The brief was simple: rebuild the site. The freedom that came with it was the real challenge. Rather than defaulting to an institutional online archive, the idea that emerged was bigger — a cultural center for music, built to let people explore rock through the instruments, outfits, signatures, performances, interviews, and songs that actually made it.
Give the genre a home, not a homepage. Once the wrapper was big enough to hold the idea, the work stopped being about a single site and started splintering into a half-dozen worlds within it. Editorial, interactive tools, a stream, a daily ritual — each one a different way into the same premise: rock and roll isn't an artifact to be archived, it's a culture to keep exploring.
An editorial sprint brought former Rolling Stone writers in to shape artist bio content with real critical voice. Sonic Connections traced modern samples back to their origins, turning music history into something you could click through rather than read about.
Sarah Ann WaltersStrategy Director
Joe Branton Digital Designer
Jared Beck Digital Designer
Matthew Kuntz
Digital Designer
Jax Jackson UX Designer
Nate Witte Lead Dev
Gabe Molochko Creative Dev
Miles Aylward Back End Dev
Jordan Crisman
Executive Producer