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"AspireUp has been a tremendously valuable strategic partner in the launch of American Idol Underground. From the brand development process to design and marketing, they have exceeded our expectations on every level. Their skill and professionalism matches that of any Fortune 50 marketing team."

-Bob Buch
Co-Founder, COO
Fluid Audio Networks

American Idol Underground

American Idol Underground is a Los Angeles-based company focused on building an Internet-based music service that enables emerging artists to be discovered and for listeners to evaluate new music and interact with the artists.

The Challenge

  • American Idol Underground, operating under license granted by the top-rated TV show, needed to develop a branding approach and a website that would ensure early success of the business.
  • The challenge was to create a website that would be cutting edge in appearance and functionally easy to use and, most importantly, would efficiently convert new users to paying customers.

The Results

  • AspireUp worked with the leadership team to complete a strategic evaluation of the market opportunity, develop the target audience, brand positioning, and a strategy for leveraging the American Idol brand.
  • Vision was to democratize the music business, which was fulfilled by creating a branded website experience that allowed easy access for artists to upload their content, and a fair, democratic for music fans to get involved and vote for their favorite music
  • Based on this strategy, AspireUp oversaw development of the website, which included state-of-the art features to drive audience engagement such as streaming music player and a consumer ratings system