On Monday 10/23, Amazon Music hosted “The Future is Ours” Fashion Show in Los Angeles, an exploration of style and sound that celebrated the next generation of groundbreaking, influential Latino artists and the next generation of fans.

Fusing together a futuristic view of fashion, music, technology, and culture, Amazon Music hosted a runway show featuring apparel designed by Latin creatives with looks styled by Keyla Marquez, Fashion Director at Large of the Los Angeles Times. The show featured a performance by Ryan Castro, leader of the new generation of Reggaeton, and his surprise guest, rapper Rich The Kid! The lively after-party also included a performance by emerging artist Bb Trickz.

Fans worldwide were able to join in on the excitement by watching a pre-show hosted by TV personality and actress Julissa Bermudez on the AmazonMusicEnVivo Channel on Twitch and Amazon Music app. The event was then live-streamed on both – and broadcast in Times Square!

This one-of-a-kind immersive experience was the culmination of Amazon Music’s “The Future is Ours” campaign. Launched last month, “The Future Is Ours” campaign included an Amazon Music Original by Ryan Castro featuring rapper Rich the Kid, “Rich Rappers,” and a brand video featuring the Colombian artist alongside Argentinian multiple Latin GRAMMY-nominated singer, songwriter, and rapper Nicki Nicole. The campaign also tapped into viral fashion and beauty trends with a GRWM playlist featuring multiple genres of Latin music and the Activao playlist capturing the spirit of Gen Z’s artistry.