Making Amazon Music the sweetheart of fandoms.
Amazon Music is a music streaming platform operated by the retail giant, Amazon. Launched in 2019, Amazon Music debuted in Brazil with a collection of over 50 million national and international songs for subscribers. It had everything to be a success. However, unlike the e-commerce division that practically invented the sale of books and items on the internet, Amazon Music arrived late in the country and had to face a much more challenging scenario and with a great leader: Spotify.
Several competitors emerged later. Brands like Apple Music and Deezer arrived trying to dethrone the leader, but in practice, all the services offered are practically the same: the same songs, the same features. This caused the category to fall into widespread apathy, and Amazon Music, which, like its competitors, had no major differential to offer, ended up becoming unknown to most people. Challenge: How to use communication to break the category's apathy and make Amazon Music stand out to the public?
