Amazon gives the lowdown on its first steps into promoting

Amazon gives the lowdown on its first steps into promoting

Amazon has spoken to Music Week about its new intimate concert series, Prime Live Events.

The e-commerce giant was scheduled to debut the series at Round Chapel in Hackney with a sold out-show by Blondie tonight (May 23), which has now been postponed as a mark of respect for the victims of the Manchester Arena attack

Other confirmed concerts under the banner include Alison Moyet at Round Chapel on June 12 (complete with audience Q&A), Texas at Porchester Hall on June 16 and two nights with Katie Melua at Chelsea’s Cadogan Hall from July 25-26. 

“It allows fans the opportunity to see their favourite artists up close and personal, in beautiful, iconic, intimate venues,” said Geraldine Wilson (pictured), GM of the firm's Amazon Tickets business. “This whole process is about providing the best live experience that you can have.

“We’re talking to a broad range of artists and we’ll announce those throughout the year. We have lots of ideas on how we want to expand it. Watch this space.”

Amazon piloted the Prime Live Events concept last year with shows by Robbie Williams at St John’s Hackney and John Legend at Round Chapel, both of which were filmed and later screened via Prime Video. 

“We talked to promoters, but their model is more around bigger tours, and we had a very clear idea of what we wanted to create here,” said Wilson. “We decided that we wanted to produce and promote these shows for our Prime members. For these shows, we are the producer and promoter because we felt that was the right way to get the experience we wanted.

“We work with all of the UK promoters with our tickets business and also in creating some of our premium experiences, and we will continue to do that. But for the Prime Live Events, we’re producing those ourselves.”

The company recently made a major statement of intent by poaching BBC Introducing head Jason Carter, who had been appointed director, Prime Live Events.

“Jason’s background in running live events for the BBC means he is perfectly positioned to carry out that role,” said Wilson. “We are very excited to have him on board; he brings a wealth of experience. 

“Having worked for a brand like the BBC, Jason understands the importance of the whole customer experience and that was paramount to us. He has produced everything from very intimate events to huge festivals, so we’re delighted to have him on board.”

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