Turning every music release into an activation that builds community and sales.

Client and context

Sony Music Store is the official store of Sony Music Spain, where fans find vinyl, CDs, box sets, merchandise, pre-orders, special editions and exclusive releases from their favourite artists.

The challenge: one narrative for very different artists and communities

Sony Music Store doesn't work like a conventional eCommerce. Every release has its own calendar, visual identity, audience and level of fame.

A pre-order from an international artist calls for a different approach than a special edition, a historic reissue or merchandise from a Spanish artist.

The challenge was building a recognisable digital presence for the store without diluting each artist's personality, and connecting cultural conversation with the eCommerce's commercial goals.