Spotify is advancing its mission to empower artists’ creativity by promoting more than just hip-hop music but also its culture and beyond it. Coinciding with the 50th anniversary of the world of hip-hop, the streaming app recently launched “Kalye X,” the latest initiative that is dedicated to collaborations between artists, fans, and the community on the local hip-hop scene.
“‘Kalye X’ is an initiative we launched to support hip-hop, and it’s just the beginning, meant to bring the kalye hip-hop brand to life,” shared Kossy Ng, Head of Music for Spotify Asia.
As part of the campaign, Spotify tapped established and up-and-coming local hip-hop artists from across the country to release a series of Spotify Singles that showcase the depth and diversity of Pinoy hip-hop.
Ng added that as more music lovers continue to patronize Pinoy hip-hop, it is important for them to strengthen local hip-hop artists in sharing their craft with their fans “in a deeper way, as well as push the boundaries of Pinoy hip-hop music culture.”
“As a way to bring Spotify’s ‘Kalye Hip-Hop’ playlist to life, Kalye X aims to amplify the everyday stories and experiences, told by passionate artists and communities,” she continued.
From August to October, Spotify will be releasing three singles featuring artists representing the sound of three major islands in the country—Luzon, Visayas, and Mindanao.
To kick off Spotify’s initiative, Midnasty and Cookie$ will be presenting their track as an ode to the vibrant Visayan scene. Meanwhile, DJ Medmessiah, together with the group Morobeats, reimagines the sound of Mindanao hip-hop with their respective track. Lastly, representing the streets of Manila, renowned rapper Gloc 9 will be joined by Hero and Ramdiss to pull off a three-way collaboration for the last Spotify Single.
Since the launching of Spotify’s ‘Kalye Hip-Hop’ playlist in 2018, Ng explained that local hip-hop songs had witnessed an impressive 700 percent growth in local streams in the past five years. Adding to it is the listenership of Pinoy hip-hop also grew globally at 600 percent strong with top markets including the United States, Canada, and Australia.
To celebrate these milestones, as well as the inaugural event, hip-hop artists Al James and Cookie$ joined Ng to talk about their thoughts on the vibrancy of the Pinoy hip-hop scene.
Filipino rapper and songwriter Al James gave credits to the Pinoy rappers for inspiring him to pursue his own dreams, whom he described as his mentors.
“Just by listening to them, they became my mentors. They passed on the energy of Pinoy hip-hop to us. I’m proud of what and where Pinoy hip-hop is now,” said Al James.
“Parang sabi ni Cookie$ kanina, na-represent niya ‘yung Cebuano. Kaya ng Cebuano, Tagalog, tumagos sa ibang bansa,” he added.
Meanwhile, Cebuano artist Cookie$ talked about how hip-hop helped him in representing his roots.
“It is important to put Bisaya culture on the map and inspire others looking to follow their passion. Spotify has been continuing to help me and other artists elevate Filipino talent while remaining true to our roots and distinct artistries,” Cookie$ stated.
Spotify’s “Kalye X” launch brought together hip-hop artists and the community to celebrate the potential of Pinoy hip-hop, with live performances from Midnasty, Morobeats, and Al James. Inspired by the Kalye Hip-Hop playlist, the interactive graffiti street art installation by Kayo Cosio and Trip63 breathed life into the venue, while the dance battle featuring the Philippine All-Stars with music by DJ Jazz Zamora displayed hip-hop’s boundless energy.
Spotify’s “Kalye X” kicks off its journey with the launch of three Spotify Singles events. The first took place in Cebu on August 26, it will be followed by Davao on September 23, and finally, Manila on October 28. During these events, artists will debut and perform their latest tracks as part of the inaugural Spotify “Kalye X” concert series.