We are seeing more artists embrace the possibilities of voice assistants, led by Amazon’s Alexa music + Alexa. Witness The 1975’s recent use of an Alexa skill to nudge fans towards their latest website.
Amazon, too, is encouraging artists and labels to experiment with voice technology more, including through partnerships on its own content features. This week, for example, Marshmello and Halsey are promoting their new single ‘Be Kind’ by creating “the first-ever musical experience for Amazon Alexa’s ‘Thought of the Day.'” according to label Astralwerks’ announcement.
What’s that? It launched yesterday (27 May) and allows people to ask ‘Alexa, what’s Halsey’s thought of the day?’ or ‘Alexa, what’s Marshmello’s thought of the day?’ and hear back from the pair on topics from time travel to penguin courtship. Here’s a YouTube video showing Marshmello himself interacting with the feature, which runs until 2 June.