- URB | two sides of cool
URB is one of North America’s longest running and most trusted independent music publications, covering emergent music and the lifestyles that surround it. Launched on the principle that what is occurring beneath the surface and outside the range of mainstream eyes and ears was worth celebrating and documenting, URB remains the vanguard for what’s next.
URB.com is more than a mere extension of URB Magazine, it is a portal to the ever changing landscape of contemporary cool. Here you will find extensive content covering the breadth of our culture—from daily blogs and exclusive features to videos, MP3s and podcast that bring the sound and vision direct to your computer. And as you explore the next wave of awesome sound, style and substance, we give you the chance to feed back, because URB doesn’t seek to be the definitive voice, but rather the prime instigator of an on-going conversation.
Create a visual touchpoint for URB to extend their brand further than the internal orbit of the URB.com ecosystem.
Develop an episodic curated content series portraying the landscape of contemporary cool. URB partnered with the culturally emerging content brand SOCIETY THEORY. The two worked together to bring the idea to life, and Two Sides of Cool was born.
More than 222K embeds in less than five months.