AMAZON MUSIC
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TWITCH CONTENT
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AMAZON MUSIC | TWITCH CONTENT |
As part of Amazon Music’s push into live, fan-facing content, I led the development and production of original Twitch series including We’ve Got Company and Amazon Music Tonite. These formats were designed to merge real-time fan engagement with music storytelling, creating a new kind of artist experience native to the Twitch ecosystem.
We’ve Got Company was an artist-driven variety format, where musicians hosted intimate, unscripted conversations and spontaneous performances with friends and collaborators. Amazon Music Tonite, a weekly live show hosted by T-Pain, combined performances, interviews, and interactive fan segments, serving as a high-energy, community-first space that blurred the lines between music, comedy, and streaming culture.
I oversaw every aspect of content creation, from format development and casting to live production, technical execution, and cross-functional rollout. These shows were built specifically for Twitch’s unique environment, leveraging chat, co-streaming, and interactivity to maximize audience engagement and watch time.
These series helped Amazon Music carve out a distinct voice on Twitch, expanded our reach among younger, highly engaged fanbases, and reinforced the platform’s commitment to artist-first, real-time programming.
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I spearheaded the development and execution of We’ve Got Company and Amazon Music Tonite, two live series purpose-built for Twitch’s real-time, interactive environment. These shows blended music, personality-driven storytelling, and fan engagement, helping Amazon Music establish a consistent and culturally relevant presence on Twitch.
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My team developed show formats that fully leveraged Twitch’s interactive features, including chat-based Q&As, live fan polls, co-streaming opportunities, and creator integrations. Amazon Music Tonite, hosted by T-Pain, became a weekly anchor for community-first music content.
Impact: Achieved 75% average chat participation per stream and sustained double-digit growth in concurrent viewers week over week during launch windows, indicating strong engagement and content resonance with Twitch's core audience.
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Through thoughtful casting, artist collaboration, and format innovation, I helped shift Amazon Music’s Twitch strategy from passive broadcasts to participatory artist-led moments. Artists were given creative freedom within structured formats that encouraged authenticity and spontaneity.
Impact: Increased average watch time by 40% compared to standard performance streams, and attracted key talent including reinforcing Amazon Music’s positioning as a creative partner to artists and a serious player in the live streaming space.
