LOS ANGELES – For artists eager to make a memorable impression when launching new albums, “Amazon Music Live” appears to be the ultimate platform for showcasing their talents.
The concert series, held in Los Angeles, features major musical acts who perform live weekly following the NFL’s “Thursday Night Football” airing on Prime Video. Notable artists like Jelly Roll, Megan Thee Stallion, Ed Sheeran, Kane Brown, Peso Pluma, and Lil Baby have all graced the stage. Each performance is tailored to reflect the artist’s unique vision, allowing them to unveil new music within custom-designed sets.
This season has seen exciting moments, such as J Balvin’s vibrant Latin-themed performance, Halsey’s Halloween-inspired circus entrance, and Gunna’s discussions of financial success. Big Sean shared the stage with North Carolina A&T State University’s marching band, while guests like Jhene Aiko, YG, and E-40 also made appearances.
This week features Snoop Dogg as the headlining act for the season finale of “AML.” This comes just prior to the release of his much-anticipated twentieth album, titled “Missionary,” scheduled for next month. These live performances are filmed before an audience of over a thousand people and are streamed on Prime Video as well as Amazon’s Twitch platform.
Jelly Roll opened the season in October, just after debuting his tenth studio album, “Beautifully Broken.” The performance included special guests Keith Urban, Skylar Grey, and Machine Gun Kelly. Jelly Roll expressed his excitement about the opportunity, stating, “I’m always thrilled to share what I do in front of new audiences or hope a new audience sees it.”
Last week, the popular K-pop group TWICE reached wider audiences following a surprising Cleveland Browns victory over the Pittsburgh Steelers. Their concert not only made history for Amazon Music but also garnered the highest number of unique viewers of any previous livestreamed production.
Nayeon, a member of TWICE, noted the challenge of performing for a more diverse audience outside their traditional fan base, stating, “It’s an honor to be invited here to perform. We need to keep our game card for people to know who TWICE is.” They have performed in major stadiums like MetLife and SoFi Stadium but saw “AML” as an opportunity to connect with new listeners ahead of their upcoming mini-album, which is set to release on December 6.
A peek behind the scenes reveals how the concert series is brought to life. When Jelly Roll first arrived at the “AML” set, he initially thought it was just a rehearsal. However, he was surprised to find himself immersed in a vibrant interactive environment before heading to the main performance area.
The Tailgate Experience at East End Studios in Glendale, California, where “AML” films its season, includes numerous attractions. Features such as large flat-screen TVs above a giant circular bar, a spacious VIP area, themed locker rooms, and a huge football toss game set the stage for an exciting atmosphere. Jameka Pankey, who oversees events for Amazon Music, aimed to create an inclusive experience that honored both the performers and their fans.
At Amazon Music, collaboration across departments is key to attracting top talent, ensuring a diverse mix of genres and artists each week. Kirdis Postelle, who manages content and artist marketing, emphasized their proactive approach in this process. The team utilizes their connections in the industry to lock in artists with upcoming releases while capitalizing on the considerable viewership from the NFL.
Post-game, the pressure is on to execute a major concert following a high-energy NFL game. Ed Walker, head of video studios at Amazon Music, discussed the challenges of transitioning from a football audience to a live concert atmosphere. After a pre-show on Twitch, audiences are taken through an immersive experience that offers insights into the performing artist before the main event.
Walker pointed out the intricacies of engaging a diverse audience while ensuring a smooth performance for the artists. Maintaining the artists’ comfort is a priority, leading to the creation of experiences with food, games, and privacy.
Tickets for “Amazon Music Live” are available each week to select customers in Los Angeles for $15, offering exclusive access during a superfan presale or the general sale. DICE, the live events company, helps highlight upcoming shows based on fan interests, keeping potential attendees informed.