Amazon Music Celebrates the Next Generation of Latino Artists with “The Future Is Ours”

Amazon Music is embarking on a journey to celebrate the future of music with “The Future Is Ours,” a vibrant exploration of style and sound that pays tribute to the groundbreaking Latino artists of the next generation and their fans. This forward-looking initiative includes the release of new music from rising Reggaeton star Ryan Castro featuring Rich the Kid in the track “Rich Rappers.”

“The Future Is Ours” also features an Amazon Music Original by urban sensation Ryan Castro, who stars alongside multiple Latin GRAMMY-nominated Argentinian artist Nicki Nicole in a brand video directed by Spanish visionary Felix Bollain. The video, set in a futuristic urban utopia, was shot in Medellin and Buenos Aires and boasts an original score by Latin Grammy-winning producer Alizzz.

“At Amazon Music, we want to look ahead and celebrate the next generation of Latin music artists and their fans who are fearless in their art, authentic to their core, and intentional with every move. They represent more than just music, and are bringing their creativity to other areas like fashion, beauty, and lifestyle. They are the future and the future is now,” explained Rocio Guerrero, global head of Latin Music at Amazon Music. 

To bring this futuristic vision to life, Amazon Music is transforming its Los Angeles headquarters into a captivating celebration of emerging talent in music and fashion merged with cutting-edge technology. The event will feature runway showcases of Amazon Music merchandise collections and a live performance by Ryan Castro, streamed on Twitch for fans worldwide. The show will be styled by Keyla Marquez, Fashion Director of the Los Angeles Times.

Amazon Music’s “The Future Is Ours” campaign invites music fans to explore viral fashion and beauty trends through playlists like “GRWM” (Get Ready With Me) and “Activao,” which capture the artistic spirit of Generation Z.

“I’m proud to be able to join Amazon Music in celebrating the future of music and culture through this campaign while also bringing my ‘Ghetto Star’ fans along for the journey with this video that includes my take on the future,” said urban artist Ryan Castro. “Last year I ventured into the fashion world with my own clothing line, “Ghetto Med” and since then have been excited to continue growing my presence in it. With Amazon Music integrating my vision and love for fashion into this collaboration means a lot.”

Music enthusiasts are encouraged to join the conversation by using the hashtag #TheFutureisOurs on social media platforms, including Instagram, TikTok, and Amazon Music’s official Twitch channel, with all content accessible through the Amazon Music desktop and mobile apps for iOS and Android. The campaign is a mesmerizing tapestry of creativity and emotion, blurring the boundaries of reality and ushering in the future of Latino music and culture.