Amazon Music is offering exclusive carols by artists such as Justin Bieber or José Feliciano.
The music streaming platform continues to offer exclusive content, in this case, Holiday content, to attract new users.
A group of renowned artists will offer original songs or versions of popular carols exclusively on the streaming platform Amazon Music.
Among those artists are Justin Bieber, who will cover ‘Rockin’ Around the Christmas Tree’ or José Feliciano who will offer a new version of his original song ‘Merry Christmas’ on the 50th anniversary of the song’s release.
DOES EXCLUSIVE CONTENT WORK FOR MUSIC STREAMING PLATFORMS?
At first there were many platforms that opted for this type of strategy that aimed to turn the fan into a user of the platform that hosted THE exclusive content. However, most platforms decided to put aside the war of exclusives because they ended up hurting each other instead of adding up. In addition, the loyalty of users who went from one platform to another according to their content was lost.
Amazon Music, however, seems to be taking advantage of exclusive content such as interviews with Latin artists or mini-documentaries in addition to exclusive podcasts such as Becky G’s or Dj Khaled’s and original songs such as the acoustic version of Maluma’s ‘Hawaii’.
In this case, Amazon relies on Christmas, a time of year in which the population usually has a greater predisposition for consumption and therefore there are more opportunities to get new users.
HOW CAN IT BENEFIT ARTISTS?
Taking advantage of occasions like Christmas can be very beneficial for those artists who know how to manage a good strategy. Releasing holiday songs is a good way to reach new audiences that could eventually become fans.
Expanding the audience is always a good investment.
Some artists like Justin Bieber or Katy Perry will participate this year with Amazon in the campaign ‘Delivering Smiles’ donating thousands of objects to different charities worldwide. All Amazon customers can also donate items or money.