Shazam Case Study
Shazam connects more than 200 million people, in more than 200 countries and 33 languages, to the music, TV shows and brands they love. Every week another 1.5 million people embrace Shazam. All this makes Shazam the world’s leading media discovery company. It’s an amazing app, available now on all major app stores and platforms. And Shazam is always looking for new and innovative ways to delight fans.
The Shazam mobile application helps people identify and connect with the media content around them. When they hear a song or see a TV program or ad they like, they simply activate the app to “tag” it. Once tagged, the relevant information is displayed, such as song and album title or the name of the TV show or product. Additional content is also provided such as video, lyrics, and other information. Fans can choose to share these tags on Facebook, Google+, and Twitter as well as buy music from Amazon MP3 on the Android platform.
Shazam branched out into television content and is one of the leaders in second-screen television, which was heavily utilized in TV advertising campaigns that aired throughout the 2012 Super Bowl.
To date, Shazam’s offerings have attracted more than 200 million fans in over 200 countries worldwide. The company is headquartered in London, with additional offices in the United States and South Korea.
AWS gave us the flexibility to bring a massive amount of capacity online in a short period of time and allowed us to do so in an operationally straightforward way. AWS is now Shazam’s cloud provider of choice."
Building for success and expected uplift / spike in demand on the service during their Super Bowl advertising campaign, Shazam looked toward cloud technology as a means to rapidly ratchet up capacity to cope with the world’s biggest televised sporting event.
Jason Titus, Shazam’s CTO, explains, “We considered other cloud providers, benchmarked them, and evaluated how they would build out to handle our capacity requirements. In the end, we chose Amazon Web Services (AWS) because they have the reliability, support infrastructure, and full suite of services that meets our needs.”
Why Amazon Web Services
After selecting AWS, Shazam implemented its new solution in only eight weeks, taking advice from its AWS Enterprise Support team to ensure maximum platform utilization. The company primarily relied on Amazon Elastic Compute Cloud (Amazon EC2) Cluster Compute Quadruple Extra Large Instances, which are specifically designed for high performance compute (HPC) applications. Traffic was distributed across these instances with Elastic Load Balancing.
Amazon DynamoDB initially served as a secondary data store for user activity and interaction logs. However, this new NoSQL database service was integrated into the production environment as the primary data store when Shazam realized it could support over 500,000 writes per second. The company is also using Amazon Elastic MapReduce (Amazon EMR) for large-scale data analysis that can require more than 1 million writes per second.
For Shazam, the ability to scale resources to meet dramatic activity spikes is of particular importance. During the recent high-volume Super Bowl event, Shazam processed millions of transactions simply by calling up 200 Amazon EC2 Cluster Compute Instances and then reduced that number as demand waned. Jason Titus notes, “We were able to provision resources from AWS without the time required to provision new hardware or to build a new data center ourselves.” A large contributor to the success of Shazam’s event was the work done beforehand with the help of AWS Enterprise Support. Working hand in hand with a dedicated Technical Account Manager (TAM), the support team provided real-time assistance to Shazam, ensuring that their application would scale to meet the anticipated demand of the event. In addition to the upfront support, the AWS Enterprise Support team also provided 24/7 monitoring and assistance from the US and Europe during the event, and had AWS engineering resources on standby should their assistance be required.
Implementing resources from AWS enabled millions of Shazam fans to tag the entire Super Bowl event, from the game to the half time show to the advertising campaigns featured. “AWS gave us the flexibility to bring a massive amount of capacity online in a short period of time and allowed us to do so in an operationally straightforward way. AWS is now Shazam’s cloud provider of choice,” says Titus.
Shazam connects more than 200 million people, in more than 200 countries and 33 languages, to the music, TV shows and brands they love. Every week another 1.5 million curious people embrace Shazam. All this makes Shazam the world’s leading media discovery company.
Benefits of AWS
- Implementing resources from AWS enabled millions of Shazam fans to tag the entire Super Bowl event.
- The ability to scale resources to meet dramatic activity spikes
- 24/7 monitoring and assistance from the United States and Europe
AWS Services Used
AWS for Digital Marketing
Whether you’re a monetization platform helping publishers with advertising revenue or an ad agency managing campaigns, Amazon Web Services (AWS) enables the speed and efficiency to innovate at scale for your digital marketing business. Use real-time analytics to improve customer loyalty and engagement by delivering highly targeted, relevant and personalized solutions in the moments that matter the most.
AWS Enterprise Support
With Enterprise Support, you get 24x7 technical support from high-quality engineers, tools and technology to automatically manage health of your environment, consultative architectural guidance delivered in the context of your applications and use-cases, and a designated Technical Account Manager (TAM) to coordinate access to proactive / preventative programs and AWS subject matter experts.
Amazon EC2’s simple web service interface allows you to obtain and configure capacity with minimal friction. It provides you with complete control of your computing resources and lets you run on Amazon’s proven computing environment. Amazon EC2 reduces the time required to obtain and boot new server instances to minutes, allowing you to quickly scale capacity, both up and down, as your computing requirements change. Amazon EC2 changes the economics of computing by allowing you to pay only for capacity that you actually use. Amazon EC2 provides developers the tools to build failure resilient applications and isolate them from common failure scenarios.
Elastic Load Balancing
Elastic Load Balancing automatically distributes incoming application traffic across multiple targets, such as Amazon EC2 instances, containers, IP addresses, and Lambda functions. It can handle the varying load of your application traffic in a single Availability Zone or across multiple Availability Zones. Elastic Load Balancing offers three types of load balancers that all feature the high availability, automatic scaling, and robust security necessary to make your applications fault tolerant.
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