The latest artists working with mindfulness startup Calm are Camila Cabello and Shawn Mendes, who have signed a ‘multi-year’ deal with the company. This includes a series of audio tracks called ‘Breathe Into It’ that launched yesterday (17 May) on Calm’s service: not music, but spoken-word sessions, 13 from Cabello and 11 from Mendes.
They are also working with Calm on a dedicated ‘mental wellness resource hub’ on the service, while Mendes will be distributing thousands of Calm memberships for free to young activists through his own foundation.
The emphasis for Calm is on attracting younger ‘Gen-Z’ fans of these artists to its service, with a campaign that ties in to Mental Health Awareness Month. It’s also a sign that Calm is keen to work with artists on more than just chilled-out remixes or original music, but on other kinds of audio too.