 🎙️ The First Frequency
In Fall 2008, I launched my first Radio Show broadcast / podcast out of the KSFS studio at San Francisco State University. What I had was passion, purpose, and a dream—shaped by the voices I grew up listening to and watching. Legends like Sway, Angie Martinez, and Chuy Gomez weren’t just VJ hosts—they were blueprints. They showed us what was possible. They made media feel accessible—something that could be ours too.
They paved the way—and I followed, determined to create something rooted in community, culture, and authenticity.
I didn’t have the budget or tools we have today, but I had a mic, a vision, and a deep belief:
Showcase and amplify everyone from the Bay and beyond making waves. Be the Hip Hop I wanted to see in the world.
That was the foundation for Hip Hop’s Love Letter.
What started as a humble college radio show and podcast evolved into a cultural time capsule—an audio love note to the people, places, and moments that shaped us.
đź“» Radio Was Always the Dream
In 2019, Hip Hop’s Love Letter Radio went live.
24 hours a day. 7 days a week.
Curated rides, and sonic storytelling - Live mixes via Twitch / Youtube, artist tributes
Since then, we’ve streamed 47,568+ hours of curated sound.
That’s not just numbers—that’s LET US VIBE. That’s love in rotation.
From 2008 to 2012, I built a show rooted in love for the culture—amplifying voices, breaking records, and building bridges. Then came a pause—but not a stop.
I transitioned into the professional media world: from terrestrial radio (iHEART,CBS RADIO SF) to streaming tech (Pandora), and eventually, to satellite radio (SiriusXM). Working behind the scenes in systems like IT Audio Visual needs content and programming & later I was producing national audio campaigns with Creative Labs - helping craft branded experiences for a this MAJOR streaming platform.
- around that that time? I gained access to Pandora AMP—the Artist Marketing Platform that empowers creators to connect directly with fans.
- 🎧 Learn more about Pandora AMP
- AMP isn’t just a tool—it’s a full suite of products and programs that let artists of all sizes know their audience, market to their listeners, and engage their fanbase in real time. As a producer inside the brand, I supported artist campaigns and curated sound in a time of transformation.
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- PS I might have also been the Co-host for the internal news podcast that showcased all of our product features and updates, company changes and highlights but thats for another Blog post.
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- AMP isn’t just a tool—it’s a full suite of products and programs that let artists of all sizes know their audience, market to their listeners, and engage their fanbase in real time. As a producer inside the brand, I supported artist campaigns and curated sound in a time of transformation.
- 🎧 Learn more about Pandora AMP
🧠Behind the Boards
Along the way, I worked behind the scenes too:
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Produced international radio spots for campaigns like Gatorade GZero with Dwyane Wade & Gabrielle Union
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Curated live streams & branded content with artists like Kelly Rowland and Ella Mai, Los Dos Carnales, Los Tigres Del Norte, Estelle, Afro B, Juanes, H.E.R, and many more to name...
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Helped build out music moments during the pandemic with Pandora, TikTok, and third-party stream partners
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DJ’d events rooted in identity, celebration, and resilience—from LatinX heritage months to postpartum mama playlists
I say all of this to say…
You never really know what someone had to do to stay in the game.
đź’Ś A Love Letter to Those Still listening In
Hip Hop’s Love Letter has never been about me.
It’s about us. The dancers. The diggers. The dreamers.
The ones who remember waiting by the stereo with a blank tape.
The ones who still feel something when a certain sample hits.
If you’re an artist, creator, curator, cultural shifter or just someone trying to find your voice:
Don’t compare your journey to someone else’s highlight reel.
Most people only show the seggy stuff. You don’t see the grind.
The unpaid or undervalued gigs, the almost-quit days, the “am I even being heard?” seasons.
But if you stay true, your sound will always find its people.
🛠️ What’s Next?
Still mixing.
Still building.
Still broadcasting love.
Because Hip Hop’s Love Letter wasn’t a trend. It was a timestamp.
And now it’s a living archive.
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Stay tuned. Stay grounded. Stay loud.
– DJ La Madrina 🎧
#hiphopsloveletter #djlamadrina888