The magic of freestyle rap captivates even the youngest audiences. A performer’s quick-witted improvisations and the ability to weave words into rhyme in seconds remain astonishing. At the close of the sixth season of the Freestyle Master Series (FMS) in Rap Spain, the league that showcases improvisational rap sold out its offerings. About 8,000 tickets were snapped up for concerts on December 15 and 16 at La Farga in L’Hospitalet de Llobregat. “Barcelona is where FMS began in 2017, and the city has a thriving community,” notes Pedro Henrique, founder of the production company City Roosters and organizer of the rappers’ league. “Freestyle has a magic quality: what you see is happening in the moment,” he adds.
“We have a community of thousands, with millions of fans following across platforms. Today we generate more than a couple of billion impressions across all our accounts,” Henrique explains. He describes the target audience as digital natives—very young listeners who follow artists online and then want to experience performances live. The secret to the project’s success lies in the ability to execute, to translate talent into a sustainable pursuit. The team values what the artists do and works to turn it into a hobby that can become a profession, supporting talented people as they develop, gain stability, and earn a living from their craft.
The league has become a destination for freestyle enthusiasts and students who dream of pursuing the art seriously. The guiding mission centers on leaving a lasting legacy, transforming lives, and driving social change, according to the creator of FMS.
Brand relevance
This philosophy attracted participation from major brands. Pepsi, Red Bull, KFC, RTVE, and JD Sports are among those already involved, helping ensure financial balance and growth for artists. Large brands recognize the reach and influence over younger generations—about 83% of the audience is male and aged 17 to 32—and they see value in authentic, organic engagement rather than forced sponsorships. More than 60 events are organized annually, underscoring the scale of the operation.
“We seek partners whose presence feels natural to the audience and not intrusive,” Henrique says. The collaboration strategy creates unique experiences, such as pop-up barber shops at events or improvised JD Sports and KFC moments that are performed by the rappers themselves, reinforcing the connection between performance and sponsorship.
Expansion and future projects
Originating in Barcelona, the project gradually expanded to Argentina, Mexico, Chile, Peru, and Colombia. Plans are in motion for a new chapter in Brazil, where the first freestyle league in a language other than Spanish could debut. The executives at Urban Roosters are also exploring membership models to deepen fan loyalty, enabling decisions about musical styles in rounds or which artists should appear on FMS.
In addition to growth in the hip hop space, the company is pursuing other ventures within urban culture, including graffiti, beatboxing, and skateboarding leagues. The stated mission is to transform lives through hip hop culture. The North American market remains a strategic focus for upcoming years, with the aim of bringing FMS to the United States.