Over the past five years, ad-libs in hip-hop have reached such prominence that artists such as Lil Pump, Migos, and Playboi Carti have hits built around signature catchphrases. Although ad-libs are more popular than ever, their use is far from a new phenomenon. James Brown’s screams and grunts are often cited as a major inspiration for ad-libs, which were used by hype men and DJs in some of rap’s earliest recordings.