Dolby uses American Music Awards to launch Atmos Music

Dolby’s push to establish Atmos as an immersive platform for music gathered momentum at the 2019 American Music Awards, when it launched a campaign featuring multi-Grammy nominated artist, Lizzo.

“Artists are rallying behind Dolby Atmos because it brings together the strongest bond possible between their stories and fans,” said Todd Pendleton, Senior Vice President and Chief Marketing Officer, Dolby Laboratories. “Together, we are embarking on a journey to change the future of music.”

A two minute promo saw Lizzo explaining her creative process and her experiences with Dolby Atmos Music. “It’s an experience. This is the future of music,” she enthused.

This is the first in a series of films to be released by the company, which will feature a variety of artists and their work.

"Dolby has signed content deals with the Universal Music Group and Warner Music Group..."

All the films were directed by Karena Evans, responsible for Drake’s 2018 music video God’s Plan. “The genesis of this campaign is inspired by Dolby’s mission itself – a pure transmission of artist intention,” explained Evans. “We decided to approach this campaign unconventionally through interior monologues to explore the purity of thought and creativity. At its core, this is what Dolby Atmos is.”

Dolby has signed content deals with the Universal Music Group and Warner Music Group. The principal distribution channel is Amazon Music HD, although tracks can only be heard using the Amazon Echo Studio speaker. Currently no Amazon Fire TV streaming device will deliver an Atmos bitstream from the Amazon Music HD app to an external sound system. However, Inside CI was told that a firmware update to unlock Dolby Atmos on its streaming devices was under consideration.