MCA Records today announced a new website that aims to enhance music fans’ online experience by encouraging interactivity.

The new site will provide content from key music industry sources—from expert fan to A&R executive to recording artist—offering a means for posting and responding to the latest news, photos, downloads and discussions.

The site’s new design and structure invites fans, while browsing the site, to join a dialogue whenever inspired—whether viewing new videos, reading tour diaries or checking out a band’s upcoming tour dates.

"Online music fans are early adopters and a passionate group that expect a refined, advanced way to interact with music and each other," said MCA Records VP of New Media Aaron Foreman. "We've gone beyond the simple bulletin board. Now, everything on the site is a topic: stories, videos, links, even fan-generated content. Everything is a conversation in the making."

MCA has also tooled the site to be easily personalized. Once a fan registers on the site, information becomes localized to his or her geographical region. Tour dates in the fan's area, for instance, are featured higher on the site, and information on which local radio stations are playing their favorite records is also provided.

The label also hopes for fans to take the lead in the written content of the site, recruiting active members to serve as the site’s official "hosts" or "contributors."

"We realize we are nowhere without the fans and that's illustrated by the fact that much of the site's content is fan generated," said MCA Records Director of New Media Lee Hammond. "We expect the MCA Records website to be a breeding ground for artist loyalists, where everyday fans can become fully committed through relevant and rich interaction."