WPP and Amazon Music are Joined by Top Artists for Groundbreaking “Louder Than Cancer” Campaign

February 04, 2025 at 10:04 AM EST

Listen to the “Louder Than Cancer” playlist featuring commentary from artists like Melissa Etheridge, Imagine Dragons, H.E.R., and Blake Shelton exclusively on Amazon Music here

Amazon Music and WPP (NYSE: WPP) today unveil “Louder Than Cancer,” a groundbreaking initiative uniting top global artists to harness the power of music in recognition of World Cancer Day with creative leadership from WPP's Grey Health, talent marketing agency FIMI Group, and the Amazon Ads Brand Innovation Lab. The campaign builds upon the impactful “The Most Beautiful Sound,” campaign, which captured the sound of cancer cells being destroyed for the first time ever, offering an inspiring symbol of hope and progress in the fight against this disease.

The “Louder Than Cancer” campaign leverages the power of music to create hope for millions increasingly affected by cancer and raise awareness through a dedicated “Louder Than Cancer” Amazon Music playlist featuring a diverse lineup of established and emerging artists including Melissa Etheridge, Imagine Dragons, H.E.R., and Blake Shelton.

For every stream of the songs in the playlist, Amazon Music will donate $1 (up to $100,000) to Conquer Cancer^®, the ASCO Foundation, through the Amazon Stream It Forward Program, further amplifying the impact of this initiative.

“Late last year, my mother was diagnosed with lung cancer. We were very blessed that they caught it early and she got surgery in February to remove part of her lung. She's been such a warrior, such a fighter,” said H.E.R. “I'm so proud to call her my mom and I’m proud to join the fight against this affliction through ‘Louder Than Cancer.’”

Each track on the playlist is interwoven with powerful personal stories from artists like Melissa Etheridge, Scotty McCreery, H.E.R., Lainey Wilson, The Head and The Heart and the very sound of cancer cells being destroyed – which was first launched in “The Most Beautiful Sound,” a project developed by Grey Health and researchers at Harvard Medical School and Massachusetts General Hospital. The sound was first unveiled during the oncology community’s preeminent professional conference in June 2023, to an audience of thousands in Chicago. This provocative sound will now take on a whole new dimension amplified by the voices of renowned artists.

Building on Grey Health’s creative for “The Most Beautiful Sound,” Amazon Music worked with the Amazon Ads Brand Innovation Lab to create a piece of custom merchandise that features all the artists participating in the initiative. The design on the front of this shirt merges the imagery of a cancer cell being destroyed with a dynamic sound wave, symbolizing our fight against cancer through music as a universal language. People will be able to customize each piece of merch, changing the soundwave in real time by speaking through a special tool. The back design features an inspiring lineup of artists and brands who have joined the “Louder Than Cancer” movement. Customize your merchandise here.

“‘Louder Than Cancer’ is a powerful demonstration of what it means to pair innovation with worthy social causes. We were thrilled to work with Amazon Music, WPP, and musicians around the world to bring hope to so many people impacted by cancer," said Kate McCagg, Director, Brand Innovation Lab, Amazon Ads.

The Amazon Ads Brand Innovation Lab is amplifying the “Louder Than Cancer” campaign with a custom landing page on Amazon.com, placements across FireTV, and a billboard in Times Square in New York City.

“We are so honored to work with Amazon Music and Amazon Ads on this monumental campaign to take the message of hope and resilience to patients and their caregivers in search of progress in this scourge of a disease,” added Wendy Lund, Chief Client Officer, Health@WPP. “By integrating the sound of cancer cells being destroyed into powerful musical tracks, we are offering a tangible symbol of progress and a source of inspiration for those facing this extremely challenging journey.”

“We're incredibly excited to come together with artists from around the globe to support this impactful initiative," said Andre Stapleton, Global Head of Artist & Label Relations and Head of Music for North America at Amazon Music. "Music has the power to connect, inspire, and heal. We believe this campaign and the incredible artists we’ve been fortunate to work with will make a meaningful contribution in the fight against cancer by bringing awareness and fundraising to help find a cure for this terrible disease.”

"Cancer treatment can save lives, but music has a unique power—it reaches the heart in ways medicine alone cannot. It connects to our emotions, bringing comfort, strength, and hope when we need it most," shared Bruno Rebelo, Executive Creative Director of Grey Health New York. “We’re incredibly proud of this collaborative effort and its potential impact.”

