From Jelly Roll to TWICE: Major Acts Shine on Amazon Music Live

LOS ANGELES — If artists aim to launch their albums with excitement, "Amazon Music Live" offers a prime platform to do just that.

Some of the biggest names in music, such as Jelly Roll, Megan Thee Stallion, Ed Sheeran, Kane Brown, Peso Pluma, and Lil Baby, have taken the stage during this weekly concert series in Los Angeles. This series airs after the NFL's "Thursday Night Football" on Prime Video, providing a unique setting where artists unveil new music against custom-designed backdrops that reflect their personal style.

Highlights from this season include J Balvin's vibrant Latin performance, Halsey's spooky Halloween opening, and Gunna's discussion of success. Additionally, Big Sean brought along the North Carolina A&T State University marching band for his performance, while special guests like Jhene Aiko, YG, and E-40 also made appearances.

This week, it's Snoop Dogg's moment to shine as he wraps up the season with a performance ahead of his upcoming 20th album, "Missionary," scheduled for release next month. The concerts are filmed live before a lively audience of over a thousand attendees and are streamed on Prime Video as well as Amazons's Twitch platform.

As the season opener, Jelly Roll, a Grammy-nominated country artist, debuted on "AML" shortly after releasing his 10th studio album, "Beautifully Broken." He shared the stage with notable guests like Keith Urban, Skylar Grey, and Machine Gun Kelly.

"We could have planned our whole rollout around this," Jelly Roll expressed. "I get thrilled at the chance to present my work to new audiences and help those who can't attend the tour understand what it's about."

Recently, the K-pop sensation TWICE made headlines at "Amazon Music Live" by appealing to a broader audience beyond their usual fans. After an unexpected victory of the Cleveland Browns over the Pittsburgh Steelers, their livestream broke records by attracting the most unique viewers for any of the shows, surpassing earlier performances like Kendrick Lamar's "Pop Out" and the "Free Larry Hoover" concert featuring Ye and Drake.

"We're used to performing for fans who come specifically to see us, especially in the U.S.," said group member Nayeon. Joined by her bandmates Momo, Tzuyu, Mina, Minatozaki Sana, Dahyun, Jihyo, Jeongyeon, and Chaeyoung, she noted that this performance introduced them to new listeners while promoting their upcoming mini-album, "Strategy," set to be released on December 6.

"Performing for 'Amazon Music Live' expands our reach to football fans too. We feel honored to be here and want to ensure more people know about TWICE," Nayeon added.

The Tailgate Experience

Upon arriving at the "AML" venue, Jelly Roll was initially apprehensive, mistaking it for a mere rehearsal. However, he quickly found himself engaging in an immersive tailgate experience before hitting the main stage.

"I felt overwhelmed and nervous," Jelly Roll remarked, astonished by the Tailgate Experience setup at East End Studios in Glendale, California, where this season of "AML" is filmed.

This interactive area features attractions like large screen TVs, a spacious VIP section, photo booths, themed locker rooms, and even a digital bonfire, all accompanied by the evening's music blasting in the background.

"I wanted this space to be intentional and welcoming to everyone," said Jameka Pankey, the head of events and experiential for Amazon Music. Her goal was to create an atmosphere that honors both the artists and their fans.

Selection of Artists for Amazon Music Live

The choice of performers for "Amazon Music Live" is driven by collaboration within Amazon Music's various departments, working together to secure exciting talents weekly.

Predicting which artists will be popular a year in advance can be challenging, so they rely on their industry connections to prepare for the artists' upcoming releases.

"We strive for diversity across different music genres," stated Kirdis Postelle, Amazon Music's global head of content and artist marketing, who collaborates with Andrew Sexton on artist bookings. The massive NFL viewership, high production quality, and promotion of new projects are key incentives for attracting performers.

After-Game Pressure

Following a high-stakes NFL game, the pressure to execute a major live concert is intense. Ed Walker, head of video studios at Amazon Music, has transitioned the concert series to East End Studios, a space tailored for production with modern facilities.

After the football game concludes, there is an hour-long pre-show segment on Twitch. This segment aims to establish a connection with the audience before the artist takes the stage, featuring contests to heighten interest.

Ticket Availability for Amazon Music Live

Each week, select customers in the Los Angeles area can purchase $15 tickets for the upcoming performances during a superfan presale or the general sale. Audience targeting based on fan interests helps notify potential attendees about these events.

music, live, artists