There’s no question that el movimiento has gained serious traction in recent years. Amazon Music is recognizing Latine music’s global expansion and celebrating it with the launch of their “Hip-Hop X Siempre” campaign, which includes a documentary focusing on Latine hip-hop.
The campaign features curated and exclusive programming, editorial content, and experiential activations aimed to showcase the influence of Latine artists in hip-hop and their contribution to its global reach.
One of the key components of the campaign is the release of a documentary executive produced by Jessy Terrero, focusing on the Latine artists that played a foundational role in hip-hop and how the art form was reinvented. The documentary features interviews with legendary artists such as Fat Joe, B-Real, N.O.R.E., and Residente, along with newer voices like Eladio Carrión, Myke Towers, Alemán, Snow Tha Product, and Villano Antillano.
Argentine rapper Trueno, who is also featured in the doc, was particularly excited about being part of the campaign. “Hip-hop is my life; it’s the meaning of my life and what I’ve devoted myself to,” Trueno said via Zoom. “When [Amazon Music] told us what it was about, we really wanted to be a part of it,” he continued as he shared that they came to Argentina to film around where he grew up.
“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 at Amazon Music, via press release. “‘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.”
Amazon Music also worked with the legendary Tony Touch to create an original score titled “Toca’s Theme” that is featured across the campaign’s brand spot and documentary.
The documentary will premiere globally on May 24 and will also be screened at the Los Angeles Latino International Film Festival. All of the content will be available on Amazon Music’s desktop and mobile apps.
Watch the trailer for the “Hip-Hop X Siempre” documentary below.