50&FOREVER is a campaign that not only allows fans to celebrate the last 50 years of Hip-Hop but also serves as Amazon Music’s commitment to fueling the next 50 years of Hip-Hop fandom by creating new and immersive experiences that deepen a fan’s relationship with the culture’s past, present and future. 

Since leading the creative concept, its visual identity and design, 50&FOREVER lives across Amazon Music’s owned and operated channels, OOH. social, digital and a dedicated online hub.

50&FOREVER made its debut online and via an IRL fan experience at J.Cole’s 2023 Dreamville Fest in Raleigh, NC.

creative director / Courtney Richardson

sr. copywriter / Ant Tull

sr. art director / Jason Gan

art director / Charlotte Simons

copywriter / Jared Schermer

group design director / Erin McCarthy

sr. designer / Hua Chen

client / Amazon Music x Rotation

Stupid Dope: Celebrating Hip-Hop’s Legacy: Amazon Music’s 50 & Forever Program Unites Fans

Cheddar News: Amazon Celebrates Hip Hop's 50th

ESSENCE Magazine: Amazon Music Introduces ‘50 & Forever,’ a Celebration of Hip-Hop 50