The technology: Macromedia Corp.'s Flash software
The scoop: There are countless sites with audio clips, but in Elektra Entertainment Group's redesign, unveiled today, sound directs traffic.
Xylophone-like notes emanate as you swoosh your mouse around the "E" Elektra logo. Each sound, powered by Flash software, highlights a color band signifying a music genre or department on the site.
"We wanted to make the site porous, so we layered the navigation with the audio feedback," said Peter Seidler, creative director, president at Avalanche Systems, which handled the redesign. "It allows you to move through the content quickly."
And while the site doesn't accept ads, Elektra Director of Multimedia John Mefford said that it is considering selling advertising on the store section, which is expanded in the redesign. "Buy now" buttons are planted on artists' pages, which link to the Elektra store.
All orders are then sent to a clearing house for Time Warner music labels called The D.A.V.E., (www.thedave.com) (Direct Audio Video Express), run by Time Warner subsidiary Entertainment Media Services.