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Scaling Livestreams
at Amazon Music

Architected the strategy that transformed one-off cultural moments into a scalable audience growth engine — powering Amazon Music Live and landmark events like Kendrick Lamar's The Pop Out.

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Customer Growth
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Revenue Growth
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Brand Favorability Lift
Flagship
Live Performance Series
The Challenge

Cultural Moments Wasted as One-Off Activations

1 Livestreams were treated as isolated promotions. Festivals, album drops, and artist performances generated attention but were not connected to a repeatable growth framework.
2 Fan behavior was shifting to live digital experiences. Younger audiences consumed culture through live platforms, but Amazon Music hadn't built a strategy for this shift.
3 Amazon's ecosystem was an unrealized advantage. Twitch, Prime Video, and Amazon Music created a powerful distribution network — but no unified strategy connected them.
4 No repeatable operating model existed. Each event required building from scratch rather than operating from a scalable playbook for live music programming.
The Mandate
Transform livestreams from one-off promotional moments into a scalable audience growth engine — connecting artists, fans, and Amazon's media ecosystem.
The Approach

Culture-First Programming Meets Ecosystem Scale.

The work started with one insight: fans already cared about these moments — Amazon Music needed to participate, not manufacture interest.

01
Culture-First Programming
Prioritized events fans already cared about — festivals, artist moments, and major cultural conversations. Amazon Music participated in existing momentum rather than trying to create it.
Go-to-Market Strategy →
02
Ecosystem Amplification
Connected multiple Amazon platforms into a unified distribution strategy. Livestreams distributed across Twitch and Prime Video while driving listeners back into Amazon Music for deeper engagement.
Integrated Marketing →
03
Marketing for Discovery
Each livestream treated as a growth event. Campaigns combined paid media, artist co-marketing, owned Amazon channels, and PR to maximize reach and bring new audiences into the ecosystem.
Growth & Lifecycle Marketing →
04
Repeatable Operating Model
Formalized the approach into a scalable playbook that worked across festivals, album launches, cultural events, and original programming — turning activations into an ongoing engine.
Content & Creator Marketing →
The Results

The Numbers Tell the Story

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Customer Growth
Livestream programming drove significant customer acquisition, turning cultural music moments into measurable platform growth through integrated campaigns.
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Revenue Growth
The livestream strategy directly contributed to revenue growth by converting live event audiences into engaged Amazon Music subscribers and listeners.
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Brand Favorability Lift
Live programming featuring top-tier artists elevated Amazon Music's brand perception, strengthening its position in the competitive streaming landscape.
Flagship
Amazon Music Live Series
Established Amazon Music Live as a premier live performance series featuring global artists including Megan Thee Stallion, Jelly Roll, Garth Brooks, and Snoop Dogg.
The Impact

From Strategy to Playbook

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The strategy became the blueprint for Amazon Music's live programming — powering everything from weekly artist performances to culturally significant moments like Kendrick Lamar's The Pop Out, one of the most watched music livestream events of the year. Livestreams went from isolated promotions to one of the platform's most powerful audience engagement channels.

Ready to Build Your Growth Engine?

Let's talk about where you are, where you want to go, and how we can help you get there.

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