Amazon Music on Discord

Amazon Music & Discord co-listening experience. Case Study and Creative Direction.

Discord Creative Brief

Discord is a leading global communication platform, primarily designed for communities with common interests. It launched in 2015, and gained prominence, particularly amongst Young Adults (YA), during Covid, reaching over 300MM registered users as of 2024 with ~200M MAUs , 22% of these are between the ages of 16-24 . In October 2022, Discord launched the Activities feature, with the goal of this new feature to create a more interactive space, thus a high engagement mechanism for the Discord users. Activities are available to all users, making Activities the highest reach feature on Discord.

By partnering with Discord we are able to meet the fans where they are - further deepening the connection of the fans to artists, by connecting fans to each other through engaging community centric activities: co-listening, co-viewing, community bots and more.

Discord and Artists

Discord presented an opportunity for Amazon Music to build affinity with very passionate fans of artists, acting as a service that can fuel their fandom and deepen their relationship to their favorite artists and fellow fans. We see Discord as a key platform to connect artists to their fan communities, and think this could be a valuable asset within the toolkit for artists when launching new music.

Target Customers

The ignition of fandom is stronger together than alone. The primary audience is young adults, amongst the 18 – 24 year old Music has always been a way to engage, connect with our community and strengthen our social bonds – especially amongst GenZ as 86% of adult listeners co-listen at least once a week.

Key Considerations

Amazon Music had the ability to name the activity (the name should be something recognizable and open as the Amazon Music activity evolves). A majority of the placements on Discord have little to no copy, so the visuals have to do a lot of heavy lifting within the Discord platform. The will opportunities off-platform to add more color about the Amazon Music activity.