In recognition of Black History Month, Atwood Magazine has called upon artists to contribute a series of essays that explore themes of identity, music, culture, inclusion, and beyond.
Today, Steve McKeever, Founder and CEO of Hidden Beach Recordings, presents his essay titled ‘Unwrapped: Bridging Generations Through Music and Celebrating Black Excellence’ as part of Atwood Magazine’s Black History Month series. In his piece, he reflects on the Unwrapped band and their innovative takes on Kendrick Lamar's classics in ‘Unwrapped, Vol. 9.’ He emphasizes the significance, influence, and power of creating music that unites both older and younger generations, promotes togetherness, and honors the shared heritage of hip-hop and jazz.
The initial Unwrapped album was an immediate success, reaching its annual sales goals in Atlanta within just three days, and it distinguished itself as the first new artist instrumental record to debut on the Top 200 Pop charts while also hitting #1 on the Jazz chart. Since that time, Unwrapped has become a favorite in various venues, including nightclubs, festivals, church events, record stores, coffee shops, and barbecues, fostering a common ground for music enthusiasts of all ages. Over 8 volumes, the series has explored the works of artists such as A Tribe Called Quest, Tupac Shakur, Outkast, Naughty By Nature, Lil’ Kim, Nelly, Common, Big Pun, and more, showcasing amazing talents including Patrice Rushen, Jeff Lorber, Najee, Jeff Bradshaw, and Paul Jackson, Jr. All contributors brought their finest to these special releases.
Set for release on February 7, 2025, Hidden Beach’s ‘Unwrapped, Vol. 9 – The Songs of Kendrick Lamar Reimagined’ features some of Kendrick Lamar's most iconic tracks reinterpreted in a jazz-inspired format, providing a fresh and sophisticated rendition of the rap star's best works. This latest entry in the acclaimed UNWRAPPED series merges the raw energy stemming from Lamar’s lyricism with the everlasting charm of jazz, presenting a rich instrumental experience that accentuates the depth and musicality of his body of work. Transforming hip-hop classics into lush, jazz-infused soundscapes, this album caters to both longtime aficionados and new listeners alike. Produced by Anthony “Brew” Brewster, head of House of Vibe, and featuring an ensemble of accomplished musicians like Conrad Bauer, Karen Briggs, Leon Mobley, and Jesús Molina, the project offers new insights into Lamar’s storytelling, melding his impactful beats with intricate melodies, warm brass, and, most importantly, soulful improvisation—an essential thread connecting hip-hop and jazz.
“This project is a labor of love from genuine Kendrick fans, reimagining his music with the same passion and respect that has defined Unwrapped over the years,” states Steve McKeever. “We’re excited to share this with longtime fans and equally eager to introduce new listeners to his brilliance. However, what truly motivates us is Unwrapped’s capability to foster connection. Over the years, these projects have united fans across genres and backgrounds, demonstrating that music can serve as a bridge. In a time marked by division, this album arrives as a timely reminder of the power of shared experiences.”
With each track, ‘Unwrapped, Vol. 9’ connects the worlds of hip-hop and jazz, honoring Kendrick Lamar’s legacy while pushing musical boundaries.
Read Steve McKeever’s essay below and stream Hidden Beach Recordings’ new album, available on all music platforms!
Bridging Generations Through Music and Celebrating Black Excellence
by Steve McKeever
Music has consistently served as a bridge—connecting cultures, communities, and to some degree, generations.
At Hidden Beach Recordings, we created the “Unwrapped” series with the vision of establishing that bridge within the Black music tradition, honoring hip-hop's legacy while connecting younger and older audiences in innovative and surprising ways. As we observe Black History Month, I consider music’s power not merely as entertainment but as a means of cultural preservation, unity, and a celebration of Black excellence.
I recently received a call from my dear friend and former colleague, Charles Whitfield, who played a significant role in founding Hidden Beach. Now inducted into the North Carolina Music Hall of Fame for his contributions, Charles was our first intern and employee (he also facilitated my connection with Michael Jordan, who became a key investor in bringing Hidden Beach’s vision to life). Within this context, Charles witnessed the development of the UNWRAPPED project from its earliest phases. In a testament to how swiftly time passes, Charles called to share his 13-year-old daughter's excitement after discovering our newest installment in the UNWRAPPED series—UNWRAPPED Vol. 9, our inaugural single-artist-focused project that reinterprets Kendrick Lamar’s impressive catalog through jazz instrumentation. He excitedly told me how he, his daughter, and
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Steve McKeever, Founder and CEO of Hidden Beach Recordings, presents his essay titled ‘Unwrapped: Bridging Generations Through Music and Celebrating Black Excellence’ as part of Atwood Magazine's Black History Month series!