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Amazon Music’s New Power Players in Country Music
The country music scene is about to get a fresh dynamism with the recent promotions of Michelle Tigard Kammerer and Emily Cohen Belote at Amazon Music. Kammerer takes the reins as the Global Head of Country Music while Belote steps up as the Global Lead for Country Music Programming. Both leaders are not only tasked with expanding their brand across borders but are also set to enhance its presence on a hyperlocal level. This dual focus reflects the ongoing growth of country music, which is blossoming both within and outside the United States.
Streamlining Global and Local Strategies
At a time when country music’s fan base is diversifying, Kammerer emphasizes the need for strategic support in emerging territories. “There’s been a lot of growth for country music in the U.S., but also ex-U.S.,” she shared with Country Aircheck. This statement underpins their commitment to not only serve traditional country music audiences but also to uplift local iterations of the genre worldwide, ensuring that country music remains relevant and accessible.
Achievements That Speak Volumes
Since joining Amazon Music in 2021, Kammerer has made remarkable strides in shaping the platform's country music narrative. Her initiatives have led to significant collaborations, including riveting livestream events at major festivals like Stagecoach. Moreover, her innovative strategies have also resulted in high-profile artist partnerships, notably Jelly Roll’s live performance streamed just after Thursday Night Football. The streaming giant's unique position allows it to harness the influence of live music, creating avenues for artists to shine in the spotlight.
Your Playlist Just Got Better
Emily Cohen Belote’s contributions cannot be overlooked either. Since 2016, she has been a driving force behind many successful initiatives, including the widely popular Country Heat playlist, which has amassed billions of streams. Her launch of the Bonfire playlist in 2024 blended storytelling across genres, affecting various music lovers and highlighting the power of diverse sounds. Under her guidance, Amazon Music is not just curating content but is also actively participating in defining the future of country music through thoughtful programming.
A Focus on Talent Development
Beyond playlists, both Kammerer and Belote’s leadership is characterized by their commitment to nurturing emerging talent. Initiatives like the Breakthrough playlist and Amazon Music’s Artists to Watch program underscore their dedication to fostering the next generation of storytellers, ensuring a vibrant future for the genre. With a forward-thinking approach, they are setting a new standard for how artists can thrive and connect with their audiences.
What Lies Ahead for Country Music?
The evolving landscape of country music offers exciting new opportunities. As represented by the recent changes at Amazon Music, there’s a palpable shift toward embracing a broader, more inclusive understanding of what country music can be. With Kammerer and Belote at the helm, industry professionals and fans alike can look forward to innovative programs that promise to enrich the country music experience.
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