Turning every release into a world of its own

A release is more than a link

Mara wanted every song to arrive with its own atmosphere. Traditional link pages could point listeners toward the music, but they flattened the artwork, notes, tour dates, and community into the same stack of buttons.

With idek.me, Afterglow became a space that changes with each release. The page can turn cinematic for a single, then settle back into a quieter archive between projects.

“I wanted people to enter the record before they pressed play.”

One place that keeps evolving

Instead of rebuilding a campaign page every few months, Mara duplicates the previous composition, swaps the media, and reshapes the experience around the new work.

Music, video, credits, dates, and the mailing list stay connected. The visual language changes, but the address never does.

A closer relationship with listeners

Audience insights showed which stories and tracks brought people back. Mara now gives works-in-progress more room and keeps the archive visible instead of replacing it with every launch.

The result feels less like a funnel and more like a place fans can revisit.