Choose a video to see rising stars from all over Hip Hop speak on the issues and why they keep it tobacco-free. If you agree with someone, hit the fire button. They debate - YOU decide.

Streaming Vs. Radio

Plays matter. But what about WHERE plays happen?

Lyrics Vs. Vibes

Does lyricism still  have a place in Hip Hop? Or is it all about the vibe? What do you think?

Biggest impact in hip hop this year

We've seen some game changers. Who do you think had the biggest impact?

People using screen readers may not be able to fully view information in this file. The content for this video is: "In a split screen, three videos of hip-looking young people are visible. Black and white text flashes on the screen. ON SCREEN TEXT: FRESH EMPIRE ON SCREEN TEXT: WE ASKED SOME KEY PLAYERS IN THE GAME, ON SCREEN TEXT: WHICH PLATFORM IS MORE IMPORTANT: RADIO OR STREAMING? A young man wearing a shark hoodie, Smooky Margielaa, sits on a stool in front of a black backdrop talking to the camera. SMOOKY: I've been played on the radio probably four or five times, and nobody texts me to tell me they heard me on the radio. When I put my stuff out on the Internet, it's like right there for me. It's on your newsfeed while you're scrolling down, so you have to see it. ON SCREEN TEXT: SMOOKY MARGIELAA Two young men, Ayleo & Mateo of Ayo & Teo, sit in front of a black backdrop talking to the camera. ON SCREEN TEXT: AYO AND TEO MATEO: I'm 50/50, but when we're in the studio, I always say, "When people hear this on the radio, they gonna trip out." A set of twins, Marcelo and Eugenio Garza aka Vice Menta, sit in front of the black backdrop talking to the camera. ON SCREEN TEXT: VICE MENTA MARCELO: Streaming is definitely, like, a blessing to a new artist, 'cause it's just an easy way to start. You know, you don't need nobody to approve of you or whatever. You just put it up. MATEO: And you can be in the car with your mom, grandma, auntie, little sister, niece, whatever. It don't matter. They all gonna hear it. A young man with curls piled in a ponytail high atop his head, Nova, sits in front of the black backdrop talking to the camera. ON SCREEN TEXT: NOVA NOVA: It allows me to put my songs out and be-- you know, my fans can listen to it whenever they want and keep running it back and keep playing it and let numbers grow. A woman with pink hair, Miss Mulatto, sits on a stool in front of the black backdrop talking to the camera. ON SCREEN TEXT: MISS MULATTO MISS MULATTO: Radio is definitely a more mainstream platform. It's a bigger platform. You can still be successful without it, as I'm successful without it. AYLEO: Streaming is way more effective 'cause you never know who will come across your song on the Internet. EUGENIO: But radio's still important because there's a lot of countries, especially, like, in Latin America, where they don't, like, really have access to social-- MARCELO: Yeah. Radio's just, like, broader. You know, they reach a broader audience. A woman with long dark hair, Krystal Bee, sits on a stool in front of the black backdrop talking to the camera. KRYSTAL: We have a connection with our listeners that you're not gonna find on a streaming service. In a three-way split screen of two stills and a video of Smooky staring into the camera. Black and white text flashes on the screen. ON SCREEN TEXT: HOW DO YOU INFLUENCE YOUR FANS? One by one, artists appear on the stool in front of the black backdrop and talk to the camera. MARCELO: Our music is just all about positive vibes and we just want to influence our fans in a positive way. EUGENIO: Mm-hmm. That's why we choose to keep it fresh and just live a tobacco-free life. NOVA: There's a bunch of people watching me, and I'm speaking to the next generation, and I'm already living tobacco-free. MISS MULATTO: they see all these celebrities rolling with Fresh Empire, and they're like, "Okay, what's this about?" You know what I'm saying? Makes you want to be tobacco-free too. KRYSTAL: I'm influencing my audience. I'm speaking to my audience, and I want to share this strong message to live tobacco-free and live this healthy lifestyle. Krystal Bee gets up from the stool in front of the black backdrop and walks off. Black and white and green text appears over social media icons on screen. ON SCREEN TEXT: FRESH EMPIRE KEEP IT FRESH. LIVE TOBACCO-FREE. @FRESHEMPIRE" For any more help, please email tobaccocampaigns@fda.hhs.gov';

