Livestream negotiations between Amazon and West’s team didn’t last longer than a few days before Ye, ever impatient, abruptly called Hinshaw to expedite the process.
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Prince tweet that Kanye West and Drake would reunite that December at the Free Larry Hoover Benefit Concert for the first time since their 2018 feud. In November 2021, Hinshaw, along with the rest of the world, was surprised to learn through a J. Soon thereafter, decision-makers from labels like LVRN and Dreamville came calling for similar collaborations, but not before the most creative and chaotic force in modern music- Kanye West. Tyler’s Call Me If You Get Lost pop-up proved megastars and corporate giants could co-create a sense of intimacy, as the show was streamed from a small music hall in Brooklyn a year before Tyler would perform the album at Madison Square Garden.
But broadcasting entire shows for fans at home who might not be able to keep up with the rising cost of concert tickets speaks to a more profound commitment to the culture.Īll roads to how Amazon Music became a home for Hip-Hop livestreams lead back to Tim Hinshaw and his ability to relate to artists and executives alike. And like Apple Music’s relationship with on-air journalist Nadeska Alexis and Spotify’s platforming of Joe Budden and DJ Akademiks, Amazon also has a partnership with an ex- Everyday Struggle host in the form of Connected with Wayno. Rotation, the service’s flagship brand for Black music, curates Hip-Hop and R&B playlists that rival Spotify’s Rap Caviar and come with equally dazzling billboards in Times Square and other out-of-home hotspots. Justin Guthrie/Amazon Musicīefore these streamed shows, Amazon Music’s relationship with Hip-Hop looked similar to that of its competitors. Roughly 1500 fans in the venue and many more streaming the performance on Amazon Music’s Twitch channel witnessed one of the earliest performances of the rapper’s latest material. News of a “secret” Tyler, the Creator concert spread across the city on the day of the show.
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