The campaign kicked off with The Prime Day Show which featured an exclusive Billie Eilish special. It premiered globally on Prime Video and streamed simultaneously on the Amazon Music app, on IMDb TV and on Twitch.
After the show, the audio from Billie’s special was released exclusively on Amazon Music as an Amazon Original EP.
Her Prime Day Show appearance extended into merch, with Billie Eilish and Amazon Music releasing an exclusive collection of T-shirts, sweatshirts, posters, accessories and more that were available for fans to purchase from the Amazon Music app, and on Amazon.com timed to the release of the special.
Eilish also premiered Amazon Music’s groundbreaking DJ Mode feature with The Billie Eilish Takeover, an immersive curated station that told the story behind the creation of her new album, her musical influences and her favourite music.
Further into the year, Amazon Music, Alexa and Billie Eilish collaborated to create a custom-designed Echo Studio smart speaker – this was the first time Amazon had teamed up with an artist to release a limited-edition, artist-branded device, and was the perfect way for fans to hear Happier Than Ever mixed entirely in immersive Dolby Atmos. The device came with six months of Amazon Music Unlimited. The special-edition box included a note from Eilish and is the most sustainable Echo packaging to date – also matching the album’s aesthetic. And to close out the campaign, Amazon Music donated to Support + Feed, a charity run by Billie Eilish’s mother, Maggie Baird, that counters climate change and environmental destruction by providing nutritious, planet-friendly plant-based food.
The campaign demonstrated how Amazon Music can bring together many businesses within Amazon to connect artists to many fans around the world in creative ways. Overall, we saw a number of key results for the campaign, including:
• In the eight weeks leading into the release of Happier Than Ever, Amazon Music saw Billie Eilish’s listeners increase by over 60% and her streams increase over 29% compared to the same time period in 2020 in the US;
• Amazon Music and Prime Video’s Billie Eilish hashtag challenge on TikTok received billions of views and the @ amazonmusic account on TikTok gained over 62,000 new followers over the duration of the campaign;
• Billie Eilish’s Prime Day Show special currently boasts an IMDB rating of 8.7 stars out of 10;
• Overall, the Prime Day Show earned over 1,300 pieces of press coverage globally, including coverage in top outlets like The Today Show, The Late Show with Stephen Colbert, Rolling Stone, Variety, Complex, Billboard, GQ Italia, Vogue España, CNN en Español and more.
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