Music blogs for two high-profile young women's lifestyle brands


Music is an inherent part of any lifestyle brand's identity, but for women's apparel brand Roxy and fashion forward shoe retailer Rocket Dog, it's an absolute imperative. We conceived and managed music blogs for both brands that helped reinforce their reputations as tastemakers among their target audiences, and ultimately put eyeballs on their products.

Both brands shared a love of contemporary indie artists, so our recommendation was to create easily-updatable, mobile-friendly destinations to showcase the latest and greatest emerging acts – a kind of virtual Coachella without the sunburn and $8 bottles of water.

Conceived and wireframed entirely by us, both blogs were updated weekly with free downloadable music, artist features, and news items (with the occasional contest thrown in to spice things up). Our work on the blogs included hand-picking artists based on how well they'd resonate with the target demo, negotiating with labels and rightsholders to license tracks to make available as free downloads, writing all editorial content, setting up and managing give-aways and contests, and programming streaming playlists. Blog posts were syndicated on each brand's social media channels to ensure maximum likes and messaging synergy, and a flow of traffic back to the brand's web site. An email collection box above the fold on page one resulted in hundreds of additions to each brand's mailing list.


Our work resulted in dynamic, engaging blogs that provide valuable music intel while also focusing attention on Roxy and Rocket Dog products in an organic way. It's no understatement to say that our team killed it; these were must-visit destinations for any music fan looking to stay current. While both Roxy and Rocket Dog were thrilled with the results, both blogs were sadly discontinued in spring 2013 after 2 years due to budget constraints.