Amy Winehouse

catalogue partnership
october 2021
Back To... Amy. 15 years of ‘Back To Black’.

To commemorate the 15th anniversary of Amy's iconic, second studio album, Back to Black, Spotify partnered with Universal Music and her estate to create an Enhanced Album experience.

The Enhanced Album features a wide range of exclusive content, including audioliners from Amy, an exclusive 2min commentary video of her talking about the album and the creative process behind it and 114 exclusive Storylines written by Emma Garland - Vice Culture Editor & co-author of Amy Winehouse: Beyond Black. To increase streams and engagement both on and off platform, we secured Clips from 11 emerging artists who shared exclusive testimonials on the influence Back to Black and Amy has had on their journeys to becoming the artists they are today. Artists included Mahalia, Tiana Major9, YUNGBLUD, RAY BLK, Olivia Dean, Pip Millett, RAYE, Lola Young from the UK, as well as Olivia O'Brien (US), Sigrid (NO) and Mahmood (IT).

We commissioned and produced a unique marketing creative featuring the tagline ‘Back To… Amy’ with the aim of driving awareness and highlighting the importance and impact of this landmark album - with a fresh approach that brings it into 2021. Our objective was to drive awareness and conversation around the anniversary by tapping into Amy’s fanbase, as well as introducing this iconic album to new fans by featuring exclusive content from emerging artists as part of the experience.

︎︎︎ rolling stone
︎︎︎ music ally
︎︎︎ metro