Australian Music Vault
- Arts Centre Melbourne
- Australian Performing Arts Collection
- Creative Victoria
The Australian Music Vault (AMV) is a celebration of the stories of Australian contemporary music – past, present and future. It features a free, permanent exhibition, interactive and digital experiences, iconic objects from Arts Centre Melbourne’s Australian Performing Arts Collection and an ongoing calendar of live performances, education programs and events.
The AMV website needed to enable engagement beyond the physical experience of the exhibition, extending the curatorial intention and narrative for a deeper experience of the rich content. Australian Music Vault required an inclusive visual design that reflected an edgy and contemporary brand image that was accessible to all generations.
The purpose of this site was to attract and re-engage with users and provide deeper content engagement beyond the physical exhibition experience. Users have the opportunity to venture deeper into the Australian Music Vault experience and immerse themselves in the rich history of Australian Music. This has been a key initiative of the Victorian Government\’s Music Works Strategy, supporting the Victorian music industry. The site has been enjoyed by ranging demographics, with an almost 50/50 split of Male and Female users and approximately each age demographic making up 20% of the audience each all with varying interests.
This exhibition was all about celebrating Australian Contemporary music from the last 50 years. With ‘The Vault’ being free for all – no backstage pass required – Australian Music Vault has been successful in delivering a holistic and engaging display. The website has seen extensive engagement with over 120k page views and a visitor return rate of almost 20%. More than 200,000 visitors have now experienced the physical exhibition with the website playing a role in supporting awareness and attraction of visitors. Future plans are in consideration to extend the user participation on the website.
The digital and design strategy put together by Bravo has ensured that Australian Music Vault has been able to continue the showcase experience with users and their ever-expanding library of content. The user-focused website experience allows AMV to ensure a holistic and quality experience for their patrons. This includes events such as live performances, talks and other public events to continue the user experience.
From conceptualisation, this website’s goal was the user experience. So it was important for us to exercise every measure to ensure it was the best possible experience. Starting with a stakeholder ideation workshop we completed the information architecture and user experience wire framing and prototyping informing the visual design. The design template is flexible to allow for in-house content management. The custom integration with Spotify provided users with a curated and uninterrupted playlist to enjoy during their online experience.
The site was built on Sitecore and was fully scalable from launch and beyond and also included personalisation capabilities and customisations. It was integrated with EMU (the collection asset catalogue), Tessitura for customer data collection, YouTube, Instagram and Spotify for a complete user experience. The website is fully device responsive and compliant with AA accessibility standards.
The site also included a pre-opening landing page, which featured an interactive music ball to assist in building the excitement for the launch.
This website received global recognition as an Honoree for Best Event Website in the 2018 Webby Awards.