SMACK/URL (Ultimate Rap League) is considered one of the first media outlets to popularize the raw, acapella battle rap format that is standard in almost all battle rap leagues in the present era. They have many mottos such as "follow the innovators not the imitators" and "you can't copy respect" followed by the familiar "smmmddlllaaack" ad lib which was invented by the host Smack White. SMACK is an acronym that stands for "streets, music, arts, culture, knowledge."
SMACK DVD started out as a monthly Hip-Hop DVD series in the early 2000's documenting Hip-Hop lifestyle and beef. After a while, rap battles began to be featured at the end of every DVD, sparking the interest of many fans. It soon became the mainstay of the series and bought acapella battle rap to the masses. After some years the popular DVD met it's demise and acapella battle rap was removed from mainstream entertainment and returned to the streets of the USA.
3 rounds at around 2 to 3 minutes each is the most common URL battle format. The battles are unjudged and are left to the fans to debate, thus adding to the replayability.
During URL's 3 season run of UFF (Ultimate Freestyle Friday) there were also 3 rounds, yet they were much shorter, at only 2 minutes, due to television time constraints. Battles were judged by celebrity guest judges in participation with the live crowd.
SMACK: The founder and original cameraman.The boss
BEASLEY!: Manager, battle organizer, voice of the SMACK commercials. He also negotiates compensation for battlers. He co-founded the smack brand Known for beating through the crowd like the incredible hulk when a fight almost started mid battle.
NORBES!: Talent scout, host and head of the PG division. Cohost of The War Report.
Chico : Not much is known about Chico being that he does not enjoy being in the pubic eye, but he is a pivotal part of the URL as a whole @KingShahrozAli
Rain: It was revealed that he was the one that made the beats that accommodates each URL event. Rain is mostly known for his videos in front of URL battles. @KingShahrozAli
NuNu Nellz: nobody knows
Nu Jersey Twurk
Tink Da Demon
Y Young Miles