Amazon Music supported the release of Yungblud’s album with an extensive global marketing campaign that brought fans together by utilising every division within Amazon Music, showcasing the breadth and scale developed over the past decade.
The “go-big” moment was to livestream a hyper-localised, “one night only” tour along the Sunset Strip in Los Angeles where Yungblud performed one set split between three venues: The Viper Room; Whiskey A Go-Go; and The Roxy. Yungblud performed a 30-minute set in each venue, taking to the streets, running with fans and dodging cars, arriving at the next venue in time for the following set. Each venue had a unique setlist and Amazon Music cameras were in-venue, on the streets, and in the greenrooms.
To gain access, Amazon Music built a custom RSVP microsite optimised for customer acquisition. This microsite became a “one-stop shop” for Yungblud fans where customers could shop custom merchandise, an exclusive signed CD and stream the album. DV8, the Amazon Music playlist for the next generation of alternative music, sponsored the event (a first for DV8) and included branding throughout. Though fans had access to one venue, the full 90-minute performance was streamed in-venue as a “watch party” allowing fans to watch in anticipation of Yungblud arriving at their venue.
Onsite, The Amazon Music social and editorial teams captured content for social channels and a feature coming later this year. An exclusive “tour T-shirt” and signed CD to celebrate the Sunset Strip tour was sold online and in-venue via QR codes. Amazon Music recorded the full performance to be released as an Amazon Music Live EP in phase 2 of the campaign.
To drive direct consumption in Yungblud’s album, Amazon Music supported across many marketing channels, including the Amazon. com homepage, billboards in NYC, LA, Nashville, London, and Germany, newsletters, global playlist covers, push notifications, search marketing on Amazon.com, and more.
Amazon Music partnered with AMP to produce a DJ Mode interview with Zach Sang to air during street week. In-app, Yungblud utilised the Intros and Spotlight voice features to provide context to the new album and the Amazon Music catalogue team created a [Re]Discover: Yungblud playlist to warm up his fans.
The result became one of the most unique, engaging and exclusive “behind-thescenes” livestreams Amazon Music has produced to date, drawing millions of fans across US, UK, Italy, Spain, Germany and Mexico on Twitch, in the Amazon Music app and socials. Yungblud experienced a significant increase in streams and voice requests on Amazon Music. The event was picked up by many publications, including Billboard and Variety.
The broad Amazon Music involvement across livestreaming, social, merchandise, editorial, playlist programming, events, and artist marketing teams became a prime example of tapping into all that Amazon Music has to offer.
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