I led the development and production of original in-app content for Amazon Music, designing series that elevated the listening experience and reinforced the platform’s editorial and cultural voice. This included concepting, producing, and launching series such as The Art of Wellness and Album Portraits—both created specifically for native Amazon Music surfaces to enhance artist discovery, deepen fan connection, and create immersive, platform-exclusive storytelling.
The Art of Wellness explored the intersection of music, mindfulness, and creativity, featuring artists and wellness experts in guided experiences that positioned Amazon Music as more than a playback tool, but a lifestyle companion. Album Portraits offered fans a closer look into the inspiration and visual identity behind major new releases, pairing music with behind-the-scenes insight and striking visual design.
I oversaw the full content pipeline, from creative development and artist collaboration to production execution and product integration, working closely with design, product, and editorial teams to ensure the content was seamlessly embedded within the app’s user journey.
These projects helped differentiate Amazon Music’s in-app environment from competitors by delivering meaningful, high-quality content that met users where they listen, while also giving artists new ways to express themselves directly within the platform.
AMAZON MUSIC
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IN-APP CONTENT
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AMAZON MUSIC | IN-APP CONTENT |
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My team created in-app video series like The Art of Wellness and Album Portraits to offer fans deeper engagement within the listening environment itself. These formats were tailored to complement user behavior—lightweight, high-impact content that appeared contextually alongside music playback and editorial placements.
Impact: Increased user interaction within the app’s content modules, with featured videos contributing to longer session times and higher dwell rates compared to standard playlist browsing. These activations also generated strong repeat engagement, particularly among returning users within artist follow ecosystems.
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Album Portraits gave fans curated visual and narrative access to new releases, while The Art of Wellness opened a new editorial vertical blending music with mental wellness. These series moved Amazon Music beyond traditional discovery content into intentional storytelling with editorial and emotional value.
Impact: Helped drive measurable lifts in album streams and artist follows when timed with new releases, and created new real estate for cross-functional campaigns spanning music, fitness, and wellness audiences—areas of strategic growth for the platform.
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I led a collaborative development model, ensuring that all content was optimized for in-app playback, UI placement, and user experience. From concept through execution, my team worked across design systems and feature modules to deliver polished, responsive experiences directly within the Amazon Music interface.
Impact: Set a new internal model for in-app original content, resulting in the greenlight of multiple follow-on series and expanded investment in platform-native editorial programming across priority audience segments.
