Fearless Concepts has anchored the technology behind a 2004 “Best Use of Technology by a Label” Billboard Digital Entertainment Award. The Island Def Jam Music Group has accepted the award which spotlights music industry groups that draw upon superior foresight and technology to create unique and effective campaigns.

Island Def Jam (www.islanddefjam.com) won the award for the “LL Nation” campaign, an exclusive online content website for rap legend LL Cool J (www.llcoolj.com). Built by Fearless Concepts (www.fearlessconcepts.com), this website was conceived to drive sales of LL Cool J’s new album release, the DEFinition, by offering value-added content, exclusive to LL’s biggest fans. Fearless Concepts was responsible for building the integrated systems for the various components of the campaign as well as designing the new website.

Unique serial numbers were packaged with both CD and digital-download versions of the album. Each serial number provided the user with membership to the LL Nation website. Serial numbers were also made available for purchase via a custom e-commerce storefront.

“The LL Nation campaign represents a lot of different talents and components coming together in one seamless user experience” said Fearless Concepts’ CEO and co-founder Chris Benjamin. “A lot of skills were used – Island Def Jam’s marketing talents combined with our technological and graphical aptitude. The campaign’s effectiveness is pretty clear: the album has already gone gold in the U.S. and a large portion of those users have visited and enjoyed the LL Nation site.”

Once a user’s credentials were verified, they could access an entire website conceived, designed and built by Fearless Concepts and Island Def Jam. The entire site is dynamically controlled, allowing Island Def Jam to frequently update content without having to deal with recoding pages. Third-party companies such as eBay were also essential in providing the user with an all-encompassing LL Cool J experience.

The Island Def Jam CMS system was built by Fearless Concepts to maintain content on dozens of Island Def Jam maintained sites.

About Fearless Concepts
Founded in 2001, Fearless Concepts is a small, technology-driven group specializing in bringing cutting edge solutions within reach of entertainment and consumer companies. Fearless Concepts provides entire web-based, CD/DVD and kiosk solutions using a combination of graphic design, programming and systems skills. In addition to web development, Fearless Concepts provides full e-commerce capabilities including warehousing, fulfillment and customer service to support online shopping environments. Current clients include Island Records (www.islandrecords.com), Def Jam Records (www.defjam.com), S-Curve Records (www.s-curverecords.com), comedian Lewis Black (www.lewisblack.net), and skincare/cosmetics producer Perlier (www.perlier.com).