- Tracking Analysis
- Information Architecture
- Production
- Integrations with E-Commerce Systems
- Animation
- Illustration
- Flash Development
- User Research
- Interaction Design
- Visual Design
- Search Engine Optimization
A Tough Audience
We started the way we start most large engagements, by interviewing users and trying to define their needs. In this case, the interviews quickly uncovered an unusual challenge. Many music fans, to the extent they were aware of record labels, actively sought to avoid interacting with them.
It would not be enough to identify and address top user goals with a usable, efficient website - the brand would also have to regain users' respect.
It's Really About Artists and Songs
The design put 100% of the focus on giving fans direct access to Artists. HUGE created over 100 mini-sites, one for each individual Atlantic performer. Each microsite contained everything fans search for online: streaming music and videos, news, tour dates, ringtones, lyrics, newsletter updates, discussion boards, CDs to order by mail, and MP3 downloads. A strong, stylish identity system positioned Atlantic as smart and authentic while allowing the individual Artists to shine.
Traffic Opportunities
Based on the tremendous number of Google searches, it appeared that millions of free site visits were available for the claim if only the page content could be optimized for search. This, along with an emphasis on accessibility, proved to be critical in raising the search ranking of AtlanticRecords.com.
Text: The Next Frontier
Early-phase tests showed that the core users were perfectly comfortable scanning relatively long lists of Artist names or songs. So while other labels appeared to be engaged in a multimedia arms-race, AtlanticRecords.com taps the power and usability of basic hypertext, without sacrificing anything in terms of style. Smart, selective use of Flash added a special touch where it was needed, on the embedded music player for example.
Measurable Results
Within one year of its launch, the site quickly provided a more than 200% increase in "free" site referrals from search engines and significant growth in e-commerce sales. Unique visits and referrals to artist pages have more than doubled since its launch, and fans are regularly directed to the site when doing an internet search on their favorite artist.