Sometimes we forget the simple beginnings that our favorite bands came from or that the phrase “indie band” doesn’t always refer to a specific genre. The Indie Road campaign for the American Association of Independent Music was created to change that.

The campaign lived as an interactive web experience that showcased the journey that some artists have taken to superstardom and encouraged listeners to discover new acts in their area. It also promoted A2IM and its members as tastemakers within the industry by showcasing some of the biggest acts they have released onto the world.

Opening video for the online experience

Example of interaction in web experience

End of experience call to action

One-minute commercial script (Click cover to read)

Print ad mock-ups