About 3 years ago I found a javascript that I fell in love with. It became the cornerstone draw of a site I built with Dan Castady, lead singer of The Fold.

Based directly around the album artwork for the Kickstarter backed release, the site would support the band’s second independent album since their separation from Tooth & Nail Records. And it made for a great looking site header! We pulled elements directly from the hand drawn artwork and implemented them into the script. When put together, we were able to create depth, movement, and the separation of independent waves upon which our rower rowed his merry boat.

The scene moved up, down, and sideways based on mouse interaction. Scrolling past the header area would take you to the other areas of the page. Further, the script responded to accelerometer movements on mobile & tablet devices. A user could “interact” with the website by simply tilting their device left, right, up, or down.

A beautiful combination of album, artwork, and website. The colors and movement were spot on!

You would have loved it.

Unfortunately, that site’s replacement is already on the doorstep, like cruel parents bringing home a new puppy as their old dog quickly realizes he’s being replaced.

Over the last few years, the group has transitioned into the kid’s music arena after striking a hit recording the “The Weekend Whip.” The song has served as the theme song to Cartoon Network’s hit show, Lego Ninjago.

Between Lego sets, action figures, and 6 seasons on Cartoon Network, Ninjago has turned into a TMNT style phenomenon, earning the band millions of views on YouTube, a string of high ranking kid’s chart singles on iTunes, and fans from all over the world.

Within the last year, there have been Ninjago theme parks set to open, as well as a major motion picture to be released in 2017. Given these events, we could no longer ignore the blatant gap in the site’s marketing.

It was time to make a switch.

We needed to create something that focused more on building the mailing list than trying to push an album that wasn’t Ninjago related. With that in mind, we made plan that included beer, pizza, and the will to knock out a new site in one night.

We set aside a Friday night and jumped right into site planning. What resulted came out looking pretty damn fantastic on mobile, tablet, and desktop. A new TheFoldRock.com.

Simplified, streamlined, and with links off to every major outlet a band would need to promote. We didn’t feel the need to over-clutter it with pictures, videos, or messages from the band. That’s why we have things today like YouTube, Instagram, and Twitter.

With over 10,000 visits to the site per month, I’m excited to see where this new direction can lead. The biggest focus over the next few months is going to be on growing the mailing list. The site needs to have a better, more direct connection to the fans than it does currently.

In any case, I hope you guys love the new site. A tiny part of my heart will miss the old one.

Alright, maybe not the WHOLE site, but at least that header.

And now, if we can just take a moment to say goodbye—before it’s gone. Ignoring the double navigation grabbed by my screenshot application. Get it right, Awesome Screenshot, c’mon!


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