How will.i.am Developed ‘The Formula’ For The Future Of F1

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MIAMI – will.i.am needs to eat. He’s been pulled into TV live hits, quick meetings, meet and greets, and plenty of selfies, and he hasn’t had time to sit down to collect his thoughts. He puts an order in at the Mercedes compound in the team village and should have just enough time to enjoy that before heading out to the track for driver intros and a chance to showcase his new track, “The Formula” with Lil Wayne, marking a pivot for F1 that feels almost two decades coming.

While those driver intros — much more NBA All-Star Weekend than traditional motorsports — still are taking a little bit of getting used to, it’s the culmination of something will.i.am has seen as the future of F1 since his first in-person race experience in Singapore in 2008. F1 is hitting its stride in the States, which means more American-style pageantry and a general shift toward personalities that took a huge step forward in large part thanks to Netflix’s Drive To Survive series. As Max Verstappen (who ran a perfect race, starting near the back due to a fluky qualifying session on Saturday, but still managed to pass fellow Red Bull driver Sergio Pérez to win the Miami GP) mentioned during a short Q+A in Heineken’s Paddock Club, he often can’t do much more than go from training or track to hotel and back. Going out to dinner is a challenge now.

But all the drivers, despite the frustration, would agree this is ultimately good for the sport, and the opportunities to do more and more off-track have them reaching superstar status usually reserved for Oscar winners and first-name footballers.

There’s still more room for F1 to enter and disrupt the zeitgeist, and that’s where will.i.am comes in. As artist in residence for the sport, “The Formula” is just one component, and he sees chances to drop not just more songs into the mix, but add his cultural expertise and futurist perspective. It’s a project that seems uniquely suited for will, who has made his career on being not just in the moment, but creating the next moment in the studio, in business, in AI, and elsewhere.

UPROXX Sports had a chance to speak with will.i.am about the road to working with F1, where the sport can go moving forward, and what’s next.

Martin Rickman: How did the F1 opportunity come about for you?

will.i.am: There’s some opportunities that come to you, and then there’s opportunities that you materialize. So I had the idea to connect dots that people didn’t see, and those dots that people didn’t see are that F1 has amazing events that happen before the race. Friday’s crazy and the night is amazing, no matter what city you go to. Friday is the practice run. The party on Friday night is always the best. Saturday is qualifying. The party on Saturday is insane. Sunday is the race, and it’s like a moving freaking festival circus in the form of a race. But what the people see when it’s broadcast is just the race.

Just the race.

They don’t see the arts and the culture that’s happening in and around the races. And they fly artists out to perform at these parties, the local promoters. But that’s not captured in the broadcast.

No. That’s just for the people who are able to be at those.

Right. So I was like, “Hey, why don’t we do like an artist residency concept where one of the artists gets selected, they make an album, they release singles around key locations and videos?” In this case, me and Lil Wayne for the Formula. Me and J Balvin for a song that’s going to come out in the next couple of months. And then an album right around the end of the season in Vegas. And then the last song and video for Abu Dhabi in the race. And you repeat next year. And I pitched this concept to F1 CEO Stefano [Domenicali]. I attend the Harvard Business School. He was speaking. So I flew out to Mexico. He’s like, “Oh, I have to go to Boston and I’m speaking at Harvard.” I’m like, “I go to Harvard.”

You’re here right now.

And so he’s like, “Well, let’s meet up.” I was like, “Okay.” So from Mexico flying back to Boston is when I was like, “Whoa, I’m going to pitch him an amazing idea. Let me get this idea in order.” So I pitched him the vision at Harvard Business School.

Amazing. And so obviously he was into it, and then it led to it actually happening. Because nothing happens overnight. You work on things for years sometimes to make these things happen.

So it took from November the second until — here we are, May 5, May 8 — to get everything and the deal done, make the songs, shoot the video, record the orchestra, film the orchestra, film the video, film the part of this video for “The Formula” on the Saudi track. And all the activities, all the organizing strategy, finalizing on notes and edits all happened on FYI.

