In Amazon Music’s recent unveiling of “Amazon Original Orchestration” tracks, a particular statistic warrants attention – these artist-recreated tracks, enhanced with fresh orchestral arrangements, have accumulated over 43 million streams, not on Amazon’s platform but on YouTube. This intriguing data underlines Amazon’s strategy of utilizing its exclusive content not only as an enticement for its subscribers but also as a promotional tool through video-sharing platforms. Leading the pack in this initiative is Bastille’s reimagined rendition of ‘Million Pieces,’ which has garnered a staggering 16 million views on YouTube. Other artists such as Nothing But Thieves, Architects, and London Grammar have also seen their orchestration-enhanced tracks amass millions of views.
The most recent addition to this series is from Afrobeats sensation Davido, who presents a new rendition of his single ‘FEEL.’ This version features The Compozers, the Balimaya Project, a full orchestra, and a choir comprising 36 members. Notably, the accompanying video, like its predecessors, will be accessible on YouTube, courtesy of Davido’s official channel.
This strategic move by Amazon Music underscores the multifaceted approach the streaming giant employs to extend its reach and appeal in the competitive music market. By leveraging the allure of exclusive content and employing video-sharing platforms for promotional purposes, Amazon aims to secure a strong foothold in the ever-evolving landscape of digital music consumption. This clever intertwining of exclusive music with popular video-sharing platforms not only broadens the platform’s exposure but also highlights its continuous efforts to engage with a wider audience beyond its subscriber base. As streaming services continue to vie for dominance, Amazon Original Orchestration stands as a testament to the companies commitment to stay ahead in the digital music sphere, or at least try to keep up with the bigger streaming sites.