Amazon Honors Latinos in Hip-Hop for the Genre’s 50th Anniversary

 | May 20, 2023

Credit: Wiki Commons

Latinos go a long way when it comes to music. Not only have they created new music genres, but they have also contributed to the evolution of the ones the world has known for decades. 

This year marks hip-hop music’s 50th anniversary since it originated in the Bronx, in New York City, in the 1970s. To celebrate, Amazon Music is honoring Latinos that have contributed to the movement with the special campaign Hip-Hop X Siempre.

The project brings the spotlight to different Latinos that have been pioneers in the genre’s evolution. Hip-Hop X Siempre features an Amazon Original by Eladio Carrión and original playlists like “Sin Filtro,” “pov: ur hyped,” and “Puro Trap,” among others. 

“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,” Rocio Guerrero, Head of Global Latin, Amazon Music, told Variety. Latino artists take inspiration from hip-hop beats and lyrics, infusing them with traditional Latin rhythms to make the genre our own, ultimately aiding its global reach and relevance.”

Read more: Behind Celia Cruz: What Was Her Real Name?

Learn about the contribution of Latinos in Hip-Hop in an Upcoming Documentary

The campaign will release an original documentary — premiering on May 24, 2023 — where rappers like Fat Joe, Residente, N.O.R.E., and B-Real speak about what hip-hop means in their lives. The film also features emerging Latino artists like Snow Tha Product, Myke Towers, Villano Antillano, Eladio Carrión, and Trueno.

“It’s using the power of words as a tool for social change,” Residente can be heard in the film’s teaser.

Amazon Music worked with rapper Dj Tony Touch to produce “Toca’s Theme,” the original score of the Hip-Hop X Siempre documentary, which also includes visuals done by Puerto Rican artist COVL.

The story, produced by Jessy Terrero, will take viewers to the past to celebrate the Latinos that have made history as part of the hip-hop movement.

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