Rick Rubin has produced a diverse roster of artists ranging from Johnny Cash and LL COOL J to Jay-Z and Slayer. One of his techniques as a Hip-Hop producer was to "reduce" his productions, making them as bare bones as possible. Rick is now applying that theory to the internet in his new partnership with Squarespace.

Rick describes the collaboration as "A reaction to the general experience of the internet and how the internet feels today." The collab is part of the Squarespace Icons project, which won a 2023 Innovation By Design award.

According to Fast Company, "The idea is as follows: top artists design a website for their own creative projects, then design a Squarespace template inspired by that website. What you get in this bargain is a website template that lets you build on the choices made by some of the world’s most creative people."

Rubin’s website is called Tetragrammaton, and he described it in an email to Fast Company, as “A quiet website that gets out of the way,” or a “reaction to the general experience of the internet and how the internet feels today.”

“Every time you look at the photos section of Tetragrammaton, you have a new experience,” he explained. “It’s engaging in the moment and creates a sense of scarcity since once you turn the page, you may never see it again. It’s all about the content, unencumbered by decoration. A space to set the art free, where the viewer can commune with the works and contemplate them.”