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Voice is a big part of Amazon’s music business thanks to its Echo speakers and Alexa assistant. Its latest promotional feature for musicians plays into that.

It’s called Spotlight – not to be confused with Spotify’s visual podcasts format from 2018 or Snapchat’s feed of top public snaps – and it enables artists to record a voice message for fans that can be attached to specific songs, albums, playlists and stations on Amazon Music. Fans will then hear the message while listening to the artist’s music, with the Spotlights also appearing on artists’ profiles in Amazon Music’s app in the US, and requestable through Alexa.

Amazon says artists with more than 3,000 fans on its platform will be able to create Spotlights. If all this sounds familiar, you’re probably thinking of Pandora’s Artist Audio Messages feature, which launched in 2015 as part of its AMP platform, pioneering the idea that Amazon is now building on for its own service.

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