Blondie will be the first act performing as part of Amazon’s Prime Live Events program as it launches in London with performances from BMG acts. No word yet on whether it will cross the pond and stage concerts in the U.S., but the performances will be available on Prime Video globally.

The new initiative is helmed by former BBC boss Jason Carter and will see a number of BMG-signed artists play intimate shows in London for Prime subscribers over the next few months.

The first gig is Blondie at the 750-capacity Round Chapel in London on 5/23, marking the 40th anniversary of the band’s debut U.K. show. Alison Moyet is playing the same venue on 6/12, followed by Texas at the Porchester Hall on 6/16 and Katie Melua at Cadogan Hall on 7/25-26.

Amazon says it will announce more concerts later this year. If it works, it will be a rare use of a company’s infrastructure: Amazon Tickets sells the ducats, it gives Amazon exclusive music and video content and it expands its presence in an industry where its streaming efforts are far behind the competition. Will the industry take notice? Stay tuned.