Amazon Music: The new 'The Future Is Ours' film reminds you Latins are game-changers
It’s a celebration for Latin culture on a regular basis if you live near me - they even made a movie about it - something special is always brewing in Washington Heights but bigger than just the Big Apple, Amazon Music is putting big respect on the South American culture with a full-fledged ‘The Future Is Ours’ campaign packed with visual flexing, new tunes and a deep dive into all things Latin Youth culture.
Today, Amazon Music announced “The Future Is Ours” a harmonious exploration of style and sound that celebrates the next generation of groundbreaking, influential Latino artists – and the next generation of fans. As part of this look to the future, Amazon Music unveiled today new music from the leader of the new generation of Reggeaton Ryan Castro featuring Rich the Kid, “Rich Rappers,” new playlists, which will be brought to life in an immersive event converging fashion, music and technology.
“The Future Is Ours” features a new Amazon Music Original by rising urban sensation Ryan Castro, who also stars in a brand video alongside Argentinian multiple Latin GRAMMY nominated, singer, songwriter and rapper Nicki Nicole, available here. The video was helmed by Spanish director Felix Bollain, known for his work with visionary artists like C. Tangana and Nathy Peluso and the lens behind Quevedo's worldwide hit "Columbia." Latin Grammy-winning producer Alizzz composed the original score, which brings to life the vision of an urban utopia which was shot in Medellin and Buenos Aires.
“At Amazon Music, we want to look ahead and celebrate the next generation of Latin music artists and their fans who are fearless in their art, authentic to their core, and intentional with every move. They represent more than just music, and are bringing their creativity to other areas like fashion, beauty, and lifestyle. They are the future and the future is now,” explained Rocio Guerrero, global head of Latin Music at Amazon Music.
To bring its futuristic vision to life, Amazon Music will transform its Los Angeles headquarters into a captivating celebration of new talent featuring emerging artists and designers that fuses technology, music and fashion. In addition to showcasing futuristic looks down the runway featuring Amazon Music merch collections, Ryan Castro will perform during the transmission which fans can also enjoy on Twitch. Keyla Marquez, Fashion Director of the Los Angeles Times, will style the show. Additional information on the experience, including how fans across the globe can be a part of it, will be shared at a later date. Through this new campaign, the brand embarks on a journey where the boundaries of reality blur, and the future unfolds in a mesmerizing tapestry of creativity and emotion.
"I’m proud to be able to join Amazon Music in celebrating the future of music and culture through this campaign while also bringing my ‘Ghetto Star’ fans along for the journey with this video that includes my take on the future," said urban artist Ryan Castro. “Last year I ventured into the fashion world with my own clothing line, “Ghetto Med” and since then have been excited to continue growing my presence in it. With Amazon Music integrating my vision and love for fashion into this collaboration means a lot.”
The campaign also taps into viral fashion and beauty trends with a GRWM playlist featuring multiple genres of Latin music, as well as the Activao playlist capturing the spirit of Gen Z’s artistry.
Latin Music fans can share their vision of the future by using the hashtag #TheFutureisOurs on Instagram and by tagging @AmazonMusicLatin, on TikTok and on Amazon Music’s official Twitch channel. All content will be available on theAmazon Music desktop and mobile apps for iOS and Android.