People using screen readers may not be able to fully view information in this file. The content for this video is: "In a split screen, three videos of hip-looking young people are visible. Black and white text flashes on the screen. ON SCREEN TEXT: FRESH EMPIRE ON SCREEN TEXT: WE ASKED SOME KEY PLAYERS IN THE GAME, ON SCREEN TEXT: WHICH IS MORE IMPORTANT: LYRICS OR VIBES? PRODUCER: So what do you feel is more important: Lyrics or vibes? Two young men, Ayleo & Mateo of Ayo & Teo, sit in front of a black backdrop talking to the camera. AYLEO: Both. A woman with long dark hair, Krystal Bee, sits on a stool in front of the black backdrop talking to the camera. ON SCREEN TEXT: KRYSTAL BEE KRYSTAL: If it's between team lyrics or team vibes when it comes to tracks, I'm all about team lyrics. A young man wearing a shark hoodie, Smooky Margielaa, sits on a stool in front of the black backdrop talking to the camera. ON SCREEN TEXT: SMOOKY MARGIELAA SMOOKY: Sometimes it's about the groove. Like, sometimes it's in how you come in on the track, like, how you on top of the beat. It's how you feeling. A set of twins, Marcelo and Eugenio Garza aka Vice Menta, sit in front of the black backdrop talking to the camera. ON SCREEN TEXT: VICE MENTA MARCELO: It could be one word. It's just-- EUGENIO: Lyrics are just the way of give a message, but it's just-- doesn't have to be complicated. MARCELO: Yep. I didn't want to complicate it. A woman with pink hair, Miss Mulatto, sits in front of the black backdrop talking to the camera. ON SCREEN TEXT: MISS MULATTO MISS MULATTO: I'm definitely about telling a story. However, if the vibe isn't right, people aren't even gonna want to listen to your story. A young man with curls piled in a ponytail high atop his head, Nova, sits in front of the black backdrop talking to the camera. ON SCREEN TEXT: NOVA NOVA: It's the difference between hip-hop and the music industry. Music industry--a lot of artists tend to just care about the instrumental. People that are--you know, take pride into, you know, lyricism and substance, that's hip-hop. Krystal Bee sits in front of the black backdrop talking to the camera. KRYSTAL: We don't have to have just one lane in hip-hop. We can like different kinds of sounds and it could all be hip-hop. Ayleo & Mateo of Ayo & Teo sit in front of the black backdrop talking to the camera. ON SCREEN TEXT: AYO AND TEO MATEO: I look for the vibe. I don't-- if I don't feel a "Ooh, all right," then I'm not gon--I'm not gonna, like, want to listen to the song. Nova sits in front of the black backdrop talking to the camera. NOVA: You can groove and still say something to make somebody go, "Whoa, like, yo." In a three-way split screen of two stills and a video, the camera zooms in on Nova in a group shot of the artists. Black and white text flashes on the screen. ON SCREEN TEXT: HOW WOULD TOBACCO AFFECT YOUR MUSIC? MARCELO: It's all about giving my fans the best life, you know, and so I feel like if we smoke cigarettes, we wouldn't give the same vibes. MISS MULATTO: In the studio, I feel like my mind wouldn't be focused on making a hit record. Smoking cigarettes is a distraction. AYLEO: People would be like, "Hey, I'm hype, but dang, put that cigarette down." They don't want that. NOVA: Being a rapper and smoking cigarettes, like, those two don't go together. If rapping is my passion, every little bit of oxygen is needed. So I can't--I can't be smoking cigarettes. You know what I'm saying? Nova gets up from the stool in front of the black backdrop and walks off. Black and white and green text appears over social media icons on screen. ON SCREEN TEXT: FRESH EMPIRE KEEP IT FRESH. LIVE TOBACCO-FREE. @FRESHEMPIRE NOVA: Thank you." For any more help, please email tobaccocampaigns@fda.hhs.gov';

