Capitol Records

Lenny Kravitz

A New Venue Accompanies a New Album

To coincide with the release of the new album "It Is Time For a Love Revolution," Code and Theory joined with Capitol Records and Lenny Kravitz to relaunch lennykravitz.com. Code and Theory ensured fresh content by structuring the site as an aggregator for Kravitz's online presence and enabled his audience to connect with the musician in a variety of ways.

Sharing Ownership With His Fans

The photo section features images taken by Kravitz, as well as those taken by his fans and uploaded to Flickr. The discography section allows visitors to stream select tracks from his albums, view images, and read lyrics. His music videos are viewable in the video section and served from YouTube. Current news, tour updates and Kravitz' mobile blog give fans further access to the artist.

One of the most innovative aspects of lennykravitz.com is the “Love Revolution” section. Fans respond to phrases such as “My Inspiration is…” and “My Heart is…” with their personalized expressions of a Love Revolution, and the submissions are visualized in real-time on an interactive map. A Facebook application created by Code and Theory extends the reach of the Love Revolution online, by encouraging users to contribute ideas through their own Facebook profiles. Additionally, fans can skin their MySpace pages with a custom created Love Revolution design.

A Closer Relationship

Taking a risk to engage such a large and diverse audience enabled Capitol Records and Lenny Kravitz to build more affinity. Fans and music lovers alike were able to share in the ownership and community that surrounded Lenny Kravitz. Code and Theory used their understanding of social media and technological know-how to build a platform for engagement.

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