modlife.com: digital branding of a band
Modlife is an interactive website for fans of the band Angels & Airwaves (created by Tom Delonge). The website is designed in order to develop as much interactivity and visual content as possible. People who subscribe can have online daily chats with the band, access news, podcasts, watch concerts live in HD, behind the scene footage, exclusive interviews…
A couple years ago Tom realized with the increasing drop in music sales and with teenagers downloading more and more free music through different platforms that he was not going to make most of his money with cd sales like in the old days.
Music is becoming free and modlife is encouraging that. As stated Tom Delonge: “Bands will be able to have seamless interaction with their fans. They can double-click on someone’s face and start video-conferencing these kids instantly, so the subscription service is a new thing. Basically for two cups of coffee a month, they can come on every single day, and there’s something new every single day, whether it’s little short films behind the scenes or motion pictures we’re making, live shows, broadcasts, the band will be on camera every day at certain times doing weird stuffs.”
This isn’t just about music, it’s also a lot about visual content: The art of music because of the internet, iphone.. is merging with the world of videos => you can’t sell your music anymore so the bands are going to sell their image through videos, podcasts, blogs, a direct connection with them through chat or an exclusive accoustic live show by using the latest technology. The music business is becoming a music2.0 model.
This will of course not work for every band as some won’t like giving away to much of their private life and of course this require a relative amount of faithful fans..
In a world of connectivity and interactivity; bands are realizing that one of their best asset is their digital branding.
