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Showcasing acclaimed national artists and rising stars from the Northwest and beyond

Upstream Music Fest + Summit is a three-day music festival taking place in Seattle’s original arts and entertainment district, Pioneer Square. Attendees discover acclaimed national artists performing alongside rising stars from the Northwest and beyond, and programming includes a one-day summit for artists to learn about navigating the music industry. 

Upstream by the Numbers:

  • 30,000 attendance
  • 240+ artists & 251 performances across 18 stages
  • 290 million media & social media impressions
Amazon joined Upstream as a Foundation-level sponsor. Their multi-faceted partnership with the Amazon Music and Amazon Web Services brands allowed for significant brand exposure to Upstream attendees.

App & Digital Integration

Amazon was the presenting-level sponsor of the Upstream app. Branded as “powered by AWS,” the Upstream app provided a premium experience that allowed current and prospective ticketed customers to explore Upstream artists, including links to Amazon Music artist pages. Attendees could also use the app to view schedules by day or venue in order to customize their Fest experience, as well as to receive custom or location-based text messages. 
  • Average time spent on the app: 30 minutes 

On-Site Activation & Branding

In addition to digital integration, Amazon was able to engage directly with consumers around the Upstream footprint. As presenting sponsor of the Main Stage, Amazon received significant branding exposure to the largest on-site audiences for the duration of the Fest. Elsewhere on campus, an Amazon Music pop-up shop was installed, allowing consumers to experience a giant 10-foot Amazon Echo, win prizes, pose for Seattle or music-themed photos and connect with brand ambassadors.

Upstream customers engaged with the Amazon brand before, during and after their Upstream experience, providing a consistent and authentic brand association.

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