Amazon Music
BRAND CAMPAIGN I DESIGN THINKING I GRAPHIC DESIGN
AWARD-WINNING WORK
QUICK BRIEF:
HELPING ARTISTS + CREATORS
CONNECT WITH THEIR FANS BEYOND
THE MUSIC
THE LANDSCAPE:
AMAZON MUSIC IS CURRENTLY THE 3RD LARGEST STREAMING SERVICE
THE CHALLENGE:
HOW DOES AMAZON RE-IMAGINE ITS MUSIC STREAMING PLATFORM AS A CREATOR-DRIVEN SPACE?
THE PROBLEM:
THE MUSIC STREAMING CATEGORY CATERS ONLY TO THE BENEFIT OF THE CONSUMERS AND THE STREAMING PLATFORMS. THEY ARE LARGELY IGNORING ARTISTS/CREATORS.
WHAT I DID:
Research
Strategic Development
Creative Concepting
Visual Mock-Ups
RESEARCH METHODS:
Secondary Research
Interviews
FACT:
IF CREATORS ARE EMPOWERED TO CREATE,
FANS WILL FOLLOW
KEY FINDINGS
70%
OF ALL STREAMING REVENUES GO TO THOSE WHO OWN THE TRACK - I.E. RECORD LABELS
[CNBC]
~$0.003-0.005
CENTS PER STREAM
THE AVERAGE PAY OUT FOR ARTISTS + CREATORS
ON THE TOP MUSIC STREAMING PLATFORMS LIKE:
SPOTIFY, APPLE MUSIC, AND AMAZON MUSIC
[Business Insider]
30 SECS
THE TIME A USER NEEDS TO LISTEN TO A TRACK
BEFORE ANYONE GETS PAID
[TED Talk]
35%
CHANCE A USER SKIPS A SONG IN THE FIRST 30 SECONDS
[TED Talk]
AS A RESULT:
CREATORS ARE FINDING NEW
WAYS TO ENGAGE WITH THIER FANS
Viral ≠ Success
The Insight:
Going viral does not equal success.
The Opportunity:
Amazon Music has the unique opportunity to leverage an artist’s current fanbase in order to better support its creators.
The Strategy:
Re-structure the Amazon Music platform to give artists and creators more control. More control over their content. More control over their compensation. More control over how they are discovered.
The Solution:
Introducing Amazon Music FanClub
Additional features that allow for a creator to better control their content, compensation, and how they are discovered. An artist can now connect with their fans in a more exclusive and personalized way. How does it work?
You must first have an Amazon Unlimited subscription to access these new features. Once you do, you can join an artist or creators fan club; where you will have access to a specific artist’s NFT collections, exclusive merchandise, VIP events, and personal playlists. With new features like tag-stacking and shopping, you will be able to discover new artists and even purchase tickets within the app. As a member of a creator’s fan club you will be able to interact and engage with your favorite artist like never before.
*Most importantly, all the added features within an artist’s fan club are their’s to control.
Case Study Video
New Logo
App Innovations:
Member-Page:
Mock-Up 1:
This is a mock-up of the homepage that users will see before joining an artist’s fan club. In this example of Billie Eilish’s fan page, fans can see a blocked out menu of all the new features they can potentially get as part of an artist’s fan club.
Mock-Up 2:
This is a mock-up of the entry page upon selecting access to an artist’s fan club.
Mock-Up 3:
After subscribing to an artist’s fan club, this is a mock-up of the homepage of what a user might see. The difference in this page is that a user now has access to fan club features which they previously did not.
NFT’s:
Mock-Up:
This is a mock-up of how an artist’s NFT’s are bought and sold within the platform. As a new feature with Fan Club, users will be able to view artist’s NFT collection and then be prompted to purchase the selected exclusive. Each NFT comes with a set real-world utility designated by the artist. In the example, the animated Billie Eilish couch tour ticket allows the purchaser of the NFT to join the artist in an exclusive music tour from her couch.
Merchandise:
Mock-Up:
Similar to the NFT tab, Fan Club members will be able to access, view, and purchase exclusive merchandise on the Amazon Music platform. In this example, a user can purchase Fan Club merchandise that Billie Eilish hand-picked to be apart of her collection on the platform.
VIP Events:
Mock-Up:
The 3rd feature exclusive to an artist’s Fan Club is access to exclusive VIP Events. Again, a user will be able to view any and all upcoming VIP Events and register for them within the app. In this example, the member is interested in registering for a VIP Event called reflections, a weekly vlog series that Billie Eilish hosts.
Artist’s Playlists:
Mock-Up:
The final Fan Club tab allows users to connect with their favorite artists like never before. As a member of an artist’s Fan Club, you can hear the music that inspires them to create. You can listen to what they are listening to. This is an example of a playlist that Billie Eilish created with her brother Finneas to share exclusively with her Fan Club.
UI INNOVATIONS:
Tag-Stacking:
Mock-Up:
Users will now be able to more easily discover their favorite artists on Amazon Music. With tag-stacking, a user would be able to stack specific key words into one search query, allowing for more specific results. This would allow for smaller artists to be better discoverable on the platform.
Tickets & Touring:
Mock-Up:
Users will now be able to purchase tickets for an artists upcoming tour events within the Amazon Music platform.
