Amazon Music | Equal’s Listening Experience

For the launch of Ed Sheeran’s record breaking album = in partnership with Amazon, Warner Brothers Music and Tommy, we created an exclusive listening experience that put fans in the heart of the music. My role as Creative Director was to create the concept, direct the build and partners as well as work closely with both agency and music label to produce the experience.

To really showcase the album and create an experience for fans to truly enjoy the music we created the Listening Meadow. A transformative space that was reactive to each of the songs from the record and the audience.

Interactive lighting was used to create a dynamic setting and 3D Spatial Audio was used to give each fan the feeling of being within the music.

AR markers throughout the space released different species of butterflies dependent on the music playing within the experience.

Ed Sheeran was not able to be physically present but we surprised fans by live streaming him into the event from his home for an impromptu acoustic session.


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Artist: Ed Sheeran
Interactive Creative Director: Tom Seymour
ECD: Sean Chambers
Exec Producer: Dewi Ratri
Account Handler: Katie Vine
Tech Director: Farhad Agzamov
AR Director: Pete Collins
Film Production: Nick Minns
Media Agency: Initiative
Brand: Amazon Music
Agency: This is Tommy
Music Label: Warner Brothers
Sound Design: Sonosphere
Event Production: KGA
Lighting and Tech production: Branchout
Lighting and Sound: Sonosphere
Meadow Team: Fulford Flowers
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