Calling Taylor Swift: Amazon and the NFL Need You

Amazon is placing a big bet on the allure of two powerful brands, Taylor Swift and the NFL, to generate a commercial payoff through the almighty triad of Amazon Prime, Amazon Music, and Prime Video.?

During Thursday Night Football (TNF) October 20, Taylor Swift, one of the most popular artists in the world will drop a teaser for her new album Midnights, the highly anticipated album being released October 21. She revealed the drop on her Instagram account. This is a big win/win that reflects how Amazon intends to maximize the value of its TNF investment, which needs a boost only a few weeks into its inaugural season on Amazon Video.

Amazon is paying the NFL roughly $1 billion a year through 2033 for rights to TNF, which is broadcast for Amazon Prime members on Amazon Video.?Amazon had reportedly told advertisers that TNF would deliver 12.5 million viewers a game. But so far, TNF is averaging 10.8 million viewers a game this season. Amazon needs to boost those numbers to attract advertisers, but the quality of the play on the field is a problem. Historically, the quality of TNF games has been subpar owing to the awkward scheduling of a game so quickly after the previous Sunday, giving coaches less time to prepare and players less time to recover. The 2022 season has been especially bad.

Taylor Swift’s crowd-pleasing music and image are perfectly suited for the NFL. Dropping a teaser for Midnights, as part of a massive marketing blitz, could provide a ratings boost. And Taylor Swift basically advertises her music to millions of viewers on the eve of a major album drop without giving away any music – after all, it’s just a teaser, not a song. That is a pretty sweet deal for her.

Update: here is the teaser as it aired during the third quarter of TNF on October 20:

And here’s where the power of Amazon’s platform comes into play:??it’s easy for Amazon Prime members watching the broadcast to order Midnights – literally by clicking on Amazon’s storefront – or stream the album on Amazon Music, which comes with an Amazon Prime membership. And as Prime members, they can get the album faster than non-Prime members. This synergy is important: The average rate of spending for a Prime member is $1,400 per year. Non-Prime members spend $600 per year.

And there’s more music to come as the TNF season continues. Following the October 27 TNF game, Amazon Music will stream?Amazon Music Live,?a new concert series hosted by 2 Chainz appearing on Prime Video. The inaugural show will feature Lil Baby. Megan Thee Stallion performs November 3, and then Kane Brown on November 10. Here again, Amazon is capitalizing on synergy between Amazon Prime and other Amazon brands, Amazon Music and Prime Video. And because the concerts occur after each game concludes, Amazon enjoys a lead-in audience from the game without needing oversight from the NFL with the choice of performers. This is worth noting because the NFL would likely bristle at the notion of someone as raunchy as Megan Thee Stallion performing during an actual TNF broadcast.?

Amazon is looking to capitalize on the double threat of live sports and music – two lucrative and popular media. Apple recently secured rights to Super Bowl Halftime Show broadcasts, which is a boon for Apple Music. Apple is also reportedly attempting to land a programming deal for NFL Sunday Ticket, and it’s easy to see why: the NFL is the most powerful brand on television, with the highest rated programming.?

Football and music are at the epicenter of American culture. And arguably so is Amazon at this point. The name means more than shopping. It’s a lifestyle.