Lil Pump, Jeezy & How Ad-Libs Took Over Hip-Hop

Over the past five years, ad-libs in hip-hop have reached such prominence that artists such as Lil Pump, Migos, and Playboi Carti have hits built around signature catchphrases. Although ad-libs are more popular than ever, their use is far from a new phenomenon. James Brown’s screams and grunts are often cited as a major inspiration for ad-libs, which were used by hype men and DJs in some of rap’s earliest recordings.

Ad-libs gained further refinement in the ‘80s and '90s thanks to iconic hype men like Public Enemy’s Flavor Flav and producers such as Puff Daddy. From the mid '90s to early 2000s, rappers such as Missy Elliott, Cam’ron, and Jadakiss each developed their own catchphrases. Down South, Lil Jon sat at the forefront of crunk music, while Jeezy’s signature ad-libs gained popularity alongside the rise of trap. Other big influencers include Lil B and Chief Keef, who serve as an inspiration for many of today’s rappers.

Check out the video above for a more detailed breakdown of the history of ad-libs.