At Amazon Music, I created the Album Experience format, a bespoke content concept designed to elevate major artist album releases through immersive, narrative-driven live and on-demand content. The format provided fans with exclusive, in-depth access to an artist’s new project, blending performance, visual storytelling, and artist commentary into a premium, multi-platform release moment.
We produced high-profile executions of the Album Experience with global artists like Post Malone and The Weeknd, crafting each production around the creative vision and tone of the album itself. These experiences included cinematic performances, behind-the-scenes content, and artist interviews, tailored for Amazon’s unique distribution endpoints, including Prime Video, Amazon Music, Twitch, and social.
I oversaw the full lifecycle of the format, from concept development and talent alignment to production oversight, cross-functional go-to-market planning, and launch. The goal was to move beyond traditional promo cycles and create franchise-style moments that deepened fan connection and generated cultural impact.
These activations positioned Amazon Music as a creative partner to artists at the highest level and demonstrated our capability to deliver artist-first, eventized content that lives across both music and video platforms.
AMAZON MUSIC
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ALBUM EXPERIENCE
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AMAZON MUSIC | ALBUM EXPERIENCE |
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I developed the Album Experience format to transform album launches into immersive, premium content events. Designed for Prime Video, Amazon Music, Twitch, and social channels, the format brought together live performance, visual storytelling, and artist narrative in a cohesive, cross-platform rollout.
Impact: Successfully launched Album Experiences with globally recognized artists like Post Malone and The Weeknd, generating wide fan engagement across music and video platforms and reinforcing Amazon’s position as a leader in innovative release strategies.
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Each Album Experience was built around the themes and tone of the artist’s new project, allowing for custom visual and editorial execution. I led creative development, production oversight, and content delivery, ensuring the final product reflected both the artist’s voice and Amazon’s creative standards.
Impact: Post Malone’s release became a standout moment within Amazon Music’s content slate, while The Weeknd’s campaign set new benchmarks for engagement duration and cross-platform fan interaction.
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Through a high-touch, collaborative approach with artists and their teams, I helped shift Amazon Music’s perception from a distribution platform to a creative partner capable of delivering meaningful, culturally resonant content.
Impact: The Album Experience format became a key pillar in the company’s premium content offerings, leading to stronger relationships with major labels and management teams and shaping the approach for future artist-first initiatives.
