To reimagine AtlanticRecords.com, we began by asking the question: "Why would anyone come to a record label site?"
To make the experience compelling, we knew we needed to deliver great content that could only come from industry leaders; expand beyond the breadth of Atlantic Records artists; and elevate the expertise of Atlantic Records staff. We accomplished this with what we called "The Atlantic Stream." The stream would be the homepage experience of AtlanticRecords.com and would bring in curated content and conversations from the social web.
Personalizing the Experience
We developed a way to personalize and contextualize the content by integrating directly with Facebook. When users allowed Atlantic Records to view their Facebook profile, we scraped the artists that they listed as "liking."
Knowing What You Like
We looked at artists that were signed to Atlantic Records to surface content related to those bands. For artists that users liked who weren't signed to the label, we cross-referenced the artist with Last.FM's database of music acts to pull a genre which would, in turn, affect "the Stream."
Artists typically have their own web presence, so we used these hubs to aggregate information collected across the web that related to the artist. We also focused on surfacing artist content in the form of merchandise, articles and staff conversations.
Search plays a big role in nearly every website. We aimed to surface what users were most likely looking for as quickly as possible. Showing artists first, then breaking down the results into three categories (news, multimedia, conversations) allows the user to quickly scan and locate the most relevant result types and get to the content that they are hunting for quickly.
Subtly Socializing Tour Information
Concerts are no fun when you go alone. Our aim with the tour section was to be as social as possible without getting in the way of the data being presented. We allowed users to filter results by location, artist and date so they could quickly buy tickets or share that they would be attending a concert with their friends.