Having said yes to a full time role at Modular, around July 2008, I was pulled straight into a bunch of meetings that were setting the stage for what would be, wait for it, V Festival 2009. I was asked to complete some high level "competitor" analysis and come up with a digital strategy based on a content strategy that had already been devised.

At this point in the game MySpace was holding its ground, only just, and Facebook was teetering on the edge of the tipping point yet hadn't managed the stranglehold it now enjoys just over a year later. And Twitter was altogether "new" but in saying that I implemented it and managed to build a large audience hadn't become the press darling. Yet. I found a lot of the festival sites to be one way in terms of communication so taking MySpace/Facebook out of the equation we looked at using a blog format to drive the content and allow for interaction within the comments section.

This was the first, of many, Arturo/Jonny Android builds and as usual we nailed the architecture and implementation of the site. Again a Wordpress backend was used with Jonny rebuilding the code-heavy front-end into something more scalable, nimble, and fast. I also started implementing my baseline setup: a dedicated "The General" email address for all accounts, Media Temple, Google Analytics, and Feedburner for RSS. We also took control of the MySpace property that had been set up for the inaugural 2007 festival.

Overall stats, which unfortunately I cannot share, were the biggest of any site I've ever worked on - at its peak the website ended up buckling under the load meaning we had to throw more RAM at the server to keep it running. Mission accomplished.

Client: Michael Coppel Presents / Virgin Mobile
Launched: October 2008
Agency: Modular Ideas
Design: Mitch Beige Brown
Programming: Jonny Nail
Strategy + Implementation: Arturo Escartin