With a portfolio spanning blockbuster entertainment, live sports, creator driven content, and data powered advertising innovation, Amazon Upfront 2026 called for an experience that could bring the scale and ambition of the platform to life in a cinematic way for more than 2,500 advertisers, executives, creators, and industry tastemakers live and countless tuning in livestream.
Inside the Beacon Theatre, a custom designed stage built to “Deliver” the signature Amazon experience set the tone for a fast paced presentation that moved audiences through the many worlds of Amazon. Diplo opened the show with a live DJ set before a 90 minute program featuring appearances and performances from Kacey Musgraves, Oprah Winfrey, Tierra Whack, Ice Spice, Shaboozey, NFL MVP Matthew Stafford, Michael B. Jordan, and a finale appearance by Arnold Schwarzenegger.
Blending live entertainment, advertising, and cultural conversation, the experience brought together Prime Video, Twitch, Wondery, Amazon MGM Studios, Sports, and emerging advertising technology into one cohesive story designed to immerse attendees in the full Amazon canvas.. From the Beacon stage to pre-produced content integrations like Paige DeSorbo’s “Ad Breaks,” every element was designed to move the audience seamlessly between platforms, personalities, and storytelling worlds.
In collaboration with Amazon, we led the creative and technical execution of the production from end to end, including scenic conception, stage design, onstage graphics, technical production, pre-shot segments, livestream and broadcast support, talent contracting and management, and backstage and stage movement logistics. Working across Amazon, Studios, and Sports, we helped deliver a seamless, high energy production that reflected the scale, speed, and cultural reach of the Amazon brand itself.
Just like Amazon, Empire delivered.