Amazon Music has launched Breakthrough, a new artist development program “aimed at championing emerging artists during crucial moments in their careers”.
Drawn from the UK, US, and Germany, Amazon Music will work with each Breakthrough artist and their teams to develop a long-term, customised global plan tailored to the needs of each artist.
Launching today (July 15), Breakthrough will actively support artists across a wide spectrum of genres, encompassing R&B, UK rap, indie, country, and more.
This support includes: video and audio content, global marketing, increased visibility across Amazon Music’s playlists and programming, high-profile Amazon Original tracks available only on Amazon Music, and more.
Amazon Music’s first selections for Breakthrough include 19-year-old rising alt R&B singer/poet Arlo Parks, breakout UK rapper JAY1, emerging R&B singer Kiana Ledé, rising Country powerhouse Gabby Barrett, critically acclaimed Folk-pop group Provinz, and rising German pop sensation Malik Harris.
As a part of Breakthrough, Amazon Music is also revealing a brand-new global playlist under the same name.
Arlo Parks and JAY1 previously appeared on Amazon Music UK’s Ones to Watch 2020 and have featured as lead Weekly One artists – a feature showcasing a song from an emerging artist each week.
Arlo Parks and JAY1 have also been cover stars of core Amazon Music playlists including Brand New Music, Chill Generation, UK Fire and Fresh Rap, and have received support across Amazon Music’s social channels.
In the US, country singer Gabby Barrett already achieved her first notable successes with the support of Breakthrough: the first-day streams of her album Goldmine exceeded any other debut country album ever on Amazon Music globally, and the album ended the week as the most streamed debut country album in history, with Amazon Music delivering the highest percentage of streams for the album of any streaming service in the US.
“Amazon Music is uniquely positioned to support developing artists.”
Kirdis Postelle, Amazon Music
Kirdis Postelle, Global Head of Artist Marketing for Amazon Music, said: “Amazon Music is uniquely positioned to support developing artists.
“By using all of Amazon’s marketing resources, Breakthrough campaigns will be true collaborations between the artist and Amazon Music, with each campaign centered around the artist’s brand and vision.”
“Music culture is advanced by new artists innovating and pushing music forward with their unique creative visions.”
Chris Helsen, Amazon Music UK
Chris Helsen, Head of Content Programming, Amazon Music UK, added: “Music culture is advanced by new artists innovating and pushing music forward with their unique creative visions.
“With Breakthrough, we’re making a long-term commitment to help the artists amplify their vision, finding new audiences as they go”.Music Business Worldwide