Tommy Jeans celebrates 50 years of hip hop with its Future Sounds programme

Tommy Jeans celebrates 50 years of hip hop with its Future Sounds programme

by Ollie Cox
3 min

When it comes to the hip hop uniform, Tommy Jeans have been a staple in the wardrobe of MCs throughout history. Tommy Jeans have been associated with the genre for decades, worn by a host of stars from A$AP Rocky to Mary J Blige, and so the brand has embedded itself within the hip-hop uniform. This uniform is as distinct as the sound, delivering a unique fusion of samples, captivating lyricism and beats that ever-evolve the art form. Likewise, a full Tommy Jeans fit can be found paired with laceless sneakers drawn from the influence of B-boys in the ‘70s and early ‘80s, to the huge chains of the ‘90s and early ‘00s.

2023 marks the 50th anniversary of hip hop, a genre that has rhymed and rhythmed its way from the underground into the mainstream. With its roots in the Bronx, the genre has garnered worldwide attention, now loved around the world – starting out with block parties and booming into the commercial genre it is today. 

Back in 1973, hip hop began with the dance discs of DJ Kool Herc, Grandmaster Flash, and Afrika Basmbaataa, with The Message by Grandmaster Flash & the Furious Five a shining example of the music produced in the era. Next up, we had the ‘90s with Biggie and Tupac pioneering the relaxed rhythms and powerful lyricism of hip hop’s golden era. In the ‘00s, we were blessed with a new sound, building on what had gone before with tracks such as Work It by Missy Elliot leaving a lasting impact. Now, a new alternative sound has taken hold with Playboy Carti’s melodic “mumble rap” style, marking a new era.

While this milestone needs to be celebrated, Tommy Jeans is looking to the future and the next 50 years of hip hop talent. The American clothing label has partnered with sample library, On The Radar Radio and producers Cash Cobain, Gabe P, Major Seven, Matthew Ali, Whereis22, and Dizzy Banko to run its Future Sounds programme. 

Future Sounds is a beat-making competition to help find hip hop’s next star producer who can pave the way for the next 50 years of the genre. The challenge is live now, and will be accepting entries until November 1. 

A select number of shortlisted tracks will be aired on a November 8 live stream hosted by Gabe P and a variety of other hosts over at On The Radar Radio, with huge prizes up for grabs. Prizes include an AKAI ONE MPC, a “Mix and Master Session” with On The Radar Radio, and loads of Tommy Jeans clobber to revamp your hip hop wardrobe. 

As part of the project, free samples of the most exciting beats of the past decade have been made available. These were downloaded more than 1,000 times in the first six hours of the release, showing the huge interest in the programme.  

If you fancy yourself as hip hop’s next superstar producer, head to WAVS and start your journey now. This activation was developed by Creative Studio Something™.

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