Can a Concert Be an Ad?

Amazon: the company that seems to be taking over in every way. What started as an online place to purchase books has become so much more, and a place to find so much more as well. From groceries delivered to your door, to audiobooks, movies, original series and music. So, are we really surprised to see that Amazon now has a Prime Day Concert?

When I found out about this event, and how Amazon was taking over yet another industry, I was surprised. How would this work? Isn’t a large part of going to concerts the fact that you are listening to music and watching a performance live and in person? How would that translate over a livestream? Would this be a hit or miss?

But as it turns out, this Prime Day concert may have been about more than just giving a never-before-seen musical experience online. Based on a review from FastCompany, this Prime Day concert may have been a new take on a marketing campaign from Amazon.

Throughout the live event, the host and performers seemed to continuously mention the company, the Prime membership and features, and their infamous product – Alexa. Based on the review from FastCompany, it seems that the constant mentions were overkill. And while I did not watch the live event myself, I can definitely see how that would have happened.

This brings up the question – did Amazon take it a step too far by using a live-streamed concert to promote their company and what it offers? Or is there still a tasteful way to market the company and produce an amazing music event without beating viewers over the head with Alexa-related jokes and puns on Prime membership? Would this have been better as an actual event rather than a virtual event? Furthermore, how can the Prime Day Concert hold up in comparison to all of the other festival-esque events that bring together top artists for fans of all genres?