HIP-HOP AT 50: AMAZON MUSIC ACTIVATES

Amazon Music has kicked off its “50 & Forever” initiative in honor of hip-hop’s 50th anniversary. The yearlong celebration begins with the release of Generational Queens, the first in a series of short films. Directed by Fenn O’Meally, the inaugural installment is centered on Queen Latifah and her feminist anthem "U.N.I.T.Y." A clip is viewable below.

The celebration continues in Raleigh, North Carolina, on Friday (3/31), the eve of the 2023 Dreamville Festival. Fans can visit the Contemporary Art Museum to view a “50 & Forever” exhibit that will allow them a closer look at Dreamville Records’ history. The gallery boasts never-before-seen photographs and video from the label’s origins to the present day. Panel discussions will feature Ari Lennox, Timbaland, 9th Wonder and local artists.

Then, on 5/12, during Mary J. Blige’s Strength of a Woman Festival in Atlanta, Amazon Music will livestream "Mary J. Blige B-Sides: A Celebration of HipHop50" and present special guests at State Farm Arena. Hosted by Kenny Burns and DJ E-Class, the night will feature music spanning MJB’s career and performances by the likes of Jeezy, Busta Rhymes, Method Man, Jadakiss and Jodeci. The following day, “50 & Forever” will livestream the festival's panels and workshops, which are aimed at empowering women of the BIPOC community.

Amazon Music will provide original content, playlists and programming to hip-hop fans all year round. Beginning Thursday (3/30), viewers can stream Rap Rotation Rewind in DJ Mode, hosted by radio personality Free Marie. Described as “an immersive listening experience,” it showcases music from hip-hop’s five decades, drawn from customers’ listening habits and curated by an Amazon Music team.

“This year hip-hop fans around the world will come together to mark one of the culture’s most important milestones: the 50th anniversary of hip-hop,” said Amazon Music Head of Hip-Hop and R&B Tim Hinshaw. “Hip-hop has broken barriers and redefined culture across fashion, sports, film and social movements. From art to activism, it hasn’t just changed history but is history, and '50 & Forever' pays tribute to the indelible mark hip-hop's made on the culture.”

"50 & Forever" offerings span Amazon Music, Prime Video, Twitch, Audible and Amp. For more information, click here while we try to get "Rapper's Delight" out of our heads.