The Challenge
Austin & The Herd is a local band with a dedicated following and a packed performance schedule. Like many musicians, their digital presence was scattered across multiple platforms — Instagram, Facebook, Spotify, YouTube, Bandcamp — with no central hub tying everything together. Fans had to jump between platforms to find show dates, listen to music, or buy merchandise.
The band needed a website that served as the definitive source of truth — a place where fans could find everything in one spot and where the band's brand identity could be expressed fully, without the constraints of social media templates.
Our Approach
We immersed ourselves in the band's world — attending a show, listening to their discography, and studying how their fans interact with their content across platforms. This gave us a deep understanding of the band's aesthetic, their audience demographics, and the user journeys that needed to be supported.
Three priorities emerged from discovery:
- Create a visual identity that captures the band's sound and energy
- Consolidate scattered content into a single, easy-to-maintain hub
- Build a direct connection with fans that is not dependent on social media algorithms
The Solution
Immersive Visual Design
The website's design was inspired by the band's live energy. We used bold imagery, dynamic layouts, and atmospheric color treatments that feel like walking into one of their shows. The visual language is distinctly theirs — not a generic band template, but a custom digital expression of their identity. Full-width photography, textured backgrounds, and purposeful typography create an experience that resonates with their audience.
Content Hub Architecture
We designed the site as a hub-and-spoke model. The website is the hub, and all external platforms feed into it. Spotify embeds let visitors listen without leaving the site. Instagram feeds show the latest behind-the-scenes content. YouTube videos are featured prominently. Show dates pull from a centralized calendar. Everything converges in one place, making the website the single destination fans need.
Merch and Music Integration
Rather than building a full e-commerce system, we integrated with the band's existing merch platform to create a seamless shopping experience. Visitors browse products on the website and complete purchases through the established storefront. This approach kept costs low while providing a branded shopping experience.
Email List Building
We implemented strategic email capture points throughout the site — a prominent signup in the hero section, exit-intent popups for first-time visitors, and incentives like exclusive content and presale access. Building an owned email list gives the band a direct line to their fans that does not depend on algorithm changes or platform policies.
Results
The website became the connective tissue across the band's entire digital presence:
- Email list growth accelerated, giving the band a reliable channel for announcing shows and releases
- Merch sales increased as fans discovered products through the centralized storefront
- Show attendance improved as the events calendar provided a clear, shareable resource
- The website became the go-to link for press, promoters, and new fans discovering the band
- Social media engagement improved as the website provided richer content to share
Key Takeaways
For musicians and bands, the website should be the hub — not an afterthought. Social media platforms are important for discovery and engagement, but they are rented land. A website you own gives you control over your brand, your data, and your relationship with fans.
The hub-and-spoke model works exceptionally well for content creators. Instead of duplicating content across platforms, pull everything into your website and let each platform do what it does best. The result is a cohesive digital presence that is greater than the sum of its parts.