In what’s becoming something of a tradition for the online retailer, Amazon has again dropped the cost of its Amazon Prime membership to celebrate the success of its Amazon Studios division at an industry awards show. Specifically, the company is touting its two new Golden Globe wins for “Mozart in the Jungle” by temporarily discounting Amazon Prime to $73 starting on Friday – a drop from the usual price of $99 per year.

In addition, Amazon is hoping to also entice more sign-ups by making its newest award-winning show available to stream for free all weekend.

This is now Amazon’s preferred marketing strategy following an Amazon Studios win, it seems. In September, the company dropped Amazon Prime to just $67 for a one-day sale after the Amazon winning big at the Emmys for its original series “Transparent.” (It was the first Emmy win for Amazon.)

Why $67 then and $73 now?

The number is a clever little nod to the awards ceremony itself. Amazon took home Emmys at the 67th PrimeTime Emmy Awards, and this past Sunday, its show “Mozart in the Jungle” won Best Comedy and Best Actor in a TV Comedy at the 73rd Golden Globe Awards. In fact, despite having been dwarfed by Netflix in terms of the number of nominations, Amazon walked away with more wins while Netflix left empty-handed.

With the added wins this week, Amazon has now racked up four total Golden Globes, the company notes.

The show will be available to anyone who wants to view it (err, binge it?) this weekend, including both the award-winning first season and the newly released Season 2. It will go live on Friday, Jan. 15 at 9 PM PT and remain online until 11:59 PM local time on Sunday, Jan. 17 at a dedicated URL Amazon.com/mozartinthejungle.

The sale on Amazon Prime memberships will also only run during those same hours.

“Mozart” was a bit of an underdog at the Golden Globes, making its double win a surprise. While it’s certainly watchable and well-acted, it had some heady competition in both of its categories. For example, it beat out “Transparent” for the Best Comedy win, as well as Hulu’s “Casual,” Netflix’s “Orange is the New Black,” and HBO’s “Veep” and “Silicon Valley.”

The show itself, in case you’re unfamiliar, follows a cast of characters who work at the New York Symphony. It’s actually based on a 2005 tell-all book from oboist Blair Tindall called “Mozart in the Jungle: Sex, Drugs & Classical Music,” and has been said to be a realistic portrayal of what it’s like in the world of classical music, with the orchestra’s budgetary pressures – and, yes, even the politics, drinking, drugs and affairs.