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How it all started.

The DJ's record created a new sound, the MC's rhymes commanded the world to listen, the B-boy's rhythm moved people to dance, the graffiti writer's spray can painted multi-color poems, and knowledge provided us with self-truth, together, hip hop gave us the culture.

Origin: Bronx, NY

Hip hop is born

The foundational moment of hip hop occurred on August 11, 1973, when DJ Kool Herc debuted his innovative "breakbeat" technique at a Bronx house party. By using two turntables to loop and extend a song's instrumental break, Herc created the first continuous sound loop for breakdancers, which Coke La Rock then introduced through improvised spoken word.

A pivotal moment

"Walk This Way" in 1986

In 1986, Run-D.M.C.'s legendary collaboration with Aerosmith on "Walk This Way" became the single most pivotal event in '80s hip hop. The song was a massive cultural crossover hit that smashed genre divides and launched the movement into worldwide consciousness. The track was one of the first hip hop songs played in heavy rotation on MTV, introducing the genre to a broad audience.

A global shift

Tragedy to triumph

The intense media coverage and the iconic, martyr status of Tupac and Biggie helped elevate hip hop from a primarily US-based genre to an all-conquering global force, influencing fashion, film, and art worldwide. Artists and fans began to pay closer attention to rivalries to ensure they didn't spiral out of control, emphasizing that hip hop could be a powerful tool for social commentary

Hip hop fundamentally redefined the global cultural landscape, birthing a new era of expressive freedom. Born from necessity and creativity in 1973, a powerful, decentralized platform for marginalized communities to articulate their experiences, politics, and dreams.

This raw, unfiltered voice transcended geographical and socioeconomic barriers, swiftly becoming the dominant cultural force, proving that true power lies not in established systems, but in the art created by the people.

By innovating the use of sampling and breakbeats—taking, looping, and layering isolated musical snippets, hip hop fundamentally reshaped modern music creation. This revolutionary production method established a boundless library of global sound for reinterpretation.

Emerging from communities facing systemic neglect, hip hop became the blueprint for rebellious expression, self-empowerment, and entrepreneurship. It fostered immense resourcefulness, leveraging minimal equipment to create global cultural and economic commodities.

We are a culture with a proven ability to perpetually reinvent ourself while staying anchored to the core principles of Peace, Unity, Love, and Having Fun. We function as a persistent global curriculum, continually creating new trends across every continent.

Bigger than music.

We are here to honor, preserve, collect, and protect the culture, we speak to a global movement shaped by the voices, visions, and experiences of the timeless communities that created it.

Turntablism

Lyricism

Breakdancing

Grafitti

Knowledge of self

DJing is rooted in the genius of innovators like DJ Kool Herc. This element uses turntables and a mixer as a musical conveyance to isolate and endlessly loop the most rhythmic parts of records, known as the "break." The original musical framework over which the MCs would eventually rap, making it the bedrock of the entire culture.

MCing is the verbal art form of hip-hop, emerging as the voice to the DJ's beat. Originally, MCs served to hype the crowd and announce the party, but they quickly evolved into rhythmic poets who used complex rhyme schemes and wordplay to tell stories, boast skills, and eventually deliver powerful social commentary.

B-Boying/B-Girling is the dance element of hip-hop, born in the Bronx as a physical expression of the DJ's extended beat breaks. Known for its explosive mix of Toprock, Downrock, Power Moves, and Freezes, it served as a constructive form of competition.

Graffiti is the visual language of hip-hop, emerging as a powerful, public form of self-expression where artists used spray paint to tag their names across the urban environment, most famously on New York City subway cars. This foundational element is characterized by its bold colors, dynamic lettering, and the practice of "bombing" to gain recognition.

Knowledge of Self is the crucial, often-cited fifth element of hip-hop, representing the intellectual and cultural consciousness of the movement. It signifies the deep understanding of hip-hop's history, its social and political roots, and the importance of self-respect and cultural awareness.

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