From Jelly Roll to TWICE: Top Acts Shine at Amazon Music Live

LOS ANGELES — For artists looking to launch new albums, "Amazon Music Live" (AML) has become an essential platform for making a significant impact.

Many top musical performers, such as Jelly Roll, Megan Thee Stallion, Ed Sheeran, Kane Brown, Peso Pluma, and Lil Baby, have participated in this weekly concert series held in Los Angeles. These concerts air immediately following the NFL's "Thursday Night Football" games on Prime Video.

Each episode offers a distinct experience, where artists unveil new music on customized settings that reflect their unique visions and styles. Highlights from this season included J Balvin's Latin flair, Halsey’s Halloween-themed introduction, and Gunna’s talk about wealth. Big Sean even featured North Carolina A&T State University's marching band during his performance, with guest appearances by Jhene Aiko, YG, and E-40.

In this week's season finale, Snoop Dogg is set to perform right before the release of his much-anticipated 20th album, "Missionary," next month. These live performances are filmed in front of over a thousand fans and streamed on both Prime Video and Amazon's Twitch platform.

As the season opener, Jelly Roll showcased his new music just days after the release of his tenth studio album, "Beautifully Broken." He was joined on stage by Keith Urban, Skylar Grey, and Machine Gun Kelly.

“We could have planned our whole rollout around this,” said Jelly Roll, expressing his excitement about reaching new audiences through the platform. “I’m eager to share what I do with new listeners and those who missed the tour.”

Most recently, the popular K-pop group TWICE made history on Amazon Music by setting a record for the most unique viewers during a concert livestream. This performance was connected to an NFL game where the Cleveland Browns upset the Pittsburgh Steelers, illustrating the crossover between music and sports.

Singer Nayeon of TWICE highlighted the experience: “We’re normally used to performing just for our fans who are coming to see us, especially in the U.S.” The group aims to connect with new listeners while promoting their upcoming 14th mini-album, "Strategy," which is set to release on December 6.

Nayeon expressed gratitude for the opportunity to perform on AML, stating, “To be invited here is such an honor. We want people to recognize who TWICE is beyond just our fanbase.”

Creating a Unique Concert Experience

The "Tailgate Experience" is another exciting aspect of the AML series. When Jelly Roll first arrived at the AML set, he thought he was just attending a rehearsal. Instead, he found himself immersed in an interactive pre-show experience.

"I was overwhelmed and nervous," Jelly Roll admitted about the impressive Tailgate Experience hosted at East End Studios in Glendale, California. This innovative experience features attractions like flat-screen TVs, a large circular bar, a VIP section, and a themed locker room designed to reflect a fun tailgating atmosphere.

Jameka Pankey, head of events and experiential for Amazon Music, explained, “We wanted this space to be inclusive and intentional for everyone. Tailgating captures the spirit of fellowship, food, and fun, which we hoped to bring into this venue.”

Artist Selection and Planning

The process for selecting artists to perform at AML involves close collaboration across Amazon Music's different departments. Kirdis Postelle, the global head of content and artist marketing, emphasizes the goal of diversity in musical styles and genres.

“We strive to be genre agnostic and appeal to a broad audience,” Postelle stated. Working closely with Andrew Sexton, who manages talent booking for AML, they ensure they attract top artists aligning with significant NFL viewership and upcoming album releases.

“We remain proactive by communicating with artists' teams and stakeholders, ensuring we stay ahead in the music industry,” Sexton added.

Challenges of Live Performances

Following a high-energy NFL game, the pressure to produce a live concert is immense. Ed Walker, head of video studios for Amazon Music, notes that managing the timing between the football game and AML is a challenge. However, this season has seen a move to a new filming location at East End Studios, which has enhanced the production quality.

After the game, there is an hour-long pre-show streaming on Twitch, focusing on building a connection between the audience and the artists. Walker explained, “Creating engagement while ensuring that the artist is ready on stage is a crucial balance we focus on.”

Postelle highlighted the importance of making artists feel comfortable at the venue, providing them with food, games, and privacy during their time backstage.

Gaining Access to Amazon Music Live

Fans in the Los Angeles area have an opportunity to purchase tickets for AML shows each week during a limited-time presale, allowing them to experience this unique concert series live.

This combination of music and sport has established "Amazon Music Live" as a key platform for artists to promote their work while engaging with both dedicated fans and new audiences alike.

music, live, event, performance