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| Claire and Jona of YACHT |
Main Page
The site opens up with a giant photo of YACHT's founder Jona Bechtolt and his partner in crime, Claire L. Evans, who both appear naked from the shoulders up. Visually, the band focuses on the juxtaposition of black and white (their music explores good vs. evil, ying vs. yang, utopia vs dystopia...theme?). This light versus dark them can be seen in this striking photo that sets a distinct tone for the overall content included in their site. Listed underneath the photo are tour dates, a link titled "How To Book YACHT", and another link documenting every show/festival the band has ever played. This seems very sensible considering most people visiting the site are seeking immediate information on booking or concerts and they make it readily available without having to click around.
Overall Layout
YACHT has procured itself beyond just a band and into a full on business backed by a conscientious belief system. Their website layout reflects the conceptual ideals on which the band was founded and displays a deep commitment to the YACHT brand. The muted color palette (peach, blues, sage green, slate, white) is clean and simple making the black text the visitor's main focus. Each page's tab is aligned horizontally at the very top from left to right and is highlighted by a bold, black underline when the mouse is dragged over it. Contact information can be found in the same format at the very bottom of any page. The entire site is user-friendly and can be navigated using one's basic instinct...kind of like and Apple product.
Content
Since this website is a central hub for everything YACHT there is a great deal of content to sift through. The site is divided into the following tabs:
Along with the Smiangle, the YACHT anchor (there is a strategically placed "heart at the top) is another symbol the band uses to brand themselves. By clicking this anchor a link to a mixtape created by Claire and inspired by science fiction (sci-fi is a big influence of the band) is free to stream. She writes, " Yes, finally! Science fiction you can dance to!" I think uploading a hand made playlist by the artist that contributes to the overall theme of the band is a brilliant way to connect with fans and further spread the YACHT message they want the world to understand.
WHAT IS YACHT?
This section includes a background of the band's musical and spiritual journey. Visitors can simply look at the visual web (they call this an "Exploded View of YACHT Semiotics") to attempt and understand how YACHT was formed or scroll down to read further information on YACHT's beginnings, basic principles, and how to become a member of the YACHT Trust. The band does a great job of writing in a voice that is extremely welcoming to new fans even though they are laying down a heavy philosophy that could easily be taken as pretentious and patronizing. A reader can tell that they really care about their fans and want to share their life journey with them.
MUSIC
This tab includes everything music related from their complete discography, which visitors can stream for free, to music videos, lyrics, radio links, and free downloads.
EVENTS
This is identical to the Main Page minus a change in background color. Personally, I think they should delete this tab since all of the information can be found on the Main Page.
STORE
Unlike many artist's online "stores", YACHT's site does not redirect you to a third party merch retailer. Their merchandise is modeled by the band members keeping with their transparent relationship they strive to have with fans. Here, fans can also purchase the complete YACHT doctrine explaining their self-empowerment belief system. The merch store is easy to use and focuses on highlighting the product.
BLOG
Instead of having a separate location for the band's blog it's right on their site for a fan's convenience! It includes posts by the band ranging from behind the scenes footage from music video shoots to content they find worthwhile all of course acting as contributing factors to the YACHT message.
CATALOGUE RAISONNE
This a complete archive of YACHT's past ten years in the making. Users can scroll through the archive like a virtual catalog finding everything they ever wanted to know, see, or hear about the band. This is a great way for the band to show their fans what they find important from their career and to further customize their brand.
Aesthetic
The main theme of site is the focus on the Smiangle, a triangle with a smiley face in the middle. The triangle represents the teachings of the YACHT Trust and is the band's global symbol. Fan can even download their own custom smiangle (see blow) and are encouged to post it anywhere they can in order to spread the YACHT word.
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| smiangles |
Everything produced on this site is clearly rooted from the distinct vision of YACHT's doctrine The Secret Teachings of the Mystery Lights. I am blown away by their commitment to the message they are working to spread through their music, community of fans aka: YACHT trust, and their verbal teachings. The religious aspect of the group could easily come of as a hoax but their artistic vision and transparent relationship with their fans has created a great tool to cultivate a "cult following" that will keep YACHT making music for years to come.
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