As the American Music Awards prepared for one of music's biggest nights, the team sought to generate excitement and cultural relevance beyond the traditional awards audience. The goal was to build anticipation ahead of the show, drive social conversation across multiple platforms, and engage younger audiences through creator-led storytelling. To accomplish this, the campaign needed to activate influential creators both nationwide and on-site at the AMAs, creating authentic content that would extend awareness before, during, and after the event.

The Brand Agency developed and executed a multi-faceted influencer strategy for the 2026 American Music Awards, centered around two key initiatives: the nationwide "AMA Moments" creator campaign and an exclusive influencer trip tied directly to the awards show.

To support the campaign, The Brand Agency led creator identification, outreach, relationship management, content planning, logistics coordination, and on-site support. Through strategic partnerships with creators across lifestyle, entertainment, music, and pop culture verticals, the team secured authentic social coverage across Instagram, TikTok, YouTube, and Snapchat, helping expand the AMAs conversation far beyond the show's core audience.

The campaign engaged 10 creators, generating more than 981 million impressions and an estimated media value of $22.3 million. Creator content captured everything from pre-show excitement and AMA-inspired moments to behind-the-scenes experiences and on-site event coverage, driving significant awareness and engagement across social platforms.

Collectively, these efforts helped position the American Music Awards as a major cultural moment, generating widespread social conversation and extending the reach of the awards show to audiences nationwide through creator-driven storytelling.