Amazon Music is the latest streaming service to launch a programme to push emerging artists. It is called Breakthrough and echoes the initiatives of Spotify (Radar), Apple Music (Up Next), Deezer (Next) and other rivals.
The initial crop of acts is drawn from the US, UK and Germany – Arlo Parks, Jay1, Kiana Ledé, Gabby Barrett, Provinz and Malik Harris. Amazon will be creating a “long-term, customised global plan” for each artist, including global marketing, playlisting, video and audio content (for example documentaries) and ‘Amazon Original’ tracks that will be exclusive to Amazon Music. There will also be a global Breakthrough playlist showcasing these and future artists on the programme.
The news came as Spotify announced the latest artist to be promoted through its Radar initiative: rapper JI The Prince of NY in the US. He’ll be getting a mini-documentary premiering on the website HotNewHipHop; spots on the On Our Radar and Rap Caviar playlists; a Spotify Singles release; and other marketing support.
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