Where new music actually breaks out
When Amp launched as part of Amazon Music, it quickly found a home in the hip hop community. Creators on the platform weren’t just hosting shows. They were shaping what’s next. Spotting emerging artists, building momentum, and becoming a real source of discovery in the scene.
That kind of energy is hard to manufacture. But it’s also easy to underplay if it’s not clearly defined.
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It takes 10,000 hours to make a 3 minute hit
When we hear about new talent that is breaking, it’s usually framed as a ‘viral hit’ or an ‘overnight success’. The implication is that they got lucky. A fluke. The part they usually leave out is the grind that leads up to that moment: recording sessions in makeshift studios, hustling to promote a new record in half empty venues (or strip clubs in Pote Baby’s case), trying to cut through the noise on social. There is a lot of hard work to get to the top that goes unseen.
So when we started The Come Up, a program devoted to discovering and featuring new emerging talent in Hip Hop, the story had to go beyond the usual tropes of ‘making it’. We wanted to shine a light on the long journey and absolute dedication these creators have for their craft and artistry.
Since we had a huge Hip Hop fan base in the app, we activated our community together with four prominent Atlanta tastemakers (who also became Amp show hosts) and Cam Kirk Studios, to identify three names that we were willing to bet are going to blow up in Hip Hop soon: Pote Baby, CEO Trayle, and Ken Carson.
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VIBE Magazine and our tastemakers
To house all of the content, we created an immersive editorial website together with the editorial team over at Billboard and Vibe magazines. It became our storytelling hub for films, photography, and articles about our project.
Our ‘Come Up’ Tastemakers go beyond the typical social media influencers, and have become a central part in our campaign and content programming. We partnered with 4 prominent hip hop insiders in Atlanta and worked with them to create their own radio shows all about emerging rap artists.
HIP HOP HOT TAKES
Partnering with Atlanta based artist Tommy Bronx we created a bespoke mural that featured the cultural icons of Atlanta, and our tastemakers. On top of that, we created wild postings with hottakes from our community throughout the city in high foot traffic areas.
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