With National Album Day celebrating rock for its 2025 edition (October 18), Amazon Music UK is one of the key partners curating selections from across the decades for the initiative jointly organised by ERA and the BPI.
According to Official Charts Company data, Green Day’s American Idiot is the biggest rock release of the 21st century, followed by Linkin Park’s Hybrid Theory and Permission To Land by The Darkness at No.3. The Top 5 is completed by Evanescence’s Fallen and Muse’s Black Holes & Revelations.
Here, Amazon Music UK senior music programmer Elise Cobain reveals how the streaming service has been supporting the heavier end of the genre...
How does Amazon Music support new hard rock/heavy metal music on the platform in terms of playlisting, editorial and marketing initiatives?
“Amazon Music has always been a huge supporter of the heavy music scene, we curate content that resonates with both die-hard fans and newcomers alike; most of this learnt from years of experience both in the industry and the mosh-pit alike. Understanding that heavy music fans deeply identify with their preferred genres, Amazon Music prioritises both discovery of emerging artists and celebration of established acts. It’s really important to have ways for fans to find their new favourite artist as well as big festival rock and metal hits.
“As a streaming service we support the heavy music community in a 360 way; from creating playlists and stations, to working with artist teams to support releases, and creating unique and timeless moments for artists of all stages of their career. At its core, we have a comprehensive suite of playlists and stations that caters to every segment of the rock and metal spectrum. For example, our flagship Rock Scene playlist showcases modern rock from Biffy Clyro to Turnstile to Nova Twins, while playlists like The Offering deliver a more specialised experience. It’s where our listeners can dive into the world of masked outfits like Ghost and President alongside face-melting heavyweights like Spiritbox and Architects.”
How about Amazon Originals for the genre?
“We also have a legacy in creating one-of-a-kind content moments for the global heavy music fans. This includes iconic Amazon Original tracks such as Dinosaur Pile-Up's interpretation of Run DMC's It's Tricky and 2025 Artist To Watch Karen Dió's punk-driven take on Chappell Roan's Casual. Our acclaimed Abbey Road Orchestrations series has featured Architects, Don Broco, Royal Blood, Nothing But Thieves and more performing moving orchestral versions of their tracks in the legendary studio.
“Beyond curation and content creation, Amazon Music actively supports emerging heavy music talent through initiatives like the Featured Artists Coalition's Step Up Fund. Previous recipients including Vukovi, Calva Louise and Unpeople have received crucial support for career development, coupled with prominent visibility on the service to expand their fanbase internationally. We have also previously sponsored the Heavy Music Awards and Slam Dunk Festival over multiple years, to show our affinity to and play a truly present part in the heavy music community.”
How significant is the consumption this year for bands such as Sleep Token, Bring Me The Horizon and Ghost?
“The streaming contribution from contemporary rock acts like Sleep Token, Bring Me The Horizon and Ghost has been remarkable this year. Not only in their presence on the Official Charts – both singles and albums – but also in their ability to sell out tours and stadium shows quickly. This trend reflects a growing appetite for modern rock and metal among mainstream audiences which, as someone who’s worked supporting heavy music artists and content for my whole career, is a joy to see.
“At Amazon Music, our approach involves strategically positioning these emerging rock supernovas alongside established mainstream artists. For instance, the '2025!' playlist, which showcases the hottest new singles from all genres, features tracks from rising acts like As December Falls, right next to pop superstars like Ed Sheeran. This deliberate curation strategy has been a consistent feature of our approach in recent years.
My curation philosophy is built on the belief that these rock acts shouldn't just be confined to specialist or niche playlists
Elise Cobain
Our commitment to the rock and metal scene goes beyond just the reflection of current trends. From Wargasm to Cassyette, Unpeople to Snayx, there's a proactive effort to push promising tracks and artists into the mainstream spotlight, often before they achieve widespread recognition. This approach is rooted in a deep appreciation for great songwriting and talent, regardless of genre boundaries.
“My curation philosophy is built on the belief that these rock acts shouldn't just be confined to specialist or niche playlists. Instead, they are championed based on their musical merit and potential to resonate with wider audiences, providing a fair representation of the vibrant and diverse UK heavy music scene and beyond. This approach not only serves the dedicated rock fan base but also introduces these exciting acts to a broader audience, contributing significantly to their streaming numbers and overall success.”
Has there been an increase in consumption in terms of streams of hard rock/heavy metal? Is new rock getting streamed in addition to classic catalogue from rock titans?
“Amazon Music has observed a significant evolution in rock and metal streaming, with robust consumption across both emerging artists and classic catalogues. Whilst the legendary rock titles maintain their strong performance, there's significant growth in streaming numbers for newer artists from the heavy music scene, supported by the strategy that ensures equal prominence to emerging talents and established acts. Artists like Kid Kapichi and Noahfinnce receive the same high-profile placement as more established names like Enter Shikari and Idles.
“We also regularly give artists their first playlist covers, or billboards, in support of early releases as it’s so important to champion bright stars in the scene. This approach has proven successful in connecting new artists with expanding audiences while maintaining engagement with longtime rock fans.
“The dedication to modern heavy music is undeniable in our user interface too; particularly on the 'rock' page, where contemporary releases take centre stage alongside classic favourites. We can connect fans with the scene’s most exciting artists, alongside those trusty sing-a-long anthems that rightfully have a place there too. This has proven to be a successful formula demonstrating that, on Amazon Music, our audience has a strong appetite for both classic rock and newer heavy music styles.”
Finally, how will you be supporting the rock genre during National Album Day?
“Since the theme for this year’s National Albums Day is rock, it’s really given me and the team a chance to dive in and highlight a huge selection of artists from the rock space in a big way. We’ll be hand-curating some selections from across the decades, introducing customers to their new favourite bands and throwing a spotlight onto the headliners of tomorrow.
“It’s going to be a really beautiful moment to join forces with music brands and outlets across the UK to celebrate the wildly talented musicians that have built rock up to a place where it means so much to so many people around the world.”
Subscribers can read our new report on rock’s streaming impact.
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