The AXS Website and blog is one of the mainstays of AXS Music’s owned media strategy. It is the company’s mouthpiece on the internet and caters to an audience primarily composed of music listeners, bloggers and superfans.
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AXS’s PR team is the driving force behind the blog’s editorial policy and uses the site to drive extensive worldwide media coverage.
In commissioning a redesign, the team was looking to drive substantial innovations in the way this communication takes place. The main challenge was to find new and better ways to make the blog content as easy as possible for bloggers and journalists to find, engage with, access and repurpose.