The Brief

How do you get Gen Z to engage with a mainstream music platform on social and drive brand love and conversions? In other words, how do you make that brand proposition sing to an audience who doesn’t want to hear it?

When We Are Social took over Amazon Music’s UK channels, the online music space was crowded and noisy, like an overstuffed gig venue. Brand awareness was hard to come by. Even on popular posts, attribution would be lost to the artists featured.

Our Insight

To win new fans and customers, we knew we had to change the approach because while Amazon Music is for everyone, you can’t speak to Gen Z en masse, like one big, mainstream crowd. It’s a generation of multitudes. They’re obsessive. They’re weird. They live for their niches and oddest corners of the internet.

The Idea

So to drive huge impact …we went small.

We dug into the weirdest end of subcultures and behaved like fans. We stopped talking about music drops like a streaming giant and showed up like the most passionate stans from the smallest corners of the internet.

We created a team of music obsessives and unified them under this approach. Our team didn’t just get it, they lived it. They bottled that young adult irreverence, remixed it with TikTok fandom craziness and blended it all with Amazon Music’s proposition.