Amazon has launched its Prime Live Events service in the UK offering its Prime customers streams of music artist performances across a small number of carefully chosen venues around London. First up is Blondie at the Round Chapel in Hackney later this month performing a set of greatest hits and new material from the Pollinator album to a live audience of just 750. Alison Moyet will take to the same stage a few weeks later.
Tickets for both gigs are available only to Prime customers at between £75 and £150 a pop. All filmed Prime Live performances will later be made exclusively available on Prime Video at no extra charge to Prime users paying the £79 per year subscription.
Amazon’s strategy here is clearly to make its subs service as attractive as possible to current customers, as well as to attract new subscribers. The company is also going great guns with its Echo speaker system which is dominating the marketplace and is also a strong music play.
Upcoming Prime Live performances will feature Texas and Katie Melua as Amazon chases mature demographics rather than the youth segment.
“Amazon’s streaming music strategy is so interesting because it isn’t playing by the same rules as everyone else,” says Mark Mulligan of Music Industry Blog. “Amazon is not competing for the same small group of 20/30 something music aficionados that the other streaming services are tearing chunks out of each other over. Instead it has its sights set on older, more mainstream music fans for whom the smartphone-centric music service offering has limited appeal.”