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Amazon Music same-sex couple ad celebrates Pride in London partnership

Amazon Music is looking to make an impact on the ground as the sponsor of the Pride in London 2017 LGBT festival.

Settling in as the festival’s first official music partner, the Amazon Music service, a Spotify rival, will support the Pride’s Got Talent competition, launches an official playlist for the event and is one of three sponsors for the Radio Diva Women’s Stage Stage at Leicester Square.

Steve Boom, vice president of Amazon Music, said the company was “proud” to support the festival adding that as one of the largest events in London, “we’re excited to have the opportunity to showcase and celebrate the amazing diversity of LGBT+ talent that enrich our daily lives”.

Amazon staff will also be marching in the event, an extension of its glamazon LGBT network. The latest ad from above+beyond's campaign shows two females holding hands before a closed door, evoking a ‘coming out’ or acceptance scene.

Polly Shute, Pride in London development and partnership director said: “We’re delighted to welcome Amazon Music to this year’s Pride in London. They have already provided vital support to our Pride’s Got Talent competition which gives new and emerging talent in the LGBT+ community the chance to perform onstage at Pride in London. I’m personally excited to have worked with them on what is set to be our biggest ever Women’s Stage. We’re looking forward to seeing them march alongside glamazon in the parade on Saturday 8 July.”

The festival is a hotbed of brand activity, last year Starbucks and Skittles in particular ran rainbow inspired creative. Furthermore, LGBT traffic lights were erected throughout the city.

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