Meet Underdog Creators, Arnette's new project featuring artists from the rap, dance, skate, and fashion scenes.

Cypher comes from the Arabic alphabet and means zero. Originally from breakdance, the cypher style in hip hop was born in dance circles with b-boys and b-girls dancing in the center of circles - a reference to the number zero - formed by the people watching them. Over time, this style gained space in rap, but with a different proposal from dance. In rap, the cypher aims to bring artists together with original rhymes - in the vibe of freestyle circles - with a beat produced in the studio.

It was from these roots of street culture that Arnette was inspired to develop the Underdog Creators project, which seeks to use music, art, dance, fashion, and skateboarding to bring people together in a virtual ecosystem to depict the different styles that are part of the hip hop scene and inspire the next generation.

“Arnette wants to be increasingly close to underground culture, music, and art of Generation Z, so it believes that this project brings legitimacy to brand positioning and creates an interesting conversation in the rap community, with already renowned names such as DJ Cidy and Bivolt, alongside those who are promising in the scene,” says Fabio Ippolito, manager of the Arnette brand in Brazil.

With a team of musicians, dancers, artists, skateboarders, and stylists, the brand has invested in original and authentic content. Through a web series of six episodes, which will be exclusively broadcast on the Rap Box channel, it will be possible to follow all the behind-the-scenes of the musical and visual production process of the project - from the recording of the music, featuring musical production from the renowned producer Léo Casa1 and the powerhouse team Bivolt, DJ Cidy, Kadri, VK Mac, Duzz, SóCiro, Mikezin, and Budah, to the filming
of the music video.

"I was very excited about the partnership with Arnette because, besides being a brand I identify with, it brought an idea for a project that has everything to do with our culture and our moment in the Rap Box,” says Léo Casa1, a reference musical producer in the field.

The location chosen for the filming of the web series was Fabriketa, a space that breathes the urban culture of the streets of São Paulo. There will be three weeks of exclusive content on Arnette and Rap Box channels on YouTube, released on the 14th, 16th, 18th, 21st, 23rd, and 25th of September. The music video and the song will be available starting September 28.

Check here what will happen in the episodes of the Arnette Underdog Creators web series and who the leading artists are:

The project (September 14) – The first episode aims not only to present the project to the audience but also to show how the invitation from Arnette was received,
by the artists, and the expectations of each one for the process.

Instrumental (September 16) - In this episode, it will be explained how the
recording and the mixing and mastering process happens. Like a technical workshop showing the steps of the audio production of a cypher and with interviews from the musicians.

Vocals (September 18) – Follow each artist’s journey in the process of creating and recording their parts in the song, the difficulties of creating a collaborative song amid the pandemic, and the details of moments in the studio.

Skate & Art (September 21) - Graffiti artist xGuix and skateboarder Ricardo Dexter are the protagonists in this episode. See how they bring their street experiences into the project, showing part of the creative process and giving some tips to the audience.

Dance & Costume (September 23) - Here the stylist of the music video, Carol Granstrom, talks a bit about the references that led her to develop the aesthetic concept of the video. In addition, dancers Weskila and Jeyke will show, step by step, how they created the choreography and what the creative process of these movements was.

Recording (September 25) The last episode, besides showing all the behind-the-scenes of the music video recording day, will focus on the creative industry, with tips and curiosities for new artists, given by producer Léo - the name behind Casa1 and RapBox.

Meet the artists:

Bivolt: Brazilian singer, stands out for her attitude and protest in lyrics, has been grabbing the attention of local artists, who "rescued" Bivolt, taking her to know events like Rinha dos Mc's and rhyme workshops and Batalha do Santa Cruz. Recently,
collaborated with Gloria Groove.

DJ Cidy: Brazilian DJ who became a founding member of the famous group Costa Gold, which consists of him, Nog, and Predella. In addition, he participates in the Damassaclan ensemble, which unites Brazilian rappers from Haikaiss, Costa Gold, and Família Madá.

Kadri: Once a vocalist and songwriter for the Brasilize Reagge Band and today with over 59,000 monthly listeners, Kadri gained prominence after winning a cultural contest from Rap Box through public voting in 2019 and has a contract with the record label Casa 1.

VK Mac: VK has been part of music groups and labels such as Mac Crew, CDV Mob, INCITA Records, Olimpo Records, Setor Proibido, and also the Coletivo Venoza, alongside MCs Noventa and César, landing numerous works with them. In January 2020, he released his
debut album: Spacedrift.

Duzz: In rap since the age of 14, Duzz has always mixed his work with the internet and has not stopped growing in the last 3 years, focusing on his music and productions.

SóCiro: The rapper has participated in various musical settings, such as rock bands, metal, surf music, reggae, and rap groups. SóCiro is now part of the Projeto Orgânico and continues his solo career, boasting 3 albums and more than 90 released songs.

Mikezin: Starting his career at just 16 years old in a home studio, Mikezin has been standing out in rap battles and hip-hop and is a phenomenon on social media.

Budah: He is an artist known for impactful and engaging lyrics, with multiple influences that range from R&B to Samba, from Soul to Trap. His compositions revolve around his own issues and romantic experiences.

Carol Granstrom: trained in fashion design and with 10 years of experience as a stylist and fashion producer, is passionate about art, music, sports, and everything that allows her to express her feelings freely.

xGuix: His creative process, despite the pursuit of aesthetic perfection, is created in an experimental, almost visceral way, where intuition and experimentation are the foundations of the creations. Due to his experiences on the streets, he has encountered various realities, leading to an increasing need to express himself and interact with the city and its spectators,
whether to bring joy or to open questions for those who absorb these arts.

Weskila: had her first contact with art through dance with the help of the Cultural Department school (dept cult), studying with various national and international teachers. Diversifying increasingly, she turned to fashion, acting, and other artistic areas, working with people like Djonga, Emicida, Lilia Cabral, among many
others.

Jeyke: An independent artist, stood out in the national and international scene in
Hip-hop and Free Step dance after promoting her work on social media starting in 2009. Over time, Jeyke learned what needs to be done to become the artist she always dreamed of. Self-taught, she studied and immersed herself in digital positioning, video and photo capture and editing. With the dream of being a complete artist who
dances, sings, and acts.

Ricardo Dexter: Started skateboarding influenced by his father, who was a skater in the 70s. Consequently, his DNA transformed him, and today he is one of the most respected
and influential names in the country, with 20 years in the sport.