Stories live inside of us. My team led the go-to-market launch of Podcasts on Amazon Music, debuting the first non-music content stream for the service.
Our challenge: entering an already-crowded market where Spotify dominated and Apple Podcasts is free.
Our answer: position Amazon Music Podcasts as the place where music listeners discover shows—making podcasts feel native to the music experience rather than a separate category fighting for attention.
Great stories change how we see the world from the inside out. Our audience may listen to podcasts while they're on the move, but they finish episodes because the story moves them.
We developed an entire visual language in support of the launch. A new color, Broadcast, was introduced in a gradient between our brand blue and accent yellow. We also created Mesh, a new graphic patten evoking both the microphones used by modern creators and the grills from historic Philco radios harkening back to the Golden Age of broadcasting.
My team took the concept of how podcast listeners feel immersed in a story, and made it literal in a visual treatment for every category.
The work drove subscription upgrades by treating podcasts as a complementary tier within the Amazon Music family, not a standalone product competing for attention.