Amazon Music announced today (July 15) a new program called Breakthrough designed to provide global support to emerging artists from around the world. The initiative will launch with a class of six initial artists: country singer Gabby Barrett, R&B singer Kiana Ledé, grime MC Jay1, alt-R&B singer and poet Arlo Parks, folk-pop group Provinz and German pop artist Malik Harris.
Breakthrough is designed to pull from Amazon’s resources beyond just Amazon Music, utilizing video, live, merchandising, marketing, and other wings of the broader company. And its aim is to help artists break not just in their home regions, but globally, with support varying from market to market-based on need.
Amazon has a series of programs already that aim to boost new and emerging artists, including its Weekly One and Artists to Watch initiatives. But Breakthrough is meant to be more of a longterm program, supporting each artist beyond one-off touch points or marketing pushes.