A Head Full Of Dreams (named, of course, after the band’s most recent album in 2015) will be streaming on Prime from 16th November and initially available in the UK, US, Australia and New Zealand. Local language versions are promised soon after. And it’s not just a video exclusive; the band is giving three live tracks to Amazon Music from 26th October.

There is also a London screening ahead of is release, featuring a Q&A with director Mat Whitecross (who has worked with Coldplay on promo videos in the past and also did Supersonic, the 2016 documentary on Oasis). Amazon Music customers are eligible for entry to win tickets to this screening simply by streaming Coldplay music on the service between 26th October and 2nd November. The film is not entirely locked down by Amazon as there will be a concurrent cinema release in November. But it is the fact it beat large streaming rivals to the punch here that shows just how important video is proving to Amazon with regards to its music ambitions. It is around video that the major DSPs are now battling each other. Apple in particular has been investing in big-name documentaries, such as Ed Sheeran’s recent Songwriter and other features around acts like Christine & The Queens, Kesha and Major Lazer as well as industry figures like Clive Davis and the founders of the Cash Money label.

Amazon has a full-streaming offering with Amazon Music Unlimited that echoes Spotify Premium and Apple Music, but is also gunning for a mainstream audience for whom a £9.99 month music subscription is never going to appeal. So the marrying of one of the biggest bands in the world with Prime (in its audio and video offerings) is such an obvious fit, the only surprising thing here is that it didn’t happen sooner.