To maximize buzz leading up to the premiere of TBS’ celebrity rap-battle show Drop the Mic, Turner partnered with Universal to host a series of live events, bringing the fun of the show’s roast-like lyrical battles to fans. Utilizing popular hip-hop social influencers and concentrating on sharing their freestyle rapping and beatboxing along social channels, a great deal of interest was created for the show while also stimulating foot traffic to Universal’s Hollywood City Walk.