Amazon Music Launches ‘Hip-Hop X Siempre’
Amazon Music honors the Latinos who are part of the evolution of hip-hop during its 50th anniversary with programming, Amazon Original, a documentary, and experiential activations
NEW YORK —May 15, 2023 — During hip-hop’s 50th anniversary, Amazon Music explores the intersection between Latin and hip-hop, the two most powerful movements influencing youth culture today, with “Hip-Hop X Siempre” an exciting campaign featuring curated and exclusive programming, editorial content, including an Amazon Original by Eladio Carrión, and experiential activations.
“Latinos have been an inherent part of hip-hop from its start, and hip-hop continues to inspire our culture and past, present and future generations,” said Rocio Guerrero, head of Global Latin, Amazon Music. “Latino artists take inspiration from hip-hop beats and lyrics, infusing them with traditional Latin rhythms to make the genre our own, ultimately aiding in its global reach and relevance. ‘Hip-hop X Siempre’ pays respect to this shared history and its impact on our culture by highlighting the diverse and intergenerational voices that are part of the movement.”
The campaign will trace hip-hop’s imprint and evolution within the Latino community and music culture by acknowledging some of its most influential Latino contributors and asking them what hip-hop means to them.
“Hip-hop is my closest friend; it’s always been there for me,” says rapper Eladio Carrión about what the movement means to him.
“It was a rebellious act to listen to it, even more rebellious to join it and become a rapper, when they [my family] wanted me to be a traditional mariachi singer,” says Snow Tha Product. “You know what I mean? They wanted me to be a Catholic woman and get married, do all these things, and then I’ve become what I am now. If it wasn’t for hip-hop, I wouldn’t know what I’d be doing. [Hip-hop] became my life, my family, the reason my son’s gonna have a good life.”
“Hip-hop is respect for the spoken word,” says Residente. “To use the power of spoken word as a tool for social change.”
New playlists launched include “Hip-Hop x Siempre,” “Sin Filtro,” “pov: ur hyped,” “Puro Trap,” and “Puro Rap.”
To bring the campaign to life, Amazon Music worked with legendary producer, rapper, and DJ Tony Touch to create an original score titled “Toca’s Theme” for the campaign brand spot, teaser, and documentary. Visuals for the campaign were created by Puerto Rican multidisciplinary artist and storyteller COVL.
Hip Hop X Siempre documentary
This documentary, executive produced by Jessy Terrero—one of the most influential urban culture directors with a long history of bringing the two worlds together—will look to the past to remember and celebrate the Latinos who were a foundational part of hip-hop. Artists from the East to the West Coast and the South—all the way down to Argentina—who have shaped hip-hop’s story in diverse and significant ways reflect on what the movement means to them on a personal level. We’ll hear from legends like Fat Joe, B-Real, N.O.R.E., and Residente, and newer voices on the scene, including Eladio Carrión, Myke Towers, Alemán, Snow Tha Product, Villano Antillano, and Trueno. Hear how they’re reinventing this art form and continuing to inspire the next generation of artists and fans. Where will the movement go next? One thing is certain—hip-hop has never played by any rules, so anything is possible.
“Hip-Hop X Siempre” will feature an exclusive to Amazon Music soundtrack song by Eladio Carrión, that will be available as an Amazon Original. The documentary will have its global live premiere on May 24, followed by a panel with the executive producer, at an event in New York, available on the Amazon Music app and Twitch. Fans at home can come together to partake in the moment in real time by joining the livestream on the AmazonMusicEnVivo channel on Twitch, and submitting questions for the panel via the chat. The documentary will also be screened at the Los Angeles Latino International Film Festival as part of their lineup.
All new content will be available on the Amazon Music desktop and mobile apps for iOS and Android. Fans can immerse themselves in the rich history of Latin hip-hop for the following weeks through a variety of new content and can also join the conversation on Instagram on @amazonmusiclatin and by sharing what hip-hop means to them using the hashtag #HipHopXSiempre.
“Hip-Hop X Siempre” is running alongside “50 & Forever,” a program by Amazon Music in celebration of hip-hop’s 50th anniversary, which will bring fans together to honor hip-hop’s undeniable legacy and champion the artists writing the next 50 years of hip-hop’s history. Created by Rotation—the hip-hop and R&B brand from Amazon Music—”50 & Forever” gives hip-hop its well-deserved flowers, with curated events, livestreams, playlists, original content, and new music—spanning Amazon Music, Twitch, Audible, Prime Video, and Amp.