Standing O Project
A business model that didn't exist.
All we had was a concept: develop a way for singer/songwriters and fans to feel more connected with each other, and for musicians to earn more money. First came working with the founders to hone the idea into a web-based subscription community, then package it. The Standing "O" Project is a name based on the idea of the proverbial standing o--the reciprocal feel-good when a performer puts it all on the stage for the fans, and the fans respond with an uproarious standing ovation. And the business model is based on giving a full 50% of member subscriptions directly back to artists who make it possible.
The Standing "O" Project. "music's never ending encore."
One goal was to always have fresh home page content to entice a frequent user into checking out new material. There also had to be a broad enough overview that new visitors would be intrigued enough to tour the site. With this much content, clear and redundant navigation was key.
Video was used to convey the concept and entice the prospect. It was also about being fun, engaging, and exploring the joy of the emotional connection between performer and fan.