If artists want to launch an album with impact, “Amazon Music Live” (AML) has become the perfect stage to make a splash. The weekly live concert series, filmed in Los Angeles, features major musical acts performing after Thursday Night Football on Prime Video. The performances are also streamed on Twitch, blending sports and music into a unique experience.
This season has showcased top-tier talent, including Jelly Roll, Megan Thee Stallion, Ed Sheeran, Kane Brown, Peso Pluma, and Lil Baby. These artists have used the platform to premiere new music and create unforgettable moments with custom-designed sets that reflect their unique styles. Memorable highlights include J Balvin’s Latin-inspired vibe, Halsey’s spooky Halloween-themed circus, and Gunna’s extravagant showcase. Big Sean wowed the audience with a marching band from North Carolina A&T State University, while surprise guest appearances included Jhene Aiko, YG, and E-40.
The finale for this season will feature Snoop Dogg ahead of the release of his 20th studio album, Missionary. Snoop joins the impressive roster of artists who have performed in front of a live audience of over a thousand fans. Previous performers like Jelly Roll, who opened the season after releasing his album Beautifully Broken, have used AML to connect with both loyal fans and new listeners.
“I’m always eager to share my music with new audiences,” said Jelly Roll, whose set included guest appearances by Keith Urban, Skylar Grey, and Machine Gun Kelly. He emphasized how the platform expanded his reach.
The series is not just a fan favorite but also a record-breaker. Last week, K-pop sensation TWICE made history with the most-watched concert livestream in Amazon Music’s history, surpassing events like Kendrick Lamar’s Pop Out show and the 2021 Ye and Drake performance. TWICE introduced themselves to a broader audience, many of whom were tuning in for football, while promoting their upcoming mini-album, Strategy. “It’s an honor to perform for fans beyond our usual K-pop audience,” said member Nayeon.
Behind the Scenes: Crafting the AML Experience
At the heart of the Amazon Music Live experience is a carefully designed space that blends the energy of a football tailgate with the excitement of a live concert. Held at East End Studios in Glendale, California, the Tailgate Experience immerses attendees with interactive attractions, including themed locker rooms, photo booths, a massive circular bar, and a towering football toss game.
“We wanted to honor both the artists and the fans by creating a space that feels inclusive and intentional,” said Jameka Pankey, head of events at Amazon Music. Everything from the drinks to the giveaways is crafted to reflect the weekly artist’s brand.
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The production team faces unique challenges, including adapting to the unpredictable end times of football games. “We work in real-time to ensure everything runs smoothly,” explained Ed Walker, Amazon Music’s head of video studios. The concert series moved to East End Studios to accommodate larger productions, including extensive green rooms and private spaces for artists to relax.
Booking the Artists: A Team Effort
The AML team works year-round to secure top artists, using label connections and market insights to stay ahead of release schedules. “We aim for a diverse lineup that appeals to various genres,” said Kirdis Postelle, global head of content at Amazon Music. “The NFL’s massive audience and high-quality production make this an attractive platform for artists.”
Andrew Sexton, who manages artist bookings, noted that AML’s integration with football provides a unique selling point. “It’s a huge opportunity for artists to connect with fans they might not normally reach,” he said.
Tickets and Fan Access
Fans in Los Angeles can purchase tickets for $15 through DICE, a platform that targets superfans based on interests. With its combination of football excitement and music innovation, Amazon Music Live continues to be a standout in both entertainment and live production.