Amazon Music Live (AML) Season 3 set out to redefine the intersection of music, sports, and culture by creating the ultimate weekly live music experience, seamlessly blending exclusive performances with authentic fan engagement. Launching on October 17th, AML Season 3 featured six consecutive must-see concerts with artists Jelly Roll, Big Sean, Halsey, J Balvin, Gunna, and TWICE, concluding with a special Black Friday performance by Snoop Dogg in Los Angeles on November 29th. Airing immediately after Prime Video’s Thursday Night Football, AML has become the premier platform for artists to debut their latest releases and deliver unforgettable performances to global audiences.
With a strategic focus on driving engagement, fostering meaningful fan connections, and leveraging the power of social media, Season 3 aimed to deliver record-setting results while solidifying Amazon Music’s relevance within music and sports fan culture. The social campaign delivered custom serialized social content with each week's performing artist that featured Liza Koshy as the main influencer host. The campaign's success was achieved through 3 key pillars: an integrated marketing approach, innovative social strategy, and the most important - an introduction of a social-only host, Liza Koshy—a move that proved pivotal to the campaign’s success.
Marketing and Strategy
Amazon Music Live (AML) Season 3 social marketing was driven by Amazon Music’s For All The Fans manifesto, which celebrates fans of all kinds by creating moments of connection and community. This guiding principle shaped a unified content and media strategy that combined exclusive live performances with engaging, fan-centric storytelling to deliver impactful digital content across platforms. Different content types—artist interviews, on-the-ground footage, and performance clips—work together to create a cohesive, engaging social journey. The strategy prioritizes emotional connections, fan relatability, and artist participation to maximize engagement, viewership, and awareness across brand and artist channels.
Social content played a central role, driving a +17% YoY increase in organic impressions and a 7.3% engagement rate through behind-the-scenes content and artist-host interviews. The decision to introduce Liza Koshy as a social-only host was pivotal, as her ability to create custom, intimate interviews with artists resulted in +59MM impressions (+23% vs. Season 2) and a +71% YoY growth in total engagements. By uniting brand, artist, and partner teams under a shared vision, AML delivered multi-dimensional, shareable media content that elevated Amazon Music’s role at the intersection of music, sports, and culture while setting new benchmarks in fan engagement.
Execution
The introduction of a social-only content host proved to be a game-changing strategy, creating compelling, high-performing content that amplified the campaign’s success across Instagram, TikTok, and YouTube. By focusing on engaging artist interviews, the social host seamlessly connected the live, in-person experience to the livestream, providing performance context and delivering shareable moments that extended AML’s cultural reach. Liza hosted an exclusive series of social content with each artist (including When & Where, Star Signs, and Musical Dealbreakers), filmed on-site before performances. These segments dug into the artists’ new music, stage expectations, and personal stories, successfully bringing fans closer to their favorite performers. Liza also partnered with genre-specific influencers, such as Colombian influencer Tefi Pessoa for J Balvin, to engage regional audiences authentically. Our collaboration with Comments by Celebs (@commentsbycelebs, 2M followers) further expanded the social reach through custom interviews where artists revisited old Instagram and TikTok comments, sharing the humor and stories behind them with Liza. The integrated content drove an additional 4.3M branded impressions. We had a unique challenge merging Liza's digital saavy audience with the sports and music culture, ensuring we wanted to cater to both artist and Liza's fans without sacrificing authentic quality of content.
The strategy yielded significant wins for the campaign, with artist-host interviews driving a 7.3% engagement rate—outperforming other marketing content by a wide margin. The social host’s presence allowed for fresh, multi-dimensional storytelling that avoided repetitive “one-note” content and instead delivered moments fans could connect with and share globally. This unique approach helped broaden AML’s audience and fostered meaningful fan conversations, making Season 3 a major step forward in solidifying Amazon Music’s position at the heart of music, sports, and culture. This strategic innovation not only elevated AML’s cultural relevance but also established it as a gold standard for audience engagement and community-building.
Liza, a multifaceted talent and digital trailblazer with over 81.2M followers, brought humor, energy, and cultural credibility to the campaign. Her dynamic interview style allowed her to create highly engaging, custom content with all seven AML artists, offering fans intimate, behind-the-scenes moments that resonated far beyond the livestream.
Liza Koshy’s involvement in AML Season 3 spanned key focus areas, including entertainment, lifestyle, and fan engagement. As the social-only host, she brought her natural charisma and humor to deliver intimate, behind-the-scenes interviews that bridged music and fan culture. Her presence fostered authentic connections between artists and audiences through relatable storytelling and culturally relevant moments. By leveraging her extensive knowledge of music, sports, and pop culture, Liza encouraged artists to participate in engaging, shareable content, driving a +23% increase in impressions and +71% growth in total engagements while helping to position AML Season 3 as a global cultural phenomenon.
Liza’s ability to connect with both artists and fans led to exceptional results:
+59MM impressions (+23% vs. Season 2)
+71% total engagements YoY
$194K average Earned Media Value (EMV) per episode
Her interviews explored topics that deepened the connection between artists and fans, from Big Sean’s HBCU integration to Halsey’s Halloween activation. By creating a bridge between the physical performance and the digital fan experience, Liza expanded AML’s cultural relevance while keeping the content authentic and engaging.
