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eMusic started transitioning to WordPress as their web front-end in 2011. Like most enterprise sites, they had outgrown their closed-source CMS and were looking for ways to speed up development and empower their editorial team. They decided to convert their Java back-end to Java-based Web Services, and their front-end to PHP, using WordPress for publishing, merchandising, web configuration, and service consumption. The site now boasts one of the best implementations of "WordPress as a CMS" and scales to many millions of page views a month. Scott Taylor led eMusic through this transition. eMusic is music discovery service, previously subscription-only, which enables its subscribers to discover and purchase music at a discounted rate. Its recently-launched "A la Carte" service allows visitors to download albums and track without a subscription. eMusic has been around since 1998 and was one of the first services to champion the MP3 format and DRM-free downloading. Scott's presentation will be a walk-through/case-study of eMusic's WordPress implementation, and he'll also share some tricks of the trade for managing many custom post types, regionalizing content, and easily integrating with services like AWS.
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eMusic WordPress NYC
Tuesday, March 19, 13
Scott Taylor@wonderboymusichttp://scotty-t.com
Tuesday, March 19, 13
eMusic Architecture• Linux (CentOS) / AWS (ELB, EC2, S3)
• PHP 5.3 / Apache / MySQL 5.5 (InnoDB)
• PHP Extensions: cURL / Memcached / APC
• WP Plugins: Memcached Redux / Batcache / HyperDB
• Custom scaling: Cloud / Minify
• External Java Web Services
• GravityForms for /support/ sub-site
• bbPress for Message Boards (soon!)
• BuddyPress component architecture for profiles / account (soon!)
Tuesday, March 19, 13
Tuesday, March 19, 13
• “Home” is home.phpwww.emusic.com/
• “Artist” is page-artist.php + rewriteswww.emusic.com/artist/the-weeknd/13522347/
• “Album” is page-album.php + rewriteswww.emusic.com/album/the-weeknd/trilogy/13692332/
• “Genre” is taxonomy-genre.phpwww.emusic.com/music-genres/alternative-punk/
• “Search” is rewrite + ?s=search+termwww.emusic.com/search/music/?s=the+weeknd
• “Browse” is page-browse.php + REWRITESwww.emusic.com/browse/album/hip-hop-r-b/artist:13522347/editors-pick/new:year/
Pages
Tuesday, March 19, 13
Search + Browse
Built on top of Elastic Search
Combination of modified WordPress search and multiple queries to Elastic Search
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Artist
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Album
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Genre
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Custom Post Types• We have 54 of them!
• “Editorial Types” - type of article, different types of displayed data
• Merchandising modules
• House Ads
• Configs
• Homepage contains many
Tuesday, March 19, 13
Stage
Actor
New and Noteworthy17 Dots
Feature Pack
Double Wide
House AdRecommendations Service
Catalog Service
Twitter feed Coming Soon
HOMEPAGE
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Editorial• Features, Reviews, Interviews
• Sales
• Merch Modules
• Archives
Tuesday, March 19, 13
Taxonomies
• `region` = regionalizes content
• `editorial_target` = where it can show up
• `genre` = which genre it is targeting
• `tag` = what topic it is related to
• `category` = used for grouping post_types
Tuesday, March 19, 13
Merchandising
Region-specific, Genre-specific
Double-wide
New and Noteworthy
Tuesday, March 19, 13
Merchandising
Region-specific, target/page-specific, genre-specific
Stage
Actor
Tuesday, March 19, 13
House Ads
• Homegrown replacement for DART
• Probability strategies / self-optimizing
• Click-tracking
• URL path / Query string / Cookie
• Test multiple pieces of creative
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Creative + Taxonomies
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Strategies + Rules
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House Ad
House Ad
House Ad
Regionalized
Targeted
URL parsed
Cookie parsed
<div class="house-ad-target" data-target="non-member-stage"></div>
Tuesday, March 19, 13
Web Services
• Data over HTTP
• All return JSON
• REST
• Security / Authentication
• All Catalog Data comes from services
Tuesday, March 19, 13
AJAX / Persistent Player
• Primary use of Backbone
• history.pushState, no full page reload
• Local storage for player history
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17 Dots / Post Formats
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Dashboard
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Link Images to External IDs
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Schedule Catalog Items
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Front End Technologies• Backbone / Underscore / NodeJS
http://backbonejs.org/
OOP JavascriptArrays / CollectionsMinified via Grunt / UglifyLint’d via JSLint / JSHint
• LESS http://lesscss.org/
OOP CSSMinified via YUI Compressor
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Tuesday, March 19, 13
Thank You Questions?
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