The redesign of the MTV2 website (MTV's digital alternative music channel), required a "leftfield, arty and contemporary look". The website needed to communicate effectively to MTV2's target audience - 16-28 year-old style-conscious, internet aware music fans. The ultimate business objective was to increase awareness, publicity and subscription take-up of the channel. The design took into account the importance and community aspect of alternative music to its fans. The graphic style of the site was developed as a metaphor for the different areas of the site and was given different characteristics, behaviors and magnitude. The community aspect was achieved by developing the create your own hour section of the website allowing users to search a database of tracks, artists and images and compile their own VJ hour. Each area of the site is represented in a different graphical manner to encourage users to explore, enhanced by secret areas e.g. Tetris type game.