VINYL ME, PARTON
An exclusive year-long Dolly Parton vinyl subscription, curated by Dolly & Vinyl Me, Please. I was Senior Director of Product and Design at Vinyl Me, Please from 2018 to 2024. From curation to packaging to marketing to the digital membership experience, this was a company-wide initiative. And one that was special to many.
- UX Direction
- Creative Direction
- Customer Experience
Campaign film © Vinyl Me, Please, 2023. Created by Richard Edens.
A first of its kind...
My role was to design the end to end customer experience. A lot of my work at VMP was less about pixels and more about giving music fans a delightful experience from the website all the way to their record player. I led the product, design and engineering teams in designing and building this unique experience from an existing platform. Essentially, taking a membership that normally launches albums by different artists each month and creating one that was 100% unadulterated Dolly and it had to live up to her legacy of course.
Vinyl Me, Parton Subscription microsite. No longer on the internet, so I rebuilt it. I led Creative/UX Direction, working alongside a UX designer.
The story behind
the records...
Dolly and VMP handpicked the twelve albums together, spanning her whole recording career, from early classics to later self-released records. She made videos for members talking through why each one mattered, and said she was happy to see some of her own favorite albums that have been out of print on vinyl brought back to life for her fans. Every record was pressed on 180g color vinyl with heavyweight jackets and custom obi strips, remastered from analog tapes where they existed.
It meant a lot to the people who made it and to the people who received it. Owning them means something different now.
Surprise merch sent every quarter. Photo via AtoZ media (manufacturer).
“I love listening to records, and to know that fans around the world are discovering music on vinyl is wonderful.”
