During the Badgeville Summit #Engage 2012 in San Francisco last month, I was fortunate to host a “Fireside Chat” with Lee Hammond, VP Digital, Interscope Records. We talked about the company’s desire to build engagement with music fans on the multitude of artist sites it hosts online and how it arrived at a customer engagement and loyalty solution based on game mechanics.
In case you don’t know, Interscope Records was founded in 1990 as a subsidiary of Warner Music Group, with Time Warner taking a 50% interest a few years later. Over the 90’s, Interscope became known for a controversial lineup of all-star rappers including Dr. Dre, Tupac, and Snoop Dogg. In 1999, Geffin Records and A&M Records merged with Interscope. Now part of Universal Music Group, Interscope is one of America’s largest record labels and continues to represent chart busting artists such as LMFAO, Lady Gaga, and Carly Rae Jepsen.
Lee manages development for the Digital division of Interscope and was at ease sharing his journey towards connecting with music fans using a blend of human psychology and technology (a fairly descriptive way to say “gamification”). The interview is shared here for your enjoyment.