13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

From the 6th Annual Shorty Awards

Music is Social: The Relaunch of DefJam.com

Entered in Music

About this entry

DefJam Recordings relaunched DefJam.com in 2013, creating a groundbreaking new website for the hip-hop community, socially connecting the fans, artists and advertisers that are part of the label’s distinctive culture and brand. In addition to social features for real-time conversation and social curation, the new DefJam.com offers integrated sponsorship opportunities to connect advertisers and fans in meaningful ways, while generating incremental revenue for DefJam. Def Jam partnered with Livefyre to integrate real-time social content about their artists from Twitter, Instagram and Facebook into their new digital platform. Now fans only have to visit one destination to find the latest news, social content and conversations about their favorite artists. And because all of the content is interactive, fans feel like they have a voice in the Def Jam community. They can also chat with each other about their favorite Def Jam artists, music, news, events and videos in real-time. Further aligning with the Def Jam culture, the new DefTrends module uses Livefyre’s Heat Index to visualize which artists are trending on social networks in real-time. The entire module is skinnable so that a sponsor can make the rending graph represent their brand. DefJam’s Instabooth, also powered by Livefyre, features a live wall of photos taken by Def Jam artists that stream into the site the instant that they are posted to Instagram. DefJam is also making advertisers a part of the story by finding creative ways to integrate them into DefJam.com, rather than creating a site full of banner ads and pre-roll video advertising. Sponsors can be seamlessly integrated into Instabooth in a variety of custom ways, from social content streams to logoed backgrounds. Results: Since DefJam.com relaunched, integrating real-time social content, site traffic has increased by 30%.


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