Amazon Music

Artist Partnerships

Amazon Music often partnered with high-level artists for initiatives like exclusive content releases and live shows that we sponsored. Some examples of artist partnerships that I worked on included leading design for the announcment of Amazon’s exclusive streaming rights to Garth Brooks’ catalog and promotional graphics and landing page design for the Taylor Swift Prime Day concert. Here is a closer look at an example of one of these artist partnerships—the release campaign for Jack White’s Amazon exclusive concert documentary and EP of live recordings from the show.

MY ROLE

Visual designer, Co-art direction

RESULTS

All three teams (Music, Prime Video, and Jack White) aligned on the creative direction of the campaign and we saw high customer engagement rates with the promotional graphics.

CREATIVE DIRECTION

For this project, I led and executed the design of all promotional graphics, including onsite, in-app, and social graphics, display ads, and a landing page. Since this campaign initiative also featured Prime Video content, I partnered with an art director on the that team to guide and provide input on the creative direction as well.

We were provided with the key art (shown here). From this, I lifted the title lockup, but the imagery needed a new direction as some of our highest-impact placements were horizontally oriented and the vertical dimensions of the key art wouldn’t fit well. Also, the photo does not feature the artist­—Jack White in this case—well enough for him to be recognizable to the viewer, which from our data testing we found to be very impactful in getting clicks.

After discussing with Prime Video, I reached out to our Label Relations team to ask for any other imagery, such as photography from the show. They came back to me with several shots of the concert. I chose one that showed Jack’s face better, a guitar which is a signature part of his image, and eye-catching overhead lights shining above and around his head.

For the design, I brought in the bold indigo from the key art to use as a pop color throughout the campaign. I also added geometric lightning bolt vector illustrations to the hero image to bring some energetic visual interest.

LANDING PAGE

The landing page was a significant part of this project since all of the digital promotional graphics clicked through to this page. I designed this page with copy provided by our marketing team.

OTHER PLACEMENTS

I also designed graphics for social media, in-app placements, placements on Amazon.com, email, and more.