"There are not very many products out there that speak directly to the hip-hop consumer base," said Wirtzer. "More than just a music game, this is a game that really incorporates all of the crucial elements of this lifestyle. It's not just about music, it's about swagger."

"I think, at the highest level, we're trying to make a game that appeals to a very broad audience of anyone who has really enjoyed hip-hop music at any point in the last 30 years. That's a really important thing for all of those fans out there who don't have a hip-hop game that can encompass that breadth of music across that whole period, all the way through to right this second what's coming out. Even stuff that'll be coming out at the very same time the game is coming out."