Mass Appeal teams up with Sony Music Entertainment for initiative celebrating hip-hop's 50th anniversary

Mass Appeal has announced another part of its #HipHop50 initiative, which is meant to celebrate hip-hop's momentous 50th anniversary this year. The entertainment company has teamed up with Sony Music Entertainment to highlight artists from the label and digital catalog program.

According to a press release, Sony and Mass Appeal will bring light to SME's talent via original content, experiences and merch that are part of Mass Appeal's campaign for hip-hop's milestone anniversary. It'll start January 25 with the exclusive launch of a new Fotografiska New York exhibition titled Hip Hop: Conscious, Unconscious.

Fotografiska, which has more than 200 photographs, "traces the rise and proliferation of Hip Hop through five decades of work from the trailblazing image-makers who helped codify Hip Hop as the most influential pop culture movement of its generation," the press release says. It will be open to the general public from January 26 to May 21.

Mass Appeal and Sony will also work on a content series titled Made By Hip Hop, which is slated to debut later this year. The series will see SME artists discuss various topics across the genre of hip-hop, including its history and overall impact on pop culture.

More #HipHop50 collaborations between the two companies will be announced in the next few months.

The announcement from Mass Appeal is the latest in the company's mission to celebrate hip-hop's 50th birthday. They previously announced a DJ Premier-produced soundtrack, a partnership with Live Nation to produce live event programming that celebrates the voices that helped shape hip-hop and a premium content partnership with Paramount + / Showtime.

A portion of proceeds will go toward the Universal Hip Hop Museum, opening in 2024, and other charitable organizations.

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