"Tag the Web"

“No Web site is safe,” says ad agency Colle & McVoy, since it launched its site in May for Rhymesayers Entertainment. 
Paintitgold.com supports the 
Minneapolis label’s recent release by hip-hop duo Atmosphere, When Life Gives You Lemons, You Paint That Shit Gold.

In essence, paintitgold.com is “a grand listening station” wrapped up in the culture of Atmosphere’s fan base, says Colle & McVoy Executive Creative Director Mike Fetrow. The music comes on, a graphic equalizer pulses at the bottom of the screen, and directions to “Tag the Web” let users pull in any screen capture they want, then make it their own with virtual spray paint (complete with sound effects), stencils, and markers. There’s a gallery for posting graffiti, and an option to e-mail them to friends. Fetrow says, “It’s way to get people involved doing something that they want to do that they’ll send on, but also all that time exposing them to the music.”