The Amazon Music ‘Original Orchestrations’ playlist on YouTube has racked up 43 million views as Afrobeats star Davido joins the series. Here’s the latest.
Amazon created the ‘Original Orchestrations’ as a way to promote Amazon Music with exclusive tracks from hot artists. Amazon says it took Davido out of the recording studio and into the iconic Chiswick House Conservatory for this recording. “Accompanied by the original African orchestration and musicians, including The Compozers and Balimaya Project, the stunning glass structure was transformed with boldly colored drapes and fabrics to match the celebratory and joyous nature of the track,” the company shares.
“Showcasing the space and musicians in one stunning and consistent evolving camera move, the video was captured using an intricately choreographed one-shot technique. The video will be available to watch on the Amazon Music app and Davido’s YouTube channel.” The video for ‘FEEL’ will release on October 27.
“‘FEEL’ is a song that means so much to me and really represents honorable love,” Davido says about the video. “When Amazon asked me to come in as the first African artist to be a part of this series, I was excited and wanted to challenge myself to take things to new heights with a brand new arrangement.”
“It was amazing getting to work with my brothers the Compozers, and this talented group of musicians, singers, and dangers—being at AIR studios and working with the Amazon music team was a privilege—I can’t wait for you all to experience the magical track and music video that we created.”
The track pushes the boundaries of the Amazon Original Orchestrations program, produced in collaboration with Davido, The Compozers, and Balimaya Project, who are known for bridging West African folkloric Mandé music together with jazz and the songs of Black London. They were accompanied by a full orchestra and a 36-piece choir, blending a classic orchestration approach with rich African instrumentation and traditions.
For artists like Davido, ensuring their music is correctly matched and identified on YouTube plays an important role in protecting their brand and copyright. Companies like Identifyy (owned by HAAWK) allow artists to leverage YouTube’s advanced Content ID system and optimize monetization of their music.