Delete have created a new digital platform for Decca Records ( , their fourth project for Universal Music, which launches this week.

Combining Decca Record’s 80 years of Brand Heritage with a Modern 21st Century outlook, the new site will act as a showcase for the labels broad range of Artists and genres supported by a rich layer of expert opinion.

“We worked very closely with Chris Elrin, Head of Digital Strategy at Decca Records to shape the project and define the brief, to enable them to establish a strong music brand online and an engaging touch point for its broad audience” Said Damon Mangos – Creative Director, Delete. is a mix of editorial content, product promotion, new releases, artist profiles, Music & Videos, event calendar, expert opinion and label information. The site’s design is clean, elegant and sophisticated enabling the content on show to take centre stage throughout and reflects the credibility of the brand as a premium record label.

The site provides Decca Records with a way of directly communicating and building a relationship with their core consumers as well as growing, and retaining, their target audience by creating an in depth experience to explore and discover Decca Records extensive range of artists and genres.

“We didn’t want the site to function as a standard record label catalogue, full of static content - it needed to engage the audience by providing regular expert opinion inspiring repeat visits, much in the same way as your trusted record store used to. The goal is to encourage exploration through the wealth of label content” Said Tom Dougherty – UX Director at Delete.

Social Media functions on the site include; RSS Feeds allowing users to keep up to date with the latest articles posted on the site and Facebook Connect integration allowing users to easily comment on articles via their Facebook accounts, together with Twitter and Facebook widgets.

The music on the site is provided by mflow – a brand new social music store where you recommend (flow) tracks to your friends and receive 20% credit to spend on more music if they buy them. All the Decca catalogue is available on mflow and you can follow our label profile and receive full length ‘flows’ when you download mflow from

Sales of products will be driven via supporting suppliers.

“ Delete’s expertise in delivering sites with a rich, tactile experience has been invaluable in making this project a success. They understand the importance of establishing the right balance between Design, Development and Site Architecture to create an accessible, welcoming environment that is uniquely Decca Records, while covering a wide range of musical tastes and audiences. ” Said Chris Elrin from Decca Records.

“Decca is one of only a handful of labels that is a brand in its own right, and as such it was important to showcase the diversity and depth of the label, it’s history and it’s artists.”

Press enquires:
For Delete
Karen Durham-Diggins at kddPR
t: +44 (0) 20 8989 2541
m: +44 (0) 7808 584 624


Delete - A Space for Ideas.
Based in Clerkenwell, Delete is a digital creative agency. They offer their clients original strategic and creative thinking - not pre-packaged solutions - backed up with design and technical excellence.

Having built Delete over six years they possess a true entrepreneurial spirit and understand how to translate this into success through all work for their clients businesses.

Delete's vision is to capture an audience’s imagination - with powerful digital experiences.
Black is White, Everything you know is wrong - This is the way Delete start all conversations. It's a challenge to their clients - to turn their thinking on its head and be Deleted. To Delete is to create an opportunity after all.

Clients include Westfield, BaByliss, Red Bull, Universal Music, Cadbury, Picture House Cinemas, the Great Gorilla Run, O2, Renault, Mayor of London, Sahara, and UKTV.

Published on: 12:00PM on 27th May 2010