Overhauling a legacy platform to turn a transactional store into a high-trust destination.
From Transactional Store to Music Destination
Warner Music Canada’s e-commerce presence required a transition from a legacy infrastructure to a modern digital hub. I led the overhaul of store.warnermusic.ca into wmc.shop, shifting the platform from a centralized catalog to a lifestyle-driven discovery engine.
curation > noise
The scroll on the left shows the legacy approach: an overwhelming amount of content that forced the reader to do the heavy lifting. The scroll on the right is soundcheck—a focused, intentional experience that guides the audience toward what actually matters.
transitioned from a "third-party" perception to a high-trust, label-direct experience.
The legacy platform functioned as a standalone silo, creating a disconnect from the label’s established authority. It felt like a utility storefront rather than an intentional part of the fan’s journey.
closing the music-to-merch loop:
I integrated streaming tools directly into the shop so the journey from "listener" to "customer" felt seamless.
data-driven conversion:
By syncing the store with the core digital ecosystem, we could automatically surface merchandise related to trending or promoted singles.
the trust framework:
Used narrative-driven content and refined authority markers to leverage the label’s history, validating the consumer experience.
The site transitioned from a static inventory search into a discovery-driven ecosystem.
The original site architecture was product-centric rather than artist-centric, relying on generic categories (Vinyl/CDs) that prioritized storage over storytelling. This layout satisfied inventory needs but failed to engage fans looking for new music.
genre-led navigation:
I replaced traditional product silos with genre-based discovery pages, allowing fans to explore the roster through the lens of musical taste.
strategic cross-pollination:
Implemented a recommendation system designed to introduce fans of established artists to emerging talent within similar genres, driving traffic to rising artists.
intuitive architecture:
By mapping the user journey to follow artist affinity rather than format, I increased "linger time" and helped fans discover the full depth of the roster.
transformed merchandise into a curated lifestyle asset through intentional art direction.
Assets were originally limited to utilitarian product shots, missing the chance to position the artist’s brand as a high-fidelity choice. Without context, items felt like generic stock rather than a deliberate extension of the artist's world.
elevated creative direction:
I managed lifestyle shoots to provide the visual context necessary for a premium experience.
beyond the product shot:
Moved away from "flat-lays" to show merchandise in situ, framing the collection as a thoughtful editorial choice rather than a simple transaction.
sustainable brand awareness:
Shifted the advertising focus to the store itself as a curated destination, maintaining consumer interest even during "quiet" periods between album cycles.
"What does this mean for your business?"
You’ve done the heavy lifting of building the business; let me handle the architecture of the brand. Let’s start with a Pulse Check to find a clear way forward.
You might not be a music label, but the challenge is the same: building trust with people who don't know you yet, and ensuring your digital home feels as intentional as the work you do. I take the high-level strategies I built for the roster and apply them to your shop, your studio, or your service.
