Mumbai: Amazon Music and WPP have unveiled ‘Louder Than Cancer’. This is an initiative uniting top global artists to harness the power of music in recognition of World Cancer Day with creative leadership from WPP’s Grey Health, talent marketing agency FIMI Group, and the Amazon Ads Brand Innovation Lab. The campaign builds upon the ‘The Most Beautiful Sound’, campaign, which captured the sound of cancer cells being destroyed for the first time ever, offering an inspiring symbol of hope and progress in the fight against this disease.
The ‘Louder Than Cancer’ campaign aims to leverage the power of music to create hope for millions increasingly affected by cancer and raise awareness through a dedicated ‘Louder Than Cancer’ Amazon Music playlist featuring artists including Melissa Etheridge, Imagine Dragons, H.E.R., and Blake Shelton.
For every stream of the songs in the playlist, Amazon Music will donate $1 (up to $100,000) to Conquer Cancer®, the ASCO Foundation, through the Amazon Stream It Forward Programme, further amplifying the impact of this initiative.
“Late last year, my mother was diagnosed with lung cancer. We were very blessed that they caught it early and she got surgery in February to remove part of her lung. She’s been such a warrior, such a fighter. I’m so proud to call her my mom and I’m proud to join the fight against this affliction through ‘Louder Than Cancer’” said H.E.R.
Each track on the playlist is interwoven with personal stories from artists like Melissa Etheridge, Scotty McCreery, H.E.R., Lainey Wilson, The Head and The Heart and the very sound of cancer cells being destroyed – which was first launched in “The Most Beautiful Sound,” a project developed by Grey Health and researchers at Harvard Medical School and Massachusetts General Hospital. The sound was first unveiled during the oncology community’s preeminent professional conference in June 2023, to an audience of thousands in Chicago. This sound will now take on a whole new dimension amplified by the voices of artists.
Building on Grey Health’s creative for ‘The Most Beautiful Sound’, Amazon Music worked with the Amazon Ads Brand Innovation Lab to create a piece of custom merchandise that features all the artists participating in the initiative. The design on the front of this shirt merges the imagery of a cancer cell being destroyed with a dynamic sound wave, symbolizing our fight against cancer through music as a universal language. People will be able to customize each piece of merchandise, changing the soundwave in real time by speaking through a special tool. The back design features an inspiring lineup of artists and brands who have joined the “Louder Than Cancer” movement. Customize your merchandise here.
“‘Louder Than Cancer’ is a powerful demonstration of what it means to pair innovation with worthy social causes. We were thrilled to work with Amazon Music, WPP, and musicians around the world to bring hope to so many people impacted by cancer,” said Kate McCagg, Director, Brand Innovation Lab, Amazon Ads.
The Amazon Ads Brand Innovation Lab is amplifying the ‘Louder Than Cancer’ campaign with a custom landing page on Amazon.com, placements across FireTV, and a billboard in Times Square in New York City.
“We are so honoured to work with Amazon Music and Amazon Ads on this monumental campaign to take the message of hope and resilience to patients and their caregivers in search of progress in this scourge of a disease. By integrating the sound of cancer cells being destroyed into powerful musical tracks, we are offering a tangible symbol of progress and a source of inspiration for those facing this extremely challenging journey,” said Wendy Lund, Chief Client Officer, Health@WPP.
“We’re incredibly excited to come together with artists from around the globe to support this impactful initiative. Music has the power to connect, inspire, and heal. We believe this campaign and the incredible artists we’ve been fortunate to work with will make a meaningful contribution in the fight against cancer by bringing awareness and fundraising to help find a cure for this terrible disease” said Andre Stapleton, Global Head of Artist & Label Relations and Head of Music for North America at Amazon Music.
“Cancer treatment can save lives, but music has a unique power—it reaches the heart in ways medicine alone cannot. It connects to our emotions, bringing comfort, strength, and hope when we need it most. We’re incredibly proud of this collaborative effort and its potential impact” shared Bruno Rebelo, Executive Creative Director of Grey Health New York.
“Cancer is a fight that touches nearly everyone. By partnering with the artist community, we believe this campaign will have a global impact raising awareness that music is louder than cancer. This is a chance to make a real difference through the power of music and connect with fans on a deeper level” said Bruce Flohr, Partner at FIMI Group and EVP at Red Light Management.
The ‘Louder Than Cancer’ playlist is now available on Amazon Music at https://amzn.to/LouderThanCancer.
A full list of ‘Louder Than Cancer’ participants can be found below.
Allen Stone, BENEE, Bishop Briggs, Blake Shelton, Chad Lawson, Chris Tomlin, Clubhouse, Corrine Bailey Rae, DASHA, Ella Vos, Em Beihold, The Gaslight Anthem, Girl Talk, The Head and The Heart, H.E.R, Imagine Dragons, Jason Aldean, Jenna Raine, Josh Groban, Lainey Wilson, Livingston, Mario, MaRynn Taylor, Melissa Etheridge, Mimi Webb, Myles Smith, Nancy Wilson, OAR, Phantogram, Riley Green, Russell Dickerson, Ruth B., Scotty McCreery, Switchfoot, Tasha Cobbs Leonard, Tigirlily Gold, Walk Off the Earth and Walker Hayes.
