Geffen Feeds Fans' Needs

The office stereo is cranked up to eleven this morning to welcome our latest customer, Geffen Records. With a date like 06/06/06 upon us, the office flashpot could finally see some use should Rob Zombie drop in on us.

Geffen recently launched a feed-driven refresh to its Web site that essentially automates the viral methods artists like the good Mr. Zombie, and many others, leverage to launch their records. From Mary J. Blige to Counting Crows to Rufus Wainwright and many more, Geffen's new feeds help establish a direct line of communication between the artists and their fan base. You can now subscribe directly to your favorite band's feed and receive the latest news, tour dates, videos and more.

Geffen's early trials proved that feeds were the marketing tool that garnered the highest conversions. Feed subscribers were four times more likely to take action (e.g. download wallpaper, play audio/video clips, sign up for a message board, etc.) than those reached through more traditional methods. Recognizing the growing audience that will no doubt follow the launch of the next generation of browsers, Geffen wanted to lay the groundwork for a company-wide embrace of feeds to ensure they're able to leverage this new medium. That's where we come in. We meaning, you know, FeedBurner.

Instant Community, Integrated Web Services
Geffen will be taking advantage of FeedFlare to help connect fans with artists. Because FeedFlare is an extensible service, Geffen can create custom links that encourage direct participation from fans. Via items in the feed, fans can rate the latest Nelly Furtado album on iTunes. Or, become a MySpace friend of emerging artist, Matt White. Geffen's feeds will include links that go beyond the artist's content and embrace the communities that have grown in support of the band. As new services develop, Geffen can easily add them using FeedFlare, letting fans know that the artists' feeds will always be the best place to go to find the latest and greatest.

But wait, there's more! It's one thing to be Mary J. Blige's label. She has a loyal (and large) following, and plenty of opportunities to gain new fans. (Like that recent performace on American Idol.) What about new, emerging artists? Geffen's partnering with us to reach the 8 million subscribers who read feeds in the FeedBurner Ad Network (FAN), so that they can advertise emerging artists who will catch the discerning eye of particular demographics.

Using feeds to promote feeds? The engineering team here thinks that has a wonderfully recursive sound to it. Our marketing director just says it rocks.