Freestyle is often an improvised, off-the-top performance, while written rap is pre-composed and memorized. Some artists freestyle their lyrics entirely, while others blend written and freestyle.
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Streaming has allowed artists to reach broader audiences independently, bypassing traditional gatekeepers like labels. Platforms like Spotify, Apple Music, and SoundCloud have given rise to new stars and changed how artists get paid.
Alter egos allow artists to express different facets of their personalities or explore new creative directions. Examples include Eminem’s Slim Shady and Tyler, the Creator’s Igor.