Amazon Music Celebrates 50th Anniversary of Hip-Hop with “Hip-Hop X Siempre” Campaign

Amazon Music will celebrate the 50th anniversary of the birth of rap as a genre through an exclusive campaign titled “Hip-Hop X Siempre” in which its link with Latin music will be taken into account, the platform announced Monday in a statement.

The programming will include additional content in networks with artists of the moment, new playlists, an unpublished song by Puerto Rican Eladio Carrión and even a documentary on the experience of combining hip-hop and Latin music by one of these urban exponents.

“Latinos have been an inherent part of hip-hop since its inception, and hip-hop continues to inspire our culture and generations past, present, and future,” said Global Latin Amazon Music director Rocío Guerrero at the text released to the press.

Additionally, this initiative will trace the footprint and evolution of hip-hop within the Latino music community and culture.

“Hip-hop is my best friend; He has always been there for me, ”said Carrión in the same statement in which figures such as the Mexican Snow Tha Product, among many others, also contributed his vision.

“It was an act of rebellion to listen to him, even more rebellious to join and become a rapper, when they (my family) wanted me to be a traditional mariachi singer,” said the interpreter of the song “Te Alejaste.”

In addition, the newly released playlists have already been dubbed “Hip-Hop x Siempre,” “Sin Filtro,” “pov: ur hyped,” “Puro Trap” and “Puro Rap.” Each one of them represents a different approach to the genre that was born in the United States and its intersection with Latin music.

For its part, the documentary, also titled “Hip Hop X Siempre”, will look to the past to remember and celebrate the Latinos who were a founding part of the movement.

In this audiovisual work, which will premiere live on Twitch on May 24, the vision of legends such as Fat Joe, B-Real, NORE and Residente will be heard, as well as new voices from the scene, such as Eladio Carrión himself and Snow Tha Product, Antillean Villain, Thunder, Myke Towers and German.

Finally, “Hip Hop X Siempre” will also be screened at the Los Angeles Latino International Film Festival (LALIFF), which begins on May 31, as part of its official programming.