In an era where the phrase "keeping it real.." is basically an escape route for "true school heads" to avoid keeping up with the times, CeasRock (born Sam Karimi) chose to put his own twist on the expression. His REAL LIFE brand of music challenges the notions of corniness that are attached to being "real", and even goes as far as promoting the idea that everything is real. Cliche as it may seem, Ceas truly believes that every single object, person, place or theme that we encounter in our day-to-day experience can be rapped about in a way that is interesting and insightful. "It's all about the context" he says. This perspective is what allows Ceas to be diverse in his content and presentation without coming across as a follower or unsure of his own foundation and values as an emcee.