Amazon may be working on a brand new music streaming service called “Level” based on a recent trademark filed by the online retailer this month and spotted by AndroidHeadlines at the European Union Intellectual Property Office (EUIPO). The listing applies solely to that word and is categorized under Nice Classification 41. That relates to a “provision of information relating to music” and more directly to a service or program series provided via an internet connection that enables distribution of music and musicians. Details provided in the trademark documentation are sparse. The trademarked name could be applied to any number of music-related services currently being kept well under wraps. Among the more obvious uses for the branding, Amazon may be considering changes to its current offerings but there is a range of other uses for the term “Level” that don’t extend beyond reason.
Background: Amazon currently has two music streaming services, Amazon Prime Music and Amazon Music Unlimited, setting aside its music-related video content. The former of those is nearly identical to Music Unlimited but is intrinsically linked to a user’s Amazon Prime shipping account and costs around $119 per year or $59 a year for students. That includes free shipping on a huge number of items and access to Amazon Prime Movies among other benefits. Amazon Music Unlimited is priced at $7.99 and delivers modern features found with nearly every competing service. Users have access to custom radio stations, curated playlists, and easy discovery of both favorite songs and new music across a wide array of platforms from Amazon Echo and smartphones to Google Home and the web.
In spite of its own offerings, Amazon’s more recent activities have included several new partnerships with other music service providers. One of the most recent of those was a deal with Hi-Fi service provider TIDAL that saw its own service made available via Alexa. As one of the only streaming services on the planet that places emphasis on offering the highest-quality audio available, that move arguably makes Amazon’s Alexa platform much more appealing.
Impact: The marketing term ‘Level’ could be intended as a replacement for either of Amazon’s current services or as a way to bring them together. On the other hand, the application status of Amazon’s trademark for Level is still under examination and the trademarked name doesn’t give away too many details, leaving ample room to speculate. Amazon’s recent partnerships could provide some insight into its plans for Level and there are a number of plausible directions the company could go. The most out-of-the-box direction the platform could take might be as a platform that acts to bring all of a given user’s subscriptions under one service. Conversely, it may imply that Amazon wants to “level up” its music playback with a new streaming product focusing on high-fidelity sound for users with audiophile leanings. Level could be used as a central hub for live performances or other video-type content too. A platform that allows aspiring or established musicians to distribute media and expand their audiences, isn’t entirely out of the question either.