Amazon Music presents “The Genre” its project to highlight Urban Music

Amazon Music presents “The Genre,” its new commitment to spotlighting new music, programming and editorial content, highlighting the diversity and globalization of Urbano.

Editorial content and additional programming feature key voices from reggaeton, dembow, dancehall, hip-hop, R&B, urban champeta, guaracha and more. “El Genre shines a light on one of the most listened to genres of Latin music in the world, emphasizing the diversity of voices and sounds that contribute to the current movement,” said Rocio GuerreroGlobal Director of Latin Music at Amazon Music.

“From Argentine trap to Dominican dembow to Colombian guaracha, these once-local sounds have influenced artists around the world and are loved by fans everywhere,” Guerrero added.

Paulo London brings “Toc Toc” a new free style with Timbaland

The El Gender global playlist and initiative kicks off with a new Amazon Original freestyle from Argentinian star Paulo Londra, set to a musical beat by the producer Timbaland. With this song, Londra returns once again to her freestyle roots and underlines the importance she has in urban music around the world.

Additionally, to set the stage for The Genre, Amazon Music released a 60-second video that sparks debate over who is the best in the genre. Four young people discuss Who is the GOAT? while paying tribute to the successes of the genre and to the artists of the new generations who have taken it to other levels.

Fans will be able to show off their knowledge of the genre by playing trivia games with Alexa and will be rewarded with surprise messages from their favorite artists. To activate the game, simply ask, Alexa, are you a fan of ‘Genre’?

Opening on August 15, the two-part documentary “Genero 101: Dembow”, produced by the director of Urbano Jessy Terrero, traces the evolution of the Dembow. Global artists like farruko and Chimbala will help tell stories about this movement that was born in the neighborhoods of the Dominican Republic and has traveled to the United States, Spain and beyond. The documentary includes a playlist, “Bajo Mundo”, featuring some of dembow’s top hits.

All new content, including new playlists that accompany each El Genre initiative, is available on the Amazon Music desktop and mobile apps for iOS and Android.

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