Tired of watching reruns? Need more creativity and uniqueness in your entertainment? Look no further than Amazon Music going the extra mile for the culture with its new ‘Hip-Hop X Siempre’ launch.

Amazon Music is putting big respect on Latin Hip-Hop

Whether you’re here for Latin rap greatness or just how the culture is evolving, Amazon Music is geeking out over the rap game turning 50 years old with a new ‘Hip-Hop X Siempre’ documentary.

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.