The Billie Eilish multi-media blitz in advance of the upcoming release of her third studio album, Hit Me Hard and Soft, will kick off in earnest on Friday (May 10) with the launch of Billie Eilish Radio on SiriusXM. The dedicated streaming channel will debut at noon E.T. with a mix curated by the “What Was I Made For?” singer.
As with other recent channels dedicated to artists including the Beastie Boys, Coldplay, Michael Jackson and Bob Marley, the Eilish channel will be a mix of her music and artists that have inspired her. On the day of the album’s release, May 17, the channel will play the full album beginning at 12 a.m. ET, with additional plays throughout the weekend, according to a release. The opening weekend celebration will also feature exclusive insight and commentary about the LP from the singer and her brother/producer, Finneas.
The channel will be available to North American subscribers on channel 3 from May 10-23, along with an exclusive channel on the SiriusXM app from May 10-June 7.
In a trailer for the channel, Eilish says, “I love music so much and all I want to do is share music I love all the time with everybody that I love. Listen to it wherever you feel comfortable and safe and good.”
The SiriusXM channel will join a number of other promotional stunts to hype HMHAS, including listening parties on May 15 and 16 in New York City at Brooklyn’s Barclays Center and Los Angeles’ Kia Forum, as well as HIT ME HARD AND SOFT – A Listening Event Presented by Apple Music, which is coming to Dolby Cinema at AMC Theatres locations across North America on May 16 and 17. A release promised that the screening will give fans “the chance to be one of the first to hear the new album with a visual accompaniment.”
Tickets for the movie’s two-day run will cost $5 each and are available for purchase here here. A portion of the proceeds will go to AMC Cares Charitable Fund, which provides financial aid to qualified nonprofit organizations.
