Amazon Music

Artist Follow

Artist Follow is an Amazon Music feature that enables subscribers to stay up to date on new releases from their favorite artists. For the launch of the feature, I art directed and led the design and creation of final files for several merchandising placements on Amazon.com, social graphics, email graphics, print ads, an educational landing page, and more.

MY ROLE

Visual designer, Art direction

RESULTS

As of March 2019, 900k Amazon Music subscribers use the Artist Follow feature.

CREATIVE DIRECTION

This ability for Amazon Music subscribers to follow artists and get updates on new music releases also marked a brand new function on Echo devices—the ability to get notifications, which is signified with a flashing yellow light. This yellow light was compelling in its newness and in the campaign kickoff meeting with our business partners, we discussed using this bold and energetic yellow throughout the campaign artwork.

Though our main customer target was Echo device owners, customers also had the ability to follow their favorite artists on their mobile device. Therefore, we needed two imagery directions for our different customer targets—one with the Echo as the primary imagery and another using artist photos to target customers that didn’t own an Echo..

In order to be flexible with various background imagery, I designed text lockups that could be layered on top of dark, light, and/or detailed backgrounds and still stand out. For these text lockups, I integrated iconic lightning bolt and heart shapes that helped define the bold and unexpected creative direction and tied the various background imagery together so that the campaign worked as a cohesive whole.