03 · AMPLIFY
Hip Hop 50 & Forever
Connecting Original IP to an Amazon-Wide Cultural Moment
ROLE
Audible Creative Lead · Executive Producer · Integrated Marketing
CONTEXT
For hip-hop’s 50th anniversary, Amazon brought together programming and experiences from across the company for Hip Hop 50 & Forever—a celebration of the artists, stories and cultural impact of the genre.
Audible contributed original work created with artists and cultural figures who helped shape that history.
CONTRIBUTION
I led Audible’s creative contribution to the broader Amazon initiative, bringing our original programming into the company-wide celebration.
That included three projects I produced: original work with Snoop Dogg and yasiin bey, along with The Motherlode: 100+ Women Who Made Hip-Hop.
My role bridged content and campaign: after leading the underlying productions and their integrated marketing from the content side, I carried their creative context into how Audible showed up across the larger Amazon initiative.
CAMPAIGN CREATIVE
FROM CAMPAIGN TO EXPERIENCE
Hip Hop 50 & Forever extended into Hip-Hop Sounds & Stories: A 50 & Forever Celebration, a two-day immersive experience created with Audible, Amazon Music and NTWRK in Los Angeles.
The activation translated the work into physical space through interactive listening booths, live performances, cultural conversation and limited-edition products inspired by five decades of hip-hop.
I contributed content perspective to the Audible experience, including how original productions I led—among them The Motherlode—were represented for audiences on site.
IMPACT
Hip Hop 50 & Forever brought Audible’s original programming into a cross-Amazon celebration spanning content, campaign and live experience—giving the work a larger cultural platform during hip-hop’s 50th anniversary.