The 12th Annual AMP Awards for Music & Sound took center stage at Sony Hall in New York City on May 21, with the sold-out ceremony recognizing the most creative and powerful uses of music and sound in advertising. This year’s top honor—the Ryan Barkan Best in Show Award—was awarded to duotone audio group for its emotionally charged music supervision on “Reproductive Refrain,” a campaign film for Forward Midwifery.
Created by agency Tall Poppy, the two-minute spot gained attention for its fearless storytelling and stirring use of Martha Wainwright’s raw and unapologetic track, Bloody Mother F***ing A**hole, The song’s intensity underscores the film’s message about the high stakes surrounding reproductive rights in the wake of recent elections. In addition to Best in Show, the campaign also won the award for Best Use of a Licensed, Pre-Existing Recording, cementing its impact both creatively and culturally.
The awards ceremony was presided over by the AMP Awards Committee and Show Chair Damien Escobar, Global Chief Music Officer at Havas, who helped usher in a night full of energy, emotion, and inspiration. Escobar praised the work for pushing boundaries and demonstrating the powerful role music plays in modern storytelling.
SUPREME MUSIC stood out as the only multiple-category winner of the evening, scoring three awards across a wide range of disciplines. Their work earned Best Sound Design for PepsiCo Mexico, Outstanding Adaptation/Arrangement for Penny Supermarkets, and Most Innovative Process & Execution for a campaign from Pedigree. The trio of wins showcases the studio’s range and innovation across different brands and markets.
Wieden+Kennedy Joins AMP Hall of Fame
Another major highlight of the evening was the induction of Wieden+Kennedy into the AMP Hall of Fame, marking the first time the Association of Music Producers has honored an agency. In past years, the honor has gone to iconic brands like Nike, Apple, Coca-Cola, McDonald’s, and adidas. Accepting on behalf of the agency was Karl Lieberman, Global Chief Creative Officer.
Many Standout Moments
The AMP Awards presentation featured a number of memorable moments that made the event even more meaningful for those in attendance, as well as for the larger advertising music community.
The night kicked off with an invite-only VIP Nominee Celebration sponsored by Soundstripe, followed by an extended two-hour cocktail party, added at the suggestion of members who wanted more time to reconnect with peers and colleagues.
At 9 p.m., the room dimmed for an opening musical tribute to Quincy Jones, the legendary composer, producer, and arranger. Performed by a 16-piece orchestra arranged by David Sneider, the tribute spotlighted key moments in Jones’ storied career—including collaborations with Frank Sinatra and Michael Jackson—and was led by John “Scrapper” Sneider and the Storefront Music Orchestra.
That was followed by a whimsical opening titles video featuring the “talking ears” from the AMP Awards marketing campaign. Conceived by agency TiNY and directed by Ustab Giri from post studio Mugsy, the sequence turned into a surreal animated dream of the ears partying at Sony Hall—before snapping back to reality and welcoming the audience.
One surprise crowd-pleaser happened during the cocktail party, when spotlights swirled and landed on an organized flash dance mob performing to Chubby Checker’s classic The Twist. The moment, produced by Flying Under The Radar in partnership with ABKCO Records, celebrated the song’s 65th anniversary and Checker’s 2025 induction into the Rock and Roll Hall of Fame.
The show closed on a high note with a performance from GIFT, the rising Brooklyn-based band known for their hypnotic and danceable tracks. Their 2024 release Illuminator has drawn comparisons to Madonna and MGMT, and their set proved the perfect send-off for the night.
But the celebration didn’t stop there. Once the stage cleared, the afterparty kicked off with a set by Hang the DJ—the duo of Charlie Davis and Francis Garcia. Longtime staples of the AMP scene, Davis (SVP, Sync Services & Partnerships at BMG) and Garcia (CCO of Academy Fight Songs) kept the dance floor alive, wrapping up a magical night that proved once again why the AMP Awards are a must-attend for anyone in music and advertising.
The AMP Awards continue to elevate the artistry and impact of sound in advertising, drawing top talent and bold creative voices from across the industry. To explore all of the 2025 winners and watch the award-winning work, visit the official AMP Awards website.
The full list of 2025 AMP Awards winners includes:
Ryan Barkan Best in Show Award
duotone audio group
Forward Midwifery
“Reproductive Refrain”
Best Artist + Brand Collaboration
Sponsored & Presented by Marmoset
The Elements Music
International Cricket Council (ICC)
“Out of This World – ICC Men’s T20 World Cup Anthem”
David & Jan Horowitz Award for Best Original Score
Dirty Soup
Lufthansa
“All It Takes Is A Yes.”
Best Original Song
Barking Owl
KitchenAid
“Love The Racks”
Best Sound Design
SUPREME MUSIC
PepsiCo Mexico
“¿A que te Sabe Pepsi Black? ”
Best Use of Licensed Pre-existing Recording
Sponsored & Presented by Reservoir
duotone audio group, NY
Forward Midwifery
“Reproductive Refrain”
Best Use of Music and Sound in Emerging Media or Experiential Events
Q Department
UFC
“UFC 306: Riyadh Season Noche UFC”
Best Use of Music in a Promo, Trailer or Title Sequence for Film, TV or Game
Sponsored by APM Music
Wieden+Kennedy Portland
Netflix
“You’re Not Ready”
Most Effective Use of Music in a Campaign
Sponsored & Presented by Music Alternatives
Havas Chicago
Chamberlain
“myQ: If My Home Just Had a Brain”
Most Innovative Process & Execution
SUPREME MUSIC
Pedigree
“Tail Orchestra”
Outstanding Adaptation/Arrangement
SUPREME MUSIC
Penny
“Wonderful World”
Outstanding Mix
Sound Lounge
Tonal
“Future of Fitness”
Outstanding Sonic Identity
Antfood
Crunchyroll
“Crunchyroll – Sonic Logo”
To view all the 2025 winning entries, go here.
REELated:
Wieden+Kennedy becomes first agency inducted into AMP Hall of Fame
