Amazon Prime Music
Launch Campaign
 Early campaign concept touting "a million songs" but the perfect mix for your moment and mood. |  Early campaign concept |  I loved this watercolor concept. Didn't make it to the final round. |
|---|---|---|
 |  Kindle lock-screen ad concepts from the "canvas" watercolor concept. |  Kindle lock screen ad concept. |
 Kindle lock screen concept trying to capture the music within you. |  I also explored a variety of A/B concepts for the mobile interstitial welcome screens. |  One of the final launch header graphics. |
 One of the final launch header graphics. |  Final kindle lock-screen ad concepts. |  Final kindle lock-screen ad concepts. |
 Final kindle lock screen ad. |  Final welcome screen art adapted across all platforms and devices. I worked with the dev working on the app and the site experience. |
Back in 2014, my team helped develop the launch creative package for Prime Music. This new Prime benefit catered to the mass-market music listeners – casual music lovers who listen frequently to music and want access to a large library of music but aren’t necessarily music aficionados or super-collectors with thousands of songs in their personal libraries. Within the Amazon digital ecosystem, our primary targets were Prime members, Amazon Music customers, and physical CD users primarily. Yeah, people were still using CDs!
The primary target was Prime customers. There was a low barrier to adoption because you don’t have to sign-up for a trial. It’s free… it’s a solid offering… and you’re getting more with your Prime Membership. Access to over a million songs and hundreds of curated playlists. At the time, Amazon wasn’t trying to compete with Spotify, but create a service focused on Prime Members as a benefit and an incentive to join. Many years later, Amazon Music Unlimited launched shifting the focus to an almost unlimited library of music. But in the end, the mainstream music streamers was the focus, not trying to target a younger and hipper audience.
"[Amazon Music is a] mainstream music-streaming service for the mainstream music fan. There are ways of discovering new music through Prime Music, but what we’ve seen more is rediscovery of music—people who aren’t spending a lot of money but are music fans and are now rediscovering music from their past."
— Paul Firth, Amazon Music UK talking to CNET.
My team’s focus was to explore different creative concepts for an overall campaign to launch Prime Music on a grand scale. This included campaign visuals, key art, messaging copy, tagline, and the overall look and feel to communicate the benefits of Prime Music, driving excitement, buzz, and adoption. On this page is a collection of some of my favorite early concepts. We did a lot of A/B testing across the site, email, and in-app messaging.