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 p.m. E.T./6 p.m. P.T. 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 event 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 "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’ nephew, and Grammy and Emmy award-winning Musician and 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.”

A new take on a timeless composition

Originally recorded in 1959 as an instrumental by Miles Davis and released on Kind of Blue, the best-selling jazz album of all time, "Blue in Green" underscores Lexus’ latest national broadcast commercial, "Miles and Miles," the newest chapter of "The Standard of Amazing" campaign—“Electricity at Its Finest”—which highlights Lexus' electrified lineup.

For the centennial, Lexus tapped Laufey to develop her own take on Davis’ iconic composition as an Amazon Music Original track. Available exclusively on Amazon Music beginning March 27, Laufey adds original lyrics and her unmistakable voice to the song while honoring the restraint and timeless beauty of Davis' original.

"Laufey's debut performance on Twitch alongside Lexus is the kind of unique, live moment our community loves," said Kate McCagg, Global Head of Twitch Brand Partnership Studio and Brand Innovation Lab. "These experiences are special for artists because of the personal, real-time connection they create with their audiences, and viewers show up on Twitch not just to watch, but to be part of the event. Fans want to experience great performances like this one together."

Inspiration for the Blue in Green Edition RZ

As part of the celebration, Lexus will also unveil the Blue in Green Edition RZ—a Laufey custom electric vehicle inspired by Davis’ timeless composition. The vehicle weaves subtle nods to Miles' legacy with personal touches from Laufey, creating a modern tribute that bridges past and future, much like jazz itself.

The electric vehicle’s vision echoes the themes of Lexus' "Electricity at Its Finest" campaign: the idea that electrification is less about mechanics and more about the capacity to create genuine emotional connection. Just as Davis' music continues to resonate decades later, Lexus electric vehicles are designed to move people both physically and emotionally. To watch 100 Miles, visit twitch.tv/laufey.