Billie Eilish Announces Multiple Album Listening Events — With American Express, YouTube Music, Apple Music, and Snapchat Sponsoring

billie eilish listening parties
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billie eilish listening parties
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Billie Eilish has lined up multiple listening parties in support of her forthcoming album. Photo Credit: William Drumm

The promotional wheels are in motion for Billie Eilish’s upcoming third studio album, which is set to receive a pair of listening parties sponsored by American Express, YouTube Music, and Snapchat.

Live Nation just recently unveiled these listening parties, after Interscope/Universal Music-signed Eilish late last month announced a massive tour in support of Hit Me Hard and Soft. That project will become available on May 17th, with the namesake multi-continent concert series expected to kick off in Quebec this coming September.

Before the single-free album releases and the tour initiates, however, lucky Eilish enthusiasts will have the chance to attend two Hit Me Hard and Soft listening parties: one booked for Brooklyn’s Barclays Center on the 15th, the other scheduled for the 16th at LA’s Kia Forum. (As suggested by official social media posts but not the formal release, Eilish and Finneas will seemingly attend the parties.)

While the free promotional events aren’t too far out of the ordinary, the list of associated sponsors is noteworthy. American Express is presenting both events; YouTube Music is involved with the Brooklyn stop, whereas Snapchat has signed on to sponsor the LA listening party.

(At the height of its relatively short licensing showdown with TikTok, Universal Music made clear plans to lean into partnerships with competing short-form platforms like YouTube Shorts and Snapchat. And while the confrontation is in the rearview, those bolstered pacts will presumably carry on for the foreseeable future.)

And the previously noted Live Nation is, of course, part of the listening parties, with Ticketmaster handling the request-only passes at hand. The window to apply for tickets (capped at two per submission) closed this morning, and the platform will reach out to selected recipients with confirmations on Friday.

Those who don’t score one of those tickets won’t be entirely out of luck when it comes to Hit Me Hard and Soft listening parties, as Eilish today revealed Apple Music-sponsored listening events in certain AMC theaters.

Participating establishments will present the album “in spatial audio with Dolby Atmos,” the promotional poster makes clear. Tickets are $5 apiece, the happenings are booked for the 16th as well as the 17th, and some of the proceeds will reach the AMC Cares Charitable Fund, which is said to provide “grants and financial assistance to qualified nonprofit organizations.”

Worth highlighting in conclusion is the array of store-specific Hit Me Hard and Soft products available, including but not limited to exclusive vinyl editions from Target, Walmart, Urban Outfitters, Amazon, and indie record stores alike.