"Amateur" has some negative connotations (as another native speaker). It's often used an inferior comparison to "professional". Just search "amateur hour" to yield a stream of disparanging comments.

https://twitter.com/search?q=amateur%20hour&src=typed_query

I would definitely use "enthusiast" over "amateur" (or other variants, e.g. fan, fanatic, lover, or a label that's specific to in-group members of the genre, if one exists). I'd also suggest a-b testing all the things to end the speculation.

It's contextual. Amateurs shouldn't be doing professional level work.

Agreed, "amateur" has pretty positive connotations for me in this context (native English speaker from New York).

As a native english speaker from Maryland while it doesnt have any negative connotations, I do feel a word like hobbyist would be better

"Hobbyist" doesn't really make sense, as it's not my hobby to make MP3 playlists.

"Amateur" is good as an antonym to "Pro".

I agree with Amateur as well. The Olympics (until the 90s [think USA Dream Team]) were only open to AMATEUR athletes. No one would argue that Olympians weren't skilled, and Olympians never felt slighted by this category. It simply implied that athletes trained and participated in a sport out of love for the game rather than for profit. Amateur literally describes: 'pursuing an activity independently of their source of income', that's all.

one could a/b test the plan label and put some teeth behind the many useful assertions in this thread, if one were so inclined

But I don't think amateur works if you are being paid or are charging for something. Even if you are new. Amateur is fine for a hobbyist, but if you call an unexperienced "professional" an amateur, I think it would usually be considered a slight.