Amazon Launches Music Feature To Help Listeners Pair Popular Songs With Feelings
In times of elation or despair, music can be the medium in which emotions are best expressed. Knowing this, Amazon has teamed up with the Ad Council on a new campaign that helps teens express their feelings by matching them to their favorite songs.
Sound It Out: When You Can’t Say It, Play It is an initiative aiming to connect caregivers and teenagers via a common language, using Amazon’s Music library of over 100 million songs and an interactive tool that pairs tracks with corresponding emotions.
For example, instead of having to coax information out of a reluctant teen, parents can ask children to share how they’re feeling by searching for a tune that depicts their current state of mind.
Within the tool’s search—which is available in both English in Spanish—users can look for music conveying their mental state by entering a simple prompt, such as “happy,” “angry,” or “sad.”
A list of curated songs reflecting the selected feeling will appear, after which the parent or child can ask Alexa to “share this song with [name]” for it to play on any of the family’s connected devices or music services.
“We know parents and caregivers everywhere have experienced hitting the ‘I’m fine’ barrier,” explained Heidi Arthur, Chief Campaign Development Officer at the non-profit Ad Council.
“Through this interactive feature, we can provide them with the tools—like sharing a beautiful song—to break through and normalize checking in on their teen’s emotional well-being,” she added.
Head here for more information on the project, or check out the short, two-minute film above portraying how a Spanish-speaking mother navigates emotional turmoil with her daughter by using the helpful tool.
