I led the transformation of City Sessions, an underperforming live music series originally produced in-office and streamed only on Twitch, into a high-impact, sector-leading livestream format distributed across both Prime Video and Twitch. When my team inherited the series, it lacked creative direction, production scale, and strategic alignment. We reimagined the format from the ground up to reflect the caliber of the artists and the ambition of the Amazon Music brand.
Our redevelopment focused on elevating every aspect of the experience, including production design, location strategy, storytelling, and distribution. We moved the series out of the office and into culturally resonant spaces that reflected the identity of each artist and city. The creative was rebuilt to feature immersive performance segments, elevated visuals, and narrative-driven artist moments that connected deeply with fans.
I oversaw the entire re-launch, managing creative development, showrunning, and delivery in partnership with internal teams, artist management, and Prime Video stakeholders. We also built a new distribution and promotion strategy to ensure each episode reached broader audiences across Amazon’s ecosystem.
The result was a fully rebranded City Sessions that became a model for live music streaming across platforms, demonstrating Amazon Music’s ability to produce culturally relevant, high-quality live content that performs at scale and resonates with fans and artists alike.
AMAZON MUSIC
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CITY SESSIONS
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AMAZON MUSIC | CITY SESSIONS |
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When we inherited City Sessions, it was an in-office Twitch-only stream with low engagement and limited brand value. I led a full creative and strategic overhaul, transforming it into a premium live music format distributed across Prime Video and Twitch, tailored for a wide audience and scalable artist partnership.
Impact: The reimagined format significantly outperformed its predecessor in reach and engagement, helping position Amazon Music as a leader in live artist-first content. The first relaunch season saw viewership grow by more than 4x compared to previous episodes, with broader audience retention across both platforms.
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We moved the series out of office spaces and into culturally relevant venues, aligning each episode with the identity of the artist and city featured. The creative approach emphasized cinematic visuals, real-time fan engagement, and narrative depth to increase emotional resonance and visual quality.
Impact: Viewer satisfaction metrics improved dramatically, with average watch times and completion rates doubling in the first season post-relaunch. The format also received strong positive feedback from artist teams, leading to increased interest from labels and managers in participation.
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I worked closely with teams across Prime Video, marketing, editorial, and artist relations to ensure seamless execution and strategic distribution. We built a holistic go-to-market approach that positioned City Sessions as a consistent, high-value offering within Amazon’s content ecosystem.
Impact: The format became a recurring tentpole for artist launches and cultural moments, unlocking new collaboration opportunities and setting a new internal benchmark for live music content across Amazon’s surfaces.
