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The Art of Freestyling: Removing the Limits of Your Brand

AUGUST 2011 Millennial Marketing Insight from HypeLife Brands: "The Art of Freestyling: Removing the Limits of Your Brand"

The art of freestyling is based wholly on your knowledge, rhythm, and ability to create in the moment. Now don’t get me wrong, freestyling can be applied a lot of ways. But for now, we’ll focus on one of my favorites: hip-hop freestyling.

When an MC or rapper goes into a freestyle, they rely on instinct, experience, and intuition. They are fully in the moment, trusting their gut and their heart. MCs that can easily freestyle are some of the most talented and revered performers in the game. 

For example, check out this video I shot on a recent trip to Los Angeles at Low End Theory. Here some of the best beat music and dubstep DJs + artists perform, with recent drop-ins from the likes of Flying Lotus, Thom Yorke (of Radiohead fame), and Erykah Badu. What you’ll also see is Nocando, the host MC, do what he does best: incredible freestyle that demonstrates his knowledge, rhythm, and ability to mesh off-the-cuff wordplay.

When it comes to your brand, you know it, you live it, you embody it minute by minute. And like these lyricists, when decision time comes, removing inhibition and trusting instinct can bring power and positive change. Too many times an important decision is stalled by a board, or a stuck CEO, and I can tell you from first-hand experience: decisions are progress. Without them, a brand will never move forward.

A brand is a living, breathing organism that needs attention, nourishment, and the ability to grow; starting with the seed of your idea. With this in mind, developing the ability to “freestyle” with the decisions that fly your way will allow your brand to flourish.

Not sure you’ve the intuition to choose the next path? Bring in a mentor or trusted resource/agency to show you the ropes. Like lots of MCs, most had someone to help them start; someone to show them something new. When you decide to do this, surround yourself with the best. Period.

So go on now. Trust your knowledge, believe in your brand’s rhythm, and grab the mic...You might be surprised what happens.


Curt Cuscino
Principal + Lead Brand Navigator
HypeLife BrandsSaveSave