For decades, RCA Records artists have been the voice of the brand—their work has taken center stage. In doing so, the newest generation of music listeners isn’t familiar with the RCA brand. We were asked to rethink what RCA means for their artists and their fans in a digital world.
RCA Records
RCA Records has brought us some of the most iconic musical artists of all time—Elvis, Bowie. But what is RCA? What does it mean to be an RCA artist? What does it mean to be an RCA fan?
In collaboration with JosephMark, Middle Child evolved the legendary company from a record label into a conduit for global, cultural transformation. A redefined brand with a strong stance, voice, and connection to its heritage.
Our work resulted in a Webby Award, D&AD Wood Pencil, ADC Award, and Awwwards' Site of the Day.
What We Did
Brand Foundation
Narrative Strategy
Content Strategy
Voice & Tone
Copywriting
Messaging
Taglines
Verbal Foundation
The Ask
The Solution
Together, we created a pioneering, defiant, and passionate brand that puts artist empowerment first. We redefined the brand’s true north, rethought its content strategy, and reshaped its digital experience. This work resulted in a new website that more clearly defines what makes RCA special and why fans inside and outside the industry should listen.
“Mackenzie was a great collaborator——providing us with the gumption and fire needed to create the right tone of voice for this iconic brand, as well as a tonne of hardworking and long-lasting copy which we've used throughout the work.”
Alex Naghavi, Executive Creative Director
JosephMark