Emelie Hollow

Background

Emelie Hollow is an artist and songwriter with millions of streams on Spotify. She has taken part in the Norwegian TV series “Hver gang vi møtes”, and has recently performed at the Oslo Opera House. With a growing listener base, she needed a place of her own – outside the algorithms and feeds of social media. A place where new and existing listeners can get to know the music, find the next concert and stay up to date, and where the artist and her team stay in control of where the traffic goes next.

Goal

To give the artist a digital home that expresses her graphic and artistic side, while also working as a tool: promoting new releases like “Neste Stasjon” and “To Stopp Unna Karl Johan”, selling tickets to upcoming concerts, and building loyalty, trust and interest through the newsletter.

My role

Responsible for the design, development and running of the website. I work closely with Emelie herself, her team and the third party responsible for the newsletters to make sure the result delivers visually, functionally and financially. I follow traffic and behaviour continuously through Vercel's analytics tools, and update the site in step with new releases and concerts.

Contents

Process

Solution

The site is built around the artist's own visual language: large, atmospheric photographs, a classic serif and calm, minimal navigation that lets the music and the images take centre stage. The homepage shifts focus to whatever matters most right now – a new song, a concert or the newsletter – and every section has one clear action, whether that's listening, buying a ticket or signing up.

Learning along the way

Working with an artist taught me how closely design and identity are tied together. The site had to feel as personal as the music, while also selling tickets and building a listener base. I learned a lot about balancing aesthetics with clear actions, and about the value of following the data over time: when we can see which channels actually drive traffic, we can make better choices about where and when to communicate. Coordinating several parties – artist, team and third party – towards a shared goal has also taught me a lot.

Effect

The website has become a fixed hub in Emelie's communication. In Vercel Analytics we can clearly see visitors, page views, bounce rate and referrers rise and fall in step with releases and social media posts, and we compare this with the rest of the information flow out to her listeners. Traffic peaked around the Opera House concert on 30 August, and the concerts page was the most visited subpage in the period. That gives us control over how we want to drive traffic, and buying and listening habits, from here.