Amazon Music recently launched a new program honoring the 50th anniversary of hip-hop.
Known as “50 & Forever,” the new initiative is a celebration of hip-hop in all of its forms, from music and culture to the way it has impacted society. Made by their hip-hop brand, Rotation, “50 & Forever” will span across multiple platforms, including Amazon Music, Twitch, Audible and Prime Video. The program will feature live streams, playlists, its own content and new music.
For the new content, Amazon Music has partnered with current hip-hop artists making their mark on the scene alongside legends. Artists such as Queen Latifah, Mary J. Blige, Busta Rhymes, Free Marie, Jadakiss and Method Man have already been announced as the program continues to unveil new artists participating in “50 & Forever.”
To begin the celebrations, Amazon Music released their first of multiple short films scheduled for release throughout 2023. Directed by Fenn O’Meally, the short film, titled “Generational Queens,” follows the rise of Queen Latifah and the making of her hit ‘U.N.I.T.Y..’ on its 30-year anniversary.
“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 the head of the hip-hop and R&B sector of Amazon Music, Tim Hinshaw, per a statement. “More than music, hip-hop has broken barriers and redefined culture across fashion, sports, film, and social movements.”
“From art to activism, hip-hop hasn’t just changed history, but is history, and 50 & Forever pays tribute to the indelible mark that hip-hop has made on the culture,” he added.
As part of the “50 and Forever” program, events will also be offered. Amazon Music already hosted a new exhibit based around the program at the Contemporary Art Museum in Raleigh on March 31. The exhibit explored the history of the Dreamville Festival, hosted by hip-hop artist J. Cole, as the concert series made its return to Raleigh, North Carolina.
The “50 & Forever” program will also be supporting Mary J. Blige’s Strength of a Woman Festival and Summit with a special event. Known as “Mary J. Blige B-Sides: A Celebration of HipHop50 with Special Guests,” the event will have appearances by Jodeci, Jeezy and Busta Rhymes, amongst others and will be hosted by DJ E-Class and Kenny Burns in a night of honoring the career of Mary J. Blige.
A livestream of the festival and summits will also be made available. This year marks the second year of the Strength of a Woman Festival and Summit; for four days, the event celebrates community and female empowerment through music and comedy.
The festival is scheduled to take place from May 12 to May 13 in Atlanta.
