say say Hip hop radio
This story begins in the streets of the Bronx when afro-american twens got their sound systems going. They looped the beats of their parents funk and soul records on turntables. A master of ceremony told the story of life in the streets on the mic. About a decade later, Frederick from Hamburg, Germany, held his first rap record in his hands. Public Enemy’s »Yo! Bum Rush the Show«.
When later in Frederick’s life it was time to build a career, he ignored—like so many others— his deeply rooted passion and became a lawyer. A highly paid one at that. With growing maturity and honesty however some of us realize that heart beats mind on the long-term. Frederick quit his job and started a Hip hop internet radio station.
He asked for creative support for his mission and was eager to get a first branding for his Hip hop venture.
Unlike the mainstream radio station (»xy fm«) Frederick is more dedicated to culture than advertising business. He’s ready to share his love with the world. squirrel supports that by having created a rooted brand name instead of thinking in category and marketing terms.
»say say« is a catchy edit of perhaps the most famous word in Hip hop. The brand name is based on the call for interaction between rap artist and rap audience, »When I say hip, you say hop«.
Frederick probably still listens to »Yo! Bum Rush the Show« twice a day. But the magic in this story is, this time he does it together with thousands of co-listeners.