Amazon Music Honors Hip Hop’s 50th Anniversary with Latin-Focused ‘Hip-Hop X Siempre’ Initiative
In celebration of Hip Hop’s 50th anniversary this year, Amazon Music is launching the ‘Hip-Hop X Siempre’ campaign to showcase the influential role of Latin artists within the genre.
The initiative will offer unique programming and editorial content exclusively curated for the occasion.
“The Latino community has been integral to the inception and evolution of Hip Hop, and this music genre continues to influence our culture and multiple generations,” said Rocio Guerrero, the Head of Global Latin at Amazon Music.
Guerrero added that Latin artists draw inspiration from the beats and lyrics of Hip Hop, blending them with traditional Latin rhythms to create a unique interpretation of the genre. This fusion has significantly expanded the global reach and relevance of Hip Hop. The ‘Hip-Hop X Siempre’ campaign aims to honor this cultural exchange and its impact by showcasing the diverse and cross-generational voices that have contributed to the movement.
Amazon Music has launched new playlists as part of the initiative, including “Hip-Hop x Siempre,” “Sin Filtro,” “pov: ur hyped,” “Puro Trap,” and “Puro Rap.” These playlists spotlight prominent acts such as Fat Joe, Big Pun, N.O.R.E., Bad Bunny, Myke Towers, Snow Tha Product, Residente, and Eladio Carrión.
Featured artists shared their personal connections to Hip Hop. Eladio Carrión, a Reggaeton artist from Kansas City, stated, “Hip Hop is my closest friend; it’s always been there for me.” Residente, a veteran in the Puerto Rican entertainment scene, asserted, “Hip Hop is respect for the spoken word. It’s a powerful tool for social change.”
Snow Tha Product, who hails from a Mexican family, spoke about how Hip Hop shaped her life contrary to her family’s expectations. “My family expected me to be a traditional mariachi singer. However, my love for Hip Hop led me to become a rapper – a decision that radically changed my life and will positively impact my son’s future,” she disclosed.
As part of the campaign, Amazon Music will host the global premiere of the ‘Hip-Hop X Siempre’ documentary on May 24, live on the Amazon Music app and the AmazonMusicEnVivo Twitch channel. Dominican filmmaker Jessy Terrero executive produced the documentary, which will also screen at the 2023 Los Angeles Latino International Film Festival.
Terrero will participate in a panel discussion in New York after the documentary’s debut. The documentary will feature an Amazon Original soundtrack song by Eladio Carrión and an original ‘Hip-Hop X Siempre’ score titled “Toca’s Theme” created by DJ Tony Touch, the producer/rapper. Puerto Rican artist and storyteller COVL designed the visuals for the campaign.
The ‘Hip-Hop X Siempre’ campaign forms part of Amazon Music’s broader celebration of the 50th anniversary of Hip Hop, which includes the ’50 & Forever’ initiative that commemorates the genre’s most iconic moments, such as the ‘Generational Queens’ short film that was released in March.