People using screen readers may not be able to fully view information in this file. The content for this video is: "In a split screen, three videos of hip-looking young people are visible. Black and white text flashes on the screen. ON SCREEN TEXT: FRESH EMPIRE ON SCREEN TEXT: WE ASKED SOME KEY PLAYERS IN THE GAME, ON SCREEN TEXT: WHO'S IMPACTED HIP-HOP MOST? Two young men, Ayleo & Mateo of Ayo & Teo, sit in front of a black backdrop talking to the camera. ON SCREEN TEXT: AYO AND TEO AYLEO: Kendrick Lamar. A set of twins, Marcelo and Eugenio Garza aka Vice Menta, sit in front of the black backdrop talking to the camera. ON SCREEN TEXT: VICE MENTA EUGENIO: Cardi B. A young man with curls piled in a ponytail high atop his head, Nova, sits in front of the black backdrop talking to the camera. ON SCREEN TEXT: NOVA NOVA: I can give it to Kendrick. AYLEO: Vince Staples. A woman with long dark hair, Krystal Bee, sits on a stool in front of the black backdrop talking to the camera. KRYSTAL: It's Kendrick Lamar. A set of twins, Marcelo and Eugenio Garza aka Vice Menta, sit in front of the black backdrop talking to the camera. ON SCREEN TEXT: VICE MENTA MARCELO: The Migos. ON SCREEN TEXT: AYO AND TEO AYLEO: Tyler, the Creator. ON SCREEN TEXT: FRESH EMPIRE KRYSTAL BEE KRYSTAL: Lil Yachty, Uzi Vert. A woman with pink hair, Miss Mulatto, sits on a stool in front of the black backdrop talking to the camera. ON SCREEN TEXT: MISS MULATTO MISS MULATTO: Lil Yachty. A young man wearing a shark hoodie, Smooky Margielaa, sits on a stool in front of the black backdrop talking to the camera. ON SCREEN TEXT: SMOOKY MARGIELAA SMOOKY: I got the biggest impact on hip-hop culture right now because of the sound I'm bringing. ON SCREEN TEXT: MISS MULATTO MISS MULATTO: Atlanta is hip-hop culture. How you walk, how you talk, everything I feel like is just fresh in Atlanta. We--we trendset. MATEO: Jay Z. AYLEO: Yeah. MATEO: Jay Z always had that impact. AYLEO: Yeah, he always had that impact. ON SCREEN TEXT: NOVA NOVA: These water bottles are pretty swell too. KRYSTAL: Lil Yachty and even Migos, you know, really changing hip-hop and pushing the envelope forward. They kind of don't care if how they look is considered cool. They're just doing them. MATEO: Kendrick is at the top of his game in hip-hop right now. He been leading example since he started. Everything he does is different. It's like he's a whole different person, a whole different god of rapping. AYLEO: Yeah, he's in his own lane. MATEO: His own lane. In a three-way split screen of two stills and a video, the camera zooms in on Nova in a group shot of the artists. Black and white text flashes on the screen. ON SCREEN TEXT: IS THE CULTURE MOVING TOWARDS LIVING TOBACCO-FREE? One by one, artists appear on the stool in front of the black backdrop and talk to the camera. NOVA: Culture's definitely evolving, you know, based off artists like myself and, you know, Kendrick. KRYSTAL: You hardly see 'em on social media because he's literally that focused on what he does. And what he does doesn't include smoking cigarettes. NOVA: Being tobacco-free, we're changing these kids' perspectives. You know, showing them that you don't have to necessarily smoke or do what anybody else is doing to win. MISS MULATTO: You gotta smell fresh. You gotta walk fresh, talk fresh. You can't do that when you smoking cigarettes. You gotta stay fresh. Miss Mulatto gets up from the stool in front of the black backdrop and walks off. Black and white and green text appears over social media icons on screen. ON SCREEN TEXT: FRESH EMPIRE KEEP IT FRESH. LIVE TOBACCO-FREE. @FRESHEMPIRE" For any more help, please email tobaccocampaigns@fda.hhs.gov';

