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Mariah Carey launches enhanced Christmas album with Spotify


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At the time of writing, Mariah Carey’s ‘All I Want For Christmas Is You’ is the 41st most-streamed Spotify track in the UK, which tells you something about we Brits’ eagerness to embrace Christmas rather than think about Brexit and/or our upcoming general election.

The rest of the world will be catching up (on Mariah, not Brexit) over the coming weeks. Spotify is also pulling out all the bells and whistles (and fairy lights and tinsel) for the 25th anniversary of Carey’s festive track and the album it was taken from.

Cue the ‘Mariah Carey’s All I Want for Christmas Is You Experience’ enhanced-album on Spotify. The enhancements being a video intro of Carey in her secret command centre literally pressing the button that starts Christmas; looping ‘Canvas’ video clips accompanying the songs from the album; voice messages and some live videos.

Like her current Walkers Crisps TV ad in the UK, this is Carey simultaneously poking fun at her all-conquering Christmas track, while also pulling out the marketing stops to ensure that it stays atop the streaming tree this festive season. ‘All I Want for Christmas is You’ will certainly be adding to its current total of 526.3m Spotify streams in the coming weeks.

Eamonn Forde

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