And for people who aren’t familiar yet with FYI, the app that you’ve been developing for the past three years, was this a good pilot opportunity for you to utilize the project, kind of in real-time, and then be able to continue to test everything that you had been working on?

So the first pilot, we knew the power of it by working with ITV, to do The Voice this year. And Mercedes, I worked with Mercedes very closely, the car that I made last year that I launched here [in Miami], we used the product for that. So we’ve stress-tested it and put it to work. But this is the first time it’s at this scale, though.

For F1 specifically for you, what was your introduction to the sport, and what is it about that sport that is so interesting? Is it that connective tissue between art, culture, music, fashion, sport, and all that? Because you live at that nexus, but you’ve always also lived at the nexus of the future of all of these things. And I feel you’re constantly thinking about that stuff before anyone else is.

The first race I’ve been to was 2008. So I went to Singapore. Black Eyed Peas did the show there. And then from there I was like, “Whoa, this is something else. What is this? This is not like any other sport.” And I knew about it even before then because I introduced Lewis [Hamilton] to Nicole [Scherzingerback] in 2007. That’s like a year. So 2007 when I introduced Lewis to Nicole, and 2008 we played Singapore and then, boom, we were rocking from there.

In terms of the future of sport and of this sport specifically, where do you see it heading? And do you think that the progress that’s been made, not just with Drive To Survive, with the opportunities you have for artists in residence, the parties, all those other things that are coming through, where can it go from here? Because it still feels like there’s an opportunity to kind of open the door up to more people, but also collaboration and creativity in those things.

Let’s take basketball as an example. Basketball in the 80s was not fashion and culture. It was just a sport. But Jordan and Nike brought a whole new vibrancy to wearing basketball shoes out in the world. Right?

It’s not just performance. It becomes something else.

Yeah. Lifestyle and culture. So I think F1 is on its route to that because, if you think of fashion, I wouldn’t say that this sport has done that crossover of that yet but it’s on its way to do that. It’s on its way to impact that level of culture. I think Lewis is a big major factor on how it crosses over to the world of fashion like basketball has.

How important has it been to be able to sit at these tables with other people that maybe you haven’t had the chance to talk to yet, but you wanted to, whether it is Sergio or someone like that to work towards those next things you want to do?

Networking is great, but I don’t want to be that. You want to be careful that you’re not that guy. I don’t want to be that guy where it’s like going to tables because people, they want their space. They’re here with their folks. So it’s a balance. Taking the opportunity when people want to introduce you to people, but I also want to give people their space.



source https://uproxx.com/sports/will-i-am-the-formula-f1-miami-grand-prix-interview/

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Hip Hop and Music: A Cultural Evolution

Hip Hop and Music: A Cultural Evolution and What Listeners Look For Hip hop is more than just a genre of music; it is a cultural movement that has deeply influenced the world for over four decades. Originating in the South Bronx during the 1970s, hip hop was birthed from the creative expression of marginalized communities. What started as a fusion of DJing, breakdancing, graffiti art and MCing (rapping) quickly became a global phenomenon. Over the years, hip hop has expanded its reach, influencing various aspects of society, from fashion and language to politics and social movements. But what exactly do listeners seek when they tune in to their favorite hip hop tracks? Let’s explore.

The Evolution of Hip Hop Music

The Evolution of Hip Hop Music At its core, hip hop music is built on rhythm and lyricism. Early pioneers like DJ Kool Herc, Grandmaster Flash, and Run-D.M.C. laid the foundation for what we now recognize as hip hop. They mixed disco, funk, and soul beats with rhythmic rapping to create a unique sound. Through the 1980s and 1990s, iconic artists such as Tupac, The Notorious B.I.G., Nas, and Jay-Z further shaped the genre, adding deeper narratives that explored social issues, struggles, and triumphs.
In the 2000s, hip hop saw its golden age evolve into new sub-genres, from Southern hip hop (e.g., OutKast and Lil Wayne) to the rise of trap music (led by artists like Future, Gucci Mane, and Migos). Today, artists continue to experiment with hybrid sounds, blending trap with pop, rock, and electronic music, creating a more diverse landscape for the genre.