Portrait of Krystal Bee
 

Portrait of Vice Menta
 

Portrait of Miss Mulatto
 

Portrait of Smooky Margielaa
 

Portrait of Nova
 

Portrait of Ayo and Teo
 

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Portrait of Krystal Bee

You're vibing with Krystal Bee

Krystal Bee knows Hip Hop—and how much damage tobacco can run on your look.
No matter your lane, an addiction to cigarettes can throw you off of it.
Krystal Bee is one of the leading tobacco-free voices on the airwaves today.
Portrait of Vice Menta

You're vibing with Vice Menta

These two have been elevating their game and their look by living tobacco-free.
Messing up your focus with a tobacco addiction is a complication you DON’T need.
Vice Menta is part of the new wave of artists keeping it positive by living tobacco-free.
Portrait of Miss Mulatto

You're vibing with Miss Mulatto

Looks this fresh? Game that’s tobacco-free? Miss Mulatto knows what’s up.
Cigarettes are just a distraction from your vibe, and vibe HAS to come first.
Miss Mulatto is a leader of the tobacco-free wave, creating success on her own terms.
Portrait of Smooky Margielaa

You're vibing with Smooky Margielaa

Credit where it’s due. Smooky is bringing the new sounds and rockin’ those tobacco-free looks.
It’s all about how you’re feeling. If tobacco takes your focus off the grind, it’ll be hard to keep up.
Smooky’s all about getting heard and the folks getting heard today are all on that tobacco-free wave.
Portrait of Nova

You're vibing with Nova

Nova takes his look and his game to the next level by passing on cigarettes and the damage they can do. Respect!
A tobacco addiction can take away your focus, and that’s not vibes.
Living that tobacco-free lifestyle is just one of the ways Nova gives back to his fans.
Portrait of Ayo and Teo

You're vibing with Ayo and Teo

Their lane DOESN’T include tobacco damaging their look or holding back their game.
An addiction to tobacco can make you lose control, and that ain’t hype.
Ayo & Teo are making it happen by avoiding tobacco and the loss of control an addiction can cause.
Fresh Empire Logo

THE GAME STAYS CHANGING

The new wave of artists is keeping their game and looks on point by avoiding tobacco.

The debate just popped off.

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Streaming Vs. Radio

Lyrics Vs. Vibes

Biggest impact in hip hop this year

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HIT THE BARBERSHOP

When they look at you, what will they see? Emmanuel Hudson drops facts on how you can keep your look fresh.

People using screen readers may not be able to fully view information in this file. The content for this playlist is: "Outside a barbershop with a red and blue striped pole, a young barber speaks to the camera. BARBER: Out here at the freshest shop in the city, we hook it up. Inside the barbershop, razors buzz as men receive various haircuts. The barber gestures at a customer. BARBER: High tops, temp fades... A man smiles as he takes a selfie. The barber playfully runs his hand over a man's afro. BARBER: Shape-ups, and whatever this guy has. The guys in the shop laugh. The barber continues speaking to the camera. BARBER: All of it. A woman shaves the back of a customer's neck with an electric razor. Then the barber looks over the customer's shoulder into the mirror, and they both smile and nod. BARBER: But no matter how fresh your cut is, smoking can ruin it. The barber continues speaking to the camera, and he raises his eyebrows and shakes his head. BARBER: Like losing your teeth or making your breath smell like an ashtray. The barber continues speaking to the camera, then admires himself in a hand mirror and grins. BARBER: Real talk, smoking cigs can mess with your look. The barber removes a haircutting cape from a customer. BARBER: So I guarantee, when you leave here, you'll be looking and smelling fresh. The barber and the customer do a handshake. The barber continues speaking to the camera. BARBER: Whether or not you keep it fresh...is up to you. Arm in arm, the customer and a woman leave the barbershop, and the customer waves good-bye. The bell dings as he opens the door. The barber places a shaving brush in front of the mirror. A black star on a green background appears and unfolds into a black box with the words "Fresh Empire" above a small green star. At the bottom of the screen are social media icons and small text details. ON SCREEN TEXT: FRESH EMPIRE KEEP IT FRESH. LIVE TOBACCO-FREE. @FRESHEMPIRE BARBER: Keep it fresh. Live tobacco-free." For any more help, please email tobaccocampaigns@fda.hhs.gov';

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