1. Julian Slatem
Noise Makers

2. Noise Makers Breakdancing Beatboxing
Notable B-Boys: Junior [France], Cico [Italy], Quest Crew [USA], Last For One [South Korea], Storm [Germany].
Websites: B-Boy.org, B-Boy World, B-Boy Bunker, Red Bull BC-One.
Documentary: Planet B-Boy (2008).
Youtube: Pelezinho vs. Crazy Monkey Red Bull BC-one.
Beatboxing
Roxorloops (Belgium), Faith SFX (UK).
Websites: Beat Box TV, Beatbox Battle.

3. Breakdancing

4. Breakdancing Origin
Breakdancing is the dramatic form of hip hop music. It is the style of dance that goes with MCing.
Origin in NYC 1970s hip hop music as an adaptation of the style of dance popular in funk music. Funk dance displayed rapid foot movements, spins and fast pace, best example is James Brown.
Has been, and still is, urban, street art.

5. Nature
The dance developed during hip hop street parties, then became a sort of competitive, artistic spectacle.
The nature of the dance is almost a game of chicken against an assailant. The best breakdancer, in the early 1980s, was often the best fighter or gang member on the street.
Hence, we have ‘breakdance fights.’
It is a vibrant, loud, dynamic, creative, youthful dance form and the main arena is the street, but also through an online community.

6. Breakdancing Today
Today, breakdancing is a very popular and highly visible style of dance.
It is popular internationally, but particularly in USA, EU and interestingly in Asia, particularly South Korea.
South America and Africa also have a strong following, where their native styles like capoeira have either been melded or ridden the wave of popularity.
An excellent documentary on this global breakdance culture is Planet B-Boy (2007), which goes through US, SK, Japan and France.
It has enjoyed a huge rise in popularity and media coverage, thanks in part to Red Bull’s “BC-One” international breakdance events, and MTV’s follow-on series “America’s Best Dance Crew.”
There has been a general rise in dance popularity, with various TV shows appearing recently [So You Think You Can Dance, etc] as well as some Hollywood films. [Whilst not all of these shows are focused on breakdancing, there is large presence of breakdancers who compete or feature on these shows. See Breakdancing in Movies.

7. Red Bull BC-One
This case study is important in observing breakdancing and youth marketing.
Whilst Burn will obviously differentiate from this competitor, it is useful to observe Red Bull’s operation in this demographic and culture.
This is an example of activation of this community.
Red Bull’s history of marketing is typically a sponsorship and publicising of leading-edge, extreme-action trends. Previous examples include base-jumping, aerial racing, and in 2004 they sponsored breakdancing to their success.
In 2004 they held a breakdancing competition in Switzerland, and since it has become an annual competition that has events around the world. Successful in Europe.
The standard of competition is exceptional, thereby increasing reputation and publicity. Competitors from various countries. Large coverage on youth media broadcasts [I.e. MTV].
Format of 16 B-Boys in 1-on-1 knockout breakdance battles.
Combined reality TV with youth culture.

8. Beatboxing

9. Beatboxing
Like breakdancing, developed as part of hip hop culture. Shares similar history, origins, demographics and culture.
Is a mimicry of, or substitution for, an actual beatbox [stereo, turntable, speakers].
Not quite the same popularity or visibility as breakdancing, but often accompanies breakdancing.
Main arena is the street, where youth can improvise styles and incorporate it into other events like MCing or breakdancing.
The nature of beatboxing is not necessarily rebellious, though it is part of hip hop culture which is rebellious by nature.