by Laura Bickle THE SERVICE: Event Rap, creating entertainment and education in rap form at corporate events. THE BACKGROUND: In 2003, Canadian-born Baba Brinkman, who has a master’s in comparative literature, rewrote The Canterbury Tales into a critically acclaimed rap show, which he performed off-Broadway and on tour. Several similar projects followed, including a rap performance about Darwin’s Theory of Evolution, as well as some corporate gigs. In 2020, while in lockdown, Brinkman created Event Rap and enlisted fellow rappers to offer rap services for events, which were virtual at the time. Today, Event Rap has 11 artists— including himself—on its roster available to perform at events globally. HOW IT WORKS: Several options are available, including the popular Rap Up, which captures pivotal moments and key messages and is composed live and performed at the end of an event or session. “They kind of look like a magic trick. People are like, ‘how did you write that so fast?” says Brinkman. “But we have systems to execute it.” With the freestyle format, the audience feeds the rapper ideas, words and prompts, which are turned into entertaining, and often hilarious, lyrics in real time. Custom raps, which are created before an event or as a company anthem, can be turned into a video. It’s a good option if you want input into the content, says Brinkman. “We’ll understand the message that you’re trying to put out there, and we’ll make a rap to amplify that message.” eventrap.com Get inspired Watch Event Rap’s Rap-Up of Ignite’s education session at IMEX. Scan the QR code or visit ignitemag.ca SMART SIPPING As the demand for booze-free options grows in tandem with wellness-focused sentiments, Toronto-based Classic Juice Co.’s event activations fit neatly at the convergence of those two trends. Offering grab-and-go juice stations, fully staffed bars with signature drinks and experiential DIY make-your- own juice experiences, they help create memorable, meaningful moments that reflect values of health, sustainability and inclusivity. Classic Juice Co. uses upcycled ingredients, seasonal produce and eco-friendly packaging. As a Black, women- owned business that intentionally hires from the BIPOC community, they also bring powerful social impact and DEI alignment to the table. Crystal Devlin recently had Classic Juice Co. cater the opening of Lost and Found Healing Studio in Toronto: “Juice activations like this don’t just offer hydration— they create a moment. They encourage guests to slow down, enjoy and feel more connected to the event and each other. It adds to the overall atmosphere and leaves people with a strong, positive impression.” Plus, their fresh juices and wellness shots—like Avocado Lemonade and Cold-Pressed Ginger Shots— also make great gifts. classicjuice.co TALENT SCOUT Create & INSPIRE Summer 2025 | Ignitemag.ca | 47
