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Celebrating 50 Years of Hip Hop by inspiring the next 50

How do we seize a momentous occasion to demonstrate Tommy Jeans commitment to the next gen Hip Hop creators?

This year Hip-Hop is celebrating its 50th anniversary, and whilst a lot of brands are betting big on nostalgia, we helped Tommy Jeans do things a bit differently.

The brand has been a proud champion of the genre for decades, supporting those creating what’s next - then and now - from Snoop Dogg to Aaliyah and Destiny’s Child to A$AP Rocky. So instead of romanticising the past, we decided to help the new generation of Hip-Hop creators shape the future of the genre.

We partnered with sample library WAVS and legendary Hip-Hop community On the Radar Radio to curate a FREE sample pack and used it as the launchpad for a global beatmaking compeititon to find Hip-Hop’s next star producer. Because in our book, the best way to celebrate culture is to invest in its future.

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