MTV Launches Ariana Grande’s New Album With a Little Help From Twitter

Pepsi sponsors tweets to songs

Ariana Grande is amplifying her album release with a Twitter campaign starting today. The singer and MTV, along with their sponsor Pepsi, are using Twitter's Amplify advertising to debut four songs.

The album launch coincides with this week's Video Music Awards, where Grande will perform.

Grande and MTV will tweet links to the new songs, which will take people to a hub for listening to them. Pepsi will sponsor the tweets, paying to reach millions more people on the platform.

It's not the first time an artist or MTV turned to Twitter's Amplify program to move records. MTV first did it with Ed Sheeran earlier this year.

Amplify is a growing media opportunity at Twitter where networks and publishers find sponsors to pay for promotion of their content on the social messaging site. The NFL, for example, shares video highlights from games on Twitter and signs millions in sponsorship deals with companies like McDonald's.