• by Fern Siegel , September 22, 2022

Amp, the new live radio app from Amazon, released a new campaign, called “Find Your Wavelength” to promote music discovery and content sharing.

The new brand work by 72andSunny focuses on the people that broadcast live radio shows via the Amp app, where creators can DJ their own radio shows free alongside major players, such as Lil Yachty, Josh Richards and Joe Budden.

“The Garden of Music” spot, shot by director Edson Oda, known for the film “Nine Days,” shows an Amp creator in a series of magical gardens, each playing a different music style, as she dancers her way to her own radio show.

In addition, out-of-home placements in Los Angeles, New York and Boston augment the campaign, where creators will appear together on billboards, digital and wall paintings.

The tag is: “Live Radio Reimagined.”

“Humanizing technology is something 72andSunny does well. Working with Amp allowed us to push the youthful, energetic vibes that make the app such a groundbreaking live musical experience,” said Matt Murphy, CCO, 72 and Sunny.

In addition to music, Will Arnett (“Arrested Development”) is hosting a Formula 1 show on the platform. On the sports front, “Tailgate Thursdays,” is a live pregame show slated just before "Thursday Night Football” streams on Amazon.