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By tackling the regional label the aim is to exploit the other side of music enjoyed by many Latinos. PHOTOGRAPHY: Amazon Music Latin
By tackling the regional label, the aim is to exploit the other side of music enjoyed by many Latinos. PHOTOGRAPHY: Amazon Music Latin

Amazon's New Latinx Regional Music Initiative Is A Bid For Diversity

The famous singer Ángela Aguilar is the face of the giant's expansion as a music streaming platform.

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On Tuesday, Feb. 16, the head of Amazon Music Mexico, Paul Forat, and singer Ángela Aguilar sat down to figure out the last details of Amazon's new music streaming platform and its campaign, The Music that Connects Us.

While also celebrating Aguilar's latest single, the remake of the iconic Bésame Mucho, both professionals gave the last touches to the campaign part of the launch of Amazon Music Latin announced over a week ago. A new appendix of Jeff Bezos' giant — just as Amazon Prime Video — this new initiative seeks to promote regional music. They offer their own selection of Latino American artists, lists of classics, and exclusive material related to new emerging artists.

Among their catalog, and along with Aguilar, there are more recent proposals such as Calibre 50, who recently released the album Vamos Bien and features in an exclusive interview available on the platform. Viewers can also stream material from Christian Nodal, Romeo Santos, Karol G, Maluma, or Lele Pons.

Some of the releases planned for the near future are the albums Anatomía de un hit by Banda MS or Raíces by Intocable. They are also about to premiere a series called Sabroso Palomazo about regional music and food that will be broadcast in parallel on Twitch.

Amazon's regional label shows the logical and long-overdue recognition of the Mexican music market, including millions of Hispanic viewers in Latin America. It's the most coherent step towards including and assimilating different audiences, especially after the COVID-19 confinement.

Latin American music has become an international commodity; a guaranteed success in many niches of the global market, and that allows the Dominican reggaeton to become a source of income in European countries, or an investment fund for large companies, as happened with the purchase of copyrights of artists such as Shakira.

Hence, they propose selections of great classics in more than forty curated playlists. By tackling the regional label and traditional genres — such as mariachis or boleros — they aim to tap into the other Latin music that many Latinos enjoy.

Forat spoke of the elements of regional music as "an integral part of Mexican and Mexican-American culture and identity," confirming their intentions to "offer fans the opportunity to discover a different perspective of their favorite artists and bring them closer to these exciting projects."

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