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AMAZON MUSIC

Experience Strategy & Product Innovation Campaign

HELPING AMAZON MUSIC CREATORS CONNECT WITH FANS BEYOND AUDIO.

+ Brandcenter Sprint Winner
++ Live Client

THE FINDING

Creators are seeking more ways to interact with the fans who love them the most. Superfans.

THE REALIZATION

The average person can only keep 5 close friendships. Superfans are no different. Fans only follow a few creators very closely.

THE SITUATION

Amazon Music is currently the third leading audio streaming platform in the world.

THE CHALLENGE

How might Amazon repurpose the Amazon Music platform to be creator first?

THE PROBLEM

The current audio streaming service model only benefits streaming platforms and consumers.

"Trying to build a following is harder because I don't release a lot. I try to cater my content to those who are already following me. Whether that's posting my content or relevant posts like who's the best guitarist of all time [on TikTok]."

 

- Gabe (Musician)

Every model in the past focused on just the streaming platform and the fan.

THE OPPORTUNITY

Creators can capitalize on the Superfans who are willing to keep up and support their favorite artists.

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THE STRATEGY

Restructure the Amazon Music Audio streaming model so that it puts value on creators, fans, and the streaming service.

THE SOLUTION

Create additional features that allow creators to share more content with their fans beyond the stream of their audio-based content.

 
THE IDEA
BEYOND: BY AMAZON MUSIC
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"YOUR 3"

The "Your 3" experience aims to connect creators to fans who want to get to know them beyond the stream.

Listeners can simply choose their favorite 3 creators to follow, and they get access to the additional content that creator posts.

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ALEXA INTEGRATION

Amazon Alexa will have Amazon Music "Your 3" integration.

 

Creators can even ask Alexa to send a message to their fans!

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OOH

We'll get the word out through traditional OOH placements.

1/3

Fans can access messages from their favorite creators as well!

We'll also show up where music matters most: in the gym and on flights.

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SOCIAL

Amazon Music will partner with today's biggest stars who are excited to interact with their fans via Your 3.

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ARTIST DEVELOPMENT

Your 3 doesn't just benefit prominent artists. We're going to go all-in for small artists by providing them with the resources they need to create: rental services, branding seminars, and artist workshops.

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Emotionally driven data analytics will help artists track their success and connection with their fans.

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By supporting these creators, Amazon Music will establish trust and encourage them to continue creating content and, in turn, generate revenue from the fans.

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STRATEGY: Trés Jones (self)

CREATIVE BRAND MANAGEMENT: Erika Booker, Olivia Bouzigard

ART DIRECTION: Shannon Booker, Taylor Brazukas

COPYWRITING: Kayla Hall