Tumblr is a microblogging platform and social networking website founded by David Karp in 2007 and owned by Yahoo! Inc.
electraheart, is the blog Marina used to promote her second studio album of the same name, and her multi-media project 'The Archetypes' (stylized as T H E : A R C H E T Y P E S on Tumblr), during the album's era.
Inspired by the "Tumblr Generation", Marina decided to take webcam selfies whilst touring America, with the aim of looking completely different in each one. From June 2011 to August 2013, she posted her own selfies, along with the album shoot, and music videos.
The Index below shows posts by their tagged Archetype, with their captions.
On October 15, 2014, Marina created a second blog, Planet Froot (stylized as PLANET FROOT), where fans could submit artwork.
In 2016, Marina created a blog called "Marinabook". The purpose of the blog was to help her fans keep up with Marina as she lists her life away from the studio.