We love our jobs – almost as much as we love music. We also believe the two don’t have to exist independently of each other.
Both industries thrive on creativity, innovation, and the ability to connect with audiences on an emotional level. Yet, while marketers often find themselves constrained by client expectations and industry norms, musicians have the freedom to push boundaries, experiment with new ideas, and reinvent themselves at will.
This creative liberty often leads to groundbreaking brand strategies that we in the digital world can learn from. We asked our team to share their favourite album releases of 2024 so far – partly so we could talk about music, and partly so we could learn some shit.
Tom – Porter Robinson ‘SMILE :D!’
As a web developer, Tom spends more time browsing awwwards.com than he does sleeping. Tom wanted to be very clear about the fact that he is not a fan of Porter Robinson’s music – he just really likes the website. As such, if you’d like to read about Porter’s latest album, we’d recommend Pitchfork’s review.
Porter’s website is a fully interactive, 3D digital city that morphs and evolves as you explore. It features a floating island with cars, destructible buildings, and a ferris wheel. There’s even a tiny Porter walking around that grows when you click on him. Because why not?
It’s the kind of website that makes you wonder if you’ve still got Neil’s VR headset on, or if someone’s spiked your morning coffee…
Takeaway
While most of us are stuck convincing clients that an animated logo is innovative, musicians like Porter get to turn their websites into virtual playgrounds. For us mere mortals in the world of commercial web design, projects like this are both inspiring and slightly maddening.
They show us what’s possible when the shackles of branding guidelines and “user-friendly” demands are cast off. We’re not saying your local plumbing business needs a 3D rendered maze of piping on their homepage, but Porter’s website does challenge us to push the boundaries, even if it’s just a little.
Adam – Fontaines D.C. ‘Romance’
Three weeks ago, Fontaines D.C. released their most anticipated album to date – ‘Romance’. While most new listeners were probably thinking “fuck, this guy sounds Irish”, Adam was trying to wrap his head around how they’ve evolved from post-punk underdogs that appeared to smell of cigarettes and Guinness, to stadium-sized stardom.
Since their debut release in 2019 ‘Dogrel’, Fontaines’ organic ascension can only be described as unremitting. In the lead up to their latest album’s release, the Dublin quintet welcomed a striking metamorphosis, trading their gritty, 70’s inspired look for a supercharged Y2K aesthetic.
Takeaway
The re-brand wasn’t entirely reliant on swapping tweed for fur coats and nylon – it was a complete overhaul of their visual identity. From stage lighting to the album cover, web design and social media graphics, the group’s image has been neon-soaked in radioactive greens, hot pinks, and chemical blues – a visual shift that mirrors their musical evolution to the mainstream.
Don’t be afraid to shock your audience. Sometimes, you need to burn your brand to the ground and dance in the ashes. In the world of web design and marketing, a bold rebrand can breathe new life into your identity and help you speak to a larger audience. Keep in mind, you can’t become the biggest band (or brand) in the world without a strong catalogue of songs to back it up.
Fin – Berlioz ‘Open This Wall’
Fin has a sixth sense for silence in the office. The moment a playlist breathes its last breath, you’ll spot him reaching for the Sonos App. Like clockwork, 93% of the time, the dulcet tones of Berlioz start to float through our speakers. Since its release in July, ‘Open This Wall’ has been spinning non-stop in our office.
The modern jazz outfit have turned their Instagram feed into a series of visually stunning teasers of their music. Their reels are short-form works of art that encourage viewers to feel nostalgic about those late nights in a jazz club they’ve never experienced. These snippets are so perfectly crafted that the first few times they graced our feed, we had no clue it was the group itself posting them; rather an extremely talented animator that had struck gold finding the perfect soundtrack.
Takeaway
Berlioz’s willingness to collaborate with a handful of extremely talented animators, coupled with their immensely relaxing tunes, have earned them a following that would make most social media managers cry. It’s a testament to the power of visually appealing, emotionally striking, and professionally made content in the age of short attention spans.
Paris – Clairo ‘Charm’
When Paris isn’t cooking up aesthetic moodboards, debating colour theory, or making bangin’ hummus, she’s steering the office aux. Paris also happens to be our resident Clairo Stan.
While most of the online world was knee deep in ‘Brat Summer’ – a trend of bright lights, chaotic parties, and unapologetic self-expression – Clairo quietly ushered in ‘Charm Summer’. Think sun-dappled polaroids, vintage film grain, and garden parties. The Charm aesthetic is less ‘rager in a warehouse’ and more ‘picnic in a meadow’.
As everyone else turned their amps up to 11, Clairo found power in the pause. Her commitment to remaining authentic amidst a sea of viral trends proves that in a landscape often dominated by whoever shouts the loudest, a whisper can be just as effective.
Takeaway
In today’s digital realm, where genuineness strikes a chord, Clairo’s approach stuck with her audience. It’s a reminder that sometimes, the most powerful branding move is to just be yourself, especially when it offers a different perspective to prevailing trends.
Tristram – Oasis (30 Year Anniversary)
We’re not sure if our man Tris even likes Oasis – but he failed to tell us what he did like, and we really wanted to talk about Oasis. Much like the Gallagher brothers, Tristram’s a Man-City fan. If the lingering threat of relegation wasn’t punishment enough, he’s now our sacrificial Oasis-head for the sake of this article. And yes, we’re aware they haven’t released an album since 2009 – av’ it.
The band has masterfully built anticipation for their reunion tour through a series of cryptic announcements and strategic information drops. It all started with a teaser video at Liam Gallagher’s Leeds Festival set, followed by cryptic social media posts from both Gallagher brothers. The final blow? Timing the tour date announcement with the 30th anniversary of their debut album ‘Definitely Maybe’.
Takeaway
By creating a sense of mystery and exclusivity, Oasis transformed what could have been a simple tour announcement into a cultural event. The result? Predictions of a £50 million tour gross and demand so high that additional dates were added before tickets even went on sale.
Sometimes what you don’t say is just as important as what you do. In the age of information overload, Oasis reminds us that a well-timed tease can turn your audience from not giving a toss, to being ‘mad fer it’. After all, no-one likes being told what to do.
Final Thoughts
Look, we’re not saying you need to start a band to be good at your job (though it couldn’t hurt), but 2024’s album releases have showcased some surprisingly great examples of web design, bold rebranding, and short form content.
Maybe there’s something in that for us. Or maybe we just wanted an excuse to talk about our Spotify playlists at work. Either way, we’re calling it professional development.