With a distinctly anti-establishment tone, they also believe no music should go unheard simply because of the complex financial structure and artistic restrictions so prevalent in today’s record industry. Their vision was simple: create a site that would allow bands to post their full albums and fans to download them, for a reasonable fee. Then give at least half the proceeds to the recording artist.

When it was time to make the dream a reality, AU called on Idea Ladder to develop their logo, identity, and website, as well as provide ongoing marketing consulting and business development services.