LONDON, ENGLAND – Amazon Music and creative agency WPP unveiled “Louder Than Cancer,” a new groundbreaking initiative that unites 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 Louder Than Cancer campaign builds on the success of “The Most Beautiful Sound” initiative.
Harnessing the power of music, Louder Than Cancer aims to inspire hope and raise awareness for those affected by cancer through a dedicated Amazon Music playlist. Featuring a diverse lineup of artists—including Melissa Etheridge, Imagine Dragons, Lainey Wilson, H.E.R., and Blake Shelton—the playlist brings together both rising stars and established icons.
For every stream of a song from the playlist, Amazon Music will donate $1 (up to $100,000) to Conquer Cancer®, the ASCO Foundation, through the Amazon Stream It Forward Program, 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,” Grammy-winning singer H.E.R. said. “I’m so proud to call her my mom and I’m proud to join the fight against this affliction through ‘Louder Than Cancer’.”
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Each track on the playlist is interwoven with powerful personal stories from music artists like Josh Groban, Scotty McCreery, Benee, 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 provocative sound will now take on a whole new dimension amplified by the voices of renowned 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 merch, 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.
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 honored 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,” Health@WPP Chief Client Officer Wendy Lund added. “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.”
“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,” Grey Health New York Executive Creative Director Bruno Rebelo shared. “We’re incredibly proud of this collaborative effort and its potential impact.”
“Cancer is a fight that touches nearly everyone,” FIMI Group Partner and Red Light Management EVP Bruce Flohr emphasized. “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.”
The “Louder Than Cancer” playlist is now available on Amazon Music at https://amzn.to/LouderThanCancer. Follow @AmazonMusic for updates to learn more about how you can support the fight against cancer.
The Louder Than Cancer lineup features an incredible mix of artists across pop, rock, country, and R&B. Performers include Imagine Dragons, H.E.R., Blake Shelton, Jason Aldean, Lainey Wilson, Allen Stone, BENEE, Bishop Briggs, Chris Tomlin, Corinne Bailey Rae, Josh Groban, Melissa Etheridge, Nancy Wilson, and Scotty McCreery. Also joining are Clubhouse, DASHA, Ella Vos, Em Beihold, The Gaslight Anthem, Girl Talk, Great Good Fine Ok, The Head and The Heart, Jenna Raine, Livingston, Mario, MaRynn Taylor, Mimi Webb, Myles Smith, OAR, Phantogram, Riley Green, Russell Dickerson, Ruth B., Switchfoot, Tasha Cobbs Leonard, Tigirlily Gold, Walk Off the Earth, and Walker Hayes.
