Amazon Music: The Fandom Studio
Taking on the voice of the fans.
Entertainment Amazon Music United KingdomThe problem…
Amazon Music’s mission is to ignite fandom and bring people closer to whom and what they love. But making that happen on social isn’t easy. Gen Z music fans don’t want to listen to brands. They want to listen to music. And the only opinions they care about are those of fans like them.
So how do you get Gen Z to engage with a mainstream music platform on social and drive brand love and conversions? In other words, how do you make that brand proposition sing to an audience who doesn’t want to hear it?
…And the proposition
When We Are Social took over Amazon Music’s UK channels, the online music space was crowded and noisy, like an overstuffed gig venue. To win new fans and customers, we knew we had to change the approach, because while Amazon Music is for everyone, you can’t speak to Gen Z en masse, like one big, mainstream crowd.
It’s a generation of multitudes. They’re obsessive. They’re weird. They live for their niches and oddest corners of the internet.
to drive huge impact, we went small
We dug into the weirdest end of subcultures and behaved like fans. We stopped talking about music drops like a streaming giant and showed up like the most passionate stans from the smallest corners of the internet.
We created a team of music obsessives and unified them under this approach. Our team didn’t just get it, they lived it. They bottled that young adult irreverence, remixed it with TikTok fandom craziness and blended it all with Amazon Music’s proposition.
RESULTS
High engagement
Engagement jumping 483.4% in a single quarter, and impressions up 90.1% organically since January 2024.
Increased brand sentiment
Our posts delivered a monumental uptick in brand sentiment (one post receiving 99.9% positive uplift).
One of the fans
We tapped into fandoms resulting in incredible organic engagement – including a post with over 200k organic views, 50k likes, and hundreds of comments loving Amazon Music.
Awards
The Drum Social Media Awards, 1 Nov 2024
Gold – Social: Community Management