What Listeners Look for in Hip Hop Music

What Listeners Look for in Hip Hop Music While the genre has evolved, the heart of hip hop music still beats with certain core elements that listeners continue to seek. Here’s what attracts audiences to hip hop music:

1. Authenticity

One of the most important qualities of hip hop is its authenticity. Listeners are drawn to artists who stay true to themselves, their roots, and their experiences. Whether an artist is rapping about overcoming hardship, life in the streets, or personal triumphs, their genuineness resonates with fans. Authenticity gives hip hop its raw edge, connecting the artist's voice with listeners on a deeply personal level.

2. Lyricism and Wordplay

Hip hop has always been a platform for storytelling, and the craft of lyricism is highly valued. Fans look for clever wordplay, metaphors, punchlines, and deep storytelling in their favorite tracks. Rappers like Kendrick Lamar, J. Cole, and Nas are revered for their intricate lyricism and ability to convey powerful messages through their words. A song with sharp bars, vivid imagery, and emotional depth can elevate a listener’s connection to the music.

3. Beat and Production Quality

The beat is often the first thing people notice in a hip hop song. A catchy, hard-hitting beat can make or break a track, and producers play an integral role in shaping the sound of hip hop music. Producers like Dr. Dre, Kanye West, and Metro Boomin have become household names for their distinctive production styles. From boom-bap beats to trap drums, the instrumental elements are essential in drawing listeners into the rhythm and groove of the song.

4. Innovation and Evolution

Hip hop is known for its constant evolution. Fans of the genre are often on the lookout for artists who push boundaries and experiment with new sounds. This spirit of innovation keeps the genre fresh and exciting. From the rise of auto-tune with artists like T-Pain to the blend of electronic and rap seen with artists like Travis Scott, listeners are eager for new music that challenges the traditional limits of hip hop.

5. Vibe and Energy

Hip hop isn’t just about the lyrics or the beat—it’s also about the energy the music brings. Whether it’s a party anthem, an introspective track, or a political statement, the vibe and energy of a song play a crucial role in how it resonates with fans. Artists like Drake, Cardi B, and Lil Uzi Vert have mastered the art of creating tracks that make listeners feel a certain way, whether it’s hyped up, laid back, or reflective.

6. Relatability and Emotional Connection

Hip hop has always been an outlet for self-expression and commentary on life experiences. Because of this, listeners often gravitate toward songs that reflect their own lives, struggles, and aspirations. Whether it’s a song about the challenges of growing up in a tough environment, the celebration of personal success, or the experience of love and heartbreak, hip hop has the unique ability to connect emotionally with audiences. Fans often seek songs that speak to their individual journeys and provide comfort, validation, or empowerment.

The Global Reach of Hip Hop

What was once confined to the streets of New York City has now become a global cultural force. From Tokyo to Paris, hip hop has spread across continents, influencing artists and listeners worldwide. In recent years, artists from outside the U.S. have brought their own cultural influences to the genre, blending hip hop with local sounds, languages, and traditions. The genre’s global reach is a testament to its universal themes of struggle, self-expression, and empowerment.

Conclusion

Hip hop music is an ever-evolving cultural powerhouse that has grown from a localized subculture into a global sensation. The authenticity, lyricism, production quality, innovation, energy, and emotional depth are the main ingredients that attract listeners to hip hop. While the genre continues to change, its core values remain consistent—offering a space for self-expression, storytelling, and connection. As hip hop continues to evolve, it will undoubtedly remain a major force in shaping the future of music. Whether you’re a fan of classic boom-bap or modern trap, hip hop’s diverse range offers something for everyone, proving that its cultural impact is here to stay.