Here’s the latest example of Twitter’s Amplify advertising initiative being used for music, with a branded spin. Pop star Ariana Grande will premiere four songs from her new album on Twitter this week, in partnership with MTV and Pepsi. Here’s how it works, according to AdWeek: “Grande and MTV will tweet links to the new songs, which will take people to a hub for listening to them. Pepsi will sponsor the tweets, paying to reach millions more people on the platform.” The campaign follows a similar initiative with Ed Sheeran earlier in the year, and shows how Twitter is pitching Amplify as a tool for music marketing, not just for the TV broadcasters – particularly live entertainment and sports events – who were the first to try it out. Obviously, it’s a tool for the bigger artists with the clout to attract brands like Pepsi to fund these campaigns.

EarPods and phone

Tools: platforms to help you reach new audiences

Tools: Kaiber

In the year or so since its launch, AI startup Kaiber has been making waves,…

Read all Tools >>

Leave a comment

Your email address will not be published. Required fields are marked *