Amazon Ads helps Laufey and Lexus bring Miles Davis' legacy to life on Twitch

Jazz has always been about honoring what came before while finding something new to say. That's the spirit behind 100 Miles — a live musical event streaming on Twitch on Friday, March 27 at 9 PM ET / 6 PM PT. The collaboration brings together Lexus and Laufey, the award-winning Icelandic-Chinese artist, composer, producer, and multi-instrumentalist who has made jazz feel essential again for a new generation. This musical experience comes from the Amazon Ads Brand Innovation Lab, which designed the experience to extend the campaign across Twitch, Amazon Music, and beyond.  It is among the initiatives marking the official Miles Davis Centennial celebrations, spearheaded by the Davis Estate and global independent music company Reservoir.

The event marks Laufey's debut performance on Twitch, streaming to a global audience alongside a small in-person gathering of tastemakers and superfans. Designed as an immersive performance, the event celebrates what would have been Miles Davis' 100th birthday, featuring a blend of songs from Laufey's catalog and new material — including the premiere of her newly reimagined rendition of Davis’ "Blue in Green."

"Miles Davis understood the roots of jazz — and then reinvented it," said Laufey. "That spirit of honoring the past while moving it forward is what makes this tribute so meaningful. Partnering with Lexus to bring this celebration to life felt natural. They get how creativity and innovation can move people, just like music does."

"Our collaboration with Laufey is about celebrating jazz, inspiring creativity, and giving fans an unforgettable experience," said Sara Lara, senior manager, Lexus marketing. "We're blending heritage, artistry, and innovation, much like jazz itself."

“Miles was always about moving forward. He never believed in standing still or repeating himself, and that mindset still matters,” said Vince Wilburn Jr., Miles Davis’s Nephew, Grammy and Emmy award-winning Musician, Producer. “The centennial is a chance to let the music keep living and changing, and it is great to see artists like Laufey engaging with it in a way that feels honest and personal. That is how Miles’ music stays fresh and vibrant, and forever evolving, not just remembered.”

Jazz has always been about honoring what came before while finding something new to say. That's the spirit behind 100 Miles — a live musical event streaming on Twitch on Friday, March 27 at 9 PM ET / 6 PM PT. The collaboration brings together Lexus and Laufey, the award-winning Icelandic-Chinese artist, composer, producer, and multi-instrumentalist who has made jazz feel essential again for a new generation. This musical experience comes from the Amazon Ads Brand Innovation Lab, which designed the experience to extend the campaign across Twitch, Amazon Music, and beyond.  It is among the initiatives marking the official Miles Davis Centennial celebrations, spearheaded by the Davis Estate and global independent music company Reservoir.

The event marks Laufey's debut performance on Twitch, streaming to a global audience alongside a small in-person gathering of tastemakers and superfans. Designed as an immersive performance, the event celebrates what would have been Miles Davis' 100th birthday, featuring a blend of songs from Laufey's catalog and new material — including the premiere of her newly reimagined rendition of Davis’ "Blue in Green."

"Miles Davis understood the roots of jazz — and then reinvented it," said Laufey. "That spirit of honoring the past while moving it forward is what makes this tribute so meaningful. Partnering with Lexus to bring this celebration to life felt natural. They get how creativity and innovation can move people, just like music does."

"Our collaboration with Laufey is about celebrating jazz, inspiring creativity, and giving fans an unforgettable experience," said Sara Lara, senior manager, Lexus marketing. "We're blending heritage, artistry, and innovation, much like jazz itself."

“Miles was always about moving forward. He never believed in standing still or repeating himself, and that mindset still matters,” said Vince Wilburn Jr., Miles Davis’s Nephew, Grammy and Emmy award-winning Musician, Producer. “The centennial is a chance to let the music keep living and changing, and it is great to see artists like Laufey engaging with it in a way that feels honest and personal. That is how Miles’ music stays fresh and vibrant, and forever evolving, not just remembered.”