Social media entrepreneur and benevolent wine-giver Gary Vaynerchuk is just full of surprises.

Like, who knew homeboy was down with golden-era hip-hop?

In this video from a couple years ago (hey, if Hypebot can post it now, we can, too), @GaryVee gives a short but rousing argument for why the street-based, forward-thinking, youth-oriented hip-hop movement, circa 1985, prefigured the same personal branding principles we’re seeing in today’s social media technology revolution.