A woman with short curly pink hair, wearing a pink top and layered colorful necklaces, holds out a pink flower outdoors under a blue sky.

Amazon Amp: Find Your Wavelength

In 2022, Amazon Music debuted a radio app built on one simple premise - you control what you listen to, not algorithms!

We created the launch campaign, with a launch video that brought to life the journey of experiencing the Amp app through a metaphor: The Garden of Music.

A new listener discovers Amp, and an musical oasis opens up to her - she dances her way through different genres and discovers various radio shows and hosts (including youtuber Josh Richards and rapper Lil Yachty, who both had shows on the platform) before being inspired to find her own wavelength.

The campaign included a huge stills photography and OOH component, shot by the incredible Micaiah Carter and featuring a host of talent including Lil Yachty, Tinashe, Joe Budden and The Kid Mero. We created a fun, fluid visual identity that leveraged amp’s logo and transformed it into a soundwave - inspired by our tagline, Find Your Wavelength.

A side-by-side billboard featuring a young man with dreadlocks on the left and a young woman with dreadlocks on the right. The background colors are blue on the left and red on the right. The billboard promotes using an app to find people, music, and your wave length.
Colorful mural featuring two people, one at the top with a bald head and beard, and one at the bottom with dreadlocks, surrounded by text promoting radio and music events.

The Team

Client: Amazon

Agency: 72andSunny

Chief Creative Officer: Matt Murphy
Creative Directors: Jeff Lam & Tahirah Byfield Edwards
Senior Writer: Reilly Baker
Design Director: Mike Farrell
Executive Producer: Leah Karabenick
Production Coordinator: Shareef Achekzai
Art producer: Julie Amenta

Production: Eleanor
Director: Edson Oda
Director of Photography: Xiaolong Liu
Production Designer: Tyler Evans

Photographer: Micaiah Carter

Editorial: The Den
Editor: Tobias Suhm

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