HELPING AMAZON MUSIC CREATORS CONNECT WITH FANS BEYOND AUDIO.
+ Brandcenter Sprint Winner
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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.
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
"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!
OOH
We'll get the word out through traditional OOH placements.
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.
SOCIAL
Amazon Music will partner with today's biggest stars who are excited to interact with their fans via Your 3.
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.
Emotionally driven data analytics will help artists track their success and connection with their fans.
By supporting these creators, Amazon Music will establish trust and encourage them to continue creating content and, in turn, generate revenue from the fans.
STRATEGY: Trés Jones (self)
CREATIVE BRAND MANAGEMENT: Erika Booker, Olivia Bouzigard
ART DIRECTION: Shannon Booker, Taylor Brazukas
COPYWRITING: Kayla Hall