The new WhiteLightRiot.com.
When White Light Riot set out to release their second full-length album, we decided to develop a brand new digital identity for the oft-adored Minneapolis band. Their new album, 2 years in the making, left their brit-rock heritage in favor of a darker, more difficult – and imperfect – sound. As a result, we decided to start from the ground up.
Art by Brock Davis
Branding was developed in coordination with Brock Davis, a creative director and designer known for his eccentric work for Wired Magazine and The New York Times. He interpreted the album’s message in a clean, minimal, and articulate visual language, which carries through their entire set of products; from website, to album art, to download widgets.
The new WhiteLightRiot.com focuses on email-for-download widgets powered by Topspin, which (for all of you analytics nerds out there) show a full 15% engagement rate. That’s right – 15% of site visitors download the music. A very high level of engagement, from a web marketing perspective.
The experience continues across music blogs and other outlets, which have featured the email-for-download widgets and a full-album stream from the sponsor of the CD release show, 89.3 The Current.
All traffic from these sites are driven to WLR’s Facebook page, which has a fan gate built from Wildfire Interactive and Topspin. New fans can download a copy of the debut single with a single click.
Custom-built Facebook fan gate
Sound complicated? It isn’t. Every person that visits the band’s website has a clear path to downloading the music for free, and the same goes for anyone who finds us on a blog, external site, radio station, or Facebook. And it has all resulted in a massive uptick in Facebook fans (30%), email subscribers (400%+), and, well, fans in general. Want to know more? Contact us.