Below is an excerpt from a cool article about the evolving of the new AtlanticRecords.com from www.mastinepal.com It takes an interesting look at where this legendary record label stands as it is trying to evolve for the digital age. It’s a recommended read for sure!
In an age of shrinking music sales and disappearing revenue, Atlantic Records is trying to put all of its resources to work Take Atlantic’s Web site, AtlanticRecords.com, for example. Most label sites offer little more than a list of their acts and some promotional materials, but Atlantic is trying to give visitors a reason to stick around.
The label, part of Warner Music Group, dug into the vaults and began digitizing old photos, concert posters, and recorded interviews involving some of the iconic acts it has represented over 63 years. Managers unearthed signer Ray Charles’ first contract (he signed with an X). They discovered ad copy from 1967 about Aretha Franklin and about Jackson Browne from 1971.
Founded by impresario Ahmet Ertegun, one of the pioneers of the modern music industry, Atlantic has represented such diverse acts as Led Zeppelin, Bobby Darin, Bruno Mars, and B.o.B. When it comes to the Web, Atlantic is perhaps best known for becoming the first label to report more than half its revenues from digital.