When the beat drops, the heads bob and the rhythmic lyrics flow. An argument can be made that rap is one of the most popular musical genres in the world. It’s evolved through the decades (it is said the birth of hip-hop was in the Bronx, New York, in 1973), and is all over mainstream TV and radio. But being in the mainstream is nothing new for hip-hop and rap. The classic hip-hop radio stations are proof. And it’s more than music. It’s a lifestyle. An entire culture has been built around it, from dance to art. This culture is king at hip-hop and rap festivals taking place in cities all over the world. Some festivals feature hip-hop and rap alongside multiple genres, such as Rock in Rio USA in Las Vegas. Others focus on the hip-hop lifestyle, such as the San Francisco International Hip Hop DanceFest in California.