The Story Of John Hammond: The Man Who Racially Integrated The Music Industry

Music has always been more than just a few songs to pass the time. Reflecting the cultural, political and moral climate of its time, music connects countries across the globe. It acts as a platform to share ideas, and to spread joy. Today, sounds from an array of genres fill the billboard charts. Music of black origin is hugely popular—take one look at the MOBO awards and you'll find platinum-selling artists from hip-hop to rap to soul. Sitting here today, it's easy to forget that it wasn't always this way—that our music landscape was hard fought for by many. One such person was John Hammond: a man whose passion for jazz spurred him on to a world-changing humanitarian cause, campaigning for the end of music's ethnic divide. Championing artists like Billie Holiday and Count Basie who were not allowed to play in white venues or with other white musicians, Hammond fought to end the racial segregation of artists. He fought for the talent he discovered in and around the dive bars of Harlem, and in doing so made the music we love today possible.

Even here in the UK, the legacy of Hammond can be felt, which is why Guinness is shining a light on the great man in their new advert. Joining them in the campaign are Rudimental, Foals, Lianne La Havas and Lady Leshurr, all of whom speak candidly about Hammond’s inspirational value in a new video series. For Foals, it was his passion for discovering new music; for Lianne La Lavas, she most loved his dedication to nurturing new talent; and for Lady Leshurr it was his innovative work with poetry and lyrics. The first in the series on the Guinness website is Rudimental, speaking candidly about music’s ability to bring people together, even in the most difficult of circumstances.

Music is much more interesting—to listen to and to make—when you’re not limited by boundaries. That’s what John Hammond taught us, to not discriminate against race, genre, and to be open to anything. 

The video features band member Amir Amor, the former asylum seeker who came to the UK and discovered an entirely new world of sound. He discusses his experience of trying to develop a sense of self in a foreign world. It's a spirit the other members of Rudimental share, highlighting John Hammond's forward-thinking political push which continues to benefit artists like themselves today.

Explaining that their own sound is a product of a creative melting point, Rudimental pay homage to the man who continues to inspire our appreciation of originality over popularity, or institutionalised ideologies. Amir Amor and friends speak from the heart about the importance of equality. Talent shines through, quality defeats prejudice.

It wasn't long before Hammond landed a spot on NYC radio station WEVD. It was an unpaid position but for Hammond, playing the music he loved and introducing the world to talent was more than enough compensation.

HAMMOND KNEW THERE WAS TREASURE IN THE UNDERGROUND SCENE BUBBLING FERVENTLY IN THOSE NYC SUBURBS, AND HE WANTED THE WORLD TO KNOW

He could also be found writing for seminal magazine Melody Maker, using his platform to celebrate the wealth of great performers he unearthed. Hammond knew there was treasure in the underground scene bubbling fervently in those NYC suburbs, and he wanted the world to know.

Hammond was an advocate for promoting equal rights in both music and politics, and would regularly speak at events and rallies. As a white man, Hammond was granted a voice and used it to speak for those who had been denied theirs.