All-conquering Adele lands huge Amazon Christmas ads deal
Amid speculation her American super-agent boyfriend could step in to help manage her...
AMAZON has paid Adele at least £1million to use her hit track Hold On for its Christmas advert.
The lucrative tie-up with the online retailer was signed in the run-up to the release of her fourth studio album 30. The track will feature in campaigns in the UK and US as well as in other global markets.
In the advert, Adele is heard as a schoolgirl walks through a subway station in America to meet friends. It was screened last week during ad breaks in her ITV show, An Audience With Adele. A source said: ‘This is a coup for Amazon, they are big – but Adele is bigger.’
Known previously for turning down endorsement deals, Adele once said she had been offered ‘everything you can imagine’ since shooting to fame in 2008. Her influence was illustrated last week when she persuaded Spotify to stop the shuffle feature being the default setting for albums. This mean tracks will now play in the order originally intended by the recording artist.
Her stratospheric rise has seen the Tottenham-born singer, who split from her husband Simon Konecki in 2018, become one of the most powerful women in Hollywood. Once so private that she even declined to confirm she had given birth to the couple’s son, Angelo, she is now building a global brand.
As part of a promotional blitz for the new album, she appeared on the cover of Vogue magazine in Britain and America and was interviewed by US TV mogul Oprah Winfrey.
The music industry is abuzz with speculation that her sports agent boyfriend Rich Paul, 39, will further boost her career – making them one of the world’s most powerful celebrity couples. At present, however, she is managed by Jonathan Dickens, the British music executive who has been with her since 2006.
Meanwhile, an Australian journalist whose interview with Adele was axed by her record label Sony because he had not listened to her new album beforehand has apologised. Matt Doran told viewers of his Weekend Sunrise show that he didn’t pay enough attention to an email from Sony that would have allowed him to listen to the album before they met.
He said: ‘It didn’t mention Adele but it did contain a link to her album. The genuine dead-set hand-on-heart truth is that I missed it.
‘To Adele I say, I’d never have knowingly disrespected you.’
‘What a coup. Amazon is big – but Adele is bigger’