Phylicia Fant of Amazon Music talks about creators helping sustain movements

Transcript

00:00At Amazon Music, we have a team meeting, it's called the Weekly Trend Forum, you know, we just

00:04see what works, what's not working, you know, we see what Sephora is doing, you know, what Roblox

00:08is doing, like, who matters, but it's also, and I use this word, and I mean it, it's, you have to

00:13actually still go outside, right, and it's finding those communities, or those entities, or those

00:19people who have established real credibility over time, like, I can give an example, and maybe you'll

00:24follow me or not, but I think about someone like a DJ collective, right, if you're thinking about

00:28Selection, or Donovan's Yard, or people like that, we're a music service, so we're looking

00:32to see, like, who is creating events and moments, and to your point, in real life experiences

00:38that people keep going to, right, if Afrobeats has become the movement, and we're talking about

00:43these jerk and drill off parties, it's like, there's a reason for these parties, right, so

00:47who's hosting these events, why does this matter, I remember when Donovan's Yard first started

00:50at Los Cobos, I think that's the name of the club, and Diplo was DJing, it's like, what celebrity

00:55is going to be there, and so we're following these pockets, these movements, these rooms

01:00to say, okay, this is the next sound, let's make sure it's on our service, this is the

01:06next collective, let's make sure they're talking to us, so I can go on for days, but I think

01:10creators are, of course, this beautiful lady on the panel, but it's also these communities,

01:14these collectives, who've done a great job at keeping sustained audiences and movements

01:19going, like, I bring up Kids of Immigrants, because we partnered with them a couple of years

01:23ago for Love Day, it's like, if we want to understand this community, we want to bring

01:28more Latin audience, but, you know, they also were the number one sneaker for Nike, it shows

01:34kind of how the zeitgeist comes together, so we don't do that well unless we also partner

01:39with these longstay, mainstay people who have really established true credibility so that

01:44we don't mess this up, we've got to get the music right.