Colorfield

MGMT optimizer

Brand

MGMT optimizer logo

Project Type

  • Desktop

Colorfield's Role

  • Development
  • Design

Technology

  • PHP
  • Memcache
  • Rdio API

MGMT Optimizer and Album Launch

Colorfield worked with Rdio on the design and development of an exclusive desktop experience to launch MGMT’s self-titled third album. Rdio members were given access to the new album a week early, along with access to the band’s trippy ‘Optimizer’ video experience.

The ‘Optimizer’ is a psychedelic 45-minute music video, covering the nine tracks on the album. We designed the interface and site experience around the video, playing off the visuals and adding some data visualization to help tell the story of what other Rdio members were experiencing. Pulling from the Rdio API, we tracked which members were currently watching the video and where they were in the experience. We plotted a real-time sub-set of these viewers (that sometimes numbered in the tens of thousands) in an interactive timeline, tracking what others were currently watching/listening to and which tracks were most popularly shared. From there, users could also check out other viewer’s profiles and music tastes via Rdio.

Since the goal of the experience was to encourage new member sign-ups, sharing was well integrated – both at the site level and at the individual track level. Integrating Rdio’s simple sign-up process meant that anyone could experience the exclusive early launch.

In addition to checking out the Optimizer, users could get a detailed ‘album view’, download a full set of lyrics,  and check out other MGMT music available on Rdio.

If you missed the site, you’re out of luck. It was only available for the one week pre-launch on Rdio. A few screen shots from what we designed and developed are below.