AMAZON MUSIC

AMAZON MUSIC ROTATION

ROLE
CD

SCOPE
Brand Launch Campaign

YEAR
2022-2023

HEAVY ACCESS

THE PROBLEM

Amazon Music had built the first platform to go beyond the songs – merch, podcasts, live access to the artists themselves. But to Hip-Hop fans, it still just looked like a place to stream.

THE CAMPAIGN

Heavy Access. Hip-Hop was never just the music. And Amazon Music was never just a streamer.

With Vince Staples, we showed fans what heavy access to the culture really looks like: every way an artist shows up and expresses themselves, all in one place.

FILM BROADCAST AND STREAMING LAUNCH

"THE HOUSE THAT HIP HOP BUILT" // DIRECTOR CUT

CAMPAIGN
MANIFESTO

Beyond the beats and bars, the streets and cars…

Beyond the chains and legendary names who changed the game.

Beyond the mastered tracks and mixes, the facts and fiction, the flash and diction –
Hip-Hop goes beyond the act of listening…

Only Amazon Rotation gives you heavy access to every side of the culture.

DESIGN
VISUAL IDENTITY

We launched with Vince, but created a scalable visual identity that Amazon Music used to market its offerings from other artists across photography, out-of-home, social media and digital marketing.

SOCIAL
INTERNATIONAL

We also developed the social and digital campaigns that scaled to the UK and German counterparts, +44 and Level, respectively. Paid and organic posts were released featuring the genre’s top talents in their native