aaamusic | On 05, Aug 2010

London based rapper, Riz MC, has won a prestigious FWA award for innovation in digital design this year. The Favourite Website Award is an industry program and inspirational portal, established in May 2000 and recognises the best, new websites based on creativity, originality, design, content and personality.

Riz MC’s new interactive, sci fi themed website called, The Lab, was created for the artist’s debut concept album, ‘MICroscope’, which will be released in January 2011. The website is an extension of the live ‘MICroscope’ show and is a 3 minute web-game which gives you a further insight into the ‘MICroscope’ story world. After completion of the game, you will be given three free tracks off the album to be downloaded in MP3 format.

The FWA commented on the originality of the concept – “This is a subversive interactive music video site that allows you to download free music,” The site continues the sci-fi theme of the live show for those who have been to see it, and introduces audiences to the story world and its music if they haven’t. Riz explains: “You go undercover as a MICroscope Sonic Resistance Forces agent, into the heart of the DOCC, to sabotage their cruel music and mind control experiments.”

He goes on to add: “The site is part of the innovative approach we are taking for this album release, with a rich story world, unique interactive live show, and this trans-media element. It’s encouraging that people are recognizing these risks, and the response has been so great.”

The award will be announced on 8 August 2010 and has beaten a shortlist, which included entries from high-end brands and big budgeted sites. The website was designed and created by Swarm Entertainment and Jawbone TV.

Visit the website here: http://www.rizmc.com/lab/