Before there were listeners, there was a voice. (Hi, that was me.) Loud enough to launch a live audio app without a single show on air.
MUSTACHE X EDELMAN
The Brief (ish)
AMAZON AMP
Launch an app no one’s heard of. Literally.
Amp was Amazon’s new live audio platform—part radio, part chat stream, part complete mystery. We had no shows, no feed, no followers. Just vibes. So we built a tone that could carry the hype, explain the product, and still leave room for Nicki Minaj to be the moment.
MUSTACHE X EDELMAN
One voice.
Six platforms.
No repeats.
AMAZON AMP
The tone had to flex fast. It needed to feel like the group chat and the green room had a baby—cool, but never gatekeep-y.
I wrote tweets for Travis Barker, TikToks about Megan Thee Stallion, and captions that explained “drop in” without sounding like a user manual.
Before the app even had features, it had feelings.
MUSTACHE X EDELMAN
Honestly?
I’d write for it again.
AMAZON AMP
Amp didn’t stick—but the copy lives on in screen-grabbed Instacaptions, final final draft folders, and internal only social decks.
It was fast. It was weird. It got retweeted by Pusha T. It was fun while it lasted.
Like any great live show, you had to be there.
