Veteran record executive and 300 Entertainment co-founder Kevin Liles dropped by Sway In The Morning to promote Freestyle 50. Along with talking about the upcoming event, he and Sway praised Jay Z’s latest release 4:44 and discussed taking opportunities.

Freestyle 50 is a challenge that grants up and coming artists the opportunity to win $10,000, a single produced by London On The Track, and a singles deal with 300 Entertainment. Liles explains that he’s trying to bring the hunger of hip hop back.

“I’m giving you the starter-kit, you still gotta put in the work. Technology has offered an opportunity for you to showcase yourself every single day.”

To enter the competition, the rapper is to upload a video of him or herself rapping over Tee Grizzley’s “No Effort” beat on Instagram or Twitter, hashtag #freestyle50challenge, and tag Verizon and 300 Entertainment. The finals will be taking place in LA on August 30, judged by Kevin Liles, Sway Calloway, London On The Track, and Smack. Only eight finalists will be chosen.

Check out the interview and why Liles deems Jay Z “the rapper’s rapper” below.