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FROM TAYLOR'S LIPS...

Here's Taylor Swift's spot for Amazon Music's "A Voice Is All You Need" campaign, which features animated Tay lips singing an a cappella snippet from single "You Need to Calm Down," from her Lover set (which drops 8/23). The superstar shared the commercial on Twitter.

The campaign underscores the power not only of music's biggest voices but also the power of voice activation for music consumers—which has been Amazon's ladder to third-place marketshare in the DSP races and has on-boarded a significant audience of upper-demo listeners, country fans and other constituencies outside the very young, very hip-hop-oriented user base that has thus far dominated Spotify and Apple Music.

You'll recall that Taylor played Amazon's Prime Day Concert (see linked story below), and if you've ordered anything from the mega-e-tailer lately you'll may have received Taylor/Lover branding on your shipping boxes; the Tay-adorned materials are allegedly sent out randomly. (This on the heels of her last shipping partnership, with UPS).

How big a role will Amazon play as Taylor rolls out? Stay tuned.

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