Just in time for the celebration of the 50th anniversary of hip-hop worldwide, music streaming giant Spotify launched on 17 August its most ambitious initiative yet in the Philippine music scene in the form of "Kalye X" — a move to showcase the growing local hip-hop culture in the archipelago and to immerse listeners in the diversity of Filipino music.

Since the movement's inception in 1970s New York with figures such as Grandmaster Flash, DJ Kool Herc, Afrika Bambaataa, DJ Disco Wiz and others, hip-hop has become a platform for disadvantaged youths to voice out their social, economic and political realities. It has crossed oceans and borders, and now prospers in the Filipino music scene with personalities such as Francis Magalona and Gloc 9 leading the way in its early days.

Kalye X is aimed as a three-way collaboration between artists, fans and the community. Running from August to October, Kalye X will see audiophiles getting to savor Spotify singles by artists from Luzon, Visayas and Mindanao.

Representing the Visayas scene are the pair Midnasty and Cookie$, while the collective Morobeats will stand for the colorful hip hop scene in Mindanao with DJ Medmessiah at the helm. Lastly, championing the streets of Manila are the ever relevant Gloc 9, Hero and Ramdiss — an unprecedented team-up that will surely leave listeners thumping.

"As a way to bring Spotify's Kalye Hip-Hop playlist to life, Kalye X aims to amplify the everyday stories and experiences, told by passionate artists and communities. With the growth of Pinoy hip-hop listenership doubling in the past year, it's important that we empower our artists to share their craft with fans in a deeper way, as well as push the boundaries of Pinoy hip-hop music culture," Kossy Ng, Spotify Asia head of music, said.

Spotify held Kalye X's launch party at Recto's Brooklyn Warehouse, with Cookie$ and Al James headlining the event while dancers from the Philippine All Stars provided the galvanizing dance moves.

Local streaming of Filipino hip-hop music has increased by 700 percent in the last five years, while worldwide streaming is up by 600 percent particularly in the United States, Canada and Australia.