Delete has created a new website for Decca Records, its fourth project for Universal Music. The site will act as a showcase for the labels broad range of artists, supported by expert opinion and information about the artists.

Decca.com has a mix of editorial content, product promotion, new releases, artist profiles, music and videos, an event calendar, and label information.  The site’s design aims to be clean, elegant and sophisticated -- enabling the content on show to take centre stage throughout and reflecting the credibility of the brand as a premium record label.

Tom Dougherty, UX director at Delete, says that the site provides Decca Records with a way of directly communicating and building a relationship with their core consumers as well as growing, and retaining, their target audience by creating an in depth experience to explore and discover Decca Records extensive range of artists and genres.

“We didn’t want the site to function as a standard record label catalogue, full of static content," he says, "it needed to engage the audience by providing regular expert opinion inspiring repeat visits, much in the same way as your trusted record store used to.  The goal is to encourage exploration through the wealth of label content.”

Social Media functions on the site include RSS Feeds allowing users to keep up to date with the latest articles posted on the site and Facebook Connect integration allowing users to easily comment on articles via their Facebook accounts, together with Twitter and Facebook widgets.