Amazon Music Announces Breakthrough, a New Global Developing Artist Programme

15 July 2020 - Press release

Amazon Music today announced Breakthrough, a new developing artist programme aimed at championing emerging artists during crucial moments in their careers. Launching today, Breakthrough will actively support artists across a wide spectrum of genres, encompassing R&B, UK rap, indie, country, 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. 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.  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 is uniquely positioned to support developing artists,” said Kirdis Postelle, Global Head of Artist Marketing for Amazon Music. “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.” 

As a part of Breakthrough, fans can look forward to mini-documentaries on JAY1’s rise in Coventry’s rap scene, Kiana Ledé’s jump from acting to music, Provinz’s place in the German music scene, and additional stories from Breakthrough artists. Amazon Music will work with each Breakthrough artist to create brand-new Amazon Original tracks, extensive out-of-home advertising in major cities across the globe, and much more. Amazon Music has already devoted increased playlist space to songs like Gabby Barrett’s “I Hope” and Malik Harris’ recently released Black Lives Matter anthem “Faith.” 

Breakthrough is not the first time that Amazon Music have shown support for Arlo Parks and JAY1. Both artists appeared on Amazon Music UK’s Ones to Watch 2020 and have featured as lead “Weekly One” artists - a feature showcasing a great 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. This includes the recent “Turn Up The Volume” piece, highlighting 12 important artists that Amazon Music customers should be listening to right now.

Talking about being involved in Amazon Music’s new developing artist programme, Arlo Parks says: "I feel blessed to have been picked by Amazon Music as one of their Breakthrough artists. I can't wait to collaborate with Amazon Music to realise my creative vision and push the boundaries of my artistry."

“Happy to be partnered with Amazon Music on this. They’ve supported me a lot so far, so it makes me very happy for them to be extending their support and make it official”, said JAY1. “Very exciting to work with Amazon Music on this Breakthrough campaign and I look forward to working with them”. 

“Music culture is advanced by new artists innovating and pushing music forward with their unique creative visions” says Chris Helsen, Head of Content Programming, Amazon Music UK. “With Breakthrough, we’re making a long-term commitment to help the artists amplify their vision, finding new audiences as they go”. 

“Amazon Music has accompanied me since the very first steps I took in the music industry. They invited me to play gigs for them long before I could see what they saw in me, and knowing that I’ve been having their support since the very beginning makes me deeply thankful,” said Malik Harris. “But most of all, having them by my side as I use my platform and release a song that that stands against racism shows me that the people at Amazon Music are not afraid to speak up for what’s right — and that makes me even prouder to call them friends.” 

Kiana Ledé says: "I’m honored that Amazon Music has decided to make me their Breakthrough artist. They have already been such an incredible partner and supporter of my music.  I’m excited to share more music in 2020 and focus on writing my sophomore album and using my platform to educate, incite change, and push the movement forward." 

Provinz say: "We are very happy to be part of Breakthrough at Amazon Music and to be able to give an insight into our lives. It's great that Amazon Music, who have been supporting us since the beginning, didn't just rely on great musicians from LA or New York, but also on us guys from the Ravensburg province.” 

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. 

Gabby Barrett says: "I am very honored to be an Amazon Music Breakthrough artist. The last two years have been such an exciting whirlwind with "I Hope," and to be chosen for an initiative like this is amazing. Thank you to Amazon Music, who has been so supportive of me and my music from the beginning, and to my team for always setting me up for success. I'm truly blessed and grateful, and can't wait to put out more music for you to hear.” 

As a part of Breakthrough, Amazon Music is also revealing a brand-new global playlist under the same name, which will serve as a new home for some of the best music from the best rising artists from around the world. Covering multiple genres and languages and available across all tiers of Amazon Music, the Breakthrough playlist is the destination for some of the best music from the emerging artists and can be heard here or by asking “Alexa, play Breakthrough.”

 

For more information on Breakthrough, please visit http://www.amazon.co.uk/breakthrough