DJ Swivel
Custom WordPress Ecosystem & Digital Brand Architecture
Architecting a high-performance digital presence for Grammy-winning producer DJ Swivel, integrating a sophisticated portfolio CMS with a global e-commerce engine.
Project Overview
Jordan “DJ Swivel” Young is a Grammy-winning producer and engineer behind some of the largest RIAA Diamond-certified hits for Beyoncé, The Chainsmokers, and BTS.
The goal was to design and build a central hub that serves three distinct purposes: a prestigious professional portfolio for his discography, an educational platform for his “Swivel Audio” plugins and templates, and a secure e-commerce gateway for his software line.
Research & Planning
Lead Design & Creative
I collaborated closely with Jordan to ensure the digital experience matched the precision of his audio engineering.
We began by auditing the dual nature of the DJ Swivel brand – the “Artist” and the “Developer.” Research focused on the user journeys of high-end label executives seeking credits versus independent producers seeking tools. I mapped out a content strategy that prioritized social proof (Grammy wins and Billboard stats) while ensuring the technical specifications for his software were easily accessible.
Website Design & Development
This project was built on a heavily customized WordPress foundation, utilizing a bespoke theme to ensure maximum performance and SEO visibility.
Portfolio CMS
A custom-built credit management system allows for rapid updates to a massive discography, filterable by artist, role (Mixer/Producer), and certification.
E-Commerce Integration
A streamlined checkout flow for digital products, including "The Sauce" and "Spread" plugins, featuring automated license delivery
API Embeds
I integrated specialized 3rd party API to the e-commerce to generate unique real-time Serial Numbers for each of the plugin purchases.
Design System & Wireframes
To handle the diverse content types, we engineered a modular Design System that balanced “Studio Professionalism” with “High-Tech Innovation.”
