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How Interscope Records Improves Customer Acquisition with Janrain Solutions

By Michael Olson | Posted on July 22, 2010

Yesterday at the Cloud Identity Summit in Denver, Colorado, Lee Hammond from Interscope Geffen A&M Records (a division of Universal Music Group), and Brian Kissel, CEO of Janrain, spoke jointly about the use of social media tools to improve customer acquisition and retainment. Hammond shared Interscope’s experience to achieve these goals, beginning with a native OpenID implementation and resulting in a relationship with Janrain.

Beginning in 2007, Interscope Records began accepting AOL identities for login on its 125 music artist websites through an in-house implementation of OpenID. Below is a screenshot of Interscope’s third-party login system on Eve.com in 2007:

interscope-1-1

And on another site:

interscope-2-0

By 2008, with additional social networks (such as Facebook, Google and MySpace) becoming available for login, Interscope sought to leverage the new identity providers, make the user experience more intuitive, and minimize the challenge of scaling and maintaining the system.

Interscope turned to Janrain Engage in late 2008. Choosing Janrain has enabled Interscope to instantly leverage additional social networks (such as Twitter and Windows Live) as they become available and outsource maintenance of the disparate APIs from each network.

The result? 55% of all logins across 125 music artist sites occur through Janrain Engage, with that percentage as high as 89% on sites like LadyGaga.com. Overall registration rates on all artist sites have improved by 10%, in part due to the intuitive user interface provided by Janrain Engage:

interscope-3-0

Here are slides from the presentation at Cloud Identity Summit:

Janrain and Interscope Records Cloud Identity
Summit presentation July 2010


Click here to read more about Interscope’s success with Janrain Engage.

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About the author

Michael Olson

Senior Product Marketing Manager

Michael Olson joined Janrain more than five and a half years ago and has experienced the explosive growth of the digital marketing technology landscape. Previously, he managed demand generation programs at Janrain. Currently, as the Senior Product Marketing Manager, Michael drives go-to-market strategy for product launches as well as positioning and messaging to communicate the value of customer profile management solutions to companies. Michael's writing has been featured in publications such as GigaOM, Adotas and iMedia Connection.

View all posts by Michael Olson