Central to Fan Groups are three components — the collective, the message board, and the collaborative playlist. Together these components incentivize and reward fan-to-fan interaction sufficient to power the engagement and acquisition flywheels and provide lean-back value to casual fans.

• The Group: customers can create and join to connect with other like-minded fans. Fan Groups have three levels of membership with increasing levels of permission and responsibility: (1) Non-member: All Amazon Music customers can view the Fan Group and listen to its audio content; (2) Member: Any Amazon Music customer who joins the Fan Group can contribute content and reactions; (3) Admin: by default the Amazon Music customer who creates the group, the admin is responsible for ensuring the quality of the group content and encouraging member participation. All Fan Groups will be public; any Amazon Music customer, regardless of subscription tier, can find, join, contribute, read, and listen to Fan Group content. 

• The Message Board: an asynchronous feed of posts for fans to discuss, share, and learn more about what they love. To center the discussion on audio content, group members can add Amazon Music media (songs, albums, playlists, podcasts, etc) to their text-based posts. Fans can play content in-line from the message board. Anyone can react to a post and members can comment. Group members can turn any post and its threaded comments into their own a playlist with a click of a button. 

• The Music: the vision is to center the group around a collaborative playlist. As that feature is simultaneously dialed up, admins can pin public playlists to the group header for all members to be able to play. More interactive and dynamic music sharing is supported by being able to play all posted music, view it in one place along with the ability to add that music to a fan's own playlist.