Erwin Mahroug (Born February 13th, 1981), is a Hip-Hop pioneer, entrepreneur, digital influencer, marketing strategist, event promoter, talent scout and a third generation B-Boy, or Break-dancer. He is best known for creating the first dance community platform and dance label called BBoy World (bboyworld.com created 1999). BBoyWorld was the first and the biggest independent Urban Dance community in the world that connected dancers, DJs, MCs and creative artists worldwide, before social media as we know it existed. Erwin is also the founder of streetdance.com (1997) and is the CEO of SDMG Entertainment.
Erwin was born on February 13th, 1981, in Rotterdam,On his 8th birthday, Erwin received his first portable Boombox from his parents. That gift exposed him to Hip-Hop & songs on the radio from music from Ice T, Krs One, Public Enemy, and Run DMC. That single moment jump-started a lifelong love affair with Hip-Hop and Breakdancing.
In 1997, inspired by the dancer Crazy Kujo (featured in Run DMC’s video vs Jason Nevins It’s Like That), Erwin started his breakdancing career. Shortly thereafter, Erwin discovered Paulo Nunes, a 2nd generation legendary old-school break-dance and World Champion. Paulo became Erwin’s teacher, guiding him through basic and complex break-dancing moves, to help him develop his own style in this dynamic art form.
In 1999, Erwin suffered significant injuries and his doctor advised him to quit dancing. During this same period, the World Wide Web was being developed and brought to the masses. Erwin saw an opportunity to expand his skills through the internet. During his downtime, Erwin began learning the ins and outs of the internet and fell in love with the potential it offered.
Erwin combined his love for Break-dancing with his newfound internet hobby and created BBoyWorld. His goal was to share a community platform with people from around the world who shared his love for Hip-Hop and Break-dancing. Erwin reached out to USA performers to get footage for himself. During this time, American dancers, DJs, and other artists became increasingly popular in Europe. Within fewer than 6 months, BBoy World had grown to over 25,000 members. Eventually, he realized that it was time to expand BBoy World to bring his passion to countries around the world. Through this process, he brought a new perspective to dance in different dance scenes. No longer would Breakdancers have to wait years for the footage they wanted to take their dance routine to the next level.
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1999 — 2001
In 1999, Erwin’s career got started with the launch of BBoy World. That platform grew into a community over 25,000 members worldwide. This innovative platform became the world’s first international community of dancers, DJ’s, promoters, and artists. The platform was designed for information exchange, video uploads, and communication. It was so revolutionary, that it completely changed the world of promotion and cultural interaction. For the first time in history, someone from Japan could connect with someone from the USA in real time. By 2000, BBoy World.com had become a huge hit within the breakdancing community. Promoters, Dj’s, MC’s and artists flocked to it in hopes of reaching a broader audience. BBoy World.com also collaborated with events including IBE, Battle of The Year, Freestyle Session, UK B-Boy Championships and more making them internationally recognized events, with audiences from around the world gaining interest. This innovative marketing strategy exposed the world to breakdance culture, giving it a broader audience and greater opportunities for sponsorships and events. By 2001, Erwin through BBoy World.com had built a significant network of dancers, promoters, and DJ’s throughout the world. It was then that Erwin discovered a then-unknown Korean breakdance style. It was energetic, full of expression, and impressive enough to peak his interest. Erwin made it his purpose to introduce South Korean breakdancing to the rest of the world through promotion on his website. This would go on to open the door for dance groups like Visual Schock, Expression, Gamblers and more to make their way onto the world stage.
2002 — 2009
Just one year later in 2002, inspired by the USA AND1 Street Basketball Mixtapes, Erwin started the BBoy World All Star team USA. The team consisted of talented upcoming dancers from all around the United States, opening up a chance for them to travel and compete in Europe and Asia. The first iteration of his All Star team inspired brands like Red Bull (Red Bull BC ONE All Stars Est. 2010) and Monster Energy (Monster Energy B-Boys Est. 2013) to create their own All Star breakdance teams while promoting their brands. Even so, just 2 years later and Erwin was still dreaming of having his own event hosted in the United States. He took action and organized an event called Evolution and hosted it in Florida. The event was designed as a youth cultural event for various dance scenes. Within just two years, Evolution became one of the top dancing events in the United States. Fans and Dance Teams from all over the world attended Evolution. For the first time in breakdance history a Korean dance team attended an event on the east coast. Evolution had made history. In 2006, Erwin switched gears to promoting breakdancing outside of the community. With the popularity of YouTube, he saw the potential to create the first commercial dance channel on the station with the intent to promote events and help dancers and DJs gain exposure to an international audience. One year later in 2007, Erwin founded Outbreak Europe to expand the brand even further. By 2009, Evolution hosted its world finals in Atlanta. In 2010, the event was moved to New York. That same year, Erwin organized the first and biggest breakdance league tour in the world, for LG Electronics. The tour spanned 7 countries throughout South America including, Brazil, México, Chile, Colombia, Venezuela, Perú, Guatemala with a total prize money of $150,000 (USD). The final of the event was held in Colombia.
2010 - 2011
Live Nation Entertainment and Erwin created a partnership for BBoy World organizing a dance event during the Bamboozle festival. This was a two-day B-Boy competition on Lincstar Stage. Bamboozle is an annual event that started in 2003. Bamboozle has become the biggest festival on the east coast, with around 100,000 visitors visiting this festival every year. 1-2 May 2010 - Linkstar B-Boy Stage ,Wiz Khalifa, Dylan Owen, Grieves, Samuel Adams Wisner, Sean Price, Spose, Jared Evans, Tanya Morgan, Mel a friend of Elmo's who raps, T. Mills, Far East Movement, Dirt Nasty, I Set My Friends on Fire, Mike Posner, Spose, The Beatards, Roxy Cottontail, DJ Prime, Skeet Skeet, Scarlet Carson, Boaz, Wale, 88 Keys, All Out, DJ Prime. 29-30 April, May 1st 2011 - The Break Contest Stage: Ascending From the Ashes, Dead End, Forget Paris, Audio Insight, Pass It On, The Devil's Holiday, Alter the Ending, Cheers to Romance, Political Party Crashers, The Ever After, Leah Le Grace, The New Royalty, Six Stories Told, The Closers, Tony E., Here's To You, Gravity Against Us, The Ready Set, Until Holy, New Year Premiere, Time Will Tell, Breathing East, Dear Luna, Going Dark, Asmara, Born of Scars, Victor Made A Time Machine, The Gift of Ghosts.
In 2010, Erwin created a clothing brand called “Street Scientists,” this brand grew quickly into a household name within the community, promoting peace, unity, and love for the scene, by the scene.
2011 – 2012
In 2011 – 2012, Erwin created a marketing strategy for The Michael Jackson The Immortal Tour, produced by Cirque du Soleil.
In 2009, Hip-Hop Je Smoel wrote about Erwin’s Life, in a book called “Smoel Werk,” which documents the development of Hip-Hop culture in the Netherlands between 1999-2009.
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