Robert Plant & Alison Krauss
Artist E-commerce & Audience Strategy
Project Background
We built the e-commerce platform supporting *Raising Sand*, the Grammy Album of the Year that sold over two million copies. Our role was to develop the direct-to-fan infrastructure behind the release—built to handle high demand, cross-genre audiences, and a shared fan base spanning decades of music.
We focused on the system that made the release work at scale: reliable, integrated, and flexible enough to serve different audiences, from long-time fans to new listeners discovering the collaboration for the first time.
Highlights
• Developed the e-commerce platform for *Raising Sand*, winner of five Grammy Awards including Album of the Year
• Serving as audience strategy lead and developer, built a direct-to-fan system supporting multiple genre audiences
• Supported sales, merchandise, and tour integration for a project debuting #2 on Billboard 200 and topping country charts
• Managed real-time demand during peak traffic and global rollout
• Partnered with Echo Music (Nashville) — a leading digital firm managing online fan infrastructure for major artists — to deliver consistent performance and user experience
• Created a reliable framework for future artist collaborations needing scale and audience clarity