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The Work

Electric Lady Studios

Hallowed Halls

Opportunity & Background

Founded as Electric Lady Studios in 1969 by legendary rockstar, Jimi Hendrix, this music industry giant has been consistently producing albums of popular music’s biggest names - from David Bowie and the Rolling Stones to Daft Punk and Kanye West. But with repeated successes in recent years, as well as growth into business ventures beyond the recording studio, Electric Lady wanted to focus more on the present and future, while still celebrating their past.

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Approach

We worked with Electric Lady to transform their brand into a powerful, gritty force that signifies attitude and authority. We used 1960s pulp sci fi as inspiration and a clean and minimal approach to the aesthetic, as well as stunning photography of the renovated studio spaces, to visually cue the blending of time. To clarify and strengthen the consistency of identity, we dropped ‘Studios’ from the name, allowing us to segment a suite of brand divisions for their services and ventures.

We rebuilt the Electric Lady website with a custom content management system using the WordPress engine to give management an easy way to update recently released albums, as well as blogging capabilities. We geared user experience to be eye-catching and engaging, offering a way to digitally experience the vibe of the studio. We also integrated a portal to their web store into the website - allowing for an easy way for users to view and purchase Electric Lady merchandise.

Through our relationship with Electric Lady, we have also launched multiple direct marketing campaigns for their artist management division. We consult on digital identity for the artists, as well as design and develop single-page, password protected minisites with custom media players for shopping unreleased music to industry press and record label executives. Additionally, we have worked on redesigning full websites for select artists managed by Electric Lady Artist Management.

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Insights

Since redesigning the Electric Lady website, web traffic has increased 46%. Live studio performance videos, a mention on The Tonight Show with Jimmy Fallon, and Grammy wins have boosted Electric Lady brand awareness, and a more forward-leaning digital presence has helped shape the perception that Electric Lady is more than Jimi Hendrix.

Our efforts in marketing artists managed by Electric Lady have shown multiple successes with garnering press, popularity, and even recording contracts - most recently Nikki Lane signing to New West Records. We continue to help Electric Lady replicate these successes, as well as plan for future expansions in services and ventures.

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