Urban Roosters is a entertainment and technology company that has professionalized and scaled freestyle rap (batallas de gallos) into a global sports-style league and multimedia business. Founded by a small team of entrepreneurs with backgrounds in advertising and music, the company builds digital products, seasons of live competitions and community features that connect rappers and fans around the world.
What started as a platform for online rap battles has evolved into a full ecosystem: users can practice, upload and watch battles, vote, follow artists, and compete in structured leagues and tournament formats developed by the company. Urban Roosters operates both digital services and large live events, blending app-like features with televised and YouTube content.
One of Urban Roosters’ most influential initiatives is the Freestyle Master Series (FMS), a league-style competition launched in 2017 that applies a season and ranking system to freestyle battling — effectively turning the scene into a professionalized competitive sport. Since its inception the FMS format has expanded to multiple countries with national leagues and international finals.
The business impact has been striking: the format’s events and channels have generated billions of views across streaming platforms and large arena audiences, helping the company monetize through sponsorships, ticketing, content rights and brand partnerships as the freestyle market matured into a mainstream entertainment vertical. Industry coverage highlights Urban Roosters at the center of this growth.
Looking ahead, Urban Roosters continues to expand its league footprint and launch new international series while developing its digital product suite to keep fans engaged year-round — a strategy that positions freestyle not just as a cultural movement but as an increasingly lucrative global entertainment category.
Urban Roosters is also working to launch the first worldwide English-language league, to be held in the United Kingdom at the end of 2025 (FMS UK).
