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How New Releases of Amazon Music Increase Artist Visibility API


Music is launching exclusive new music, playlists, live streams and short films in honor of Asian and Pacific American Heritage Month (APAHM) in May. One notable release is a weekly Amazon Original APAHM song series featuring tracks from Asian and Pacific Islander artists (APIs) across hip-hop, K-pop, R&B, and other genres.

On May 15, the music streaming platform with IMDb, IMDbPro, AEG, Gold House, Pacific Bridge Arts Foundation and Transparent Arts also host Identity 2021, a live virtual fundraiser at 8 p.m. EST via Amazon Music’s Twitch Channel. The event will feature live performances, PSAs and panels from artists Dumbfoundead, Sherry Cola, Mike Shinoda, Karen Fukuhara, Kalani Peʻa, Taylor Rapp, ATEEZ, Steve Aoki, James Reid, Guapdad 4000 and d Others benefit the AAPI Community Fund and the Gold House Pacific Bridge Arts Music Scholarships.

As Amazon Music highlights the achievements and contributions of the API community in America and around the world, the viability of API artists will increase. According to Frankie Yaptinchay, senior lead of Amazon Music’s vocal creation program and head of APAHM, amplifying diverse API backgrounds will not only help cope with the current community climate, but it will also influence and unveil greater opportunities for the API artists of tomorrow.

“For the API community, this past year has been a year of heartbreak and resilience in the face of so much adversity,” Yaptinchay said in a statement. “It is essential that the performance not only take place during Asia-Pacific American Heritage Month, but throughout the year, and it is essential that members of our community work for change to inspire and create solutions.” for the next generation. ”

Every Friday in May, Amazon Music’s playlist of the best new music from API artists is revealed on Mixtape Asia. The first track was a brand new Amazon Original song, “Rent Free”, by stunned featuring Filipino-American singer, songwriter and record producer Jeff Bernat. Listeners can expect to discover emerging musicians, including South Korean boy band ATEEZ and Filipino-American singer and songwriter Jules Aurora.

On May 28, Amazon Music will launch a new short film directed by Christelle de Castro and written and produced by Mamag Studios to honor API women artists who break standards and challenge stereotypes to redefine culture. The film, which airs on Amazon Music’s Twitch show “Group Thread: IYKYK”, features popular artists Audrey Nuna, Deb Never, Joyce Wrice and Maliibu Miitch.

“When we started developing Amazon Music’s editorial content program for APAHM this year, I thought it was imperative to leave space for female APIs to be heard and seen,” Jane said. Shin, senior content producer for Amazon Music who runs the streaming service’s APAHM editorial. content activities. “That said, our content program is intentionally focused on showcasing female API artists and creators with an ambitious short film and panel discussions on our Twitch channel that celebrate how they break down norms and stereotypes.”

Shin says the film and the panels are meant to be “vessels for healing and empowering conversations to take place between women in our community.” As the young Asian and API girls watching find encouragement, she says they will be able to create more authentically without barriers and have their voices and truths heard.

The new collection of Amazon Music playlists features a diverse collection of API musicians. “Made in Hawaii” features established and emerging Hawaiian musicians hosted by GRAMMY award-winning singer, songwriter and producer Kalani Peʻa, while “The Collective” features new hip-hop music from API artists from the whole world. Some existing playlists like “Bollywood Tadka” and “K-Pop Now” are also part of the mix highlighting various destinations in Asia.

“We can’t just fight together in the face of adversity, we have to back our movement with assertiveness,” Gold House Chairman Bing Chen said. “From the A100 list that projects the best of API success and activism to the identity that sets a definitive milestone for established and emerging talent; to our future future network that delivers even more next generation creative voices faster, we are here, end to end, to reshape public opinion and the treatment of our community so that we may be able to praise and serve others.

Vietnamese-American amount Musical artist Dolly Ave released her debut album To sleep May 7. His flagship hit, “Sunlight, Quiet, Flowers” was the result of a collaboration last year with rapper Charlie Curtis-Beard. The song has been number one on TikTok’s original music charts for seven consecutive days and has attracted more than 428,000 streams on Spotify.

Ave says, “We lift each other up as a community and working on projects with people who want to help us. As we see in the media today, there is an audience that believes in us… we are breaking records, we are seeing more representation and the narrative is slowly changing.

Due to the coronavirus pandemic, Identity Festival 2020 has been transformed into a seven-hour live fundraiser for United Way Asia Pacific with Amazon Music. Earlier this year, Amazon Music partnered with the Recording Academy for its Black Music Collective Fellowship and offered support to movements like #HateIsAVirus, #StopAsianHate, and Asian American’s Advancing Justice.

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