Longtime radio host and voice of the culture Ebro Darden from Hot 97's "Ebro in the Morning" is joining forces with streaming giant Apple Music.
Apple Music announced Wednesday that Darden will serve as the global editorial head of hip-hop and R&B, reports Billboard. In this new role, Darden will oversee an editorial group curating and creating strategies for rap, hip-hop and R&B artists. Previously, Carl Chery served in a similar role as Apple Music's head of artist curation focusing in on hip-hop and R&B. Now, that duty falls to Darden.
He made the news official sharing the great news with his fans on Twitter and Instagram.
— El Viejo Ebro (@oldmanebro) January 2, 2019
Over the years, he made a name for himself with his candid cultural commentary. It appears he will continue doing just that at Apple Music. Darden reaffirmed his stance on the importance of representing the best interests of Black artists and culture while speaking to the site.
"Once I learn about what’s needed to achieve that, it will be about looking ahead and figuring out ways to serve the communities where hip-hop and R&B music is made," Darden told Billboard. "Black music comes from the community. This is music made by people living real lives and artists speaking on behalf of those real lives."
The newly created position won't take away from Darden's hosting duties at the New York-based popular morning show. Listeners can expect the spicy takes and newsworthy interviews to keep on coming.
The California native will also continue to host Apple Music's global live stream Beats 1. Darden has worked with Apple since 2015 helping to curate music and create playlists.
Apple Music believes this is a match made in heaven.
“We’re excited that Ebro is joining us in a full-time capacity. Having dedicated his life and career to hip-hop, R&B and pop music, he has so much to offer," Global Director of Editorial, Rachel Newman, told Billboard.
"One of Ebro’s most defining characteristics is that he has great ears for where R&B and hip-hop are transcending and evolving to beyond even the borders of the U.S.," Newman continued. "He’ll obviously take a leadership position for us not just in hip-hop and R&B but also in the communities where the music is made, which is also exciting and something unique to Ebro.”
According to Complex, the famed host will become a voice for young artists as well. The 43-year-old plans on creating a stronger relationship between artists and the streaming service, expand the reach of rap and R&B to every corner of the globe and usher in and develop new superstars.
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