Interscope Records relaunches its corporate website for the e-commerce, Twitter generation

Interscope Records, the record company behind the likes of Lady Gaga, No Doubt, Lana Del Rey, Carly Rae Jepsen and La Roux, is taking a new approach to its corporate website, working to merge traditional and social content.

Interscope Geffen A&M (IGA) is actually the full name of the umbrella label, owned by Universal Music Group (UMG) and founded when Geffen and A&M Records were merged into Interscope more than a decade ago.

IGA’s new website is setting out to reimagine the concept of what a record label website does as, oftentimes, it isn’t the number one go-to for fans seeking information and news around their favorite artists.

Using real-time social technologies from Echo and Arktan (see previous coverage here), Interscope draws on the social activities of its signed artists. In the process, it seems that Interscope is hoping to draw fans to the site not only to engage with the artists they already like, but discover other ones too.

What you’ll now see is a stream of tweets, with content from Instagram and YouTube embedded and permeating across the site. Interscope is essentially weaving all the social content associated with its artists together into one portal, with all the latest posts appearing first on the homepage.

“Everything a record label does is social,” explains Lee Hammond, VP of Digital for IGA. “By leveraging this activity as the primary content source for our label website, we will always have the freshest, most relevant content available for our fans. When our social media manager posts content to Twitter, Facebook or YouTube, that content will instantly flow into the Featured content on our home page.”…

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