How Amazon Music took on the voice of the fans [Video]

But making that happen on social isn’t easy. Gen Z music fans don’t want to listen to brands. They want to listen to music. And the only opinions they care about are those of fans like them.

So 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 …