“Cancer is a fight that touches nearly everyone,” said Bruce Flohr, Partner at FIMI Group and EVP at Red Light Management. “By partnering with the artist community, we believe this campaign will have a global impact raising awareness that music is louder than cancer. This is a chance to make a real difference through the power of music and connect with fans on a deeper level."

The “Louder Than Cancer” playlist is now available on Amazon Music at https://amzn.to/LouderThanCancer. Follow @AmazonMusic for updates to learn more about how you can support the fight against cancer.

A full list of “Louder Than Cancer” participants can be found below.

Allen Stone

BENEE

Bishop Briggs

Blake Shelton

Chad Lawson

Chris Tomlin

Clubhouse

Corrine Bailey Rae

DASHA

Ella Vos

Em Beihold

The Gaslight Anthem

Girl Talk

The Head and The Heart

H.E.R.

Imagine Dragons

Jason Aldean

Jenna Raine

Josh Groban

Lainey Wilson

Livingston

Mario

MaRynn Taylor

Melissa Etheridge

Mimi Webb

Myles Smith

Nancy Wilson

OAR

Phantogram

Riley Green

Russell Dickerson

Ruth B.

Scotty McCreery

Switchfoot

Tasha Cobbs Leonard

Tigirlily Gold

Walk Off the Earth

Walker Hayes

About WPP

WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients and communities. For more information, visit www.wpp.com.

About Amazon Music

Amazon Music is an immersive audio entertainment service that connects fans, artists, and creators through music, podcasts, and culture. Amazon Music brings fans closer to what they love, with curated and personalized playlists, artist livestreams, artist merch, and Amazon Exclusive podcasts. Prime members get access to over 100 million songs in shuffle mode, All-Access playlists, plus the largest catalog of top ad-free podcasts, included with their membership. Customers can upgrade to Amazon Music Unlimited for full, on-demand access to 100 million songs in HD, a growing catalog of Ultra HD and Spatial audio, and the world’s largest selection of audiobooks from Audible. Anyone can listen to Amazon Music by downloading the free Amazon Music app, or wherever they listen to music including Alexa-enabled devices. Learn more at amazon.com/music.

About Amazon Ads

Amazon Ads offers full-funnel advertising solutions to help businesses of all sizes achieve their marketing goals at scale. Amazon Ads connects advertisers to highly relevant audiences through first-party insights; extensive reach across premium content like Prime Video, Twitch, and third-party publishers; the ability to connect and directly measure campaign tactics across awareness, consideration, and conversion; and generative AI to deliver appropriate creative at each step. Amazon Ads reaches a monthly ad-supported audience of 275 million+ customers across owned and operated properties in the U.S. For more information, please visit ads.amazon.com.

About Grey Health

At Grey Health, we bring global expertise, scale, and 107 years of experience delivering Famously Effective ideas. Our singular focus remains: creating Famously Effective ideas that deliver growth and move people, brands, and the world forward. We engineer every idea to be Distinctive, Meaningful, and Salient—the 3 metrics we’ve identified that drive brand growth. We utilize fully integrated agency teams across disciplines and don’t distinguish between healthcare and consumer advertising; our consumer insights go beyond the medical condition to the human condition.

About FIMI Group

FIMI Group is a leading entertainment marketing and talent buying agency that helps brands and organizations forge meaningful connections with their audiences through talent-driven campaigns, event partnerships, and bespoke experiences. With over 15 years of expertise, FIMI supports corporate marketing, sales, and loyalty teams in navigating the entertainment landscape, leveraging industry relationships and strategic insights to deliver award-winning campaigns and engagement initiatives across music, TV & film, sports, fashion, culinary, and more. For more information, visit fimigroup.com.

About Conquer Cancer

Conquer Cancer funds research for every cancer, to help every patient, everywhere. Since 1984, its Grants & Awards program has awarded more than $191 million through more than 9,300 grants and awards to improve cancer care and accelerate breakthroughs in clinical and translational oncology research. Conquer Cancer donors support vital programs needed to deliver the highest quality patient care and share a vision of a world where cancer is prevented or cured, and every survivor is healthy. For more information visit CONQUER.ORG.