Marketing

Amazon Music unveils its new collection of Christmas songs


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We talk about Mariah Carey as the undisputed Queen of Christmas. Certainly as streaming’s share of music consumption grows, it’s hard to see ‘All I Want for Christmas Is You’ being unseated as festive number one in anglo-speaking markets for the foreseeable future. At least unless BTS, Taylor Swift, Drake, Nicki Minaj, Abba, J Balvin, Blackpink and Olivia Rodrigo join forces Marvel-style to take on the challenge. All now UMG-affiliated artists, we’re just saying…

But Carey’s dominance doesn’t mean stasis for the Christmas music market, as Amazon’s now-annual release of a slate of original tracks and exclusive covers shows.

This year it has enlisted George Ezra, Camila Cabello, Dan + Shay, Leon Bridges, Norah Jones and Alessia Cara among other artists, while launching a new ‘Fluent Holidays’ bilingual playlist for its Latin listeners.

It’s not the only DSP to get festive with original tracks, but Amazon Music is particularly interesting because of its hardware and voice assistant chops. Think how many people are going to be asking Alexa for “Christmas music” as the year draws to a close, and the algorithm’s capability to give those new tracks plenty of exposure alongside the classics…

Stuart Dredge

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