Hip hop heads, it’s time to be heard. For the first time in Africa, a magazine is catering directly to the needs of the hip hop community. So to all the B-boys out there, the MCs and the DJs, the B-girls and the graffiti artists, mark down Wednesday 23 June. It’s the day that Hype hits the shelves. This one’s for you. Read on for comments from Ready D and download the cover.

Hip hop is bigger today than any other form of youth culture. It informs the lifestyle of an entire generation. South Africa is no exception. Crews are springing up daily, artists are posting huge sales, parties are crammed to the hilt. Yet up until Hype, no magazine has devoted itself to this way of life. “We’re the first magazine to do this,” says Natalie Dixon, SL Editor and Editor-in-Chief for Hype. “Hip hop is an ever-growing scene that needs to be fed. We’re giving people a voice and bringing relevant issues to the fore.” Hype represents hip hop. Exclusively.

True to the participative nature of hip hop, Hype aims to develop and nurture the scene in South Africa, to provide a platform for the exchange of ideas, a dialogue between the different sectors that make up the broader community. Budding MCs are encouraged to publish their rhymes for others to comment on, readers can submit photographs of spraycan art in their area and local luminaries will appear in Round Table, a regular feature that sees leaders in the scene getting together and debating the pros and cons of everything from MC accents to the difference between Cape and Jozi styles.

Hip hop is a diverse lifestyle, and as such every aspect that gives the scene its distinct flava will be addressed. The same principle applies to how Hype approaches its international content. Being a worldwide movement, it’s impossible to ignore the big names who are making waves abroad. But that won’t be the entire story. “We’re looking at global hip hop through a local eye,” continues Natalie. Articles will have a home-grown spin. Hype will act like a tent-pole, holding together a whole lot of different threads, from mainstream to underground, from local to international. But most importantly, Hype is will be holding it down. Giving a thriving scene the outlet it deserves.

As proof of this commitment Hype is employing the services of a rotating Guest Editor, a figure from within the local scene who can advise and consult on fresh developments. And the first person to take on this task is none other than South Africa’s Hip Hop Godfather, the legendary Ready D. “It’s challenging, but exciting,” says the maestro of his newfound role. “Hype’s representing all the elements in a very local way. We have the same rights to hip hop as anyone else. And we need to express this.” Ready’s input will ensure that the magazine doesn’t operate within a vacuum. He’ll be overseeing the alternate-monthly magazine for its first three issues, bringing his profound knowledge and passion to the editorial board. In future other respected individuals from within the scene will continue to ensure that the flavour never gets stale. 

In addition, Hype is placing huge emphasis on stories by people on the ground, selecting writers who are passionate and have something important to say. Articles will be written from the streets up, with journalists being chosen for their wide knowledge and love of hip hop.

“Hype is straight form the heart. It’s real,” concludes Natalie. It’s all incredibly exciting. With this amount of passion, and a readership demanding more, things are about to explode. Hype. Believe it.

CLICK HERE TO VIEW THE COVER (87.5 KB)

Note:  AG does not agree with this statement:  “We’re the first magazine to do this“.

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