Amazon Music has announced its latest pair of artist partnerships in the UK: one offline and one online.
The streaming service’s +44 brand will be the partner for a three-day pop-up space in London’s Regent Street later this week to promote the new album from Stormzy. They are promising performances, conversations with the star, merchandise and a chance to listen to ‘This Is What I Mean’.
It’s the latest such pop-up that +44 – Amazon Music’s playlist and brand focusing on British Black music – has been involved with. Knucks, whose campaign we wrote about in a recent Behind The Campaign piece, was another.
The second partnership that’s just been announced is with artist Central Cee, this time for a livestream of his upcoming concert at London’s Alexandra Palace. The gig will air on Amazon Music UK’s Twitch channel on 22 November, and will be available for on-demand viewing later.
Partnerships with two of the highest-profile Black British artists emphasise how Amazon Music’s brand is evolving in the UK.