criteria: positioning, audience and their needs, content and formats, visual design, Tone of Voice, platforms and content adaptation, and audience reaction.