"Churn: cinema made sometime last night"

This chapter talks about the Australian ‘Rapper Tag’ project, which churned through its fervid call‐and‐response phase for four years between September 2010 and August 2014. Even now, the project continues to grow its quite phenomenal audience via a YouTube channel that has been compiled by one of the participating rappers, the inimitable FUBEX, Tagger #3. Representing a quite comprehensive survey of Australian hip‐hop culture, the entire four‐year project runs to fifty‐four self‐funded tags, and each tag garners an average of 80,000 views, with some performances such as 360's logging 300,000 or more. In addition to celebrating each rapper's distinctive agency, the innovation on display is joyously communal in the way almost every rapper refers to predecessors and hails the wit and wisdom of the entire hip‐hop crowd that is listening in and lining up to continue the tag. More exactly, the ethos in the project is deeper than just communal.