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Amazon Music Festival Campaign
Bringing new life to Amazon Music’s (AM) festival strategy by creating “Front Row Feeling” - a collection of experiential and social festival activations to drive Gen-Z awareness of AM. Completed for a paid client team of Talking Dog Ad & PR: a student-led agency at UGA,.
Art Director.
Other Contributors: Sara Lawrence (Account Executive), Carter Pavloff (Project Manager), Lily Yarbough (Digital Media Specialist), Hayden Hollingsworth (PR Specialist), Helen Sorme (Copywriter), & Anna Parel (Digital Media Specialist)
The Challenge
Amazon Music (AM) is a fan-focused brand looking to create excitement for fans at home outside of attending/streaming and to maintain consistent festival buzz on socials throughout the festival season. In an online music space dominated by apps like Spotify, AM was looking for a way to stand out in the crowd.
Deliverables
Market research on festival trends, attendee behavior, trends across artists/genres
A 4-5 month "festival season” social media campaign that makes the festivals unique, exciting and engaging
Agency Mini Pitch
Our first step was understanding what the client wanted and the AM music landscape.
Together: We identified the Scope of Work, performed a SWOT analysis, and researched the AM company.
Independently: I created the slide visuals and presentation for an agency pitch deck.
End of Semester Presentation
With our brief in hand and a plan of action, we tried many iterations. Most notable was our three-tiered strategy, leveraging influencer social campaigns, college and university tours, and on-the-ground festival activations.
From influencer partnerships to merch and festival activations, we had A TON of ideas throughout the semester. As winter break approached, I crafted a presentation summarizing our latest imaginations!
Ringing in the New Year…
“Hold on, the client called. They said to just focus on the festival!”
Now knowing where to focus our attention (on-the-ground branding at trending festivals), I compiled an inspiration board!
I researched viral festival activations that used technology or physical builds to drive consumer interaction.
While simple, bringing this document into our brainstorming sessions sparked conversations that led to our final concept: Front Row Feeling.
Data
83.1%
Now knowing our target audience, we deduced a few key data points provided to us by our research team.
One of those key data figures is that 83.1% of festival-goers agree that promotion from trending artists would make them more lively to attend Amazon Music festivals in the future.
80%
We found that almost 80% of Amazon Music’s audience identifies as female, and the target audience for the brand is Gen Z – people between 18-24 years old.
Experience
Our research team then compiled the General Attributes of Festival Goers and found that this demographic tends to emphasize their experience rather than products.
Insight
Also finding that Instagram and Tiktok have a high % of Gen-Z users, we concluded that influencers should be emphasized in our campaign to gain brand visibility. (AM Findings Deck)
Not only do they add an entertainment factor, but they can draw in engagement from our socially intune target audience to gain brand visibility. (AM Findings Deck)
Influencers & Social Media
Target Audience
Meet Musical Maggie, a 20-year-old college student at the University of Southern California. She uses Instagram, TikTok, Youtube and Amazon Music, because she values convenience and affordability during her busy weekdays and weekends.
Relatable
From this we gathered that our target audience has a clear concern for memorable events- especially through a collective/communal lens.
So, we decided that our campaign should generate buzzworthy content and lasting memories that will attract the Gen-Z demographic.
Strategy
Front Row Feeling ignites true fandom and prioritizes the hopes and dreams of the fans. (subheading) So whether fans are at home living streaming or in person at the festival, every fan gets to feel like they are in the front row with Amazon Music.
We will be promoting Amazon Music’s sponsorship of the Outside Lands August 2024 festival
Our efforts activations will allow every fan feel like they are the main character and like they are at the front row
Fan-centered. Emotional. Experiential. Personal.
It’s Front Row Feeling!
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Track 01: Music Lands
The crowning jewel of our campaign, and one of the sections I heavily researched and designed, is Music Lands: a 360° immersive activation, fan lounge and VR experience.
Music Lands is essentially music made visual as it represents the 8 elements of music to connect fans to the euphoric feeling they get when listening to their favorite tracks.
Each of the elements, such as Harmony, Rhythm, and Tonality are paired to a natural environment that matches the musical quality’s ‘feeling’.
With these elements, fans can learn about the components that make up their favorite songs while paying homage to natural structures.
To be matched with their music "environment", fans would first select their top 3 favorite artists from the festival lineup at an iPad Kiosk. Using AI software, each artist would be paired to an environment that best correlates to the overarching attributes in their music.
For example, Lana Del Rey would align perfectly with Harmony Hills as her angelic musical personality urges fans to experience the ebbs and flows of her compositions- much like the rises and falls of hills.
Fans would then look up from the kiosk to view an LED display with AI generated artwork. Aided by sound (ambience) and slight motion graphics, fans can take a variety of images, boomerangs, videos and more with a visual manifestation of their music taste.
The remainder of our campaign featured a social content series, artist interviews, and evergreen content- all supported with strategy and rationale.
The Results