How Amazon Music Live Elevates Album Launches for Top Artists

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How Amazon Music Live Elevates Album Launches for Top Artists \ Newslooks \ Washington DC \ Mary Sidiqi \ Evening Edition \ “Amazon Music Live” has become the ultimate stage for artists to debut new albums and connect with diverse audiences. Hosted weekly after Thursday Night Football, the concert series showcases stars like Jelly Roll, TWICE, and Snoop Dogg in immersive performances. Beyond football fans, AML introduces artists to fresh listeners with bespoke sets, exclusive content, and dynamic audience experiences.

Amazon Music Live: A Closer Look

Post-Football Spectacle: Amazon Music Live follows the NFL’s Thursday Night Football, offering fans a star-studded concert experience.
Iconic Performances: Stars like Megan Thee Stallion, Ed Sheeran, and TWICE bring unique sets to life.
Tailgate Magic: Interactive experiences, themed drinks, and giveaways make every show a celebration.
Snoop Dogg’s Finale: The season closes with Snoop Dogg performing ahead of his 20th album Missionary.
Ticket Access: Fans in Los Angeles snag $15 tickets via exclusive presales through DICE.

Deep Look

“Amazon Music Live” (AML) has redefined album rollouts by pairing live music with the NFL’s massive Thursday Night Football audience. Each week, artists take center stage in Los Angeles for a vibrant, immersive concert experience streamed live on Prime Video and Twitch. Featuring custom sets, iconic performers, and interactive fan engagement, the show offers a unique blend of music and sports entertainment.

The Star-Studded Lineup

Since its inception, AML has hosted a lineup of some of music’s biggest names, including Jelly Roll, Megan Thee Stallion, Ed Sheeran, Peso Pluma, and Lil Baby. The third season has been no exception, delivering standout moments like:

J Balvin’s Latin vibes with electrifying energy.
Halsey’s Halloween-inspired circus set, packed with theatrical flair.
Gunna’s luxury-themed performance, celebrating his chart-topping hits.
Big Sean sharing the stage with North Carolina A&T State University’s marching band.
TWICE’s record-breaking concert, which garnered the highest unique viewership in AML history.

The season finale will feature none other than Snoop Dogg, performing just weeks before the release of his 20th studio album, Missionary. Fans can expect an unforgettable show from the hip-hop legend as he closes out another successful season.

Behind the Scenes: Bringing AML to Life

Tailgate Experience

For fans attending in person, the Tailgate Experience is a highlight of the night. Held at East End Studios in Glendale, California, the pre-show area features:

A massive circular bar with flat-screen TVs.
VIP seating, photo booths, and a digital bonfire.
Themed locker rooms and a towering football toss game.
Music from the week’s artist blasting through the venue.

Designed by Jameka Pankey, Amazon Music’s head of events, the space captures the spirit of football tailgating while honoring the artists. “We wanted something inclusive and intentional,” Pankey said, noting that details like themed drinks and jersey giveaways make fans feel like part of the action.

Choosing the Artists

Securing artists for AML is a dynamic process requiring close collaboration between Amazon Music’s teams. The team relies on strong label relationships, market instincts, and flexibility to stay ahead of release schedules.

“Our goal is to be as diverse as possible,” said Kirdis Postelle, Amazon Music’s global head of content and artist marketing. Working with Andrew Sexton, who handles booking, the team seeks artists with major upcoming projects, leveraging the NFL’s enormous viewership to amplify their releases.

Artists are drawn to AML by its top-notch production, direct access to football audiences, and promotional reach. “We’re always in constant conversations with artist teams,” Sexton explained, emphasizing the show’s appeal as a platform for connecting with new audiences.

Navigating Live Production Challenges

Pulling off a live concert immediately after a high-stakes NFL game is no easy feat. Ed Walker, head of video studios at Amazon Music, oversees the fast-paced production. With AML now filming at the expansive East End Studios, Walker’s team ensures the concert integrates seamlessly into the NFL post-game flow.

A preshow on Twitch introduces fans to the artist’s world, with segments offering deeper insights into their music. Afterward, the performance begins in front of over 1,000 live attendees. Keeping everything on schedule requires constant communication between football broadcasters and the concert’s control room.

Walker admits balancing the dual audiences—football fans and music enthusiasts—is a challenge. “We need to entertain them all, give them context, and start the show,” he said, all while ensuring artists are prepared to hit their cues.

Artists also enjoy a dedicated backstage area with food, drinks, and games to keep them comfortable during the production process. This ensures performers remain focused and ready, reducing the risk of delays.

Fan Engagement and Record-Breaking Moments

TWICE’s Historic Performance

Last week, K-pop sensation TWICE shattered AML records, drawing the highest unique viewership of any Amazon Music production. Performing after the Cleveland Browns’ upset victory over the Pittsburgh Steelers, the nine-member group introduced their music to a broader audience while promoting their upcoming 14th mini-album, Strategy.

TWICE’s member Nayeon emphasized the importance of reaching new listeners through the platform. “It’s not just about our fans,” she said. “It’s a chance for football fans to discover us.”

Jelly Roll’s Memorable Opener

The season began with Jelly Roll, fresh off the release of his 10th studio album, Beautifully Broken. Joined by special guests Keith Urban, Skylar Grey, and Machine Gun Kelly, Jelly Roll called the experience a perfect platform for connecting with new audiences.

“We could’ve planned our whole rollout around this,” he said, expressing excitement about introducing his music to fans watching at home.