By partnering with one of the most acclaimed rap artists of all time, Kendrick Lamar, Amazon Music sponsored the Big Steppers World Tour, which spanned across 65 cities across North America, Europe, Australia and New Zealand. As a sponsor of the tour, Amazon Music and Rotation’s goals were to build authenticity and credibility with our target hip-hop audience, drive awareness, shift audience perceptions, and borrow equity in the space through culturally relevant experiences.

Amazon Music, in partnership with Prime Video, streamed Kendrick Lamar’s sold out showing of The Big Steppers Tour, which occurred in Paris at the Accor Arena. The concert streamed live, exclusively on Amazon Music, Twitch and Prime Video, with Kendrick’s performances available to view on-demand following the show. The event also marked the 10-year anniversary of the release of Kendrick’s legendary album good kid, m.A.A.d city and provided an exclusive look at the critically acclaimed, 65-date world tour from the iconic artist.

The Kendrick Lamar Livestream was one of our most visually stunning shows ever, generating 2.5MM views across 1.53MM unique customers, with 1.46MM unique customers viewing live on Twitch and Prime Video. The social campaign saw 19.2 million impressions (175% above benchmark), 319.9K engagements and 20.3M video views.