The customizing creativity of Funkmaster Flex: DJ has given Ford a new kind of flair

Ebony, Nov, 2007 by Kevin Chappell

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He's called the "guru of customization." In fact, Funkmaster Flex has become so respected with under-30 car enthusiasts that his stamp of approval, on everything from 20-inch tires to carbonized body kits, could mean millions of dollars to manufacturers. And now, one automobile heavyweight is betting that mainstream America is ready for the popular New York City disc jockey's distinctive car designs.

At a recent Funkmaster Flex Custom Car & Bike Show in Ocean City, Md., the 39-year-old married father of two talked about his passion for cars, and his new project that could elevate him from a car-customization legend to a household name.

Flex, who was tricking-out cars long before rapper Xzibit pimped his first ride on his MTV reality show, has come a long way since using contacts made on his Hot 97 radio show to get into the customizing game. His creations were so hot that it wasn't long before celebrities like Sean (R Diddy) Combs and Shaquille O'Neal were requesting his services. Soon, he was in such demand that he formed a car club, Team Baurtwell. Now, his urban creations are seen nationally on ESPN2 through his own television show, All Muscle with Funkmaster Flex. And this year, he made business headlines when he signed an exclusive deal to lend his name and styling expertise to Ford Motor Company's new 2008 Expedition.

The Funkmaster Flex Edition of the Expedition is a two-tone, black and-red SUV that comes complete with 20-inch, chrome-dad wheels, fog lamps, side skirts, rear fascia, and the funky "FMF" logo on the headrests, armrests and floor mats. "Flex has been a great partner for Ford," says Michael Laquere, Ford's SUV marketing communications manager. "He's brought us so many opportunities to connect us with young urban consumers."

Becoming the first African-American to have his own signature automobile is a dream come true for Flex, and makes him to customization what a legend like John Shelby of the Ford Mustang fame is to horsepower. The customizer now regularly meets with Ford brass to discuss design ideas, and, to date, has customized more the 15 cars for the Detroit automaker.

For Flex--who grew up watching stock-car races on ABC's Wide World of Sports, but was afraid to tell his buddies for fear of being teased--staying on the cutting edge of car customization is all about staying grounded and staying connected with the streets. He listens to his fans, and knows what he personally likes. To him, customizing doesn't necessarily mean gutting out a car and making it unrecognizable. "Customization, to me, means something as simple as putting an air freshener in your car," he says. "Whatever you change to make your car represent you, that's customization."