Amazon Music Brand Refresh

When it comes to the music business, one demographic rules the rest: today’s youth.

For nearly a year, I sat on a working team tasked with reimagining the Amazon Music brand to better attract the holy grail 16–34-year-old market. In addition to a redesign, this holistic effort included a marked shift in brand positioning, personality, and voice and tone.

As copy lead, I worked with two agencies to pinpoint a uniquely ownable space among our competitors and develop a crisp, clear messaging strategy. Our goal from the start was to replace stiff, transactional copy with more human, passion-fueled language more likely to grab young fans.

Here are some artifacts from the process…

And the resulting global brand campaign:

Brand team: Teran Evans, Trevor Kaiser, Drew Ng-How-Tseung, Trevor Eld, Ana Fetter, Ellie Moore, Alex Katnic // Agencies: W+K, Koto

Prime Tier Repositioning

Amazon Music rolled out the new brand look and feel in November 2022 — and with it, a major service change.

Prime members were given access to the entire music catalog, plus ad-free top podcasts. This shift required all-new messaging for the Prime tier, and it impacted the other tiers as well.

I worked closely with marketing to rethink our key messaging, drawing insights from high-level quant/qual studies and user testing. I then audited all on- and off-site content and revised copy as necessary.

This work led to new marketing assets across all channels and platforms, translated and localized for 23+ countries worldwide. It also gave us the perfect opportunity to inject the new brand voice when and where it made sense to do so.

Creative: Teran Evans, Trevor Kaiser, Drew Ng-How-Tseung, Trevor Eld, Joanna Z, Ana Fetter, Alex Katnic // Marketing: Too many to list!