It gives them a chance to show off their lyricism and wordplay against another rapper. And obviously winning them often with give them a very good reputation.
In every rap battle, when the two contestants are introduced, information about them is given, such as;
Where they are from, how many battles they won and lost and where you can find their music.
Whilst this information is displayed, one of their songs that best represents them as an artist and their musical style is played in the background, to further support the introduction and give the audience a clear idea of what the artist 'is all about'.
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