Hillsong Worship’s latest album launched on Friday and we have had it on repeat ever since!
For Awake’s launch strategy, our team got to play a part in planning and executing the web strategy — so we thought we’d take you behind the scenes and tell you a little bit about the journey to the album launch.
The reality is, in today’s culture, websites aren’t necessarily the place where people find out about album launches. These days, music discovery happens more in social media and music streaming services than anywhere else. Even taking that into consideration, websites are still a key part of launching a new album… and here’s why:
1. Practicality
A strong landing page with all the key relevant information is a cornerstone of every web strategy. Album info, where people can listen to it, tour dates, merchandising and artwork are just a few of the key components that a good album landing page should have. It’s important that when people search for information, they find what they are looking for.
2. Engagement
It’s important to complement your core message (the album’s songs) with strong collateral content that gives people added layers of experience with our brand. For this album we had the Lyrics of all of the songs on our website, plus some blog posts from some of our songwriters and key team.
3. Branding
Our website is 100% designed by us, so it’s the place where we can be creative and really build a strong experience that communicates who we are. This helps us help people connect with who we are and interact with the album in an elevated way.
We considered and applied these three goals in the website strategy for the launch of this album as we believe the message of Awake is inspiring and want to make it available for Christians all over the world.
Let us know what you think!
Adam Smith
Hillsong Technology
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