Amazon Music pays homage to Hip-Hop

Audio streaming service Amazon Music has released this endearing spot directed by Fenn O'Meally through SMUGGLER, which celebrates Hip-Hop's 50th anniversary and champions its undeniable legacy. 

The film, 50 & Forever - Generational Queens, was shot with an all-female Black cast, and captures the moment when two teenage daughters find an old box containing relics of their mother’s Hip-Hop era from the 1970's; photographs, some retro items of clothing, sunglasses, a stereo, and a Queen Latifah tape. 

When their mother arrives home to hear the music of her youth, she shows off her rapping skills and reveals a sassy side of herself that her daughters have never seen. 

In a heartwarming moment of connection, the trio bond over Latifah’s groundbreaking feminist anthem ‘U.N.I.T.Y.’, which turns 30 this year, showing that when hip-hop fandom starts at home, it carries on for generations.