There’s a changing of the guard in the sponsorship roster for prestigious songwriting awards The Ivors. Apple Music has been its title sponsor in recent years, but has now been replaced by one of its key rivals, Amazon Music.
The “multi-year partnership” isn’t just about getting the service’s name on the awards: it will be planning “exclusive content offerings, as well as live performances, an immersive red carpet and backstage interviews that will be livestreamed on the Amazon Music UK Twitch channel” for this year’s event in May.
The nominees for the ‘Rising Star’ award at The Ivors will also be added to Amazon Music’s ‘Breakthrough’ emerging-artist program, giving them a promotional boost across its global service.
Meanwhile Sting, who’s being named as a ‘fellow’ of the Ivors Academy at this year’s event, has put out an unreleased demo of his 2021 track ‘If It’s Love’ as an Amazon Music exclusive.
“As we push back against the historic undervaluing of the song and songwriter, we are delighted to collaborate with Amazon Music to celebrate songwriters, explore their craft and firmly place their value and originality at the centre of music,” said Ivors Academy chair Tom Gray.
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