AMAZON MUSIC
BC SPRINT WINNER
BC SPRINT: 5 DAYS, 5 TEAMS, 10 MINS. TO PRESENT,
AND WE WON!
THE ASK:
All platforms have a transactional relationship between the platform and the fan, leaving the creator out since they are only valued by the metrics or content they produce for the platform and/or fan. If Amazon Music made their platform Creator-first, how would it look?
THE INSIGHTS:
THE OPPORTUNITY:
1. Creators are worth much more than the streams they give to streaming services.
2. Creators want a deeper connection with their fans outside of what the fans can do for them.
Creators can be a huge part of the Amazon Music Ecosystem, while also benefiting from their super fans interacting with their content and supporting them beyond their streams.
THE STRATEGY:
"GO ALL IN FOR CREATORS"
Reframe Amazon Music to become the first streaming service to value the creator, fan, and the streaming service all in one.
WITH OUR MODEL AMAZON MUSIC CAN......
1. Put the Creator first
2. Maintain the relationship with fans
3. Drive more users to sign up to their platform
THE SOLUTION:
Make a Creator-first platform where the Creator has full control over the content they produce to interact with their super fans beyond their audio content.
Directly support your favorite artists by adding them to your top three. They will get a direct portion of your subscription money and you'll get exclusive access to the content they share. To form genuine connections with your favorite artists, go BEYOND by Amazon Music.
BEYOND on Amazon Echo
Amazon subscribers use Alexa to listen to Amazon Music. Let's get Alexa involved in the Top Three. Taylor Swift can tell Alexa to send a message to her fans.
BEYOND Awareness
Bring awareness to BEYOND through Amazon existing platforms, such as, Amazon Prime.
SOCIAL
Creators get in on the fun too! They can use their existing social media to drive their superfans to Amazon Music.
OOH
By going beyond, we need to bring awareness to BEYOND!
Support for Small Creators
We want to help the small creators too, by giving them resources, such as rental equipment and seminars, needed for them to create their content
BEYOND by Amazon Music puts the value back on the creator. By supporting these creators we will establish trust, encourage them to continue creating content, and in turn generate revenue from fans.
Creators elevate our human experience, and now it's time to elevate theirs!
The Team:
My Role
Strategic Framework
Creative Concepting
Video Editing
Olivia Bouzigard: Creative Brand Manager
Kayla Hall: Copywriter
Tres Jones: Strategist
Taylor Brazukas: Art Director
Shannon Bullock: Art Director