Since launching in Europe in 2015, Amazon Music has championed musical diversity, creating pathways for local artists to achieve global recognition. Through targeted initiatives like the Breakthrough programme and collaborations with more than 400 European labels, we're helping local voices reach new audiences while preserving the distinctive sounds that make each country’s music culture unique.
Supporting emerging talent
In Berlin’s eclectic music scene, where electronic beats usually dominate, Ellice’s soulful voice carved its own unique path. Selected for the Breakthrough programme in 2024, her authentic blend of soul and pop quickly resonated beyond Germany’s borders. Through curated playlists, exclusive marketing placements, and targeted promotion, Ellice’s music found its way into fans’ hearts—and playlists—across continents, proving that soul knows no language barriers.
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“Amazon Music has opened many doors for me. I had some really big campaigns. I was on a wall in Brooklyn, New York! It was super surreal. I first saw pictures of it, and then in real life it was much, much more impressive. It was incredible to just stand in New York and see my face,” says Ellice.
The Breakthrough programme identifies promising artists at pivotal moments in their careers, providing resources, visibility, and promotional support to help them reach new audiences. It goes beyond just creating playlists—it’s a launch pad for emerging artists to reach global audiences. This comprehensive artist development initiative transforms promising local talents into international performers through customised, long-term support.
“At Amazon Music, we believe that nurturing the next generation of musical talent is crucial to ensuring that local music thrives for many years to come,” explains Roger Menz, Head of Amazon Music for Germany.
“The Breakthrough programme is super important for newcomers,” adds Illy Korda, an artist manager at Bam Bam Music in Berlin, who manages Ellice. “Really big artists have emerged from it.”
From local sounds to global success
Breakthrough talents have made their mark among Amazon Music’s most-listened artists. “Take Nina Chuba, who we supported in 2022 as a new artist,” says Menz. “She is now one of the biggest stars in Germany and beyond.”
European artists are finding enthusiastic audiences beyond their home countries. Their music travels across borders, connecting with listeners worldwide.
But global reach does not come at the expense of popularity in artists' home countries. From Vianney in France to Pinguini Tattici Nucleari in Italy, local talent continue to resonate with local audiences.
Celebrating musical diversity
Globally, Amazon Music’s diverse catalogue includes more than 2.8 million artists across 1,300+ genres and subgenres. Each country celebrates music in its own unique way.
“In Germany, we see remarkable demand for German-language music across genres like Deutschrap, Deutschpop, Schlager, Rock, Dance, and Techno,” adds Menz. “In fact, more than half of the Top 100 Streaming Charts features German-language songs.”
In Spain, listeners show strong engagement with Spanish-language music, both local and Latin American, with Urban Latin, Pop, and Rock leading the way, reflecting Spain’s role as a cultural bridge between Europe and Latin America.
Amazon Music is also committed to fostering diversity in the music industry. Through programmes like LEVEL in Germany, which ensures 50% female representation in hip-hop showcases, MEWEM in France supporting women in music, and Spain’s She Sounds initiative, we’re helping build a more inclusive music community.
Music pop-up in Brussels: Creating pathways for European artists on the global stage
Amazon recently hosted an intimate pop-up event at Maison Poéme in Brussels that brought together policymakers, music industry experts, and artists to explore how technology and creativity can build a more inclusive cultural landscape.
The November 12 gathering featured a panel discussion on how artists, industry, and policymakers can work together to support emerging talent in Europe, featuring Thomas Duglet, Managing Director of Amazon Music France; Kristina Janušauskaitė, Executive Director of IFPI's European Office; and Illy Korda. Attendees were also treated to a special performance by Ellice.
