Amazon Music
From the pitch, to the client win, to providing central oversight across 5 markets. The main question was how do you get Gen Z to love your music brand when they only have eyes for their favourite artists? The answer- Community-fuelled content created for Gen Z music fans by Gen Z music fans. A combination of a social-first editorial strategy with young adult irreverence and TikTok fandom weirdness, all blended with Amazon Music’s product offering.
Date
2023-2024
Role
Creative & Design Direction, Art Direction, Oversight, Production
OUTPUT
The output was a fast-paced, always-on social programme. Delivering irresistible content in the tone, style and pace the audience demanded it. Design processes for 5 markets and central oversight lived with me. Signing off every asset going out the door.
FINDING THE NICHE
Every idea was rooted in community conversations, reflecting the audience's worlds back at them. Every concept was brimming with niche fan insights that no one would expect Amazon to understand.
