WEBVTT

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This is what originality sounds like in china.

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For a country that has controlled through censorship,

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hip hop is a rare form of self expression and

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it's just beginning to shape a new generation of creators,

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which is why in 2000 and 17 the rap of

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china made waves across the country unlike anything else before.

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However, just when it looked like hip hop would thrive with the new sound of china,

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the country's top media regulator, the S.

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A. P. P. R. F. T.

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Band hip hop culture from television because

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of its tasteless vulgar and obscene content.

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As a result,

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they silence up and comin rappers like PG one

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guy and Vava by censoring them from public television.

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That's why Adidas is going to give the voice of hip hop back to china because

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even if censorship controls tv we believe that

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original is never silent by partnering with Xiaomi,

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one of china's most innovative tech companies.

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Adidas will create Base a bluetooth device dedicated to hip hop culture,

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but this isn't just a shiny new toy,

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it's a helping hand for creativity to be encouraged.

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It's a tool for inspiration to take shape.

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And most of all it's a platform for originality to be heard.

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Tracks that get the most love will also

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be played across all Adidas stores throughout shanghai

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and to give a new look to china's new sound.

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We're going to collaborate with PG one to create the base signature sneaker

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as the culture of hip hop begins to thrive again in china will turn our

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retail locations into cultural hubs by hosting

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listening parties and releasing more collaborative sneakers,

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proving that even when censorship threatens originality,

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we stand with the new generation of creators.