Electronic music’s most legendary mix CD series and its associated record label, Global Underground, has just completely relaunched its online presence, with Alchemy Content now providing regular editorial feeds and social media management for the brand.

GU was way ahead of the game in terms of building a passionate fan community on its site over a decade ago, but little much had changed about the basic site design over the years.
The brand new Globalunderground.co.uk has a completely fresh visual identity, a strong new Heritage section telling its history via those infamous City Series mix CDs, less intrusive but more comprehensive e-commerce for buying music and merchandise, plus new Tours, News and Forum sections to make the most of the strong community, rather than hiding it away as before.

The famously acerbic regulars on the GU forums have been quick to make their opinions felt, but the 2-way conversational approach of the new site is already paying dividends, opening up a real dialogue with the loyal fanbase to help provide the facilities they actually want. It’s a really exciting project that should see the label fully take advantage of today’s digital media tools to build upon its amazing international following.

Alchemy Content will be producing short regular magazine-style content and social media activity for GU, with the next big milestones being the return of the club residency at London’s Ministry of Sound on March 6th and the annual WMC party at Mynt in Miami on March 24th.

Chris is increasingly using this sort of digital content to promote his artists since it’s quick and easy to produce, yet the exclusive access is really interesting to fans and industry heads alike.

The content is being picked up for use by BBC 6 Music themselves, highlighting the value of creating and posting cool little promotional videos regularly and just seeing where they end up.
See the band perform ‘Watchmen’ in Part 1, and the single ‘Lover Gone’ in Part 2.