Amazon Music has launched a new advertising campaign, ‘A Voice is All You Need’, featuring artists including Ariana Grande, Kendrick Lamar, SZA, Queen, and Kane Brown.
The campaign focuses on lyrics, vocals and voice with Alexa, and branches across online and outdoor activity.
The first in a series of animated videos, featuring Kendrick Lamar and SZA’s ‘All The Stars’, is out now – watch it below.
Alongside media channels covering national online video and radio, the campaign will support upcoming new releases with out-of-home billboard advertisements.
A billboard featuring Ariana Grande in the week of her new album release is now appearing in select cities across the US (including Times Square, see below).
This campaign, we’re told, will expand to the UK and Germany later this year.
Selective creative will also appear on national TV in the US later this year.
The ad creative was developed with global independent agency Wieden+Kennedy.
According to Amazon, the number of Amazon Music hours streamed globally on Alexa-enabled devices has doubled over the past six months compared to the same time last year.
Amazon Music has recently surpassed “tens of millions” of paying subscribers – suggesting it is now comfortably above 20m.
That 20m figure includes both its premium Music Unlimited subscribers and its Amazon Prime members, who are offered a limited-catalog platform for free.
Music Business Worldwide