The FADER’s digital redesign elevated emerging artists online with the same depth and polish that defined its iconic print magazine.
ChallengeFor over two decades, The FADER had been a leading voice in emerging music and culture, giving new artists the full “royalty treatment” in print. But its digital platform lagged behind. The site failed to showcase its world-class photography and editorial voice, and didn’t provide the immersive experience that matched the magazine’s cultural impact. Like other publishers, The FADER also needed a more appealing ad offering to grow revenue beyond basic banner placements.
ActionWe reimagined The FADER’s digital presence to celebrate artists and encourage deep exploration. Cover stories were designed to dominate visually, with layouts that matched the scale and drama of the magazine. We built “artist hubs,” connecting articles, bios, photos, and integrated music players, so a single story could lead fans down a rabbit hole of related content and collaborations. The design prioritized discovery and obsession—making it easy to immerse in an artist’s world. In parallel, we developed a richer ad framework that aligned with the editorial experience, creating high-impact sponsorship opportunities without undermining content.
ResultThe relaunch transformed The FADER’s digital business. Readership grew 71% in the first 12 months, a remarkable lift for a publication already two decades old. The richer ad formats delivered double-digit ROI increases for sponsors. Most importantly, the site became The FADER’s primary platform; its immersive editorial experience proved so successful that the brand eventually shifted its focus away from print to digital. Nearly a decade later, the same platform still anchors The FADER’s cultural influence, giving emerging artists a space online as premium as the magazine once did.
