Looking Back on Tyler, The Creator’s
Don’t Tap The Glass
Sometimes a project comes along that you just have to say yes to. Funkhaus is proud to have created the digital home for Tyler, The Creator’s surprise album, Don't Tap The Glass, alongside the team at Columbia Records.
Funkhaus and Columbia had been circling each other for a while, trying to figure out the shape of the first project to work on together, and we could not have asked for a better one to kick things off. With about a 10-day turnaround time and over 1 million viewers in the first weekend it was live, the finished site is definitely a feather in our creative cap.
If we could sum this project up into three words? “Pure, unadulterated chaos,” says Funkhaus Executive Producer Dylan King. “This project was right where the Funkhaus team really thrives: working in harmony across departments and simultaneously pushing the bounds of what we can accomplish and the product we can deliver, and in this case, on an extremely truncated timeline and for a viewership of literally millions.”
If we could sum this project up into three words? “Pure, unadulterated chaos."
Funkhaus Executive Producer Dylan King
Working on a project like this for an artist like Tyler, one with a dedicated fanbase watching his every move, the challenge lies in creating something that is functional for the client and also holds up the artistic legacy of the artist. “They have a very capable marketing team, but wanted a partner with digital expertise, and digital capabilities beyond creating simple landing pages,” notes Funkhaus Design Principal Dave Funkhouser. “They were looking for somebody they could really take things to the next level, and fast.”
From the jump, the timeline was short and the turnaround was quick. The pace, combined with the sheer excitement over getting to create a site for a respected artist, made us momentarily consider the possibility that we were dreaming. “Once we heard who the project was for, we had to pinch ourselves,” said Funkhaus Managing Partner Nick Dies. “Then we got right to work.”
The site had to align with the surprise album drop, which Tyler planned to tease at his show at Barclays Center in Brooklyn with a 25-foot sculpture of himself as a caricature (later revealed to be the album cover) as well as digital signage directing fans to the URL. As LA-based creatives, hailing from a city whose legacy has so much to do with the hip-hop genre, it was awesome to be a part of a project that paid homage to the days of yore, from tracks that sample Busta Rhymes and Crime Mob to a visual language with a throwback feel.
To match that vibe, we kept the experience of the website de-tuned and simplified, with elements of anti-design that give it an edge. One challenge we faced was access to assets — because the materials were under wraps, we couldn't see them until the final hour. So we got creative. Dave used AI tools to create example assets that were as close as we could guess to the final project, allowing us to present a proof of concept despite our limitations.
When it came to programming, we kept things sleek, lightweight, and always compatible with the infrastructure of Sony, their parent company. Once users make their way through to the dynamic and interactive landing page, they have the capability to purchase merch and pre-order the album, making this a seamless announcement experience.
We were so hands-on with their team for about a week and a half, it felt like we had essentially joined the team ourselves in the days leading up to the launch. Though the initial release is all set, we are still an ongoing partner for Tyler and the team. ”Once he launches an album, he continues to develop and evolve it throughout the following year,” notes Nick. “Funkhaus will continue to be a creative resource for them, keeping the site updated and fresh with any side projects or activation that happen for the duration of the album cycle. To create a site for such a boundary-bending artist, and to be able to match his unique creative energy, was an exciting and gratifying challenge, and we’re looking forward to the next drop.
